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January 18, 2018. In the rhythm of tango

On January 18, with the help of Business Communications Agency, the friendly team of the Russian office of Oracle began the year with an offsite event at Atlas Park Hotel.

Colleagues not only discussed plans and tasks for the new year, but also, having broken into teams, theу passed master-class on dances. What is more lifts the team spirit better, than two hours of Salsa or Twist training with the performance before all event participants?

October 12, 2017. Rosa Khutor - definitely the best place to learn more about optimisation of printing costs with support of advanced technologies

November 10, 2017. Oracle cloud solutions for customers from cloudy St.Petersburg

In the end of the presentation of Oracle technologies blind testing of wines took place

October 12, 2017 HPE partners penetrate into the depths of digital marketing

On October 12, 2017 started first Digital Academy for HPE partners. Business and marketing moving to digital, and we could not lag. Digital marketing experts shared their experience with the participants, and explained what kind of tools the most popular for today, how to measure its efficiency, and apply on b2b market.

October 11, 2017 Learn how to save the data!

On October 11, 2017, supported by our team, LightNet and HPE held a seminar for customers on technologies of storage and data backup.

How to prepare yourself for Thought Leadership?

Now the global PR industry talks about "Thought Leadership". Let's try to figure out what this means, and whether it is possible to prepare yourself to be the thought leader.

For the first time the term ‘Thought Leader’ appeared about 20 years ago on the pages of Strategy + Business magazine, owned by the consulting firm Booz & Company. It is known this term was firstly mentioned by Joel Kurtzman, then the editor-in-chief of this edition. Thought leaders are seen as trustworthy, go-to authorities among industry colleagues and peers, according to Jake Dunlap, CEO and founder of Skaled, a consulting firm on increasing sales.

"A thought leader recognizes trends before they happen and applies that insight to achieve actual business results," said Numaan Akram, founder and head of the travel company Rally.

Thought Leadership is an element of content marketing, which is a fusion of speaker’s talent, his/her experience and business emotions in an attempt to answer the most difficult actual questions to the target audience. "Thought Leadership means you provide the best and deepest answers, to your customers’ biggest questions, in the formats your audience likes to consume," said Michael Brenner, CEO of Marketing Insider Group.

It is almost impossible to become a leader of opinions thanks to one vivid publication, you have to prove to your readers that your advice is extremely valuable and your opinion should be trusted. This takes time and a lot of serious articles. How to become a leader of opinions?

First of all, you need to delineate the boundaries of your competence. Do not try to comment on everything that the journalists offer, from M&A deals to the secrets of housewives. Cut off all unnecessary themes, leaving only that niche in which you really are an expert. Secondly, get off your own business problems. Think the way your industry thinks. Read industry literature, visit exhibitions and conferences, talk with your customers and competitors, i.e. “saturate” yourself with the business atmosphere, absorb other people's ideas and thoughts, to create a base for generating your own ideas.

Thirdly, create a "sandbox" of ideas. Your strong feature should be the ability to predict events in business, highlight current trends. Write down your forebodings, analyze how they become true, to find the right moment, when these thoughts need to be shared with the press and be the pioneer.

Marketers in MarketingProfs expressed a number of practical ideas for creating good thought leadership content:

  1. Conduct a research and share its results.
  2. Interview your employees, especially the sales department or customer service department. As a rule, they are aware of the actual problems that concern customers.
  3. Conduct conversations with your customers on the basis of a list of topics drawn up with your sales professionals.
  4. In your texts, add a bit of humor and a description of interesting cases in business, so your story will be remembered much better.

Press release in digital era

Press release is a main PR tool in the hands of public relations manager. Hundreds of articles both in Russia and abroad predicted an imminent death ofa press release. But it is still alive. The reason for its survival lies in the adaptability of this instrument to requirements of the day, to new communication technologies.

Let’s look first at what requirements were demanded to the classical press release. Let’s take, for example, this article on the popular business portal e-xecutive.ru

The author claims the following criteria to press release:

  1. Literacy,
  2. “Pyramid” principle, i.e. to place information according to importance priority,
  3. Short headline (so called “golden six words”),
  4. Necessary lead and boilerplate (as usual, the lead is two or three sentences after the headline that describe the main news story of the press release; the boilerplate is information about the company and it contact details).

This article’s author also believes that for a success of the press release the applicability of information as well as text quality and so called credibility (it means trustworthiness and confidence that can be supported by quotes of well known persons), is absolutely essential.

But all these requirements are the press release characteristics that were useful 10-20 years ago. Nowadays, the digital technology evolution affected all spheres of our life and, no doubt, had an impact on PR instruments including a press release. Time did not abolish the traditional requirements for the press release, but added new, related to the development of the Internet.

Let’s see how Lee Odden describes modern requirements to the press release in his TopRank Marketing Blog.

Hypertext technology allows you to include into press release a huge amount of additional information available to readers by clicking on web links. You may add hyperlinks to articles, blog posts, various reports in PowerPoint and PDF formats, report on upcoming webinars and podcasts. If you are a software vendor, you may offer readers to download the test version of your product.

A copywriter of the press release should have basic skills in SEO (search engine optimization), it means to be able to define keywords in the press release and place them in the first third of the text.

Currently, many PR people have already refused the traditional way of press release distribution to journalists’ emails. They use now specialized Internet-based mailing services, such as Business Wire, PR Newswire, PR Web and others. It is important to include in your mailing list popular bloggers as they become more trustworthy sources of information competing with traditional media.

A lot of journalists have long been subscribers of your company’s pages in social media. Issuing a press release don’t forget to prepare announces for popular social media such as VKontakte, Facebook, LinkedIn and place it simultaneously with the press release distribution. In addition, journalists and bloggers can receive news of your company through RSS or news subscription by email. Offer them such opportunities directly in the press release.

New word in marketing: phigital era is coming

David Natal an author of «Consumer Engagement Trends For 2017: The Phigital Era» , thinks there is a true revolution in the communication and the relationship between consumers and brands in the marketing field – brands wants to use more localized marketing.

The use of the transmedia storytelling (a method of storytelling that presents one single story in many media platforms and digital technologies) is becoming wider. Brands need to apply in their online customer relationships a strong physical component - geotargeting. This composes the phigital era. (the term phigital is a combination of words physical and digital, i.e. co-existence of brand both in physical and digital environments).

The storytelling is clearly different from advertisement and marketing. There is no direct payment in the generation of that communication, relying on information, experiences and content of value to that final audience. This way of communication demonstrates that the communication between the brands and their consumers is becoming increasingly sophisticated and multi-factorial.

The brand is experienced live and, in a world where immediacy is everything and “live the moment”, has become the mantra of communities. Live videos are fashionable and this trend will continue to increase.

While Twitter purchased Periscope to add value to the immediacy of its platform and Snapchat championed quick videos, Facebook did not want to be left behind. After acquiring Instagram, the social network par excellence has joined this new trend with the FacebookLive tool. This allows users to watch and broadcast live videos. Facebook also created Instagram Stories, a new function where users can send photographs that will expire after seconds, and also allows adding live videos.

Moreover, we have moved from the era of transmedia to deep media, where the customers encouraged to create the story. Yes, this involves a loss of control but it is also the only opportunity to stand out in a saturated environment. The communication between brands and consumers is evolving into a “one for one” through platforms like Whatsapp or Facebook Messenger with an intimate and personalized messages. The geolocation of the messaging apps will allow brands to send messages with offers or new products to specific groups of customers.

Thus, the challenge will be to find a way into this space where the audience already feels comfortable and where brands can speak with direct messages – personalised and relevant.

