Freek Janssen, Head of Content EMEA, shares the phases that hypes tend to follow and how your PR and content strategy should be different in each stage. In this presentation, learn how to claim expertise in a fast-paced sector by: * Picking the right topics and distinguishing yourself * Developing a distinctive hook and unique voice * Understanding the phases of a hype cycle * Creating PR strategies based on these phases

1. HOW TO DEVELOP A PR
STRATEGY BASED ON A
HYPE CYCLE?
WEBINAR | THURSDAY 19 APRIL | 9:30AM BST | 10:30AM CEST
IT’S ALREADY TOMORROW WEBINAR SERIES

2. TODAYS PRESENTER
FREEK JANSSEN
HEAD OF CONTENT EMEA AT LEWIS
@freek_janssen
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3. NOT THIS KIND OF HYPE
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4. HYPES ARE A
DAILY REALITY
YESTERDAY TODAY TOMORROW
Bring Your
Own Device Blockchain
Quantum
Computing
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5. THEY ALL
FOLLOW A CYCLE
“It is fairly easy to predict
how hypes will develop”
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6. WHEN DO HYPES MATTER?
IF YOUR INDUSTRY IS
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1. FAST-PACED
2. KNOWLEDGE
INTENSIVE

7. ASK YOURSELF
TWO QUESTIONS
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1. What is our focus?
2. How do we stand out?

8. KILLING YOUR
DARLINGS IS NERVER EASY
INTERNAL
PRESSURE:
LET’S DO
EVERYTHING!
YOUR AUDIENCE:
2 OR 3 TOPICS
(AT MOST)
YOU
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9. @teamlewisglobal #IAT
CASE: IBM

10. CASE: IBM
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11. DISCUSS THE FOCUS
ON BOARD LEVEL
“It’s vital to know the strategic
focus of the organization and then
align your communication efforts
accordingly.”
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12. AND NOW :
STAND OUT!
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13. THE HYPE CYCLE THEORY
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14. TECHNOLOGY TRIGGER
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15. PEAK OF INFLATED EXPECTATIONS
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16. TROUGH OF DISILLUSIONMENT
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17. SLOPE OF ENLIGHTENMENT
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18. PLATEAU OF PRODUCTIVITY
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19. MMM…LOOKS FAMILIAR?
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20. @teamlewisglobal #IAT
TECHNOLOGY TRIGGER:
EDUCATE AND CLAIM EXPERTISE
§ Be there first
§ Inform
§ Claim thought leadership
§ Explain what it means
§ Explain why it matters
§ Convince your audience
that this is going to be
huge

21. @teamlewisglobal #IAT
PEAK OF EXPECTATIONS: DISTINGUISH
§ Find your unique sound
§ Follow through
§ Actively engage in the debate
§ Invest in influencer relations
§ Look for speaking opportunities
§ Organize your own event

22. @teamlewisglobal #IAT
TROUGH OF DISILLUSIONMENT:
GET PRACTICAL
§ Don’t get discouraged by
skepticism
§ Share practical tips and tricks
§ Celebrate cases of actual
applications
§ Separate facts from fiction

23. @teamlewisglobal #IAT
SLOPE OF ENLIGHTENMENT:
SUCCESS & INBOUND MARKETING
§ Early majority will search for use
cases
§ Focus on reference articles, case
study videos
§ Capture interest through
inbound marketing
§ Invest in SEO & SEA

24. @teamlewisglobal #IAT
PLATEAU OF PRODUCTIVITY:
STAY VISIBLE AND RELEVANT
§ Visibility is key
§ Increase your share of voice
§ Keep your audience up-to-date on
wins, products and reference cases
§ Thought leadership to support
sales cycles

25. FIND YOUR
UNIQUE SOUND
“Don’t go off on your gut
feeling, but do research to find
out what your audience is
actually interested in.”
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26. THERE IS A HYPE
CYCLE FOR EVERYONE
§ Digital marketing and advertising
§ Sales
§ Finance
§ Healthcare
§ Supply chain
§ Legal & compliance
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27. @teamlewisglobal #IAT
RECAP
1. Pick topics that truly matter (to
you and your audience)
2. Find out the stage in the hype
cycle
3. Base your PR and content
strategy
4. Find your unique voice based
on data

28. Q&A’S
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29. JOIN OUR NEXT WEBINAR:
LWS.CO/ITSALREADYTOMORROW