A quick intro: what PR does, how it works, how it can be measured - and a concrete example of how it could be integrated into a cost-effective, efficient 360-degrees campaign.

1. PR for Consumer Marketers: Introduction

2. Agenda
What is PR?
What does PR do?
How does PR work?
How can you measure PR?
By the way, PR is also...
Introducing Trimedia
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3. What is PR?

4. What is PR?
‘Public relations (PR) is the practice of managing the flow of information
between an organization and its audiences. Public relations creates topics of
public interest and news for these audiences without requiring direct payment.
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5. What does PR do?

6. What does PR do?
It creates credibility by “borrowing” it from trusted third
parties – such as established media brands
It creates emotional depth in campaigns
It creates relatively inexpensive visibility on a large scale
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7. What does PR do?
It creates credibility by “borrowing” it from trusted third
parties
Media brands/Journalists (Belgian examples)
Willem Asaert
Jan Temmerman
Eric Boschman
Barbara Witkowska
Beatrice Delvaux
Social media
Key Opinion Leaders
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8. Mio: connecting with the “geeks”
Word-of-mouth works miracles for
reaching the opinion leaders, but
takes time to get off the ground
“mainstream” media is crucial
to generating attention quickly
A single e-mail sparked 100,000
links in Google worldwide in 1
week
Instant (and significant)
coverage in Belgium too
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9. Mio: mainstream and channel press
Maxim
De Standaard Connexie
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10. Südtirol: use media credibility
Our role is to position South Tyrol as a quality gourmet
destination. In addition to the classical media relations
tools, we use highly targeted, top-quality events.
In 2008 we carried out a “traditional” press trip with a
Belgian star chef and a food writer. The resulting report
was coupled with an exclusive gourmet evening for De
Morgen Magazine readers with two star chefs from
Belgium and South-Tyrol, supported by knowledgeable
comments of the food writer.
This combination created visibility in the top publication for
our target audience, delivered exceptionally well on brand
objectives, and helped South Tyrol build a lasting
relationship with top opinion leaders in Belgium.
Our added value: -location spotting
-personality pairing & coaching
-press trip program
-media deal
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11. What does PR do?
It creates emotional depth in campaigns
By its nature, advertising is good at delivering a single
point of information
It can create an “impression” of emotion, but seldom
makes lasting impact
PR reachs consumers through a different kind of
touchpoints
Much more concrete and emotional information
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12. Tabasco: create an emotional link
Project objective: develop long-term
relationship with the key press.
Two journalists took a press trip to
Louisiana, where they visited the
factory and the fields where the
peppers grow, took cooking
lessons, etc.
In addition to a life-long impression
on the two key journalists (DM
Magazine, L’Echo), in-depth articles
covering the product resulted from
the action.
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13. Neuhaus: create an emotional moment
To celebrate its 150th anniversary,
Neuhaus introduced major changes in
its stores around the world, added new
products and put on a high-profile gala
dinner.
We supported Neuhaus by organizing
press conference and interviews,
managing the presence of the press
and the VIPs at the gala dinner,
launching a number of press releases
and an in-depth press kit.
Results included extensive coverage by
national and regional TV and radio
stations – and of course in print and
online.
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14. What does PR do?
It creates relatively inexpensive visibility on a large scale
Creative angle
“targetable”
Newsworthy
Trustworthy
Good visual material
Media deals
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15. Media deals resulting in an event
For Paramount Home Video’s
blockbuster Madagascar 2, we
teamed up with Bellewaerde park.
Opening of the 2009 season at the
park was completely dedicated to
the film, with the premiere of
Madagascar in 4D as the high point
of the day.
Additional visibility created via
deals with media partners, including
TV stations.
A number of Belgian celebrities
attended with their kids – which
created a significant amount of
extra attention from the press.
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16. Joint action with FNAC
To maintain buzz around Xbox 360
after the launch, to improve
connections with the key retailer
and to add a dimension of design to
Xbox 360 we organized a design
contest together with Belgium’s
leading design schools.
Best designs where exhibited at
FNACs across the country.
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17. Mio: going after niche markets
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18. How does PR work?

