PR: how to use storytelling to make the jump from owned to earned media

finn

20/
02/
WEBINAR 2014

RAF WEVERBERGH
MANAGING PARTNER

FINN Public Relations
www.finn.be
raf.weverbergh@finn.be
Twitter: @rafweverbergh
FB: facebook.com/FINNPR

STORYTELLING, OWNED
AND EARNED MEDIA

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OWNED EARNED & STORYTELLING

#FINNWEBINAR

??????????
SLIDESHARE

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NEWSROOMS ARE SHRINKING. TO STAY RELEVANT
AND PROFITABLE, MEDIA ARE INCREASINGLY
WORKING ON A CLEAR POSITIONING.

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CARPETBOMBING UNDIFFERENTIATED
MASS PRESS RELEASES (AKA “SPRAY AND
PRAY”) IS BECOMING LESS EFFECTIVE

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NOT NECESSARILY BECAUSE OF THE SUBJECT,
BUT BECAUSE MEDIA ARE ASKING FOR TAILOR
MADE ANGLES.

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WHAT THAT MEANS FOR YOU: YOUR SHARE OF
VOICE IS UNDER PRESSURE, ESPECIALLY IF YOUR
CORPORATE COMMUNICATION AND PRODUCT PR
IS VERY INSIDE OUT DRIVEN.

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THE GOOD THING
IS THAT MEDIA ARE
CLAMORING
FOR ANALYSIS THAT
THEY DON’T HAVE TIME
FOR

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THE QUESTION IS: HOW DO YOU GET THERE?

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THAT’S WHERE ANOTHER MEDIA TREND IS
COMING IN:

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BETWEEN 1961 AND 2001 THE NUMBER OF
EXPERT QUOTED IN PRINT JOURNALISM
INCREASED
700 %

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INCREASED
700 %
“A MATTHEW EFFECT COMES INTO PLAY:
RESEARCHERS WHO HAVE BEEN USED
EXTENSIVELY IN THE PAST ARE SIMPLY USED
FURTHER.”

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INCREASED
700 %
“A MATTHEW EFFECT COMES INTO PLAY:
RESEARCHERS WHO HAVE BEEN USED
EXTENSIVELY IN THE PAST ARE SIMPLY USED
FURTHER.”
JOURNALISTS LOVE EXPERTS. BECOME ONE.

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SO OUR GOAL IS TO BECOME AN EXPERT OR
THOUGHT LEADER.

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THOUGHT LEADER.
THAT’S EASY. IF YOU HAVE AN UNLIMITED
BUDGET.

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THOUGHT LEADER.
THAT’S EASY. IF YOU HAVE AN UNLIMITED
BUDGET.

WHICH YOU DON’T HAVE. YOU CANNOT
AFFORD ANY WASTE.

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WHAT YOU NEED IS A
• CHEAP (AS IN: WITHOUT CREATING WASTE)
• REPEATABLE
• PREDICTABLE WAY
TO CREATE PR OPPORTUNITIES

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WHATEVER YOU DO, ...

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DO NOT LAUNCH A SPACE SHUTTLE.

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DO NOT LAUNCH A SPACE SHUTTLE.
A COMMUNICATION PROJECT THAT TAKES
MONTHS TO PREPARE, BUT IS UNTESTED AND
NOT VALIDATED. .

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THIS IS WHERE YOU WANT TO GO. SO, DEFINE
YOUR FIELD OF EXPERTISE.

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STEP 1: STATE EXPLICITLY WHAT YOU WANT
TO BE FAMOUS FOR.

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STEP 1: STATE EXPLICITLY WHAT YOU WANT
TO BE FAMOUS FOR.

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STEP 2: FIND 1 OR MORE HIGH QUALITY
SOURCES WHERE YOU CAN REPEATABLY
IDEATE STORY IDEAS.

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STEP 2: FIND 1 OR MORE HIGH QUALITY
SOURCES WHERE YOU CAN REPEATABLY
IDEATE STORY IDEAS.

YOUR SOURCE SHOULD PROVIDE ON
NEWSY CONTENT, WITHOUT BEING “NEWS”
THERE IS TOO MUCH COMPETITION IN THAT
SEGMENT.

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ONE OF THE SUREST WAYS TO ADD A LOT
OF VALUE: GOOGLE SCHOLAR ALERTS FOR
YOUR SUBJECTS. EG FOR FINN: “INFLUENCE”,
“REPUTATION”, “PERSUASION”,...

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OTHER GOOD PLACES TO FIND SUBJECTS:
• QUESTIONS YOUR CUSTOMERS ASK YOU
• SURVEYS
• TRADE MAGAZINES
• SEMINARS
• ONLINE VIDEO LIBRARIES,...