The comment of Business Communications Agency: Let us to give an example how this technology can work. For example, you are browsing on your smartphone Facebook app, driving near your favorite chain store. Just immediately you are getting a message about actual offerings or watching the store advertisement in the social network news feed. It is phigital environment as a combination of digital and physical environments. Acquired information can be used right now – with benefits for you and brand.

What will be missing at a press conference organised in 3 working days?

Sometimes PR specialists receive the job of promptly preparing and holding a press conference. Whether this is due to the market situation, urgent company news, or just poor planning within the company is not important. Of course, nothing is impossible, but you need to be prepared for the fact that in this case, not all objectives will be fully or ideally resolved. Let us look at which aspects of an urgent press conference will appear worse in comparison with one organised within a standard period of time (two weeks or more).

1. Inviting journalists The first thing that the PR manager does when told the date of the press conference is look around for competing events on that day. There is nothing worse than sharing a circle of loyal journalists with a couple of direct rivals. In case of an event organised quickly, be prepared for the fact that the journalists you are interested in are already accredited with competitors or are on a foreign press tour, and the media present at your press conference will be mainly represented by advertising managers.

In addition, many major media publishing houses, news agencies and television broadcasters have a long-established procedure for accreditation. Very often, distribution of journalists to press conference takes place at an editorial planning meeting on a Monday, and receipt of applications by companies and agencies ends on the Friday.

It should also be borne in mind that inviting potential members with just one e-mail is not sufficient. Professional journalists are no less interested in a positive result (i.e. in subsequent publication) than the organisers, and therefore will want to be sure in advance that only through personal participation in the event will they receive the information they require. In addition, they would like to have confirmation that their questions will be answered. Under pressure of time, you may not be able to provide a quality response to such requests, and as a result, lose the best representatives of the journalist profession.

2. Quality event preparation A press conference is fairly similar to any public event: public speaking requires a significant amount of preparation. In particular, a proactive response to participants' questions is welcome, when the answers prepared by the speaker before the event. PR specialists help with this, as thanks to their experience, they are able to anticipate what questions accredited journalists may ask.

In addition, those without much experience of public speaking require advice – on how to form their own answers to attract the attention of those present, or how to properly respond to criticism. Good practice includes the organization of a "dress rehearsal" before the press conference, where PR specialists act as the news tribe. If preparation time is tight, "playing from sight" is required, without preparation, which certainly increases the risk of unexpected situations.

The PR agency under time pressure also sets its objectives by priority, and as a result, the press kit received by the journalists will not be comprehensive. For example, there just will not be enough time for approval of the biographies of the speakers. In this case, it should be completed after the event and the missing material sent by e-mail.

Another feature of urgent preparation of press events is the extreme difficulty (and sometimes impossibility) in organising individual interviews for separate journalists and detailed development of responses to questions.

3. Event branding We call the preparation of any visual and information products, such as stands, posters, or badges, "event branding". If producing 85x200 cm standard roll-ups in Moscow and large cities is no problem, suppliers who can make a press wall or branded badge ribbons in three business days are much more difficult to find. But these are all trivial things, you say? It is precisely such things that create the overall impression of the quality of preparation of a press conference.

The purchase of souvenirs as gifts for participants is also part of the "branding" element. The ideal situation is when a gift for the journalist corresponds to the topic of the event, and creates a united emotional background. For example, at a press conference on the topic "It's time for solution X", journalists would receive a classic alarm clock marked with brand X, and at a press conference about an Asian company entering the Russian market, journalists would be presented a useful gadget in oriental style. However, under time pressure, few such ideas can be realized – the right gift may be out of stock, or if it is, there may be no time to apply a logo.

4. Cost Be prepared for the fact that contractors will use higher rates for urgency, and this above all applies to printing services. The cost of venue hire for the event is also unlikely to be optimal as those with the best price/quality ratio are leased first.

Organisation of a press conference in 3 days is guaranteed stress for everyone involved, including the press service and the speakers of the organising company, as well as suppliers. "Recouping" this rush is only possible by means of a clearly newsworthy piece, which will hide all rough edges of the process.

But what if for a variety of reasons an event still needs to be organised urgently? Firstly, if the customer does not have its own well-prepared and large press service, it is necessary to attract third-party assistance. A professional PR agency has established contacts among journalists, always has a current media industry base to hand, and has established contacts with venues where it is possible to stage a press conference, such as restaurants or agency press-centres.

Secondly, it is necessary to set the objectives appropriately. If time is limited, do not try to do absolutely everything involved in the preparation of a "traditional" press conference. Instead, define the critical points and focus on them. Souvenirs and venues are certainly important, but more important is preparation of interesting and comprehensive information for journalists.

Thirdly, it is necessary to set the objective and plan preparation, taking into account internal rules of the company. If, according to routine, materials undergo approval by three departments and each of them take a week, it is necessary reject such materials or ensure an exception to the rule. For PR specialists to be able to do their work as efficiently as possible together with an agency, a very good understanding is required as to what data, comments and documents may be obtained, and what cannot, and focus on those things that can be realistically implemented in the given timeframe. Everything else, as we mentioned above, can be sent later.

In observing these conditions, even a press event prepared in urgent mode will justify itself, and help achieve the objectives.

14.06.16: Fujitsu, PFU (EMEA) Ltd. Press event: new scanners fi-7460, fi-7480 и fi-7030

On June 07, 2016 Business Communications Agency organized a press event for a PFU, Fujitsu company responsible for the release of scanners.

In the Fujitsu’s Knowledge Suite new models of the scanners - fi-7460, fi-7480 and fi-7030, were presented to key IT media. The new models are based on the proven superior image quality technology, combined with improved image processing and capture software, and offers everything that users need to start their digital transformation journey.

The event was attended by representatives of PFU (EMEA) Ltd. Klaus Schulz, Senior Manager Product Marketing EMEA; Sabine Holocher, PR & Social Media Manager EMEA and Denis Milentyev, Partner Manager for Russia. After the official presentation journalists were invited to test the scanners and had the opportunity to communicate with company’s representatives informally.

Business Communications Agency cooperate with PFU (EMA) Ltd. company since 2011 and realize full PR support in Russia, including consulting, news releases, texts creating and editing, interviews and press events organization, reviews of the products in media, etc.

10.06.16 Preparing for Change in PR

Benjamin Franklin once said, “By failing to prepare, you are preparing to fail.” Yet, few people heed his advice. Employees and management alike often view drills and preparedness plans as a nuisance – just wasting time on situations that may never happen.

So why bother if these events are so unlikely? What are odds of a small startup being sued for millions, or a mega-brand needing to issue recalls after all the safety checks during the production process? The odds may be small. But, the cost to the brand’s image (and bank account) is not as correspondingly small when disaster strikes.

Changes in Public Relations
PR specialists continually remind clients to prepare, but PR specialists need to take that advice as well. PR continues to change as technology, the consumer market, and people’s way of interacting changes. As a result, PR specialists must anticipate how these changes might present obstacles for good business, and how those obstacles can be overcome.

Technology now drives communication, and as technology changes, forms of communicating will too. This change comes in the form of new gadgets, new messaging apps, and new social media platforms. Because of this, PR specialists need to prepare to communicate via these mediums.

Technology not only changes how companies communicate with people, but who they can communicate with. For instance, should China remove the restrictions currently placed on Facebook, many companies would stand a better chance of connecting with the Chinese market from a distance. And of course, the first to market in any industry would gain the bigger and better advantage over other competitors.

