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Media Today -- insights of media earned

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This is a training designed for startups and growth companies to better understand what media is about today.The division of media into earned, bought and own media can help you understand what you can do, where and how. The series in NewCo Helsinki Entepise Center is fully booked on Event Brite, but there are two more lectures to come. Do no hesitate to contact me on LinkedIN, I am a LION and will except your invitation to connect.

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Media Today -- insights of media earned

  1. 1. MEDIA TODAY MEDIA EARNED, BOUGT AND OWNED ©CATARINA MYLLÄRNIEMI 2018
  2. 2. Media Today THE NEW TRINITY
  3. 3. How do we build our public image? Public image Media bought Media earned Own media
  4. 4. Workshop 22.8.2018 Media Earned
  5. 5. Negative Afflicted Repeatingly Strength No two ways about it Cultural meaning Touching Expected A surprise Continious Today Elite uutiskriteerit CLASSIC NEWS CRITERIA
  6. 6. Affects of News Criteria Followed  Media publishes news  The news value of the article determines  Weather the story is published or not  Where in the stream or journal the story is placed when gets published  On-line news can be chosen by the reader  This is often called to be “click-journalism”  We all are responsible  What do you choose when you pic your news?
  7. 7.  According to a recent study, this is how the National Broadcasting company in Finland determines the News Value of an accident, event or happening:  The strength of the event (Explosion vs. leak)  How many people’s lives it touches (All people that eat eggs?)  Proximity (Near or far?) How News Value is Determined at the National Broadcasting firm in Finland
  8. 8. The journalist writes for the readers  The journalists services readers – media is a tool to get to the people.  Journalists must be critical – and they also check facts  Remember to:  Contact number to company Communications  Leaders Names, Bios and their agendas “thought leadership”  Photos with the names in your Press Kit
  9. 9. What is the journalist’s duty  The journalist must tell that he/she is a journalist at first point of contact  No under-cover work is aloud in Finland  The interview can and will begin after the presentation of the journalist  After that you are interviewed your answers can be used  What does of the record mean?  You must understand that you cannot tell anything to the journalist that cannot be published.  Proof reading means that you can check how you have been ”quoted” what you said during the interview.  Never rewrite the journalists stroy.
  10. 10. The journalists rights  The freedom of speech is based on the Code of Athens – and included in the Human Rights declared by the United Nations.  Both the journalists and communications officers have their own ethical codes of conduct based on the same principles, introduced globally and locally.  In Finland the codes can be found @procom.fi and @journalistiliitto.fi  Even though you are not a professional journalist of communications officer, your should be aware of the existence of principles and codes of conduct  as a member of a free and democratic society  a member of the business world and  representative of your company.
  11. 11. How to create news  Your product communication & marketing messages are not news  Work together with communications professionals to find the right way to tell what you do and who you are.  If you want to be broadcasted:  Tell a story – narratives makes you interesting  Give the company a face – a person is 6 to 7 times more interesting than a company, same applies in the social media  Do not sugarcoat  Think about just attending the public conversation with your angle  Be prepared that the otherones will pic theirs  Visualize with pictures and graphics
  12. 12. Public conversation  Tie your news to general issues common in the public conversation, representing matters in a timely and precise way  In the spring company turnover changes & results are published in the financial press  Startups almost never publish results and financial figures (as listed Nasdaq companies do)  Startups are seldom covered in the financial media due to lack of figures and numbers. It is hard to get a sense of proportion – is the company big or small, what is the industry, who are the clients? You have to tell more!  Should you consider having an annual communications plan that is timely in the readers point of view i.e. not your product launches?
  13. 13. Social Media – owned or earned?  Social media is often confused to be your own media  It is in fact media earned when you get feedback, start a discussion or go viral because people share your news.  The social media is full of readers “You can cut out the middle man…”  Good quality videos and blogs go viral if they evoke feelings, have news value, and are an asset to the public dialogue. (Vaisala Video Example)  When you cut out the professional journalist and the experienced communications consultant the news value can suffer and then lack interest in the public eye.  Consider pros and cons of doing everything by yourself. Listen and talk with people, not to people, to test your news.
  14. 14. JOS tiedotteesi ei ole uutinen voit silti osallistua keskusteluun… Public Discussion Our industry is The Food & Beverage Industry Seasons come from the annual changes Vegan Our product is a cake. Heath Nutrition and obesety Gluten
  15. 15. “ ” Today’s news are tomorrows fish wraps. MEDIA RELATIONS REQUIRE A PLAN AND A WORKFLOW. DO NOT FORGET THE FOLLOW UP AND REPEAT.

This is a training designed for startups and growth companies to better understand what media is about today.The division of media into earned, bought and own media can help you understand what you can do, where and how. The series in NewCo Helsinki Entepise Center is fully booked on Event Brite, but there are two more lectures to come. Do no hesitate to contact me on LinkedIN, I am a LION and will except your invitation to connect.

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