Page 70 - FINAT Yearbook 2012

PR SUCCESS CONTINUES
INTEGRATED COMMUNICATION AND TARGETED APPROACH INCREASES PRESENCE IN MEDIA
As you’ll be aware, two years ago we embarked on an integrated PR programme with duomedia, an internationally operating PR agency specializing in graphic arts, packaging and labeling. We’re pleased to report that the investment has been a great success, and in the last 12 months have further built on the strong foundation laid in the first year.
MOVING BEYOND NEWS STORIES
Over the last year, we’ve broadened our focus beyond releasing news stories, and focused on ‘storytelling’. We’ve been imparting our expertise in articles and debates pertinent to the organisation’s activities, telling our stories to paint a vivid picture of life on the front line of the labeling industry. This task has been made easier thanks to the many passionate storytellers we have within the organization. FINAT’s Managing Director Jules Lejeune, former and new president Andrea Vimercati and Kurt Walker, industry expert Mike Fairley, label judge Tony White, wine producer Marcello Lunelli from Ferrari Spumanti, label converters and operators, local associations and, of course, member companies working at the forefront of the label industry have proved a hit with the media. Their engaging manner has ensured FINAT has received excellent coverage in key titles throughout the year.
TARGETING VERTICAL MARKETS
One of our main aims was to run stories on labeling for vertical markets, targeting the transport and logistics industry, among others. And we’ve continued our focus on promoting self- adhesive labels within the food and drink sector, which is really starting to pay off. Our efforts have ensured FINAT is at the front of editors’ minds when
running a labeling feature. Today, the media clearly recognize that FINAT is an independent voice that can offer expert insight on the challenges and trends shaping the industry, the impact of new regulations, and the importance of recycling and sustainability.
GOING SOCIAL
During the past year duomedia has helped FINAT establish its integrated, multi-channel communications strategy. We’re pleased to report that in addition to our new website, we’ve bolstered our online presence by being very active on social media platforms.
Key events like the Operators’ Day, the Label Awards, and the Technical Seminar were all promoted via social media channels including duomedia/ FINAT blog, Twitter, Facebook and Linkedin pages. The advantages of social media channels are that they afford us a global reach, and they’re interactive – we can have conversations with people online and stir interest in FINAT activities.
LOCALISATION PAYS OFF
As a pan-European organization it’s crucial that news of our activities reaches as many countries as possible. Therefore, when we draft a news release or case study etc, we often translate and re-purpose them for local markets. We’ve found that this
investment pays big dividends. From a long-term, relationship-building perspective, translated documents show we’re interested in editors’ local markets. And from a commercial perspective, translated communications save editors’ time and money, and ultimately are more likely to be published.
OUR SUCCESS IN NUMBERS:
FINAT ACTIVITIES EXPOSED TO
TWO MILLION READERS IN 2011 FINAT doesn’t spend any budget on advertising – none of our media coverage has been paid for. Since the outset of the PR programme, we’ve worked very hard on fostering relationships with media outlets. Two years on, we’re very pleased to say that we enjoy a strong rapport with editors and journalists.
Thanks to these strong relationships, our news releases are being covered by key publications, we’re asked for our comment in feature articles, and our fast-growing status as an expert body is resulting in more interview opportunities.
The majority of press coverage comes from Europe, notably Germany, France, Spain and Italy – a clear reflection of our investment in localizing media materials for these regions. In total, FINAT received 786 press clippings over the course of the year – more than two a day.
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FINAT YEARBOOK 2012 |