Integrated Public Relations
Integrating marketing with public relations remains a tricky and even controversial topic in the PR community. This is in spite of the fact that much of modern day PR requires a mix with marketing to yield results. Activities like social media management, events planning, and video promotions with key influencers involve a great deal of marketing.

More progressive PR professionals accept this as the way forward. In fact, many larger PR firms prepared for this growing shift by offering integrated PR or marketing services. More traditional PR experts criticized the firms for venturing outside of the “pure PR” fields, but these firms continually outshine most others, worldwide.

The Difficulty of Preparing
The difficulty of preparing in public relations stems from covering a wide range of fields like journalism, marketing, technology, and human resources management. As a result, changes in these corresponding fields can affect public relations for better or worse.

Nevertheless, experienced PR experts should keep a watchful eye and prepare to provide their team members with whatever training they need to keep their skill sets up-to-date in the constantly changing market. Otherwise, PR experts cannot keep up with the similarly changing demands of clients as they too struggle to reach out to and grow their connection with consumers.

Based on the www.everything-pr.com materials

Social norms will increase communication productivity

In the article « Don’t Just Do What Everyone Else Is Doing», published on PR dedicated website holmesreport.com, the authors are considering a phenomenon of using social norms in communications. The authors indicate that during a numerous psychlogical experiments the participants are tending to act by what others do, even against the logic. For example, the participants entered a lift with a number of other people were all facing the door but as the door closed they started to turn round and face the back. The particpants felt incomfortable and also turned round.

What does it mean for PR specialists? How can you use these patterns of behaviour in PR practice? Let give us another example. Just telling hotel guests that the majority of people who stayed in their room reused their towels increased their own reuse rate by 33% compared to standard messages appealing to the environmental benefits (the reuse of towels will decrease water and energy consumption).

The authors give some recommendations how to use social norms in communications properly:

1. Use the right tone. Descriptive norms (telling me what others do) are usually more powerful than injunctive norms (telling me what other people think I should do).

2. Social norms work best when they relate to other people ‘like me’. For example, in Britain, there were distributed letters to people with high tax debts. The text referred to the social norm was 15% more effective. In these letters the text informed that the taxpayers ‘like you’ have alredy paid their taxes.

3. Reward the norm. Kindly advice will be kindly advice without action if you don’t offer a real reward. Use the numbers in the description of reward and the readers will think whether they change their behavior.

4. Keep reinforcing the norm. Even brillant textes or advertisement loses its effect over time. The impact of ‘Most of Us Wear Seatbelts’ reduced as funding for the campaign was cut and the message was promoted less heavily. So you need constantly search for new arguments and new ways for attracting to the social norms.

And finally, as the authors say, we must also be aware that we may be inadvertently communicating them anyway and must avoid ‘normalising the bad’. The problem with these approaches is it might create the impression that this behaviour is the social norm and therefore make people feel less bad about doing what everyone else is doing.

March 29th, 2016: High confidence in business growth among Eurocom Worldwide members at Annual Conference 2016 in Milan

This year’s Eurocom Worldwide annual member conference was held in Milan, Italy, on Friday, 11th March 2016. A total of 28 delegates from across Europe, the US and Latin America, the Middle East and Asia attended the conference to discuss current communications trends and cross-border collaboration.

Members confident about the year ahead 88% of the member agency leaders attending the conference expect business in 2016 to be the same or even better than in 2015, continuing the growth track experienced in 2015. And according to the survey almost 60% of Eurocom members regard digital communications strategy development as the key challenge facing agencies in 2016, followed by the recruitment and retention of experienced communications talent.

Robin Baker, Chairman of the Eurocom Worldwide network: “Our global network is in excellent shape – during recent years the level of business referrals between our members and the business growth experienced by most of our local partner agencies is very encouraging. Furthermore, we gained several new network members in 2015, among them Guide Communications in Turkey as well as three new member agencies in Argentina, Columbia and Costa Rica.”

Eurocom Worldwide is one of the leading independent global PR networks, with 31 owner– managed agencies focusing on B2B PR, marketing communications and reputation management for key technology, industrial and commercial sectors. Each year Eurocom Worldwide members from all five continents meet at the annual conference to share experiences and develop initiatives to further improve cross-border collaboration and client service.

Long-term contribution to the network Eurocom Worldwide member agency LEAD. Corporate Communications in Latvia was recognised at this year’s conference for 10 years of successful cooperation and contribution to the network.

The conference was hosted by Eurocom Worldwide’s partner agency Lbdi in Milan, who ensured the delegates benefited from a stimulating business meeting as well as the unique attractions of the exciting city of Milan.

About Eurocom Worldwide
Eurocom Worldwide was formed in 2002 and is today one of the leading worldwide networks of independent, privately owned communications agencies. Together, we form a global business-to-business solution provider for PR, marketing communications and reputation management with a focus on key technology, industrial and commercial sectors. Eurocom Worldwide has 31 member agencies comprising over 500 communications specialists and consultants in 45 national capitals and centres of commerce around the globe. Our scope of business exceeds more than 1000 client enterprises and organizations in 77 countries across all five continents. For more information, visit www.eurocompr.com

How to find opinion leaders?

Busuness Communications Agency continues to acquaint its website readers with foreign PR experts’ articles. Scott Salter from the communication agency 10Yetis (U.K.) wrote an article «Influencer Identification at Its Finest - 8 Tips To Follow», in which he has described how and why PR specialists should work with opinion leaders – one of the strenghtening information channel today.

«The PR industry, - Salter writes, – has moved beyond traditional public relations, with the need forPR for SEO and online public relations now at the forefront of any campaign. Part of this development has seen a shift in focus from journalists to influencer outreach».

As Salter mentioned journalists are still playing the leading role in communications but they are no longer the only group of people who can make a difference to your campaign. Influencers can make a big difference to your online PR campaign.

So, firstly what is an influencer? First of all, an influencer is basically someone who influences or has an impact on fellow people in the field. An influencer can be someone who is an expert speaker or writer in a certain field, or simply someone with a high number of followers on Twitter. In short, they are someone who people listen to when they speak.

So, what can they bring into your PR campaign? Simply speaking, they can help to increase media coverage. As you know, it is the key factor in any PR activity. But second and the most important reason to work with opinion leaders is in the name of this group. Namely, these people are providing changes in the opinions of other experts, journalists, bloggers. After opinion leaders, the followers will increase the effect of changes delivering the news to end consumers of information.

How can we find opinion leaders among thousands market speakers? Scott Salter offers to readers sit back, relax and let him take them through his top 8 ways to identify influencers

1.Define Your Influencers
It’s important to firstly define what part your influencers will play in your PR campaign. Do you want them to write about you, your client or a product, or do you want them to simply share it to their followers? You need to decide this before getting started with your influencer identification.

2. Look, maybe the big part of work has already done
In Europe there is a French man called Pierre-Jean Camilleri. He created a site called Game of Angels, which pulled tech influencers and who influenced them. The database includes their name, twitter handle, social stats, cred score and a lovely little bio. Probably, you can find such database in your market too.

3. Harness the Power of Topsy
Topsy.com is one of the favourite online tools for search and analysis messages in Twitter. For finding opinion leaders this site can be used in following way – you put in the search bar something that is of interest to you, i.e. close to your PR campaign. It will then show you everyone who has talked about the link on Twitter. The results display an ‘influencer’ tab, which enables you to see all those who are influential on Twitter that have shared the link.

4. #Hashtags
Define #hashtags in Twitters relevant to your PR campaign. Through looking at the ‘top’ tweets, we are able to see those who are influential and that are tweeting about the topic. Influential can be someone with a high number of followers, or someone whose tweet has received the most amount of interactions.

