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Seize the MomentMedia relations in Mobile World Congress 2016
Mikko Salmi12.1.2016
Contents
1. Preparation is the key
• Let the people know you are coming
• Crystallize your messages
• Have your materials ready
2. Meeting media
• Make them your ally
• Talk their language
3. After care
• Keep your contacts warm
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Why media?
• Wider reach than organitions’ own channels
• More trusted than organitions’ own channels
• Every decision maker consumes media
• Every decision maker listens to the big audience
– At least they should…
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WHY
Thousands of voices – get yours through
• 2,000+ exhibitors fighting for the place in the spotlight
• To win the battle, you will need to:
– Be active
– Be enthusiastic
– Have a real story
– Have cutting-edge messaging
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Start now!
• Media relations
– Find out who is coming (accreditated and partner media)
– Pick the most relevant/interesting
– Interact
• Invite them to the stand and your media session(s)
• Send relevant press information
• Follow them on social media
• Social media
– Own updates
– Company updates
– Follow and interact
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What is interesting for the media?
• Ingredients of a good story:
– Unique
– Global potential
– Solves a real problem
– Human, touching
– Related to well-known people, issues or organizations
– Proven case examples
• Examples:
– New innovations
– Product launches
– Partnerships with interesting people/organisations
– Solutions that make the world a better place
– Bold, unique social media content
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Be bold and creative
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Charm the media
• Outstanding materials
– Press release(s)
– News bulletins
– Images, video clips
– Presentations, backgrounders
– Social media updates
– Q&A (for your own use)
• If you have a product, show how it works!
– Video
– Face-to-face
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Press releases and kits
• Press releases
– News required (only one per press release!)
– Top down: ”the beef” first
– Think ahead
• The more people involved, the more time you will need
– Distribute in the morning if possible
• Press kits
– News not required – but helps it you have one
– Can contain, for example:
• Press release and/or information pack
• Case studies, references
• Images, videos
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Mustknow
Need to know
Nice to know
Big news?
• Press events
– Think if you really need one! Normally you don’t.
– Have at least 2–3 weeks for preparation
• Venue
• Visuals
• Invitations
• Materials to be shared
• Media and/or messaging training
– Use cases:
• Really big news. I mean
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HOW
BIG.
Have a cup of coffee
• Informal meetings
– Find out the people covering the topics within your scope
– Book a morning coffee or lunch
– Prepare for sharing one or two news tips
– Ask what they are interested in
– Keep your contacts warm
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HOW
Case Creoir 2014
• Creoir used media listing very actively on their purposes in MWC 2014:
– Contacted accredited journalists before the event
– Hosted multiple media sessions during the event
– Broadcasted news pictures to shareholders and other target audiences after theevent in different channels
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Case Creoir – Media results
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How to tell your story?
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Start with why*
• Why do you exist
• What is the problemyour solution solves
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WHY HOW WHAT
• How do you solve theproblem
• What do you do to solve the problem
• Technology etc.
*Simon Sinek
Avoid the medieval mistake…
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…and try to think about the listener instead.
How to develop key messages?
• Simple
• Concrete
• Consistent
Ask yourself:
• Would you read the story?
• Would your mom read it?
• Is there a link to a bigger context (not just technology)?
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Don’t just answer – take control!
• Accept the question
• Build a bridge
– It’s a good point, but I would rather express this in another way…
– Good question, but in this case it is important to remember…
– In our solutions I would like to highlight…
– It’s a good point, but more important is…
– In this case, I would see three points…
Communicate your key message
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No Go’s
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• There is no ”off the record”
• Avoid saying ”no comments”
• Never lie
• If you don´t know, don´t guess orspeculate – check the facts
• Don’t talk about your competitors
Checklist for press meetings
Check who you are talking to, adjust accordingly
Have your key messages ready and stick to them
Request to check your quotes
Enjoy!
And keep up the contacts with journalist:
Send them your press releases and news of your company
Consider exclusivity
Connect on LinkedIn and Twitter
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Go for it! Media is an opportunity, not a threat.
If you make it your ally.
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