pr in progress wisse kommunikatie

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pr in progress Summer is in full swing and the first six months of 2009 have already gone. A lot has happened in PR recently; the role of PR Online, for example, has continued to grow. In this newsletter we briefly examine the impact this development has had on the day-to-day communications of an organisation as well as on that of a PR agency. We also look at new clients and the workshops we will be holding later this year. And of course we will introduce our new intern to you. 0209 Volume 14 August 2009 the digital newsletter of wissekommunikatie corporate communication & public relations PR Online We discussed Twitter in the last issue of PRogress. Since then a great deal has been written about social media and their place in the traditional communication mix. Opinions about the role of social media are strongly divided; will they continue or is it all hype? Should we as an organisation go along with these developments or should we bide our time? These are all relevant questions to which there are no unequivocal answers. What is clear is that the need for information and the way it is provided are changing. Newspapers are no longer first with the news; it is being distributed on line via the various news sites or random Twitter accounts. The role of the journalist is changing as a result, and so is that of the PR agency. PR agencies are still using e- mail for sending newsletters out to a media list that has been carefully compiled in advance. In the light of current developments, we can ask ourselves what the role of the traditional press release in its present form will be in the future. Journalists have not relied on press releases alone for a long time, they now go on line to search for news. This is why organisations and their PR agencies make themselves heard on line as well and profile themselves via network sites such as Twitter and LinkedIn. Be careful though; a survey by one of our clients shows that hackers are increasingly misusing informa- tion from these social networks. Twitter test With the increasing popularity of social media, an online news platform has been created through which PR agencies and communica- tion staff in organisations can distribute news reports, articles and background information. Wisse Kommunikatie is trying this out and wants to demonstrate that PR is indeed more than just spreading news through press relea- ses, e-mail and the telephone. It will therefore soon be running a test in conjunction with the Gelderse Welzijnstichting Doven (GeWeDo - Gelderland Welfare Institute for the Deaf) to see whether it is possible to generate interest in print media as well as online by using Twitter as the only communication medium. Integrating the traditional and the new In addition to a shift to more online news- gathering, the integration of new and tra- ditional communication media can often be found. One example of this is the press trip that Wisse Kommunikatie organised recently for HBM. This was a traditional PR event for which a report has been made in the form of an online video. There is more about the press trip later on in this edition of PRogress.

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Page 1: PR in progress Wisse Kommunikatie

pr inprogress

Summer is in full swing and the first six months of 2009 have already gone. A lot has happened in PR recently; the role of PR Online, for example, has continued to grow. In this newsletter we briefly examine the impact this development has had on the day-to-day communications of an organisation as well as on that of a PR agency. We also look at new clients and the workshops we will be holding later this year. And of course we will introduce our new intern to you.

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co r p o rat e co m m u n i c at i o n & p u b l i c re l at i o n s

PR OnlineWe discussed Twitter in the last issue of PRogress. Since then a great deal has been written about social media and their place in the traditional communication mix. Opinions about the role of social media are strongly divided; will they continue or is it all hype? Should we as an organisation go along with these developments or should we bide our time? These are all relevant questions to which there are no unequivocal answers. What is clear is that the need for information and the way it is provided are changing. Newspapers are no longer first with the news; it is being distributed on line via the various news sites or random Twitter accounts. The role of the journalist is changing as a result, and so is that of the PR agency. PR agencies are still using e-mail for sending newsletters out to a media list that has been carefully compiled in advance. In the light of current developments, we can ask ourselves what the role of the traditional press release in its present form will be in the future. Journalists have not relied on press releases alone for a long time, they now go on line to search for news. This is why organisations and their PR agencies make themselves heard on line as well and profile themselves via network sites such as Twitter and LinkedIn. Be careful though; a survey by one of our clients shows that hackers are increasingly misusing informa-tion from these social networks.

Twitter testWith the increasing popularity of social media, an online news platform has been created through which PR agencies and communica-tion staff in organisations can distribute news reports, articles and background information. Wisse Kommunikatie is trying this out and wants to demonstrate that PR is indeed more than just spreading news through press relea-ses, e-mail and the telephone. It will therefore soon be running a test in conjunction with the Gelderse Welzijnstichting Doven (GeWeDo - Gelderland Welfare Institute for the Deaf) to see whether it is possible to generate interest in print media as well as online by using Twitter as the only communication medium.

Integrating the traditional and the newIn addition to a shift to more online news- gathering, the integration of new and tra-ditional communication media can often be found. One example of this is the press trip that Wisse Kommunikatie organised recently for HBM. This was a traditional PR event for which a report has been made in the form of an online video. There is more about the press trip later on in this edition of PRogress.

Page 2: PR in progress Wisse Kommunikatie

The press trip: an excellent way of informing journalistsAlthough they might seem old-fashioned at first glance, press trips are still a first-class way of telling journalists what is going on. The fact that journalists are guests of an organisa-tion for one or more days guarantees optimal attention and moreover offers the client an outstanding opportunity of building personal relationships.Press trips do have to meet certain require-ments in order to be successful. They take up a lot of time, which for most media, working with a small fixed editorial team, is a major problem right away. A press trip should there-fore not last too long and has to provide new information that cannot actually be conveyed in another way, such as a simple press release. The purpose of the trip also has to supply added value.

