Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedisch
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|© Copyright 2010 Dow Jones and Company
Social or not – it’s Media Relations
Lars Voedisch - lars.voedisch@dowjones.com - @larsvRegional Head – Media Intelligence, APACDow Jones & Company
|© Copyright 2010 Dow Jones and Company | 22
Monitor, Analyze, Discover, EngageLet’s start right here
Who is regularly doing media monitoring?
Who is privately using Social Media?
Who’s regularly doing SOCIAL media monitoring?
|© Copyright 2010 Dow Jones and Company |
Social Media Relations: Everything Changes!?
Everything Everything ChangesChanges
From pitching to engaging in “Naked Conversations”
“There is no market for your message”
Command and control, top down message delivery is no longer an option –it’s about conversations
Nothing Nothing ChangesChanges
It’s about relationships and people
It’s about being relevant
Not every negative comment means a crisis
You need to watch your space: monitor and analyze
|© Copyright 2010 Dow Jones and Company |
How do we stay relevant and lead strategic communications programs?
Source: Redefining Media Relations, Maureen O’Connell
It’s not traditional vs. social media or old and new media – it’s all media relations.
Let’s not just tweet because it’s the hottest tool at the moment
Remember that now everybody has a printing press
Important rules in media relations remain the same:- Stay transparent, authentic and relevant- It is all about building relationships - Becoming a valued, trusted resource to each contact
Important rules in media relations remain the same:- Stay transparent, authentic and relevant- It is all about building relationships - Becoming a valued, trusted resource to each contact
|© Copyright 2010 Dow Jones and Company | 55
Must-Dos for PR Professionals in 2010:You can’t outsource your strategy
Agree and align your communications objectives Awareness Image / Reputation Sales Cost savings Something else?
Track / Measure your success Build expertise and capacity (staff & tools): Social
media is neither cost-free nor will it fix it all. Think about relevance: Become a Content Creator Define your Rules of Engagement Bring Social Media Inside
|© Copyright 2010 Dow Jones and Company
Monitor Analyze Discover Engage
Monitor Analyze Discover
research & promote the buzz
issues, trends& strategies for
impact
opportunities &risks in time
to act
Engage
& pinpointbetter the influential
Use smart tools along your workflow!
Communications Objectives & Strategy
|© Copyright 2010 Dow Jones and Company 7
Monitor
Who’s Listening?
Monitor and Track what’s relevant across media
channels / sources!
|© Copyright 2010 Dow Jones and Company 88
Media Analysis: Stop confusing ROI with results, and measurement with counting
“Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.
Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.
You note the change, analyze the reasons why, and improve your program accordingly.”
KD PayneSource: Stop confusing ROI with results, and measurement with counting, KD Payne
|© Copyright 2010 Dow Jones and Company 99
Media Analysis: Stop confusing ROI with results, and measurement with counting
“Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.
Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.
You note the change, analyze the reasons why, and improve your program accordingly.”
KD PayneSource: Stop confusing ROI with results, and measurement with counting, KD Payne
Show you’re busy –or indispensable?
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Analyze
Who are they talking about?
Where is thechatter
happening?How goodis it?
|© Copyright 2010 Dow Jones and Company 11
Analyze
Who’s talking about you – and your competitor?
Look at social vs traditional media!
Who’s talking about you – and your competitor?
|© Copyright 2010 Dow Jones and Company 12
Discover
iPhone
“This is not about searching knowns, this is about
uncovering unknowns and understanding the context.”
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Engage
Understand what journalists are actually writing about – no guessing / feeling game
Build really targeted media list – no spamCreate a briefing book in minutes – instead of hours
What they’re writing about…What they’re writing about…
…and how to contact them…and how to contact them
Engage and understand the influencers
Remember: For most industries, Print is still king!
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Summary:Social Media Tips for PR Professionals
Keep on top of social media trends
Familiarize yourself with the latest web toolsfor your social media management success
Follow best social media practices in your industry sector
Identify and engage relevant digital influencers
Source: Social Media Tips for PR Professionals, Daniel Young
Monitor Analyze Discover Engage
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Summary:Social Media Tips for PR Professionals
Keep on top of social media trends
Familiarize yourself with the latest web toolsfor your social media management success
Follow best social media practices in your industry sector
Identify and engage relevant digitalinfluencers
Source: Social Media Tips for PR Professionals, Daniel Young
Important rules in media relations remain the sameImportant rules in media relations remain the same
Monitor Analyze Discover Engage
|© Copyright 2010 Dow Jones and Company |
Monitor Analyze Discover Engage
Monitor Analyze Discover
research & promote the buzz
issues, trends& strategies for
impact
opportunities &risks in time
to act
Engage
& pinpointbetter the influential
Dow Jones services for Public Relations & Corporate Communications
|© Copyright 2010 Dow Jones and Company |
Questions?
Lars VoedischRegional Head – Media Intelligence, APACDow Jones and Companylars.voedisch@dowjones.com @larsv
Thank you.
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