Page 54 - FINAT Yearbook 2014

PR AGENCY DUOMEDIA
FINAT PR PROGRAMME 2013:
ONWARDS AND UPWARDS
FINAT members and leaders have a compelling story to tell, and working with our PR agency duomedia, 2013 was a record-breaking year for getting our story heard.
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Lut Verschueren, Duomedia PR Consultant
In 2013, FINAT’s print coverage almost doubled. We created more multi-channel and interactive initiatives like video, and we shared more
news on social media. We also experienced a significant increase in
distribute an interesting mix of news and stories and share that information through a variety of channels.
In 2013, this meant that the media heard about FINAT twice a month on average. This news covered a great variety of topics, including: market and industry trends, updates on regulatory matters, recycling programmes, testimonials and events.
We also developed and shared a story on the ‘human’ side of the business. An
REACHING AUDIENCES WHERE THEY ARE
From a recent survey, we learn that reading trade press publications remains one of the top 4 ways people stay up to date about the latest trends and technologies. Presentations at seminars, suppliers’s websites, news articles and the good old direct contact with the sales force are the 4 top information sources they tend to trust.
In addition, reading about market trends, examples of applications, problem
the number of inquiries from editors and other leaders in the industry looking for
"The FINAT 2013 evaluation PR Report is an impressive overview. I'm surprised by the great number of initiatives received," Jules Lejeune, managing director FINAT
information and commentary.
Let’s take a closer look at the trends and efforts which made this a successful year.
ALIGNED OBJECTIVES, UNLIMITED TACTICS
Since early 2010, we have set clear objectives for our PR programme: Grow FINAT’s position as the European (and international) labelling association with a strong focus on self-adhesive in the labeling, packaging and graphic arts press. We also aimed to reach additional vertical outlets such as food and beverage titles.
STEADY FLOW OF CONTENT
In order to increase exposure of FINAT and our members, we create and
engaging story based on interviews with 5 label converter families (FINAT & YMC members combined). This story gained much appreciation.
Based on the flow of news and content we share, editors acknowledge and appreciate the thought leadership of FINAT and consult us spontaneously for their specific editorials on our industry.
We also look for creative initiatives that engage editors in our conversation. These have included: inviting them to write guest blogs, sitting in the awards jury, seeking their professional and market expertise, facilitating interviews with FINAT experts, providing opportunities to attend FINAT events and intermingling with FINAT members.
solving articles, technology information and comparisons are the types of articles they are mostly interested in. As to their preference of which social media platforms they use as part of their B2B strategy, Linkedin comes in 1st position.
With this knowledge, we created content designed to reach people where it will have the most impact.
For example, while other communications channels are on the rise, the press release is still the most effective and appreciated format for communicating with editors. That’s why the 10 press releases we issued were so important.
We then supplemented the press releases with additional communication
FINAT YEARBOOK 2014 |