Wisse Kommunikatie organised a press trip for Hottinger Baldwin Messtechniek – HBM for short – to the new Application & Technology Center in Darmstadt on 12 and 13 May.The trip was intended to let the trade press become acquainted with HBM and its equip-ment and software for processing test and measurement data. The schedule was quite straightforward: leaving by train for Germany

at about four o’clock on Tuesday afternoon; having something to eat with the hosts in the evening, and a tour of the new centre the next day, rounded off with a number of presenta-tions about R&D and the new technology, which had high news value. At four in the afternoon it was time to go home again, which meant in effect that people only had to take a day and a half off.

Five editors and freelance journalists, who together represented eight technical trade publications, signed up for the trip. They were all extremely enthusiastic about the tour of the new centre. The trip resulted in a number of articles, although that was not an explicit goal. The client was so pleased with this first press trip by journalists from the Netherlands that he wants to invite another group next year.

Serge Beckers in trade magazine CommunicatieThree communication professionals were asked in the June edition of trade magazine Communicatie about their use of the new media. ‘A number of journalists have already signed up to the Wisse Twitter’. So said Serge Beckers, senior consultant at Wisse Kommunikatie, at the beginning of the brief interview with him. With 51 Hyves friends, 102 LinkedIn connections and 105 Twitter contacts, Serge is an enthusiastic user of social media. Click here for the full interview in Dutch.

Photo: Paul Quaedvlieg, vakblad Aandrijftechniek

Page 3: PR in progress Wisse Kommunikatie

PR for Anago: developer of complex calculation softwareWisse Kommunikatie officially started in June with communication activities for Anago, a Netherlands software company that develops complex calculation software. The software has been developed in a clever way such that new applications can be put together very quickly by combining existing building blocks. Anago calls this process ‘assembling’. Not only did Wisse Kommunikatie have to bring the assembly concept and its attendant software, AnagoAssemble, to the attention of software

developers, we also had to be involved in the communica-tion concerning a Workforce Management application that Anago had developed using its software. This is a Workforce Management system for contact centres, back offices and the provision of busi-ness services, that uses a large number of fac-tors to calculate personnel requirements and draw up a schedule.

New partners for Wisse KommunikatieIn recent years, Wisse Kommunikatie has built up a partners file containing parties that form an outstanding addition to its communica-tion and PR activities. Two new partners have recently been added to the list. Vic Diederen from STORM Presentatietraining inspired Wisse Kommunikatie’s staff to raise the level of their professional presentations last May.

Taleninstituut Jeroen Bosch in Arnhem will be holding Business English courses for Wisse Kommunikatie employees from the end of August. At the same time, Wisse Kommunikatie will be supporting the language institute in increasing awareness of its name in the Netherlands, Belgium, Germany and China.

Autodesk survey Intern Nienke van Ree will begin a survey on behalf of Wisse Kommunikatie in September that is intended to map out the relationship between software supplier Autodesk and its resellers. The reason for the survey is that Wisse Kommunikatie has ascertained that the relationship between Autodesk and its resellers in the Benelux cannot be defined unequivocal-ly at the moment. As a good relationship and common clear basic principles between a com-pany and its resellers are of major importance for purposeful PR, communication and sales activities, Autodesk is happy to collaborate in the survey. Nienke will investigate whether there are in fact different interpretations of the present relationship between Autodesk and its resellers. She will therefore gather information from the Autodesk staff as well as from the resellers, and make recommendations based on her findings.

The reactions to Autodesk’s new PR concept, PR-in-a-box, will also be recorded in the context of the survey. This concept was explained in the previous edition of Progress. It offers resellers the facility to carry out their own PR activities cheaply, because half of the costs are paid by Autodesk.

Page 4: PR in progress Wisse Kommunikatie

Webroot: Hackers misuse private information from social networksA recent survey by Webroot, supplier of secu-rity software, showed that members of online social networks run a serious risk of suffer-ing from identity fraud, viruses and the theft of financial data. Two-thirds of the members share information – consciously or uncon-sciously – with strangers. The survey was conducted among 1100 members of Facebook, MySpace, LinkedIn, Twitter and other popular social networks.

The results showed that social networkers are not aware of the security risks involved in participating in social networks. This realisa-tion was especially insufficient among younger users between the ages of 18 and 29. 78% of the respondents did say they were concerned about their privacy as a result of their details being in an online profile.

One way in which hackers get illicit access to accounts is very simple: they guess passwords based on personal information shown on a

profile page. Another common way is for the hacker to send a message in the name of a friend or acquaintance, using that person’s account. This method usually employs an attention-grabbing but often badly-written message con-taining a link to an apparently normal file. Once this file is on the PC, things happen with-out the user knowing about them – spamming friends, monitoring on-line activities and recording personal infor-mation.

