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Brand Journalism workshop Prague. Follow us live!

14 Apr

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MediaTalk 12th April on PR: live blog excerpts:Ivo Mestanek, Head of PR for CSOB. He used to work for CEZ and Ogilvy

13 Apr
8:31
Ivo explains how CSOB is picking their PR agency: they need to be able to cover full range or PR products
8:33
conflict of interests often disqualifies loads of agencies
8:34

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ivo měšťánek
8:36
Vaclav comments on the risk of asking current client about entering a tender, because of animosities between current and future client, which can influence the outcome
8:39
Ivo: “it would be useful to be able to distribute PR tasks to different companies, because they are experts, on the other hand lot of people prefer one big company which does everything”
8:41
Ivo is sharing his experience of looking for a supplier for an online and a paper incompany magazine and how he had to choose two companies in the end, although originally he was looking for one
8:43
“after giving a complicated assignment for agencies taking part in the tender, I faced anger from agencies who were not chosen, that they spent time and money for nothing”
8:45
Vaclav discusses how to divide time into paid one and one invested into competitions and where is the frontier of difficulty of assigned tasks
8:50

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8:50
David: “nobody cares who agency is, but about what they can deliver”
8:52
David quoting Apple senior employee: I don´t incude About at the end of a press release, because if a journalist doesn´t know who we are, he shouldn´t be covering our story”
8:53
David: People nowadays buy illusion therefore we buy Apple
8:54
Cristina quoting Ivo: future of PR could be splitting work among more agencies
8:56
Cristina: How could an agency engage with a client to spread the right and enthusiastic word about them?

 

MediaTalk 12th April on PR: live blog excerpts:Dana Dvorakova Head of PR for Ahold, former PR for Unipetrol and a journalist

13 Apr
8:05
Dana is sharing her experience about hiring PR professionals for Ahold (horrible) and she advises people who want to start in PR to go to a newspaper and work there for a while
8:07
Roman Pařík from GCI Hill and Knowlton comments on the debate: “since the 50s the biggest issue is lack of people, also thanks to women leaving on maternity leave and the fact PR industry isn´t sexy anymore”
8:10
 

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roman pařík
8:11
Dana Dvořáková from Ahold is giving her speech
8:11
she talks about reasons why companies should cooperate with PR agencies
8:12
“Ahold is now focusing on how to emphasize healthy food”
8:16
“companies need someone who sees problem from another perspective, not only sales aspect”
8:17
 

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dana dvořáková´s presentation
8:17
Roman is asking Dana how much she is willing to pay for senior staff, because he doubts they are not paid enough by the companies
8:19
“agency often has a strong leader, experienced account managers and poor, overloaded staff”
8:20
Euan: “if a clients sees a story on themselves before an agency, then you are in huge trouble”
8:23
“crisis has cut budgets for PR”
8:24
Dana´s question to agencies: how do you calculate prices?
8:24
Euan: “clients hate surprises, therefore you should avoid billiong extra hours over the budget given”
8:25
“boring tasks are sent to an agency, nice things are kept for the Head of PR of the company”
8:26
Vaclav: “but then you go on holiday and you are surprised why the agency is billing extra hours”
8:28
“CEOs pick agencies because of personal freindships and the staff has no idea about vision of the company. Agencies need to understand the flavour of the company, this is the only way how to cooperate successfully”

MediaTalk 12th April on PR: live blog excerpts: Vaclav Pavelka founder of NAtive PR with clients like KPMG, has been a chairman of APRA for five years now

13 Apr
7:41
“we want to work for clients who know what they want and are able to make a decision. And want to be engaged in longterm trustworthy cooperation and who are enthusiastic about their business”
7:43
vaclav is explaining his top 5 how his agency wants to be perceived
7:44
“we are in people business is a cliche, but only a few agencies are behaving accordingly”
7:47
“we need a dialogue between agencies and clients and there are not enough oportunities to lead it and it is only getting worse”
7:50
“i dont see any platform where young proffesionals can meet with agencies and establish mutual understanding”
7:50
question from the public: how did you acquire KPMG?
7:51
“you should ask the client :)”
7:52
“there are 5-8 top PR agencies in the Czech Republic who can provide complete PR solutions”
7:53
“you need to be lucky to win a client like this apart from other criteria”
7:54
Euan calls this “chemistry”
7:55
vaclav: “at the beginning our clients were reluctant to work with predominantly female team”
7:58
“there are not places where people can study PR at good level in Czech”
8:00
“to learn PR, enter a PR company as a junior”
8:03
Davis, Euan and Vaclav are comparing US UK and Czech PR education possibilities

 

MediaTalk 12th April on PR: live blog excerpts: Adrian Wheeler is an expert on British market in Best Communications

13 Apr
6:59
Adrian:”trends emerge in the US then grow in the UK and then within two years spread all over Europe”
7:00
“scientific approach is taking over the magic (it has worked so I dont care how you have done it)”
7:02
“its important now to show your client inputs outputs and business results”
7:06
“it´s useful to take a reputation survey, easy questions, 1-5 scale”
7:06
“it provides you with accurate tracking of your brand´s reputation”
7:09
“we need to explain to procurement people how PBS works and train our people in negotiation”
7:12
“PR in 1950 10 million, nowadays 100 million dollars”
7:15
“who owns web and social media?”

MediaTalk 12th April on PR: live blog excerpts: Euan Edworthy founder of Best Communications has rather challenging clients as Starbucks or Disney

13 Apr
6:43
“the average duration of an account in an agency is 3 years”
6:45
“it´s shock for clients to see at the beginning how they are perceived”
6:46
“and our task is to elevate the client”
6:46
Euan jokes that working in PR is being a Head of Propaganda
6:48
“it´s important to set KPIs to sent your client 4000 euro bill”
6:48
PR is not a substitute for ads
6:50
“its important to check how large is the share voice ie coverage”
6:51
“its an art to persuade a journalist to write about you”
6:51
Bohemian Bubble: how to make a Czech company acceptable in Western world
6:52
and vice versa
6:52
AVES are dead
6:55
Euan is explaining how KPIs in PR agency work
6:56
Davis is stepping into discussion and explains that US journalist dont accept press releases by email
6:57
and basically it has become anti PR

 

live blog/twitter: media talk

11 Apr

our live blog from media talk can be found here
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