19. How does PR work?
Content is king
If you have content – use it!
If you don’t have content, create it!
Newsworthy
Tailored to the specific media
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20. Buy one – get one free
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21. Breathe Right (GSK) –
Attention-grabbing press event
To re-launch anti-snoring nose strips in
Belgium, we developed a complex event.
First, it included a survey of snoring habits in
Belgium. Then, we carried out a snoring
experiment at White Hotel Brussels, on eve
of International Day of Sleep in collaboration
with snoring experts. In conclusion, we
carried out a press conference based on the
results of the survey and the experiment.
As result, we had excellent coverage (VTM
News and more) for a total media value of €
100.000, with the total initial investment of €
20.000.
Our added value: -concept development
-location spotting
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22. Jet Airways: a multi-layer approach
Kick-off event: puja
Invitation to the exclusive lounge
opening in Brussels
Interview program with Naresh Goyal &
Raja Segran
International press conferences on trade
shows: ITB, Berlin Air Show
Press releases
Agency promotions
Press trips, both individual & collective
Speaking opportunities
Sponsoring of trade events
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23. Mediaedge:cia
Mediaedge is a top-3 media buying agency worldwide, but only a number 6 on
the Belgian market.
To help the company close this gap, we launched a PR campaign aimed at
building visibility of Mediaedge towards decision makers at its target companies
Mediaedge is only interested in top advertisers in Belgium, which means
there are only about 30 companies on their list of prospects
The decision makers are only to be reached through the media
Companies like Mediaedge don’t easily attract attention from target media
per se (activity, size, market sector,...)
Basic approach is to create an ongoing flow of news based on surveys and
internal company information.
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24. Coverage Mediaedge: bank advertising
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25. Coverage Mediaedge: survey Celebs
De Standaard Het Nieuwsblad L’Echo
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26. Concrete example of how PR could be
integrated into a through-the-line campaign
Example: automotive brand, let’s say… an Italian
one

27. Lifestyle PR ideas
Sportive passion with a touch of style
Belgian designer to interview a high-level designer at the Automotive
Brand’s design studio
Share professional secrets
Show anatomy of the design – forms, materials, etc.
Belgian motor sports star to interview engineers at the Automotive
Brand’s design center to build the sporting credentials of all of the
Automotive Brand’s cars
Belgian designer to create a line of brand-themed accessories
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28. Lifestyle PR ideas
Rallye des Gazelles: increase impact
Find a media partner or organisation
Organize a contest to find participants (in the universities)
Alternatively or simultaneously: KOI participants
Find sponsors
Organize a local media event for the start
Create a blog and organize a traffic-building campaign
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29. Lifestyle PR ideas
Urban chic
Action with International Hotel Group to activate weekends in the
Benelux hotels
Go Discover action at preferential rates
Promotion to Go Discover & BusinessClub database
POS material in hotels
Media partner
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30. Lifestyle PR ideas
Create young buzz around a new model
Activate the brand blog in Belgium in design schools and academies
Create an artist series of individualised cars
Link the car to other hip mass market brands with similar audience
and attitudes through co-marketing programs
Apple
Base
Coke Zero
Media deals: create visibility, deliver brand experience to individuals
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31. Loyalty programs
Forge the community
Aggressively build the consumer database
Work together with all garages to capture all new buyers
Registration through alfaromeo.be
Leverage existing Belgian motoring sites (vroom.be)
Unite and professionalize multiple small fan clubs of the brand, focus on
single strong point of contact
Activate the community
More content on the single brand fan website
New partner deals
Gadgets and toys
Textual/visual content: Belgian and international events and stories
Regular communication directly with the consumers
Monthly e-mail newsletter
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32. How can you measure PR?

