Content Strategies For Crossing Borders

 

Tom BurgessCEO BondPR International

tom@bondpr.com+44 (0)207 596 2759

Content Strategies For Crossing Borders

 

Debra Raine Principal Global Campaign Strategist

BondPR/Rainemakers

debra@rainemakers.com+1 415 848 2626

Content Strategies For Crossing Borders

Content Strategies For Crossing Borders

Facts come and go, but stories connect minds and build markets. No matter what medium a story is told in, there must be a narrative link to ensure that everything

stays together and accrues to future stories. Connecting a company’s narrative to innovation,

business advantage and human impact will create an emotional and lasting relationship

between your customers and your brand, products and markets.

Vision

Business transformation

Winners & losers

Heroes & villains

Human impact

Societal changeDrama & TensionNarrative

Features

Application

R&D

Engineers

Patents

Sales Figures

Names & Titles

Story backdrop

Missing From Storytelling

Winning Mindshare, Expanding Markets

Content Strategies For Crossing Borders

Content Strategies For Crossing Borders

Digital

Original Content / Wires

Augmented Voices

Influentials (new and old

school)

Long lead

Short Lead

Digital

 

Original content is King in Cross Border Communication

 

Content Strategies For Crossing Borders

 

"We tell your story to the world."

 

Lisa Ashworth CEO PR Newswire EMEA

PR Newswire

T: +44 20 7454 5291 lisa.ashworth@prnewswire.co.uk

The Press Release is Dead Long Live the Press Release

• NOT about new media – it is about using media in news ways – (Dr Craig Lefebvre)

• We are in the midst of a communications sea-change as significant as the introduction of the printing press

• The press release is not, as has been suggested, dead, but the advent of social media means that it’s no longer the only game in town.

• There are new routes and channels through which dynamic, rich, multimedia messages can flow, which significantly enhance our ability to target the specific audiences we’re interested in.

Content Strategies For Crossing Borders"We tell your story to the world."

Behind the Scenes Footage

Broadcast Video

High Res Photo

Social Media Links

Screenshots

B Roll Interviews

Logo

Release Text

Document

Downloads

Related Links

Content Strategies For Crossing Borders

Branding and click through link

Text formatted and distributed into editorial systems

Broadcast Video

Hi-ResPhotos

Related Links

Downloadable Documents & Translations

Videos

Social Media LinksActivision MNR

Buy it Now Button

Hyperlinks

LogoMultimedia News

Content Strategies For Crossing Borders

Where does your Content go?Content Strategies For Crossing Borders

User generated content is now welcomed by over 70% of publications internationally

Over 60% take comments on stories online with 29% also accepting and publishing readers’ pictures.

Source: European Digital Journalism Study: How the Digital Age has affected journalism & the impact for PR – May

3 out of 4 journalists (involved in the survey) are now using RSS feeds to keep themselves abreast of news stories and developments.

83% of journalists write online articles and 44% use blogs or write wikis as a research source.

Why MNR?Content Strategies For Crossing Borders

Content Strategies For Crossing Borders

 

Gwyn LauberManaging PartnerLauber+Partners

gwyn@lauberpartners.com+1 415 738 8160

Content Strategies For Crossing Borders

Europe accounts for about 90% of the investments in US companies by non-US firms

Should You Go?  Can You Answer "Yes" to Any of the Following?

• Are you a large, liquid company that pays dividends?

• Are you pre-IPO?

• Do you sell your products in Europe?

• Are you a growth stock?

• Can you commit to regular visits?

• Have you exhausted the US secondary markets?

• Do you have resources to use for targeting beyond the usual?

• Have you laid the groundwork?

 

If You Greenlight European IR Engagement

• Piggy-back meeting on other trips to Europe

• Change investor presentation to include local comparisons

• Provide long-term, measurable goals

• Understand it may takes years of relationship building before they

take a position in your company

• Anticipate the types of questions they will ask

Content Strategies For Crossing Borders

Content Strategies For Crossing Borders

 

Advantage to European Investors

• Longer holding period

• Less focused on quarterly results

• Well-prepared investors

Content Strategies For Crossing Borders

Prepare for your European Road Show

• Ask questions when setting up/accepting the

meeting

• Know the area where the meetings are

• Research your audience

• Be sensitive to cultural differences