Lauber+Partners Rainemakers Seminar 2010 08 26
18
Content Strategies For Crossing Borders Tom Burgess CEO BondPR International [email protected] +44 (0)207 596 2759
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Strategies for international communications and investor relations outreach
Transcript of Lauber+Partners Rainemakers Seminar 2010 08 26
Content Strategies For Crossing Borders
Tom BurgessCEO BondPR International
[email protected]+44 (0)207 596 2759
Content Strategies For Crossing Borders
Debra Raine Principal Global Campaign Strategist
BondPR/Rainemakers
[email protected]+1 415 848 2626
Content Strategies For Crossing Borders
Content Strategies For Crossing Borders
Facts come and go, but stories connect minds and build markets. No matter what medium a story is told in, there must be a narrative link to ensure that everything
stays together and accrues to future stories. Connecting a company’s narrative to innovation,
business advantage and human impact will create an emotional and lasting relationship
between your customers and your brand, products and markets.
Vision
Business transformation
Winners & losers
Heroes & villains
Human impact
Societal changeDrama & TensionNarrative
Features
Application
R&D
Engineers
Patents
Sales Figures
Names & Titles
Story backdrop
Missing From Storytelling
Winning Mindshare, Expanding Markets
Content Strategies For Crossing Borders
Content Strategies For Crossing Borders
Digital
Original Content / Wires
Augmented Voices
Influentials (new and old
school)
Long lead
Short Lead
Digital
Original content is King in Cross Border Communication
Content Strategies For Crossing Borders
"We tell your story to the world."
Lisa Ashworth CEO PR Newswire EMEA
PR Newswire
T: +44 20 7454 5291 [email protected]
The Press Release is Dead Long Live the Press Release
• NOT about new media – it is about using media in news ways – (Dr Craig Lefebvre)
• We are in the midst of a communications sea-change as significant as the introduction of the printing press
• The press release is not, as has been suggested, dead, but the advent of social media means that it’s no longer the only game in town.
• There are new routes and channels through which dynamic, rich, multimedia messages can flow, which significantly enhance our ability to target the specific audiences we’re interested in.
Content Strategies For Crossing Borders"We tell your story to the world."
Behind the Scenes Footage
Broadcast Video
High Res Photo
Social Media Links
Screenshots
B Roll Interviews
Logo
Release Text
Document
Downloads
Related Links
Content Strategies For Crossing Borders
Branding and click through link
Text formatted and distributed into editorial systems
Broadcast Video
Hi-ResPhotos
Related Links
Downloadable Documents & Translations
Videos
Social Media LinksActivision MNR
Buy it Now Button
Hyperlinks
LogoMultimedia News
Content Strategies For Crossing Borders
Where does your Content go?Content Strategies For Crossing Borders
User generated content is now welcomed by over 70% of publications internationally
Over 60% take comments on stories online with 29% also accepting and publishing readers’ pictures.
Source: European Digital Journalism Study: How the Digital Age has affected journalism & the impact for PR – May
3 out of 4 journalists (involved in the survey) are now using RSS feeds to keep themselves abreast of news stories and developments.
83% of journalists write online articles and 44% use blogs or write wikis as a research source.
Why MNR?Content Strategies For Crossing Borders
Content Strategies For Crossing Borders
Gwyn LauberManaging PartnerLauber+Partners
[email protected]+1 415 738 8160
Content Strategies For Crossing Borders
Europe accounts for about 90% of the investments in US companies by non-US firms
Should You Go? Can You Answer "Yes" to Any of the Following?
• Are you a large, liquid company that pays dividends?
• Are you pre-IPO?
• Do you sell your products in Europe?
• Are you a growth stock?
• Can you commit to regular visits?
• Have you exhausted the US secondary markets?
• Do you have resources to use for targeting beyond the usual?
• Have you laid the groundwork?
If You Greenlight European IR Engagement
• Piggy-back meeting on other trips to Europe
• Change investor presentation to include local comparisons
• Provide long-term, measurable goals
• Understand it may takes years of relationship building before they
take a position in your company
• Anticipate the types of questions they will ask
Content Strategies For Crossing Borders
Content Strategies For Crossing Borders
Advantage to European Investors
• Longer holding period
• Less focused on quarterly results
• Well-prepared investors
Content Strategies For Crossing Borders
Prepare for your European Road Show
• Ask questions when setting up/accepting the
meeting
• Know the area where the meetings are
• Research your audience
• Be sensitive to cultural differences