33. How can you measure PR results?
You can’t really measure impact, but you can benchmark impact:
Pre- and post action surveys are time consuming and costly
Impact on sales – data usually not availabe
Key methods:
Media value (ROI)
Tone of voice (positive/negative/neutral)
Share of voice
Ratings & rankings
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34. Recent coverage Colt Belgium
Business ICT Business ICT Data News
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35. The metrics for Q4
Oct 08 Nov 08 Dec 08 Q4 total Annual Annual
achieved achievemen Target
Q4 total only t For Q1, Q2,
Actual Target Actual Target Actual Target
For Q1, Q2, Q3, Q4
Q3, Q4 combined
combined
Coverage 21 13 9 13 18 13 48 202 156
Releases 2 2 2 2 2 2 6 27 24
Media 2 2,6 1 2,6 1 2,6 4 16 32
opportunities
Speaking 1 0 0 0 1 1 2 3 4
opportunities
Case studies 0 0,5 0 0,5 1 0,5 1 4 6
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36. By the way, PR is also...

37. Crisis and issue management
Consisting of:
Mapping potential issues
Listing Stakeholders and indicating their interests and
touchpoints
Creating crisis plan, training on execution
Message definition
Communication flow + procedures
Spokesperson
Mediatraining
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38. Wilkinson Sword: issue management
Issue originating from UK, picked
up by major international press
Aimed at Gillette, but Wilkinson
is implicated as a major
competitor
Brought to Belgium
Full page article in HLN
Our advice
No proactive communication:
let Gillette do the work
Be prepared with clear
comments
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39. Lukoil: reputation management
LUKOIL has recently completed the
rebranding of 157 JET filling stations
purchased from ConocoPhillips in 2007.
Our key challenge was to overcome the
negative perception of Russian
businesses (especially the Russian oil
businesses) and to position LUKOIL as
a trusted international company. We
keep the press focussed on LUKOIL as
a provider of high-quality, reasonably
priced fuel.
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40. Land Rover: CSR
Trimedia was appointed as the
agency responsible for
sustainability communications for
Land Rover, focusing on enhancing
corporate reputation through an
opinion former media campaign, a
stakeholder engagement strategy
and global conservation partner
PR.
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41. And online PR too
Online PR
Social media tap into traditional media for content
Social media participants are de facto journalists and need
to be treated as such:
Media skills are definitely needed if you don’t want to
f.ck up...
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42. Mio - Turning around a forum dynamic
Challenge
A very negative forum started by an
angry customer
Strategy
Personal attention
Clear communication
Building long-term relationship
Results
A complete turn-around
De facto an extension of the company’s
Support department
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43. Introducing Trimedia

44. Trimedia Europe: leading Public
Relations Consultancy
Trimedia’s footprint is the
biggest in pan-European
PR. We have 30 offices in
11 countries. Our sister
company Mmd adds another
18 countries in Central and
Eastern Europe, Russia and
Eurasia. As part of
Huntsworth plc, we tap into
a comprehensive network in
the Americas, Middle East
and Asia Pacific.
Trimedia
Mmd
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45. Trimedia International
Recent Awards
‘PR Agency of the Year 2008’
- European Excellence Awards
2008
‘Best Multicountry Agency to Work
For’
- Holmes World Report 2008
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46. Worldwide PR
Trimedia is part of Huntsworth plc. – a
worldwide communications group with
PR at its core.
Within the group there are some of the
world’s leading communication brands,
operating from 70 principal offices in 32
countries.
The group has particular strengths in
the consumer, financial, public affairs,
integrated healthcare and technology
sectors.
www.huntsworth.com
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47. Trimedia Brussels
18 years of history
20 multilingual consultants with various backgrounds
Broad spectrum of experience:
FMCG, Travel & hospitality, F&B, Home and Garden,
Petrochemical, IT and Consumer Electronics,
Pharmaceutical, Financial, Automotive, Fashion
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48. What makes us different
Our philosophy
No-nonsense
Direct
Results-oriented
Proactive
Creative
A broad view of communications based on our cross-industry
knowledge and strong expertise outside pure-play PR
Our promise: no cure – no pay
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49. Contact:
Trimedia
Jan De Ceuster & Leo Exter
jdeceuster@trimedia.be & lexter@trimedia.be
Woluwedal 28 box 6
1932 Sint-Stevens-Woluwe (Brussels)
Phone: ++ 32 2 713 07 13
Fax: ++ 32 2 721 01 01
Web: www.trimedia.be