5. Kred
Kred is another one of effective tools for seeking opinion leaders. Kred works in that it evaluates a Twitter users’ timeline and tweets in order to give them a score. It is an influence measurement which uses a dual score to distinguish a person’s influence and their outreach. It is based on trust and generosity. So, with a score out of 800 for influence and 10 for outreach, we are able to identify key influencers. As it is known, the maximal score in Kred is 1000/12.

6. Followers analysis
Using a lot of the methods of influencer identification, you should have found at least one influencer by now. We can now start to find other influencers using their profile. Go to your influencer’s profile and click on the ‘following’ button to see how they are following. Influencers (usually) only follow those that are also influential.

7. Bloggabase
10Yetis developed an alalytical tool www.Bloggabase.com. It is a database of bloggers who can be used as opinion leaders. You can use Bloggabase to search for a topic and identify influential bloggers that are worth contacting about your brand or product. You can quickly identify the influential bloggers through their unique visitors per month, Google page rank and unique search rank.

8. Rankings
The search engines can help you to find in Internet the ready lists of bloggers and opinion leaders on various topics. For example, if I Google ‘technology influencers’ it brings up a great lists of the Top 100 Tech Influencers in Europe, put together by Wired.

This article was prepared on the base of the Scott Salter’s article «Influencer Identification at Its Finest - 8 Tips To Follow».

24.12.15 PR Trends: what is waiting us in 2016?

Today, PR-technologies as well as marketing technologies are evolving rapidly. Professionals need to be in trend always. In this article we will try to describe some of them that gained popularity in 2015 and are still awaiting us in 2016.

1. Visual Content

When we say visual content we are referring primarily to info graphics, but more notably, video content. More specifically PR and marketing professionals are increasingly using brand based video as an educational tool, as opposed to utilising it solely for outright direct response marketing (as it has been previously used). The heightened adoption of video content by PR professionals is unsurprising when you look at it from a broader perspective. As reported by Digiday, the Bytemobile Mobile Analytics Report found that in 2013, online video accounted for an impressive 50 per cent of all mobile traffic. And the trajectory is only moving one way, upwards. Cisco reports that in 5 years 80% of the whole internet will be online video, this being 85%.

There is no bigger testament to the importance of visual content to PR, than a quote from WPP in their annual “global communications trends report”, in which they state that “people remember only 20% of what they read and that 83% of learning occurs visually.

2. Smartphones and tablets.

The prevalence of mobile is undeniable to most, but surprisingly a large number of PR and marketing professionals are still managing to disregard it when putting together and executing their PR strategies. They need to be researching and thinking about the approaches and types of content that perform most favourably on mobile. Further, they need to be working hard to identify the most suitable and cost effective mobile marketing channels to utilise in order to get their message in front of their target market within their desired budget.

3. Measuring ROI Of PR Efforts.

It so happened that in comparison with marketing and advertising activities, measuring ROI PR activities unpopular, due to the lack of clear mechanisms for measurement. However, PR professionals need to know all the mechanisms for measuring ROI and monitor the emergence of new methods, because today the issue of investment in this or that sphere is extremely important.

However, things are starting to change with regards to PR. Besides the standard methods -counting PR mentions and calculating viral impact, social media metrics (calculating engagement over coverage, calculating community growth), and PR outcomes (calculating behavioural impact and sales impact) there are also news methods of ROI measurment. For example, PRWeek has provided a very detailed breakdown of the growing number of PR ROI measurement techniques and metrics in their piece titled “emerging models of PR measurement”. The overarching idea being that “as digital becomes intrinsic to PR and the communications industry diversifies into new areas, measuring outcome has become more urgent than ever”.


Of course, the trends mentioned is nothing new, as they have already been popular, but mobile devices and social networking is not just gaining a lot of popularity and became a necessary part of modern life. And experts in the field of PR and marketing need to understand that you can not keep up with world trends and apply the information you need through the channels and in formats that are now key.

Based on the expandedramblings.com materials

18.12.15 Teradata Forum 2015

Teradata Forum held in Moscow on 26 of November. Teradata Forum - one of the biggest events in Russia, dedicated to big data analytics for efficient business.

In the frame of Forum Teradata’s experts and representatives of company’s customers told about new methods and technologies of data analytics and how it can help to drive business. They also have shared the examples of their own projects on data warehousing and analytics. This year among speakres there were perople from Megafon, VTB24, Lufthasa, O2, Gazpromneft and the experts from Teradata. The event was attended by approximately 400 people – heads of business departments of big companies, marketers, analysts, IT specialists and other.

As a PR agency of Teradata Business Communications Agency was responsible for press part support of the forum, including announcements, organization of the media partnership, invitations of media representatives, interviews arrangements and distibution of the post materials.

There were about 20 media partners, including authoritative and popular IT, retail, banking and telecom media. Announcements of the forum were published on more than 20 editions and also 14 banners were published on target online media. Besides media partners, forum was attanded byjournalists fromRussian key business edtions. During event the interviews and personal meetings with journalists and speakers were arranged.

Business Communications Agency cooperates with Teradata from 2007 and provides full PR support in Russia, including consulting, news releases, texts creating and editing, interviews and press events organization, etc.

The event was arranged in “Lotte” Hotel in Moscow

Digital technologies and social media will not substitute traditional media

72% of respondents to World Report 2015 conducted by the global PR media The Holmes Report cited that is strategically right to invest into social media and digital technologies development.

"There has been a lot of focus—and rightly so—on the opportunities presented by digital and social media," said Paul Holmes, CEO of The Holmes Group. "But it is important to note that many clients still come to PR firms because they want earned media coverage in traditional print and broadcast outlets, and in many markets the ability to deliver that coverage is still a critical success factor."

Francis Ingham, ICCO chief executive and PRCA director general, agrees with the statement above. "The agency of the future will be one that combines cutting edge digital skills with traditional print media ones. Quite simply, there is demand for both’, said he.

As World Report 2015 shows the most vulnerable are companies providing market research for PR (cited by just 7% as a major growth factor), as well as measurement and analytics (12.8%). This conclusion is correlated with key skills for PR manager in the future: only 5.6% of respondents cited research as one of the critical skills for PR professionals of the future.

But the experts of The Holmes Report disagree with that.

"In the modern world, the agency with the best strategic insight—whether it’s an ad agency, a digital specialist or a PR firm—will be the agency that leads the overall communications effort," said Holmes. "That insight can only come from sound research, and that’s an area where PR firms will need to step up their game if they are going to play a real strategic role."

Market players cited public affairs and government relations as key growth sectors in PR (25.7%) as well as social responsibility (13.9%), employee communications (9.7%) and financial communications/investor relations (5.8%).

In terms of industry sectors, technology — cited by 49.8% of agency principals as one of the three top growth areas—nudged ahead of consumer products (47.9%), with healthcare (39.1%).

Adapted from holmesreport.com.

Good content: the heart of a good story

Willem van de Velde from our partner agency EMG in the Netherlands told in his article about excellent stories preparation principles and about useful contribution in it that can made by PR agency. At Business Communications Agency we are trying to follow similar principles in our work and believe that every good story has three authors – speaker, journalist and PR specialist who cam make a ‘tuning’ of news for the chosen media.

Assuming that you have a good, strong and clear message, you only need three things to successfully get that message across: content, content, content.

Of course there is nothing new really. Communications professionals have known this for years – so for most of us it’s business as usual as we try to extract information and stories from our sometimes reluctant organisations and turn the input into interesting articles, blogposts, press releases, podcasts, videos etc.

