leave your ego international congress & convention ... - all.pdf · international congress and...

International Congress and Convention Association www.iccaworld.com

Leave your egoat the door

Everything you ever wanted to know aboutmedia relations – in 60 minutes

Mathijs Vleeming, ICCA

Atti Soenarso, Editor in chief

Roger Kellerman, Publisher

Meetings International

26 October 2010, Hyderabad

International Congress & Convention Association

Be strategic!

• What are you really trying toachive?

• Brand values. Differentiation.

• Integrate PR plan with MarketingStrategy

• Planned/opportunistic/crises

Be strategic!

• Audience? Segmentation!

• Meetings media/businesspress/national/local

• ICCA PR Kit.

• Personalised media relations.

• Your biggest PR asset? Clients!

Be strategic!

• Monitor/evaluate

• Communicate to stakeholder

Begin with basics;Try to understand who youare talking to

• Read the magazines you want tocommunicate with

• You got to understand thedifferences between the channels

• Read the web sites/blogs/

• Communicate with the editors

• Build a relation

Begin with basics 2;

• Different cultures from differentcountries.

• If you want marketing – use amarketing bureau. It is notjournalism.

• If you want PR. Talk to a PRCompany. It is not journalism.

• If you want editorial coverage. Talkto a journalist.

Editorial features orsupplements?

• It’s a difference between so calledjournalists and serious journalists

• You can’t tell a journalist what he or sheshould write

• But tell them your idea – and test it asking“Is this a good idea?”

• MI Supplements VS inserts – an idea

Readers letters are a greatopportunity

• Not every magazine or paper has a readersletters• Or read the editors leader column, thecolumnists and react on what they are saying• Or react on anything in the media• If you react your in the picture• It’s ok being positive, saying something isgood

Plan a (media) year in advance

• You got a marketing plan, you got a salesplan, you got an education plan. Maybe youeven got a communication plan? Now get amedia plan!

• Learn the publishing plans for the channelsyou want to build a relation with.

• To get skilled takes time. You have toeducate your self.

Content is the heart of theNewsletter

• The length of the news doesn’t matter.Most editors can read!

• Photos, photos, photos. All in highresolution.

• Don’t miss names and titles in the photos!

• Make sure the contact person will answerthe phone!

• Check the links. Check the links!

Casestudies/Surveys/Trendreports/Statistics/Professors/PhD’s• There’s nothing like a professor

• Politicians are OK

• PhD

• If you can prove anything do it

• VIP/MIP’s

Create your own news - 1

• Become pro-active!• Use your clients. Are you a conventionbureau? Tell the media how much moneyevery meeting means to the destination!• One big international meeting pays enoughtax for day care institution for one year.• Tell them the turnover. Put figures intoeverything you do.• Jobs, hotel nights, restaurants, taxis,flights and so on.

Create your own news - 2

• If you are a PCO: tell the media who’scoming, the importance of the subject. Thespeakers + abstracts + press conference• The meetings industry is an importantsociety developer• Think of researching only one meeting• There are congresses and conventions forevery part of the body• Regional/National/Europe/Global

Manage your releases of news

• What will you do the next six month inyour business?• Plan ahead. Of course there are things topublish almost everywhere and any time• Who do you work with in your projects?Any pro-active thinking together with them?• Use already used news from othercountries• What happened one year ago? Five and tenyears ago? Time to celebrate?

Story Angles

• You don’t have to [Have real news]

• You don‘t have to [Be first]

• You don’t have to [Be unique]

• You just have to be serious and tell agood story. You can transform almostanything.

Learn the editors special questions

• Read a year of the magazine. Tryto understand the editors heartquestions

• Can you ”help” the editor fromyour network. Just do it!

Educationals forjournalists (CVB)

• Invite them to see the processbehind a bid.

• Invite them to come along for thenight, even if it’s far away, whenthe destination is chosen.

• There is a story even if you lose.

• There is a big story if you win.

Educationals forjournalists (PCO)

• Invite them to see the processbehind your work.

• Invite them to meet the speakers,the VIP’s and the MIP’s.

• There is a story in every person.Even if most of you don’t think so.

• “This is the most importantmeeting ever – in our field”

Third party news outlets

• Look among all your suppliers andpartners, tourist boards, hotelgroups, local politicians, read theirnewsletters.

• Feed your brain from lots ofchannels.

• There is news all over – all thetime.

Plan, Research & Evaluate

• Where are you now? Create asmall media plan. The five mostimportant steps!

• Answering the question: Where doI want to get? What do I want todo?

• Look at ICCA, look at MPI, look atASAE, AIPC, IAPCO, INCON andlearn from them.

• Evaluate. Is this working?

Timing is everything!

• Don’t ever expect to be published.Leave your ego at the door.

• An idea can sometimes have togrow inside the head of the editor.Can take a year!

• Lots of things are happening everyday at the editors desk

News conferences andpress lunches

• If you don’t have anything to saydon’t call for a press conference. Itwill cost a lot of money, time andget frustrated journalists afterwardsasking what you are doing.

• Book a lunch with one editor atthe time. Have a prepared story inwriting + good photos. Give her orhim all your contact data.

Write Opinon columns

• Talk about the Meeting Industryinstead of your company. If it’s goodyour branding of the company willrise.

• Say something brave, stretch yourthoughts, use your contacts, dropnames and ideas (even fromothers). You don’t have to do all thethinking yourself.

Notes:

1. Press Releases. If you end your pressrelease with contact data to yourself:Make sure that you will be able toanswer to the phone calls when theycome.

2. Photo’s. Make sure they are highresolution to be printed even if most ofthe photos will end up on web sites.

3. We always need a quote and we alwayswant it with no notice. Who getsquoted? The one who comes to thephone fastest.

4. Learn the difference between aNewsletter abs a Sales letter maskedas a Newsletter.

Notes 2:

• Which magazine, paper, other mediachannel do you want to build yourbrand with? Think of the question: Yourcompany is building the brand of themagazine as well as they are buildingyour brand.

• Then you choose where you want tocultivate your company brand.

Remember:

The ICCA PublicRelations Kit

Your key to fantastic mediacoverage!

Mathijs Vleeming, ICCA

ICCA PR Kit – what!? where?

3 types of listings:

• Leading media in the internationalmeetings industry

• Freelancers

• Trade shows

350 PR contacts in total!

ICCA PR Kit – Mediaprofiles:

• number of subscribers

• target group

• target countries

• features

• certification

• advertising opportunities

• contact details (PR contact, contact foradvertisements and publisher)

History & sources

• Started in 2006

• EIBTM and IMEX press lists

• Online questionnaires

• Research

• Feedback and requests to join

ICCA PR Kit - Guidelines

• The key to fantastic media coverage –Martin Lewis

• When the media comes calling -uninvited; Strategies for dealing withpotentially hostile media – Tina Altieri

• How to get the most out of PRopportunities at trade shows - IMEX PressOffice Team

• Online PR and social media

Extension 2010: Digitalclipping service

• Online News Monitoring tool poweredby Meltwater

• Tracking over 115,000 sources fromover 190 countries and in 100 languagesin real-time

• Keep track of your media coverageand improve your PR efforts with theICCA PR Kit!

• Why hire a clippings agency?

ICCA PR Kit: practicalcompetitive advantage

• PR Kit available to all ICCA members

• Profiles updated every 6 months

• ICCA Media members ads with specialadvertising rates

• Available in PDF and Excel format

Thank you!

Atti Soenarsoatti.soenarso@meetingsinternational.com

Roger Kellermanroger.kellerman@meetingsinternational.com

Mathijs Vleemingmathijs@icca.nl

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