PR workshops by Wisse KommunikatieAre you seeking inspiration for an effective way of bringing your organisation to the attention of the media and your target group? Then we would like to invite you to one of the two PR workshops that Wisse Kommunikatie will be organising this autumn. Are you not particu-larly familiar with the possibilities PR offers, and would you like to know what PR could mean for your organisation? Then sign up for the Basic Principles of PR workshop. Do you have experience of PR but are looking for depth and new insight? In that case, the Creative PR workshop is the one for you. In this workshop we go into PR instruments such as new/social media, research, and issue and product PR in more depth. Would you like to attend one of the workshops, or do you know someone who

would be interested? Then send an e-mail to [email protected]. The workshops will be held in September/October. The exact dates and times will be announced later.

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Page 5: PR in progress Wisse Kommunikatie

POSITIONALE Stuttgart: technologies from space to the EarthPOSITIONALE, the international fair for satellite positioning, navigation and telematics, will be held for the first time on 18-20 May 2010. It will be the very first market place for these tech-nologies. ESA, the European Space Agency, will be holding its annual Investment Forum in ICS, the international congress centre in Stuttgart, on 18 and 19 May 2010, at the same time as POSITIONALE.

As these two events are taking place simulta-neously, representatives from the sector and the financial world will be able to gain insight into current high-tech projects and business ideas from the full spectrum of space travel and satellite technology. Wisse Kommunikatie has been engaged for the PR and media rela-tions involving the announcement of the fair in the Benelux. An extensive approach to the press will follow in the autumn.

EU HELP campaign “For a life without tobacco” is successfulSince the beginning of the European HELP campaign entitled “For a life without tobacco” on 31 May 2009, more than 1.4 mil-lion Europeans have visited the www.help-eu.com website, 400 tips have been loaded onto the site and more than 150 people have filmed their own ‘Tip for stopping smoking’ in the many HELP tents that were set up at vari-ous youth events all over Europe.The TV advertisements and the banner cam-paign attempt to gain the viewers’ attention

by means of bizarre tips. The actual message behind these statements is that there are real useful tips and advice on the HELP website, and that visitors can leave their own tips there.Wisse Kommunikatie is responsible for running the campaign in the Netherlands. One of the campaign tools is performing carbon monoxide (CO) tests, which measure the carbon monox-ide contents of the lungs. This is an important indicator of the test subject’s health, because CO is one of the most dangerous substances in cigarette smoke. The HELP campaign in the Netherlands will be at events including the King of the Street Festival in Geldermalsen on 5 September and SkateJam Delft on 20 September.

images: ESA

Page 6: PR in progress Wisse Kommunikatie

Wisse Kommunikatie bvA business-like approach, focusing on resultsWisse Kommunikatie/Worldcom the Netherlands (1982) is a medium-sized consul-tancy for corporate communications and public relations. We help our customers develop and

implement their internal and external com-munications, thus making a positive contribu-tion to their reputation and operating result. Businesses know us for our professional and result-oriented approach.Wisse Kommunikatie is a business-to-business communications specialist. Our knowledge and experience are broad and varied. Not only do we specialise in ICT, business services, construc-tion and real estate, the automotive sector and biotechnology, but we also work for govern-ment bodies, industry organisations and the care sector.Wisse Kommunikatie is affiliated to the Worldcom Public Relations Group, the world’s largest network of independent PR consultan-cies totalling over a hundred partners through-out six continents. A substantial proportion of our work therefore involves international projects.

Over the past 27 years, we have had the privilege of serving numerous Dutch and international companies, organisations and institutions. For more information on our work, expertise and customers, please visit our web-site, www.wisse-worldcom.nl.

For more information, see:

www.wisse-worldcom.nl

Kroonpark 2a

Postbus 3037

6082 DA Arnhem

The Netherlands

T +31 (0) 26 443 1523

E [email protected]

co r p o rat e co m m u n i c at i o n & p u b l i c re l at i o n s

0209New intern at Wisse KommunikatieNienke van Ree (22) will be starting her final study internship at Wisse Kommunikatie in September 2009. Nienke will be conducting a survey for software supplier Autodesk in the context of this internship, in which she will mainly be looking closely at the relationship between the parent company and the regional head offices with local resellers. Nienke expects to complete her International Communication studies at the HAN in Arnhem in 2010. Subjects she has explored during her studies include PR,

brand management and target group marketing. Nienke previously gained practical experience during job shadow-ing in the market-ing communication department of H.J. Heinz BV in Zeist.

New media update from the Worldcom PR GroupThe Worldcom New/Social media group, part of the Worldcom PR Group, publishes a monthly summary of how PR agencies in the worldwide network are committed to the field of new and social media. The July update shows that the associated agencies are involved mainly in five areas: Search Engine Optimization (SEO), Wikipedia, LinkedIn, Twitter and Facebook. A survey of the associated agencies shows that 63% of the 78 respondents already have an agency profile on LinkedIn, Facebook or Twitter. The Worldcom PR Group is using new and social media for three different purposes: promoting its own clients, generating new business and gathering knowledge that can be

used in communication policies in which new and social media play a major part. Despite all the new developments, e-mail and the telephone remain the most popular means of communication now, and will continue to do so in the future.