And while a good story is always a good story, we should bear in mind that readers’ attitudes and expectations have changed. Most of them no longer rely on a single source for their news input. They tend to be more selective as they forage for information – and attention spans have been reduced to seconds rather than minutes.

The real and the virtual worlds are converging, and people have become more cynical, more selective and more sensation-driven. The speed and spread of information means that this morning’s good story is already forgotten by the end of the day, UNLESS you can make your content truly compelling. Because even in today’s changing media landscape, there is still plenty of room for stories that touch us, information that matters and messages that are meaningful.

Readers still appreciate genuine and high-value information – on topics that matter to them – and only if they believe that the messaging and value statements are genuine and inspiring. And of course the real crux of the story should be clear from the outset. No-one has time to decipher hidden messages or poorly constructed logic.

Compelling (1), concise (2) and clear (3) stories will always be in demand – and will continue to inspire customers and colleagues, provided we make them relevant. Thankfully, today we have a wide choice of outlets (4) – so once we have identified a story, all we need to do is make it audience specific by introducing for instance an engineering, design or production point of view. Specialists in PR agencies have the in-depth industry knowledge and the experience to create content that appeals to the interest of your audiences. All you as a customer have to do is start by telling us a good story.

20.07.15 Teradata Press Breakfast

Business Communications Agency arranged the press breakfast on July 8, 2015 for the big data analytics and marketing applications company, Teradata

The event was dedicated to “Big data analytics in tax administration”. The lead speaker of the event was Glauco Pires, who was in charge for the implementation of Teradata’s solutions in Finance Secretariat, Parana, Brazil. Other participants were the representatives of Teradata Russia – Mikhail Perov, account director and Alexander Chulapov, industry Consultant, Public Sector (Government).

The experts presented the results of the implementation of Teradata’s solutions in tax administration and described the mechanisms of discrepancies and fraud detection. Mr. Pires talked about the stages of analytical system implementation in Brazil, and what could be interesting from the perspective of comparing the experience of tax administration in BRICS countries and assessment of the possible prospects of similar systems development in Russia.

The event guests were IT sector and business media representatives. After the official presentation, journalists had the opportunity of informal discussion with the speakers and got answers to their questions.

Business Communications Agency cooperates with Teradata from 2007 and provides full PR support in Russia, including consulting, news releases, texts creating and editing, interviews and press events organization, etc.

The event was arranged on July 8, 2015 in “Marriott Royal Aurora” hotel.

Marketers have mistaken to the views of young generation

Young people, who are now 20-25 years old, are entering into an active phase of life and becoming one of the leading consumer groups. It is believed that millennials, as they are called in countless studies have their own views of the world, features of consumer behavior and preferences. They are considered idealists - they have too positive attitude to the world, the future and their role in the world. This was tried to figure out the marketing agency YouGov.

As it turned out, marketers and PR specialists used in their concepts not entirely correct assumptions about life preferences of young people. So, marketers stand as priority №1 a desire of young people to be fit and healthy, while actually millennials were more pragmatic – they tend to make the most of every single day, supporting their families and personal health and wellness. Favorite among marketers fit and health were only in third place in the list of preferences of selphie generation.

The most significant differences appeared in relation to the savings and pensions. What do you think, do 20-year-olds think about their pensions? Probably, you will not believe, but 73% of young people think on this subject and believe that the work and skills will help them at retirement times.

Opinions of marketers and real youth representatives were different in the question of what they see as the most admired personals among businessmen, politicians and media stars. Mark Zuckerberg, founder of Facebook, it turns out, young people are not so respectful as Bill Gates; John F. Kennedy goes ahead Barack Obama, which marketers have given the palm to. And in the list of the media persons youth people preferred the answer "No one" and not the TV host Jon Stewart!

The study was conducted in the US in July 2014. Total sample size for marketing and PR professionals was 185 adults and 768 for Millennials.

Eurocom Worldwide expands to Israel Business Communications Agency now offers communications services in Israel

Business Communications Agency, the Russian member agency of the global PR Network Eurocom Worldwide, has opened a new location in Israel. The agency will offer clients the development and implementation of a wide range of marketing and communications services in Israel while taking into account the specifics of the Israeli market.

Business Communications Agency is a full-service Russian communications company founded in February 2000. The agency focuses on technology markets both in Russia and the CIS countries. The target audience of the new Israeli branch includes Russian companies and entrepreneurs entering the Israeli market and requiring local PR and marketing support. These companies often do not have offices in Israel and need a partner that has experience of both the Russian and the Israeli market in order to substantially improve the effectiveness of projects undertaken in Israel.

"We have been the Russian member of Eurocom Worldwide for over 10 years," said Julia Kursova, owner and managing director of Business Communications Agency. "Many of our Russian clients have appreciated the quality of our services and the advantages of cooperating with a dedicated local agency. Now we are ready to use all this experience and expertise to support our clients in Israel as well as in Russia."

Economic co-operations between Russia and Israel have been steadily growing over the past 25 years: from a turnover of 12 million dollars in 1991 to 3 billion dollars in 2012. Russian entrepreneurs are continuing to develop partnerships with their Israeli counterparts.

Business Communications Agency will mainly address international companies focussing on the medical sector as well as on high technology sectors. Israel is a leader in both fields – the country has the highest listing among NASDAQ companies outside North America. However, foreign companies entering the Israeli market often struggle due to a lack of local knowledge, language and market understanding. These clients need expert advice and support from an experienced agency that understands the marketplace and knows how to work within it, and can provide marketing services in Israel that correspond with international standards.

About Eurocom Worldwide

Eurocom Worldwide was formed in 2002 and is today one of the leading worldwide networks of independent, privately owned communications agencies. Together, we form a global business-to-business solution provider for PR, marketing communications and reputation management with a focus on key technology, industrial and commercial sectors. Eurocom Worldwide has 31 member agencies comprising over 500 communications specialists and consultants in 45 national capitals and centres of commerce around the globe. Our scope of business exceeds more than 1000 client enterprises and organizations in 77 countries across all five continents. For more information, visit www.eurocompr.com.

About Business Communications Agency

Business Communications Agency is a full-service Rus¬sian communications company founded in February 2000. The agency offers a full range of communications services in Russia, CIS countries and Israel including PR, Social Me¬dia, all types of events, cus¬tomer trips abroad, large exhibitions with booth building and promotion actions, marketing and loyalty programs, sales support, telemarketing and direct marketing, advertising including TV, radio, on- and offline media, in- and outdoor. Business Communications Agency has been a member of the global PR network Eurocom Worldwide since 2003. For more information, visit www.bcom.ru.

Fujitsu PFU (EMEA) Ltd. Press Event

On May 20, 2015 Business Communications Agency organized a press event for a Fujitsu company responsible for the release of scanners. At the press lunch the new Fujitsu scanners were presented - iX100, N7100 and fi-6400. New efficent products for business professionals are equiped with new features and software.

The event was attended by representatives of PFU (EMEA) Ltd. Klaus Schulz, Manager Product Marketing EMEA, Sabine Holocher, PR & Social Media Manager EMEA, Denis Milentyev, Partner Manager for Russia and CIS, Walech Mehmani, Country Manager CIS, Roland Apelt, Regional Mananger CIS and representatives of top IT media. After the official presentation journalists were invited to test the scanners and had the opportunity to communicate with company’s representatives informally.

Business Communications Agency cooperate with PFU (EMA) Ltd. company since 2011 and realize full PR support in Russia, including consulting, news releases, texts creating and editing, interviews and press events organization, reviews of the products in media, etc.

