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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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THE SITUATION IN 2014

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

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OWNED EARNED & STORYTELLING

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

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

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OWNED EARNED & STORYTELLING
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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OWNED EARNED & STORYTELLING

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

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OWNED EARNED & STORYTELLING
THE QUESTION IS: HOW DO YOU GET THERE?

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OWNED EARNED & STORYTELLING
THAT’S WHERE ANOTHER MEDIA TREND IS
COMING IN:

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING
BETWEEN 1961 AND 2001 THE NUMBER OF
EXPERT QUOTED IN PRINT JOURNALISM
INCREASED
700 %

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OWNED EARNED & STORYTELLING
BETWEEN 1961 AND 2001 THE NUMBER OF
EXPERT QUOTED IN PRINT JOURNALISM
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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OWNED EARNED & STORYTELLING
BETWEEN 1961 AND 2001 THE NUMBER OF
EXPERT QUOTED IN PRINT JOURNALISM
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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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING
SO OUR GOAL IS TO BECOME AN EXPERT OR
THOUGHT LEADER.

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OWNED EARNED & STORYTELLING
SO OUR GOAL IS TO BECOME AN EXPERT OR
THOUGHT LEADER.
THAT’S EASY. IF YOU HAVE AN UNLIMITED
BUDGET.

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OWNED EARNED & STORYTELLING
SO OUR GOAL IS TO BECOME AN EXPERT OR
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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OWNED EARNED & STORYTELLING
WHAT YOU NEED IS A
• CHEAP (AS IN: WITHOUT CREATING WASTE)
• REPEATABLE
• PREDICTABLE WAY
TO CREATE PR OPPORTUNITIES

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING
WHATEVER YOU DO, ...

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OWNED EARNED & STORYTELLING
WHATEVER YOU DO, ...
DO NOT LAUNCH A SPACE SHUTTLE.

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OWNED EARNED & STORYTELLING
WHATEVER YOU DO, ...
DO NOT LAUNCH A SPACE SHUTTLE.
A COMMUNICATION PROJECT THAT TAKES
MONTHS TO PREPARE, BUT IS UNTESTED AND
NOT VALIDATED. .

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OWNED EARNED & STORYTELLING
THIS IS WHERE YOU WANT TO GO. SO, DEFINE
YOUR FIELD OF EXPERTISE.

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OWNED EARNED & STORYTELLING
STEP 1: STATE EXPLICITLY WHAT YOU WANT
TO BE FAMOUS FOR.

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OWNED EARNED & STORYTELLING
STEP 1: STATE EXPLICITLY WHAT YOU WANT
TO BE FAMOUS FOR.

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OWNED EARNED & STORYTELLING
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STEP 1: STATE EXPLICITLY WHAT YOU WANT
TO BE FAMOUS FOR.

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OWNED EARNED & STORYTELLING

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

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OWNED EARNED & STORYTELLING
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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OWNED EARNED & STORYTELLING

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

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

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OWNED EARNED & STORYTELLING

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

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING
“WHAT MAKES MALCOLM GLADWELL
FASCINATING?...

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

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OWNED EARNED & STORYTELLING
“IT HAS LONG BEEN THOUGHT THAT A
THEORIST IS CONSIDERED GREAT BECAUSE
HIS THEORIES ARE TRUE...
...BUT THIS IS FALSE

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

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OWNED EARNED & STORYTELLING
IN OTHER WORDS...

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OWNED EARNED & STORYTELLING
IN OTHER WORDS...
TELL A STORY

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING
THE ESSENCE OF STORYTELLING (IN NON
FICTION)

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OWNED EARNED & STORYTELLING
THE ESSENCE OF STORYTELLING (IN NON
FICTION)
WHAT SEEMS GOOD IS ACTUALLY BAD

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OWNED EARNED & STORYTELLING
THE ESSENCE OF STORYTELLING (IN NON
FICTION)
WHAT SEEMS GOOD IS ACTUALLY BAD
WHAT SEEMS LOCAL IS ACTUALLY GLOBAL

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OWNED EARNED & STORYTELLING
THE ESSENCE OF STORYTELLING (IN NON
FICTION)
WHAT SEEMS GOOD IS ACTUALLY BAD
WHAT SEEMS LOCAL IS ACTUALLY GLOBAL
WHAT SEEMS INDIVIDUAL IS ACTUALLY
UNIVERSAL

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OWNED EARNED & STORYTELLING
THE ESSENCE OF STORYTELLING (IN NON
FICTION)
WHAT SEEMS GOOD IS ACTUALLY BAD
WHAT SEEMS LOCAL IS ACTUALLY GLOBAL
WHAT SEEMS INDIVIDUAL IS ACTUALLY
UNIVERSAL
WHAT SEEMS TO SUCCEED FAILS, &...

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OWNED EARNED & STORYTELLING
THE ESSENCE OF STORYTELLING (IN NON
FICTION)
WHAT SEEMS GOOD IS ACTUALLY BAD
WHAT SEEMS LOCAL IS ACTUALLY GLOBAL
WHAT SEEMS INDIVIDUAL IS ACTUALLY
UNIVERSAL
WHAT SEEMS TO SUCCEED FAILS, &...
OR: CONTRADICTIONS & PARADOX

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OWNED EARNED & STORYTELLING
AFTER A FEW BLOG POSTS, TREND PATTERNS
SHOULD EMERGE

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING
AFTER ALL THIS, YOU SHOULD
KNOW WHAT
YOUR AUDIENCE LIKES

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

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING

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

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING
REMEMBER THIS GUY?

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

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OWNED EARNED & STORYTELLING

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CASE: ANCOA

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING

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OWNED EARNED & STORYTELLING

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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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OWNED EARNED & STORYTELLING
DECEMBER 2014: NAUTA DUTILH MAKES THE
COVERSTORY ON DE TIJD.

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OWNED EARNED & STORYTELLING
DECEMBER 2014: NAUTA DUTILH MAKES THE
COVERSTORY ON DE TIJD.
BASED ON A SURVEY WITH 10
UNIVERSITIES

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OWNED EARNED & STORYTELLING
DECEMBER 2014: NAUTA DUTILH MAKES THE
COVERSTORY ON DE TIJD.
BASED ON A SURVEY WITH 10
UNIVERSITIES
“WE WILL CREATE 100 SPIN OFFS IN THE
NEXT 5 YEARS”

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OWNED EARNED & STORYTELLING

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CASE: BUFFER

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OWNED EARNED & STORYTELLING

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ABOUT US

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OWNED EARNED & STORYTELLING
CLICK TO FOLLOW US ON:
LINKEDIN
twitter: @rafweverbergh
twitter: @FINNbe
Slideshare

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OWNED EARNED & STORYTELLING
PR | SOCIAL | PUBLIC AFFAIRS | COMMUNICATION |
BRANDING

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OWNED EARNED & STORYTELLING
ONE MORE THING
FINN IS HIRING !!
JUNIOR, SENIOR PR CONSULTANT FR/NL

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OWNED EARNED & STORYTELLING
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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