ING: challenges for pr & media relations in a changing media land scape
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• Challenges for PR & Media Relations in a continuous changing media landscape Over the last few years, ING the Netherlands have worked on a clearly defined vision with a relevant PR & Media Relations and Social Media strategy. And with success. ING was rewarded as the best social media company of 2012 in the Netherlands. During the Social Media & PR 2013 (May 16th & 17th) ING shared their vision and some interesting insights on how ING, specifically the External Communications Department, is dealing with a continuous changing society and media landscape and the impact of those changes, including the impact of social media, on their daily activities.
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ING: challenges for pr & media relations in a changing media land scape
- 1. Challenges for PR & Media Relations in a constantly changing media landscape Social Media & PR Summit 2013 | Amsterdam, May 16th 2013 Cindy Penders (@cindypenders1), Manager External Communications @ING Netherlands
- 2. Challenges for PR & Media Relations in a changing media landscape1 Social Media & PR Summit 2013 15-‐05-‐2013 2
- 3. Social Media & PR Summit 2013 15-‐05-‐2013 3 AP Hack
- 4. Social Media & PR Summit 2013 15-‐05-‐2013 4 ING online banking incident
- 5. Social Media & PR Summit 2013 15-‐05-‐2013 5 Financial crisis and merger of two banks
- 6. 15-‐05-‐2013 Social Media & PR Summit 2013 6 “ trust is hard to gain but easy to lose”
- 7. The changing society2 15-‐05-‐2013 7 Social Media & PR Summit 2013
- 8. 15-‐05-‐2013 Social Media & PR Summit 2013 The changing society • Change in economic climate • Change in poli?cal climate • Sociological changes • Technological changes and innova?ons 8
- 9. The changing media landscape3 15-‐05-‐2013 9 Social Media & PR Summit 2013
- 10. 15-‐05-‐2013 Social Media & PR Summit 2013 The changing media landscape 10 • Tradi?onal business models disappearing -‐> dras?c cuts in editorial teams • Efficiency and ?me management are crucial • Work method has changed: publish first, post correc?ve updates if necessary • In social media ‘hearing both sides’ has no meaning at all • Mutual compe??on between newsrooms has intensified
- 11. 15-‐05-‐2013 Social Media & PR Summit 2013 • Almost every reporter is on TwiVer • Reporters can expect to have large groups of followers • Reports that would not appear on television or in a newspaper are now being posted on TwiVer • TwiVer has become a major source for many consumers • TwiVer has become a major source for editorial teams 11 The changing media landscape
- 12. 15-‐05-‐2013 12 Social Media & PR Summit 2013
- 13. 15-‐05-‐2013 Social Media & PR Summit 2013 Social Media as a reliable source 13 • 44% of the PR professionals surveyed consider social media to be reliable • 44% of the journalists and bloggers consider social media to be reliable • 53% of the journalists and bloggers say that social media are now their most important source of informa?on • 76% of the journalists and bloggers admit that the rise of social media has resulted in less thorough fact-‐checking
- 14. 15-‐05-‐2013 Social Media & PR Summit 2013 14 News consumption Printed newspapers Websites Social media Apps smartphone Apps tablet Trends in Digital media, GfK, 2012
- 15. The impact on PR & Media Relations4 15-‐05-‐2013 15 Social Media & PR Summit 2013
- 16. Social Media & PR Summit 2013 15-‐05-‐2013 16
- 17. Social Media & PR Summit 2013 15-‐05-‐2013 17
- 18. 15-‐05-‐2013 Social Media & PR Summit 2013 18 “ More than par5cipa5on, this new era is all about an5cipa5on”
- 19. 15-‐05-‐2013 Social Media & PR Summit 2013 Impact on PR & Media Relations 19 • External Communica?ons has become 24/7 • Organisa?ons are expected to be swi^ and transparent • Spokespersons must be given trust and a mandate to respond • Spokespersons should act as the antennae of society • Measuring and analysing is crucial
- 20. 15-‐05-‐2013 Social Media & PR Summit 2013 20 “ Building and protec5ng the corporate reputa5on has become more important”
- 21. 15-‐05-‐2013 Social Media & PR Summit 2013 Expanding the PR toolbox 21 • Social media are an indispensible part of our resource mix • Social media do not replace ‘tradi?onal media’ • Social media help to extend your range, but this doesn’t mean by defini?on you are reaching the right people • ‘Tradi?onal media’ are s?ll important and will remain so • Challenge: finding the right tools for the job in the ever-‐growing PR toolbox
- 22. 15-‐05-‐2013 Social Media & PR Summit 2013 22 “ Storytelling is in fact content marke5ng”
- 23. Social Media & PR Summit 2013 15-‐05-‐2013 23
- 24. 15-‐05-‐2013 Social Media & PR Summit 2013 24 Storytelling and the use of e.g. visuals
- 25. 15-‐05-‐2013 Social Media & PR Summit 2013 25
- 26. 15-‐05-‐2013 Social Media & PR Summit 2013 26
- 27. 15-‐05-‐2013 Social Media & PR Summit 2013 27
- 28. How is ING dealing with the changes?5 15-‐05-‐2013 28 Social Media & PR Summit 2013
- 29. 15-‐05-‐2013 Social Media & PR Summit 2013 Anticipation • Merging PR & Media Rela?ons and Stakeholder Management -‐> External Communica?ons • Se_ng up integrated teams, in close coopera?on with other communica?on disciplines • Tearing down silos • External Communica?ons works closely with ING Webcare Team and Conversa?on Centre 29 Webcare Conversa3on Centre External Communica3ons Answering ques?ons and compliants Dialogue with our customers Managing Reputa?on
- 30. Lessons learned: online banking incident6 15-‐05-‐2013 30 Social Media & PR Summit 2013
- 31. 15-‐05-‐2013 31 Social Media & PR Summit 2013
- 32. 15-‐05-‐2013 Social Media & PR Summit 2013 32 ING online banking incident
- 33. Social Media & PR Summit 2013 15-‐05-‐2013 33 ING online banking incident
- 34. 15-‐05-‐2013 Social Media & PR Summit 2013 34
- 35. Restoring trust and improving your impact7 15-‐05-‐2013 35 Social Media & PR Summit 2013
- 36. 15-‐05-‐2013 Social Media & PR Summit 2013 36 par?cipate deliver on promise an?cipate open alert dialogue admit learn know key influencers measure analyse storytelling transparent director quick PR toolkit
- 37. Summary & conclusion8 15-‐05-‐2013 37 Social Media & PR Summit 2013
- 38. 15-‐05-‐2013 Social Media & PR Summit 2013 Summary & conclusion 38 The condi?ons in which we have to act have changed and will con?nuously change This calls for a different approach, mentality and use of your skills And although 23% of PR professionals state that they are ‘ruled by incidents that are blown up in social media’.... .... the rules of the game with regard to communica?ons are s?ll the same and apply now more then ever
- 39. 15-‐05-‐2013 Social Media & PR Summit 2013 39 “Society, the media landscape and technology are changing. So is our profession. There’s no end to this; it’s an ongoing process”
- 40. 15-‐05-‐2013 Social Media & PR Summit 2013 40 “ More than par5cipa5on, this new era is all about an5cipa5on”
- 41. Cindy Penders | ING Nederland @cindypenders1 cindy.penders@ing.nl Any questions?9 Cindy Penders www.ing.nl/nieuws 15-‐05-‐2013 Social Media & PR Summit 2013 41