Today it’s blockchain, yesterday was Bring Your Own Device, and who knows what tomorrow may bring? Don’t give in to the temptation to follow every hype - your PR strategy can bring the focus your organization needs. Interestingly, every new hype seems to follow the same stages of a hype cycle, making it easier to predict how hypes will develop. This predictability can help you as a specialist in communications, PR or content marketing to develop a strategy. In this webinar, hosted by Freek Janssen, Head of Content EMEA, we will discuss the phases that hypes tend to follow and how your PR and content strategy should be different in each stage. During this session, we will explain how to claim expertise in a fast-paced sector by covering: Picking the right topics and distinguishing yourself Developing a distinctive hook and unique voice Understanding the phases of a hype cycle Creating PR strategies based on these phases

1. HOW TO DEVELOP A
PR STRATEGY BASED
ON A HYPE CYCLE?
WEBINAR | THURSDAY 19 APRIL | 9:30AM BST | 10:30AM
IT’S ALREADY TOMORROW WEBINAR SERIES

2. TODAYS PRESENTER
FREEK JANSSEN
HEAD OF CONTENT EMEA AT LEWIS
@freek_janssen
@teamlewisglobal

3. NOT THIS KIND OF HYPE
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4. HYPES ARE A
DAILY
REALITY
YESTERDAY TODAY TOMORROW
Bring Your
Own Device Blockchain
Quantum
Computing
@teamlewisglobal
#IAT

5. THEY ALL
FOLLOW A CYCLE
“It is fairly easy to
predict
how hypes will
develop”
@teamlewisglobal
#IAT

6. WHEN DO HYPES MATTER?
IF YOU INDUSTRY IS
@teamlewisglobal
1. FAST-
PACED
2.
KNOWLEDGE
INTENSIVE

7. ASK YOURSELF
TWO QUESTIONS
@teamlewisglobal
1. What is our focus?
2. How do we stand out?

8. KILLING YOUR
DARLINGS IS NERVER EASY
INTERNAL
PRESSURE:
LET’S DO
EVERYTHING!
YOUR
AUDIENCE:
2 OR 3 TOPICS
(AT MOST)
YOU
@teamlewisglobal

9. @teamlewisglobal
CASE: IBM

10. CASE: IBM
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11. DISCUSS THE FOCUS
ON BOARD LEVEL
“It’s vital to know the
strategic focus of the
organization and then
align your
communication efforts
accordingly.”
@teamlewisglobal
#IAT

12. AND NOW :
STAND OUT!
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13. THE HYPE CYCLE THEORY
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14. TECHNOLOGY TRIGGER
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15. PEAK OF INFLATED
EXPECTATIONS
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16. TROUGH OF
DISILLUSIONMENT
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17. SLOPE OF ENLIGHTENMENT
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18. PLATEAU OF PRODUCTIVITY
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@teamlewisglobal
#IAT

19. MMM…LOOKS FAMILIAR?
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20. @teamlewisglobal
TECHNOLOGY TRIGGER:
EDUCATE AND CLAIM EXPERTISE
 Be there first
 Inform
 Claim thought
leadership
 Explain what it
means
 Explain why it
matters
 Convince your
audience that this
is going to be
huge

21. @teamlewisglobal
PEAK OF EXPECTATIONS:
DISTINGUISH
 Find your unique sound
 Follow through
 Actively engage in the
debate
 Invest in influencer
relations
 Look for speaking
opportunities
 Organize your own
event

22. @teamlewisglobal
TROUGH OF DISILLUSIONMENT:
GET PRACTICAL
 Don’t get
discouraged by
skepticism
 Share practical tips
and tricks
 Celebrate cases of
actual applications
 Separate facts from
fiction

23. @teamlewisglobal
SLOPE OF ENLIGHTENMENT:
SUCCESS & INBOUND MARKETING
 Early majority will
search for use cases
 Focus on reference
articles, case study
videos
 Capture interest
through inbound
marketing
 Invest in SEO & SEA

24. @teamlewisglobal
PLATEAU OF PRODUCTIVITY:
STAY VISIBLE AND RELEVANT
 Visibility is key
 Increase your share of
voice
 Keep your audience up-
to-date on wins,
products and reference
cases
 Thought leadership to
support sales cycles

25. FIND YOUR
UNIQUE SOUND
“Don’t go off on your
gut feeling, but do
research to find out
what your audience is
actually interested
in.”
@teamlewisglobal
#IAT

26. THERE IS A HYPE
CYCLE FOR EVERYONE
 Digital marketing and
advertising
 Sales
 Finance
 Healthcare
 Supply chain
 Legal & compliance
@teamlewisglobal

27. @teamlewisglobal
RECAP
1. Pick topics that
truly matter (to you
and your audience)
2. Find out the stage in
the hype cycle
3. Base your PR and
content strategy
4. Find your unique
voice based on data

28. Q&A’S
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#IAT

29. JOIN OUR NEXT WEBINAR:
LWS.CO/ITSALREADYTOMORROW