What has the global economy prepared for PR: Davos-2015 lessons

The agenda of World Economic Forum in Davos traditionally focuses on the latest changes in the global economy. Arun Sudhaman studied emerging economic problems discussed at Davos-2015 and presented in his article in Holmes Report five lessons which PR specialists should learn.

1.Inequality growth.

As economists say, an inequality growth is becoming one of the most significant world economic problems. It is found that the world's richest 85 people are as wealthy as the poorest 3.5bn of the world's population. The problems emerged by Occupy movement did not only dissapear but are finding expression elsewhere.

It is OK, what is the output from this lesson can be made by communication specialists? The fact is that the growth of poor inhabitants goes due to the marginilization of the lower middle class. At the same time the middle class is the traditional target audience for PR thanks to combination good spending capacity with above-the-middle education.

The new people below the poverty line are angry and desponded and this negative attitude spreads in every direction including towards brands. So PR managers should not ignore such negative trends and continue to build communications on the base of prospering society and affluent consumers. That will results in failed communication policy.

2. Technology development.

Economic Davos has become another one of the big tech conferences. This topic is in high priority list in the WEF’s agenda. Last years IT leaders were headliners at WEF who traditionally compel attention. It is evident that PR share for technological companies will grow.

3. Permanent volatility.

The world is losing more its balance. At Davos, the economists are still discussing ecological problems and sustainable development but world's increasing volatility provided an inescable backdrop to all of these conversations. The latest tradegy in Paris shows that the largest economies are also in the vulnerable zone.

This means that PR specialists and agencies should prepare to crises and train their clients on crisis communications.

4. New CSR.

Corporate social responsibility can no longer be considered an "option". Not more than for the external environment (clients, partners, public organisations), the CSR are necessary for internal environment, i.e. for staff. The corporations which only make money won’t be attractive for talented millenials.

This year, MEF was used as a venue for announcement some global social partnerships. Rockfellers and Gates as well as corporate fund Philips announced about the start of new programs with Red Cross and UNICEF.

5. Europe’s struggles.

Will the EC wave the white flag? – this question worries the economists. At the moment the European economy has two leaders – Germany and Great Britain – with downfalling all other economies. In such situation PR specialists can’t count on the expenditure growth in PR.

Good news - or just puff?

If you want to promote your business online, you need a real story. Why? Do everyone not want to read your press release pushed by company or PR agency? At EMG, Business Communication Agency’s partner in Eurocom Worldwide, they believe that good content is king of marketing communications, so even for industrial companies storytelling is a vital skill for public relations specialists.

EMG specialists support their conclusion with recent article on prdaily.com written by Mickie Kennedy “Goodbye, SEO: PR is the new king”

Kennedy writes, “Remember when you would search for something and come across a website riddled with nonsense words? Those Wild-West days of SEO are now recalled with a chuckle and an eye roll. The websites were never pretty and often full of junk and viruses, but they always seemed to pop up on top”.

But time have changed! Google made a huge work to deliver to people what they want when they search. New search algorithm Panda 4.0 made PR the focus of online search, and now it is time to gain a profit from it! It is widely known than in April 2014 Google has launched the version 4.0 of filter algorithm named Panda with following features:

  1. Downgrade of the sites with non-unique content
  2. Loss of confidence to sites which buy and sell links for rating improvement,
  3. «Green light» to proper optimization i.e. optimization focused on particular search request but not on all words in dictionary,
  4. Downgrade of the sites with text templates,
  5. Links and ad to fake sites are also downgrading the site

Author of the article on prdaily.com believes that thanks to innovations, Google made strong writers the real heroes of the new online world. More than ever, the focus is on what’s interesting—funny, weird, horrifying or uplifting—rather than a bunch of arbitrary words. Writing a press release you should get away with cramming words in the release, hoping people will get tricked into noticing your story.

Remember that the good story deliver a benefit to readers by adding new information to their experience. Every time after finishing a press release ask yourself if it’s it really news, or just puff. Do you agree that new algorithm works for society good and the PR specialists have got new stimulus for professional skills development?

What the coming year has prepared for us?

A world leading media on public relations, The Holmes Report, has published an article about 5 major trends for PR industry in 2015.

The continued rise of the micro-networks

It was found in World PR Report 2014 that the independent PR firms are outgrowing their publicly-held peers by a factor of 2 to 1. These small market players are micro-networks with a number of operation regions. Although, the independent PR firms’ owners admitted that the growing influence of procurement often benefits bigger firms, the small players have their own advantages. The main advantage is their ability to select the best regions for the development avoiding difficult markets; it is resulted in better profitability of their business. The second advantage is that the small players are less bureaucratized than big rivals. They show greater agility.

Make friends rather than purchases

It is obvious that global agency growth has typically proceeded via acquisition of local agencies in international markets. And there is certainly no suggestion that the hectic pace of agency M&A is about to slow down anytime soon. The competing way for the development on new markets is the integration with local PR agencies. It is expected that this way will become preferable because thanks to such partnerships the global players will get not only employees but enterpreneurs who will do all their best for mutual success.

Asia looks West

Not only major Asian corporations like Huawei, Tata, Alibaba, ZTE and others are better accustomed on Western markets by opening their own European offices. One of the 2015 trend will be acquisitions of small European PR firms with their Asian counterparts. As a result, Asian giants will be more confortable to spend growing PR budgets as well as to communicate with PR agencies.

New experiences

The experts have noted that PR firms began to practice in new fields like marketing research or advertisement. The reason for this trend is that the PR-budgets are increasing too slowly or decline in the age of digital media. Companies need to develop new competencies.

Follow the money

It is interesting to know that global PR consultants consider USA, Middle East, UK and Asia-Pacific as favoured PR markets for 2015. Russia was found as the toughest market in the world followed by European continental markets. As experts noted, PR and economical factors are in the strong interrelation. The falling oil prices will affect on PR budgets.

19.12.14 EMG hosts annual EMG Asiacom conference, celebrates 10 years of success in China

The conference will focus on management and communication challenges in a changed world The next annual member conference of Eurocom Worldwide, the global PR network, will be held on 30 January 2015 in Lisbon, Portugal. The conference will be hosted by Eurocom Worldwide's Portugal member Media Consulting, an independent PR & communications agency located in the heart of Lisbon. Eurocom Worldwide is a global alliance of independently-owned public relations agencies with a focus on key technology, industrial and commercial sectors.

Discussing global challenges in a true global setting

Each year Eurocom Worldwide members from around the world meet at the annual conference to share experiences and develop initiatives to further improve cross-border collaboration and client service. In 2015 the conference will focus on management and communication challenges in a changed world, with both members and guest speakers presenting papers addressing a wide range of topics.

Network Chairman Robin Baker commented: "We are delighted to hold our 14th annual conference in the beautiful city of Lisbon. This meeting has developed over the years into a major global event for our members, providing a forum to share ideas and develop initiatives to the benefit of our clients around the world.”

Last year's annual member conference was held in Stockholm, Sweden, hosted by Eurocom’s local member agency Cloudberry with delegates from all continents attending, including the US, Mexico and Brazil, Middle East, Asia and wide attendance from across Europe.

About Eurocom Worldwide
Eurocom Worldwide was formed in 2002 and is today one of the leading worldwide networks of independent, privately owned communications agencies. Together, we form a global business-to-business solution provider for PR, marketing communications and reputation management with a focus on key technology, industrial and commercial sectors. Eurocom Worldwide has 31 member agencies comprising over 500 communications specialists and consultants in 45 national capitals and centres of commerce around the globe. Our scope of business exceeds more than 1000 client enterprises and organizations in 77 countries across all five continents. For more information, visit www.eurocompr.com

Six thoughts from the world PRSummit

The Global Public Relations Summit has successfully taken place for the third time, bringing over 350 delegates together to Miami Beach, USA. Arun Sudhaman published 6 main topics discussed at the forum in an article in The Holmes Report, the world's leading public relations media.

