quorum pr credentials 2013
DESCRIPTION
Quorum PR credentials, Public Relations, Press Office, Media Relations, Marketing CommunicationTRANSCRIPT
Credentials
Milan, June 2013
Influencing Influencers
Credentials
Current Clients
Cambium Networks : Wireless BroadbandAvnet : value added IT distributionMEF: networking consortiumAST Modular: modular data centersExtreme Networks: networkingLumata: mobile marketing solutionsFhoster: cloud solutionsBlackBox : IT infrastructure & networking DG Line Web 2.0 solutionsLibreOffice.org: office suite (pro bono)
Past: Computer
Past: Peripherals
Past: Software
Past: Networking
Past: Other Hi-Tech
Past: Others
Influencing Influencers
Our Vision of PR
Our Vision of PR Agencies
Old Business ModelBig officeMany juniorsMany magazinesA lot of paperworkExtremely tacticalFocus on time
New Business ModelSmall officeOnly seniorsMany mediaAlmost no paperHighly strategicalFocus on objectives
Our Vision of PR
A group of experienced PR professionals who provide best-in-class communication services to a wide range of national and international clientsNo time sheets, no silos and no “practice areas”, for a completely new idea of PRThe close relations of a “boutique” firm with the resources of a large agency, to provide first-class service to clients
Strengths
Over 25 years of uninterrupted relations with Italian high-technology mediaSolid network of personal relationships with editors writing about hi-techAbility to develop new relations with emerging media (i.e., blogs, etc.)
How to Influence
We used to talk about:Messaging to AudiencesNow we talk about:Interacting with Communities
Message 1
Message 2
Message 3
Message 1
Message 2
How We Work
Objectives identificationScenario and variables analisysCommunication targets mappingKey message definitionOperating strategy definitionMessage distribution to targetsResults measurement
Influencing Influencers
Methodology
Methodology
PUSH PULL&
Communication Objectives
Generic aims are not to be confused with objectives, which are specific and measurableIn order to be measurable, the objective must be set according to time and quantity parametersFor instance: in six months 70% of the target has to be informed of the new serviceOur methodology allows to define and measure objectives with a reasonable precision
Communication Tactics
Target opinion articles on the market and the technologyFor key announcements use interviews rather than press conferencesPlan regular meeting with top journalists (editors in chief and columnists)Position the company as a key supplier of "interesting" opinions
Communication Tools
Press releases, in order to ensure continuity of presenceInterviews and opinions on the Italian enterprise IT market and on wide-area data servicesApplication stories: press releases with additional informationSpecial features: survey responses and technology profiles
What We Do
Corporate and product communication(offline and online )Press office and product testSocial Media CommunicationMedia monitoring (offline and online)Media training for company speakersMarketing and point-of-sale communicationMarkets and scenarios trends researchEvents planning, production and managementSmall advertising campaigns managementGuerilla e viral marketing projects
Proactive Attitude
With business mediaA personalized approach
With trade mediaQuick and complete answersCreativity in articles approach
In meetings with the pressOnly few, with “strong” contents
In building messagesOngoing attention for the marketAdvanced use of Internet sources
Media Relations Tools
Press kitPress releaseCompany profileWhite paperPress conferencePress briefing/tourCase study with key clientsOnline press room
Media Relations Services
Media list management and updateEditorial plans managementDirect contact with key journalistsDirect support for exhibitions and eventsPlanning and logistics for special events“Speaking platform” managementCompany speakers media training
Press Releases
Press releasesTechnology and productsCorporate and financialCustomer stories
Each type a different targetMailing list tailored to releasePitch/follow-up tailored to target
Supporting documentsResearches and/or white papers
Editorial Calendars
Quorum PR monitors all editorial calendars through direct relations with publishersMonitoring is updated on a monthly basis with non-planned forward featuresThe agency works with the editorial staff in order to ensure an optimal presence
Articles
In Italy, are welcomed by most tech media and some business mediaThe source can be a white paper for business media or a technical briefing paper for tech mediaDemonstrate market and technology competence
Case Studies
Demonstrate use of productsShow “problem solving” capabilityDemonstrate commitment to marketStrengthen client relationship
Interviews & Opinions
Interviews (one-on-one)Support major announcementsUnderline the company leadership
Opinions (inside articles)Position amongst market leadersStrengthen technology positioning
Briefings
Strategy briefingsTechnology editors writing on business mediaSupport the company technology vision
Technology briefingsTechnology editors writing on technology mediaSupport the company tech innovations
Product Reviews
Ensure the placement of the company products in every Italian labPush the usage of these products as add-ons in all relevant product reviews
Channel Press
Maintain a consistent flow of information about channel activities and promotionsSupport the idea that the company products and technologies are a good opportunity for the channel
Influencing Influencers
Measure & Report
Press Clippings
Online articles are forwarded on a weekly basisAll clippings - online and paper - are collected on a monthly basis as PDFs
Press Monitoring
Offline and online media monitoring gives continuous visibility on:
Coverage coming from PR activities "signed"by the company"Spontaneous" coverageA selection of articles about market trends and key competitors
Clippings are sent via e-mail and collected every month in a press-book
Measurement
Quantitative in terms of:
CoverageNumber of articlesMention in titlesMention in scenario articles
Qualitative in terms of:Understanding of messagesPositive vs negative messages
Reporting
Standard: MonthlyActivitiesDocumentsOpen issuesResults
Following client rules
Quorum PR online
Facebook page: https://www.facebook.com/pages/Quorum-PR/37467097005
Twitter: https://twitter.com/quorum
Linkedin: http://www.linkedin.com/company/quorum-pr
