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Putting the Personal into PR - PR is Key 2017

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Why is it important to make PR personal? How do you involve your colleagues in your corporate communications and PR efforts? And how do you convince your boss?

It's all explained in 'Putting the Personal into PR', a presentation held during PR is Key on 20th April 2017 in Amsterdam.

Veröffentlicht in: Business
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Putting the Personal into PR - PR is Key 2017

  1. 1. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Putting the Personal into PR Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017
  2. 2. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Meet Wine
  3. 3. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Meet Wine
  4. 4. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Then this happened…
  5. 5. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 And this…
  6. 6. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Results Traditional media (FD.nl) - est. 40K+ reach, 11 comments, 4K+ shares Social media (LinkedIn) - 6.5K+ views, 749 interactions, 265 shares A strong positioning of Wine, the Healthcare team, and Berenschot on this subject Number of leads for the Healthcare team Two new assignments
  7. 7. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Why make PR personal? How to involve your colleagues? How to convince your boss? So many questions…
  8. 8. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Why make PR personal? Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017
  9. 9. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Your target audience expects it Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Oh… And it works really well Why make it personal?
  10. 10. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 “The world has changed”
  11. 11. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 People still do business with other people Knowledge & expertise | Products & services
  12. 12. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 PR is all about establishing and strengthening relationships Good news for you guys! between organizations and their target audiences
  13. 13. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Edelman Trust Barometer 2017
  14. 14. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Relationships & trust are built online Allow colleagues to use online technologies in a personal (professional) way
  15. 15. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 How to involve your colleagues? Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017
  16. 16. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017PR is Key | Thursday 20 April 2017 “I’m busy doing real work.” “I don’t have time for that nonsense.” “This just isn’t something for me.” Jochem@JochemKoole.nl | +31647394845 A little bit like this guy…
  17. 17. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Which translates to… “I don’t understand, how I can use online tools in a meaningful way to contribute to my personal business goals…”
  18. 18. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Which you then answer with… “Well, let me show you!” “Why you should invest your time. And how to use these tools effectively & efficiently.”
  19. 19. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Here’s how it works awareness decision solve our client’s challenge consideration professional department / team organization (potential) client team / DMU professional
  20. 20. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 At least 7 points of contact awareness decision solve our client’s challenge consideration professional department / team organization (potential) client team / DMU professional
  21. 21. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017PR is Key | Thursday 20 April 2017 Jochem@JochemKoole.nl | +31647394845 An army of content soldiers Forget it! And then forget it again.
  22. 22. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 The price of employee advocacy
  23. 23. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 People 90 – 9 – 1 Adoption rate Forerunners (1%) And there’s something else
  24. 24. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 “Three things you can do” Listen to your target group(s) = search & network Showcase yourself in your profiles (less I, more U) Showcase yourself through valuable content
  25. 25. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 How to convince your boss? Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017
  26. 26. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Meet Wine’s boss
  27. 27. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017PR is Key | Thursday 20 April 2017 Jochem@JochemKoole.nl | +31647394845 A little bit like this lady… “Just show me the money.”
  28. 28. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017PR is Key | Thursday 20 April 2017 Jochem@JochemKoole.nl | +31647394845 Only two ways of support Time and money
  29. 29. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Show her the money €
  30. 30. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017PR is Key | Thursday 20 April 2017 Jochem@JochemKoole.nl | +31647394845 Report (on a monthly basis) Show the results of your efforts Preferably in way your boss understands
  31. 31. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Bosses getting involved
  32. 32. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Let’s wrap it up! Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017
  33. 33. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 What (not) to do? -  Make PR personal -  Allow and encourage your colleagues to use online technologies to establish and strengthen personal professional relationships -  Show them why and how -  Forget about that army of content soldiers (consider 1%) -  Stop using PR, comms, marketing, and sales speak when talking to your boss -  Celebrate success and share the results!
  34. 34. Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017 Thank you! More info & free downloads on JochemKoole.nl Love to connect on Facebook, LinkedIn or Twitter Let’s answer some questions! Jochem@JochemKoole.nl | +31647394845 PR is Key | Thursday 20 April 2017

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