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YOU ARE NOT TRYING TO CREATE
NEW (ACADEMIC GRADE) CONTENT
BUT TO UNLOCK VALUABLE INSIGHTS

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FIND A “JOB TO BE
DONE”
YOUR CONTENT
SHOULD
PROVIDE A
SERVICE
(HT @CLAYTON
CHRISTENSEN)

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“WHAT MAKES MALCOLM GLADWELL
FASCINATING?...

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“IT HAS LONG BEEN THOUGHT THAT A
THEORIST IS CONSIDERED GREAT BECAUSE
HIS THEORIES ARE TRUE...

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...BUT THIS IS FALSE

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...BUT THIS IS FALSE

A THEORIST IS CONSIDERED GREAT,
NOT BECAUSE HIS THEORIES ARE TRUE,
BUT BECAUSE THEY ARE
INTERESTING.” (SOURCE)

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IN OTHER WORDS...

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IN OTHER WORDS...
TELL A STORY

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THE ESSENCE OF STORYTELLING (IN NON
FICTION)

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FICTION)
WHAT SEEMS GOOD IS ACTUALLY BAD

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FICTION)
WHAT SEEMS LOCAL IS ACTUALLY GLOBAL

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FICTION)
WHAT SEEMS INDIVIDUAL IS ACTUALLY
UNIVERSAL

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FICTION)
UNIVERSAL
WHAT SEEMS TO SUCCEED FAILS, &...

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FICTION)
UNIVERSAL
WHAT SEEMS TO SUCCEED FAILS, &...
OR: CONTRADICTIONS & PARADOX

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AFTER A FEW BLOG POSTS, TREND PATTERNS
SHOULD EMERGE

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AFTER ALL THIS, YOU SHOULD
KNOW WHAT
YOUR AUDIENCE LIKES

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AFTER ALL THIS, YOU SHOULD
KNOW WHAT
YOUR AUDIENCE LIKES
TIME TO MAKE THE JUMP TO
THE MEDIA

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YOUR GOAL SHOULD BE TO CREATE 1 OR 2
“FRANCHISES” OR “TENTPOLES”, WHICH ALLOW
YOU TO PREDICTABLY GENERATE MEDIA
INTEREST.

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REMEMBER THIS GUY?

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REMEMBER THIS GUY?
CHOOSE STUFF YOU CAN
TALLY, COUNT,
AND WHICH YOU CAN
TRANSFORM
INTO GRAPHS & STATS

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CASE:
NAUTA DUTILH, LAUNCH OF STARTUP TEAM
“LET’S FIND SOME EASY TO ACCESS, BUT VALUABLE
KNOWLEDGE AND INSIGHT”

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DECEMBER 2014: NAUTA DUTILH MAKES THE
COVERSTORY ON DE TIJD.

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BASED ON A SURVEY WITH 10
UNIVERSITIES

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BASED ON A SURVEY WITH 10
UNIVERSITIES

“WE WILL CREATE 100 SPIN OFFS IN THE
NEXT 5 YEARS”

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CLICK TO FOLLOW US ON:
LINKEDIN
twitter: @rafweverbergh
twitter: @FINNbe
Slideshare

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PR | SOCIAL | PUBLIC AFFAIRS | COMMUNICATION |
BRANDING

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ONE MORE THING
FINN IS HIRING !!
JUNIOR, SENIOR PR CONSULTANT FR/NL

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SOURCES (CLICK TO READ THE SOURCE):
• “WHAT MAKES MALCOLM GLADWELL FASCINATING”, ADAM GRANT, HUFFPO
• “5 UNIQUE SOCIAL MEDIA AND BLOGGING TIPS THAT HELPED US REACH $ 1
MILLION IN REVENUE”, LEO WIDRICH, BUFFER
• “THE MATTHEW EFFECT: HOW JOURNALISTS CHOOSE EXPERTS”, KRISTIEN
VERMOESEN, FINN BLOG
• “WHERE CAN I FIND A PR AGENCY THAT IS WILLING TO BE HELD ACCOUNTABLE
TO QUANTITATIVE RESULTS?”, RAF WEVERBERGH, QUORA

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DID YOU ENJOY THIS PRESENTATION?

TELL SOMEONE ELSE ABOUT US. CLICK HERE TO TWEET ABOUT THIS WEBINAR!
AND OF COURSE, FOLLOW FINN ON FACEBOOK FOR EXCLUSIVE CONTENT!
KRISTIEN.VERMOESEN@FINN.BE
TWITTER: @KRIS10VERMOESEN
RSSFEED: HTTP://WWW.FINN.BE/FINN.RSS

PR: how to use storytelling to make the jump from owned to earned media

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PR: how to use storytelling to make the jump from owned to earned media