1. ‘Trust the people, not the brand’

Young people born after 1990 will occupy 75% of the workforce in 2020. Their views on private lives, work, music, entertainment and shopping were a constant theme at the PRSummit. Herself a representative of the millennials (this generation of young people), Gabriela Lambert from Wells Fargo believes that we should trust the opinion of peers, rather than brands. Obviously, brands in their communications should take account of this trend.

2. Words matter

Company leaders in their communications with employees should not emphasize the power and size of the business, but the needs of the people. What employees usually want for themselves? People want more money, more choices, better work-life balance, and fewer worries and fewer hassles. Men are more focused on money, women are focused on time. C-level managers need to design their messages to address those needs. In addition, according to Frank Luntz, speaking at the summit, managers need to be less of an "executive" and more of a "leader", i.e. not just perform particular duties, but organize the team and lead them.

3. And so does design

Design legend Yves Behar believes that design well done is a universal language, a form of communication that everyone can understand. At a time of rapid change, design puts communication at the centre of every interaction.

4. Look to gaming for genuine engagement

Jane McGonigal asked the PR specialists to look at gaming from a different angle. You should rid yourself of the notion that gaming is simply the preserve of slackers. It should be noted that games provide a level of engagement that many are unable to find in their daily life.

Jane told about a project where the use of gaming elements helped to achieve amazing results. According to McGonigal, 75% of young people would like to write a book someday. What did the game developers do? They designed a game that would allow the winner to become a published author. At the first stage of the game, 10,000 young people took part, and 500 winners were locked in the New York Public Library overnight to play the treasure hunt-style game. By the end of the night, the participants had created 1,184 stories which were turned into a book, “100 Ways To Make History”, which has become one of the most requested books of the library.

5. Individual stories drive mass movements

Mass movements should begin from the perspective of an individual story. Chris Graves called it the ‘identifiable victim effect’. This approach has been very successful in creating the UN Women's HeForShe program, fighting gender inequality, and the Loving Day movement for interracial marriages.

6. Agency leaders have two jobs: quench thirst and put out fires

The Lewis PR agency Chris Lewis founder noted that independent PR agencies exhibit greater growth than the big industry leaders. The reason for this is that small teams are more flexible, and resolve everyday problems faster. According to Mr Lewis, agency leaders have two jobs: quench thirst and put out fires. He said: 'You’re not there to be the authority, your job is to be the water carrier.'

10.01.2014 Reaching audiences on closed networks; a different story?

Every month or so marketing blogs and trade press cover another big story or backgrounder that involves messaging apps – WhatsApp especially. As a marketer, it makes you think; can these closed networks help reach clients? They are a totally different ball game than the social platforms you are used to. But are they really that different?

Differences to ‘traditional’ social media

Yes, of course there are big differences between messaging apps and online and social media platforms we are used to working with for marketing campaigns. First of all, messaging apps are closed networks. WhatsApp, Snapchat and most other messaging apps do not offer monitoring services and search engines the possibilities to crawl their platforms and to search for discussions on specific topics. This makes it impossible to react to trends happening in messaging services based on information on these platforms.

Another big difference is that users of messaging apps consider these platforms as closed networks and treat them as such; they prefer their communications to be restricted to a closed group of recipients. This makes advertising to WhatsApp users – if it were to be possible – not an obvious choice to target them with brand advertisements.

Therefore it came as no surprise that the acquisition of WhatsApp by Facebook earlier this year caused some uproar among WhatsApp users, since their closed network of choice was now part of the biggest ‘open’ network in the world.

But…In the end it’s not that different

Although there are certainly differences, there’s definitely a lot of similarities between messaging apps and ‘traditional’ social media as well. One of the major things they have in common is that users use both types of platforms to communicate with peers and share their day-to-day experiences and remarkable stories. That is exactly where the big opportunity lies for marketing professionals in reaching audiences via messaging apps; being part of the stories and experiences that users share amongst each other. But how do you become part of it?

Storytelling is key

To be able to be part of conversations in messaging apps, the art of creating compelling stories is more crucial than ever. Pushing brand messages as in the ‘good old’ Mad Men days will definitely not get you far in closed networks.

Even more than in ‘traditional’ social media, marketing to messaging apps is about word of mouth. It’s peers talking to peers, so the challenge is to build experiences that users find useful, inspiring or for other reasons, worthwhile to pass on.

Whether you are telling your brand’s story through video or you are using Superhero strategies, probably one of the most important lessons on creating a compelling story comes from the master of storytellers, Ernest Hemingway. According to Hemingway, objectivity is key in a good story. Let readers form their opinion based on your story, not simply push opinions you think readers should share with you.

That’s how you enable messenger app users to make recommendations for your brand, simply because they feel involved or inspired by your story and the way you tell it. Not because you advertised them to smithereens.

Measuring impact

So we can’t measure discussions and sentiment on messenger apps like we can with other social media platforms. What we can do, though, is measure how stories are shared and therefore how popular they are within closed networks like WhatsApp. The development and use of WhatsApp share buttons and Snapchat’s group sharing features for events are probably only the beginning of tools that are connecting the closed and the open web.

The stories you to tell as individual or brand provide the link between the two. How good you are at telling that story, visualizing it and making it come to life will be increasingly important in how successful you are at communicating – whether this is on the closed or on the open web.


31.07.14. Do We Really Want Google To Be The Arbiter Of Public Interest?

To Google’ has become the method by which nearly all of us (companies included) acquire new information – whether that’s news, reviews, opinion or reports. A constantly evolving algorithm, now assumes the role once taken by our daily newspaper. This algorithm decides what we should be presented with and what should be consigned to page 36 of the search results.

Google has always organised and prioritised the world’s information, holding huge sway over what the lazy researcher will discover and be influenced by first. Now with the latest ruling on the ‘right to be forgotten’ – the European court ruling that says individuals have a right to demand the erasure of links to information about them that is old or irrelevant – it also needs to judge what people have a right to know. Search companies are wrestling with how to handle European requests to delete content from search engines. Since this ruling much has been stated about the potential abuse of this ‘right’ by ill reputed companies, tyrannical regimes, or individuals with questionable pasts.

Historically the gatekeepers of ‘public interest’ have been the media. The crucial difference between Google and those organisations is that the press has been regulated to ensure that ‘public interest’ is in fact in the public interest. Google already has huge sway over what information we are presented with first and can source online and as such has immense power over public opinion. Now it not only has sway over what is presented first, but what is presented at all. Google’s motto, ‘Don’t be evil’, is probably one of the most famous corporate adages of the modern era. Given the recent speculation around how the ‘right to be forgotten’ ruling could impact public opinion, as well as the company’s recent acquisition, it seems Google may have a challenging time ahead to uphold this mission.

LEWIS PR’s post

PR: Creativity and Money

The Holmes Report, a specialist network publication, conducts an annual “Creativity in PR” survey aimed at specialists in PR agencies and representatives of customer companies. The 2013 survey covered 600 specialists from 35 countries that presented their evaluation of the state of creativity in the sphere of public communications.

The question “What limits creativity in PR?” was answered by 54% of those polled as “budget limitations”. The next popular answers included “Tight deadlines, lack of time” (44%) and “Non-acceptance of risk by the customer” (43%). As those polled noted, the risk that a PR idea may be materially distorted on the way from journalists to readers often stops the adoption of creative (that is, more expensive) ideas.

