THE CORPORATE AS PUBLISHER

PRs are playing the news industry at its own game. They’re working around journalists, getting their

own slickly produced stories, videos and graphics

straight to their target audiences

Corporates as platforms – growing in power

Harvard Business Review

• 79% of companies currently using social media

Investis

• 72% of the FTSE 100 now have Twitter for sharing corporate news

• 93% of companies use LinkedIn, the most popular social network for business

• £4 billion spent on owned media last year

• Companies are now spending 20% of communications budgets on owned media

The social eclipse (of the heart)

5.3 million Facebook followers

2.2 million Facebook followers

1.6 million Facebook followers

4.7 million Facebook followers

2.4 million Facebook followers

5.4 million Facebook followers

Reach is not everything

“Now we’ve got a way of reaching people who read what we say and we don’t have to rely on the Daily Mail.”  Richard Branson – Financial Times

Corporates as platforms – Why?

• Newspaper readership is declining

• Can be more innovative with content

• It drives greater site traffic

• Allows them to better gauge consumers views

• Reach a wider audience

Thought Leadership

Thought leadership

Corporate social responsibility

Corporate Announcements: Drag and drop PR?

FINANCIAL TIMES

“It was a masterclass in PR spoonfeeding and news organisations simply had to drag and drop.”

‘The Invasion of Corporate News’ – 19/09/2015

Curating content: Apple product launches

Financial results:Getting it right…

…Getting it wrong

Twitter’s decision to use Periscope to announce its annual results resulted in an embarrassing backlash from users

Community Engagement

Becoming the ultimate publishing platform?

The death of the press release?

“We can't talk about what Coke wants to talk about. We have to talk about what people want to talk about.”

What it means for us

NARRATIVE

Earned media

Blogs

Paid-for media

Social media

Partnerships

Speaking platforms

CLEAR CONSISTENT COMMUNICATIONS

We’re already doing this….