Mats Williams

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Europa InterCluster

Business

PR as a tool for cluster development Mats Williams, The Paper Province www.paperprovince.com

The Paper Province ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.paperprovince.com

Preconditions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.paperprovince.com

Our targets ,[object Object],[object Object],[object Object],www.paperprovince.com

Exercise I ,[object Object],www.paperprovince.com

Our key target groups ,[object Object],[object Object],[object Object],[object Object],www.paperprovince.com

Exercise II ,[object Object],www.paperprovince.com

1. The good example www.paperprovince.com Desired image

Exercise III ,[object Object],www.paperprovince.com

Find the journalists www.paperprovince.com Svenska Dagbladet, januari 2008 Consume media Svenska Dagbladet, January 2008

www.paperprovince.com Svenska Dagbladet, June 2008

www.paperprovince.com Svenska Dagbladet, August 2009

Exercise IV ,[object Object],www.paperprovince.com

3. Find your friends www.paperprovince.com ”… Värmland … through The Paper Province managed to upgrade the industry and create a more competitive economy” Make it easy for others

www.paperprovince.com Make it easy for others

Exercise V ,[object Object],www.paperprovince.com

4. Dare to state things www.paperprovince.com Make it easy for others

5. Think environmentally www.paperprovince.com Recycle

Example, this conference www.paperprovince.com

Swedish press clippings www.paperprovince.com Source: Retriever

Increased international interest Example, visitors www.paperprovince.com www.paperprovince.com

Awards www.paperprovince.com The Swedish Forest Industry Opinion Maker of the Year

Number of member companies www.paperprovince.com

Results within member companies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.paperprovince.com

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Mats Williams

1. PR as a tool for cluster development Mats Williams, The Paper Province www.paperprovince.com

9. 1. The good example www.paperprovince.com Desired image

10. Desired image

11.

12. Find the journalists www.paperprovince.com Svenska Dagbladet, januari 2008 Consume media Svenska Dagbladet, January 2008

13. www.paperprovince.com Svenska Dagbladet, June 2008

14. www.paperprovince.com Svenska Dagbladet, August 2009

15.

16. 3. Find your friends www.paperprovince.com ”… Värmland … through The Paper Province managed to upgrade the industry and create a more competitive economy” Make it easy for others

17. www.paperprovince.com Make it easy for others

18.

19. 4. Dare to state things www.paperprovince.com Make it easy for others

20. 5. Think environmentally www.paperprovince.com Recycle

21. www.paperprovince.com Recycle

22.

23. Example, this conference www.paperprovince.com

24.

25. Swedish press clippings www.paperprovince.com Source: Retriever

26. Increased international interest Example, visitors www.paperprovince.com www.paperprovince.com

27. Awards www.paperprovince.com The Swedish Forest Industry Opinion Maker of the Year

28. Number of member companies www.paperprovince.com

29.

30. b www.paperprovince.com

Mats Williams

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