1. VP Communications
Modern reputation
management

2. What Is Public Relations?
• Public relations is about reputation - the result of what you do, what you
say and what others say about you.
• Public relations is the discipline which looks after reputation, with the aim
of earning understanding and support and influencing opinion and
behaviour. It is the planned and sustained effort to establish and maintain
goodwill and mutual understanding between an organisation and its
publics.
(CIPR)

3. Why Is Public Relations Important?
British industrial leaders rate a company’s reputation as most valuable asset
Reputation management - Every organisation, no matter how large or
small, ultimately depends on its reputation for survival and success
• The hallmark of innovative companies
• Voice and visibility in the industry
• Dialogue with key communities
• Competitive advantage
• Enhancing access to funding
• Creating premium value
• Attracting recruits and partners

4. Media Relations

5. Creating Intelligent Content Not Just
Noise
• making a company’s news,
services, vision and expertise
relevant and compelling to the
journalist and media

6. Media Relations Tactics
• storylines
• press releases
• editorial Feature research and response
• issue led thought leadership articles
• How –to-Articles
• comment

7. Media Relations Tactics
Storylines - aimed at tier one business, national and IT trade
Research and respond to current high profile news:
• The Icelandic Cloud and how this might have impacted on the country’s
data centres and undermine its data centre proposition.
Data centre services company comments
• A major security breach – lost files and lost disks with sensitive
government or customer information,
Security provider comments

9. Media Relations Tactics
Press releases - Pitching releases to create maximum interest
General low level news announcements – i.e. technical upgrades, , office
move, mid management appointments, awards etc.
• distributed across online news sites
• placed on the company website
• Big news such as customer wins, new partnerships, company financials,
new technology
• direct approach to target journalists
• use the company’s news story as a ‘teaser’ to generate interviews and
engagement.

10. ebrc Wins "European Award for Cloud Services"
LUXEMBOURG --(Business Wire)--
ebrc, Luxembourg's leading provider of highly secure cloud, managed ICT and data centre services (http://www.ebrc.lu/) has won the
"European Award for Cloud Services", presented at the 5th Annual Data Centres Europe Awards (http://www.broad-group.com/events-
and-awards) in the Merchant Taylors Hall in London. Hosted by consulting firm BroadGroup, the prestigious awards recognise the
leading players in the European data centre and cloud sectors and are an international benchmark reference in the ICT industry.
Speaking at the award ceremony on 13 June, Ashley Davis, chairman of the Judges Panel said: "The quality of the entries this year was
among the highest ever. This reflects both the growth and confidence of the data centre sector across Europe and its quest to achieve
excellence. Finalising the shortlisted candidates this year was more difficult than ever, and we applaud all companies who took part in
the process."
With thislatest industry recognition, ebrc reinforces its offer branding based on the notion of TRUST - Trusted Data Centre Services,
Trusted Managed Services, Trusted Cloud Europe Services, Trusted Resilience Services and Trusted Advisory Services.
(www.TrustedCloudEurope.com ) "The award testifies ebrc's ambition to design and build a Trusted Cloud, compliant with regulatory
mandates and meeting Cloud Security Alliance requirements. Our teams are driven by excellence, innovation and the desire to offer
unique, high value-added services to the European ICT industry. These recognitions are essential to giving our one-stop-shop offer an
international visibility," commented Yves Reding, CEO, ebrc.

12. Media Relations Tactics
Editorial features
• editorial Feature research across target media for topics relevant to a
company’s industry/sector
• offer expert comment or access to customer or partner
Issue led articles
• signature articles by company experts
• adapted for trade, vertical industry publications
• content for the company’s website
• journalist want to hear from experts

13. Media Relations Tactics
How –to-Articles
• how-to articles reach a wide audience of decision makers and decision
influencers
• serve as source of company expertise and often reside online indefinitely.
• media like information that provides insight
• Comment
• opportunities for company spokespeople to provide comment on current
and relevant news, social media discussions and blogs.

15. VP Communications
• Based in London, blazed into life in London in 1990
• Boutique PR agency specialising in the IT and business to business sectors
• Worked across all technology disciplines
• Deep understanding of the market penetration issues to be successful in
the consumer, SMEs, enterprise spaces and communicating at CXO level
• Make ‘tech’ accessible to the business audience making technology
relevant
• International network. Handled UK and EMEA public relations
programmes for leading brands.
• Passionate about innovation - developed innovative digital and social
media services.
• Key focus on measurement and ROI