Nevertheless, despite budget limitations, customers consider creativity to be the most important characteristic of a PR agency: 79% of the research participants gave 8 points or more (maximum 10) when answering the question on how important creativity is when a PR agency is selected. At the same time, 60% of respondents say that at present, creativity in the PR industry is at a satisfactory or poor level.

How can the creativity of PR specialists be improved? Is money really the root of the problem?

It is interesting to note a difference in the approaches to creative process budgeting on the part of customers and PR agencies. While customers would prefer to connect payment of the specialists' work to the results of sales (45.5% of those who responded), PR specialists are for hourly payment (45.8%) or fixed rates for ideas (44.7%). Over 50% PR specialists expressed the opinion that their creative ideas are not properly rewarded. According to results of the research, over 70% respondents said that less than 5% of the PR budget is spent on creativity improvement.

What forms of creativity incentives are there? There are several of them. About 57% of the research participants noted that their creative efforts are taken into account in the course of annual evaluation of the employee's efficiency; “internal incentives” were specified in 45% of answers and the “possibility for career development” in 33.8% of them. Monetary rewards are present in each fifth company, just as the complete absence of any rewards is.

Such scant use of incentives for creativity (and note that these are developed countries!) is possibly related to the fact that creative ideas have many parents. Brainstorming is used in 85% of organizations, which makes this technique of generating ideas the dominating form, but does not provide the possibility to stimulate the employees that distinguished themselves. Stimulation of the whole team is not a solution to the problem as it undermines the motivation of individual creative geniuses.

27.06.14. Business Communications Agency began cooperation with InnoGames

Business Communications Agency began cooperation with one of the world's leading developers and providers of online games – InnoGames. In the framework of this cooperation the proactive promotion of the company and its products on Russian market is planned.

According to the statistics of gamers’ quantity, Russia is on the leading position. So the Russian market is one of the most important markets for business development for InnoGames representatives.

For Business Communications Agency the clients from emerging gaming industry is very important. Agency intends to use all the big experience, professional knowledge and skills to actively promote the InnoGames’ brand in Russia.

“Russia is a very important market for us. Especially the high share of mobile gamers makes it one of the most promising future markets. That is why we focus a lot of our business development efforts on Russia. Business Communications Agency vhas proven to be a big help here, in order to get into contact with the most relevant media and we are very happy with their outstanding support”, Dennis Heinert, Head of Public Relations, InnoGames.

“For Business Communications Agency the clients from emerging gaming industry is very important. We intends to use all the big experience, professional knowledge and skills to actively promote the InnoGames brand in Russia”, Julia Kursova, President of Business Communications Agency.

07.06.14. LEWIS PR Enters Top Ten in O’Dwyer’s PR Firms Rankings

LEWIS PR, a global PR and digital communications agency, has been listed as the seventh-largest PR firm in the world according to the O’Dwyer’s PR Firm Rankings. LEWIS reported $44.8m in global revenues for calendar year 2013, up 26.6%. O’Dwyer’s rankings highlight independent PR agencies showed the most significant growth in 2013. This year only 17 global PR agencies declared double-digit growth, with LEWIS entering as a top-ten firm.

LEWIS moved into the top ten for the first time, amid 127 other firms around the globe. The achievement reflects worldwide income and employee headcount in 2013, and follows LEWIS’ acquisition of the Davies Murphy Group in June 2013, as well as strong organic growth.

“In 2013, LEWIS reached a new record high in revenue and growth,” said Chris Lewis, CEO and Founder. “Our method is to invest, invest and invest again. At no time has this been more important than in the recent recession. It gave us a chance to out-invest the conglomerates.”


LEWIS PR is a global communications agency. In addition to traditional media and analyst relations, LEWIS specializes in social media, digital marketing and creative services. It works with companies to implement integrated communications programs on an international scale. LEWIS works with leading and emerging brands across multiple sectors, including automotive, consumer, government, healthcare, insurance, legal, non-profit, technology and telecom. LEWIS has more than 25 wholly-owned offices across the US, EMEA and Asia Pacific, with regional headquarters in London, San Francisco and Singapore.

About O’Dwyer’s Top PR Firms Rankings

O’Dwyer’s has been covering public relations, marketing communications and related fields for 45 years. The company provides the latest news and information about PR firms and professionals, the media, corporations, legal issues, jobs, technology, and much more through its website, weekly newsletter, monthly magazine, directories, and guides. For more information, visit http://www.odwyerpr.com.

Positive market forecast at Eurocom Worldwide\'s annual conference in Stockholm

Members of PR network expect growth for 2014 25 February 2014 – Eurocom Worldwide, the global PR network, is confidently predicting growth for its international business in 2014. This was confirmed at the network’s 13th annual conference held on January 31 in Stockholm, Sweden. Eurocom Worldwide is one of the leading independent global PR networks. With 29 owner–managed agencies focusing on B2B and technology, Eurocom Worldwide operates in 61 national capitals and centres of commerce with more than 850 customers.

Positive business outlook for 2014

Two out of three network members (65 percent) expect growth in their business in 2014, up from only around half the membership experiencing growth in 2013. For 2014, 30 percent anticipate stabilisation, whereas only five percent expect a decrease in business. The broadly positive expectations were also reflected by the number of participants at the conference, with representatives of all continents and regions within the network attending, including the US, Mexico and Brazil, Middle East, Asia and wide attendance from across Europe.

Robin Baker, Chairman of Eurocom Worldwide: “Our members’ positive forecast reflects the increasing attractiveness and success of independently owned PR agencies that are professionally connected on a global scale. We are able to offer clients local access to cost-effective international media relations and communications expertise globally.”

New network co-ordinator

Isabel Radwan was appointed as the new network co-ordinator for Eurocom Worldwide. She has previously worked as Senior Account Director for Eurocom Worldwide's member agency Schwartz Public Relations in Germany, Austria and Switzerland, and has cooperated with Eurocom Worldwide since 2002.

Chairman's Award 2013

Robin Baker, chairman of Eurocom Worldwide, received the Chairman’s Award for 2013. Usually the award is given for outstanding contribution by a network member. This year, the Chairman himself received it for over 10 years of dedication to developing, strengthening and guiding the network.

Furthermore, Eurocom Worldwide's US partner agency Ripple Effect was honoured for 10 years of membership and outstanding engagement with the network.

The conference was hosted by Eurocom Worldwide's partner agency in Sweden, Cloudberry Communications. Cloudberry is based in Stockholm and joined the network in 2012.

About Eurocom Worldwide

Eurocom Worldwide is a global alliance of independent, privately owned Public Relations agencies. Together, we form a global business-to-business communications solution provider with a focus on technology in its broadest sense. Eurocom Worldwide has 29 member agencies comprising over 900 communications specialists and consultants in 61 national capitals and centres of commerce around the globe. For more information, visit www.eurocompr.com

News Release of Business Communcations Agency’s partner – Lewis PR

LEWIS PR Named As One Of Fastest Growing Companies By Inc. LEWIS PR, a global PR and digital communications agency, has been named one of the fastest-growing private companies in the United States on the Inc. 5000 list. Based on three-year revenue growth between 2009 and 2012, LEWIS PR ranked 3,192 overall with a 102% growth rate.

The ranking excludes revenue from the recent DMG deal. LEWIS currently has U.S. revenues (including revenues from DMG) of more than $20 million, making it one of the largest independent public relations firms in the U.S.

Currently in its 32nd consecutive year, the Inc. 5000 list honors the fastest growing private companies in America. As an honoree of the exclusive club, LEWIS PR is recognized amongst a distinguished group of alumni including, Intuit, Microsoft, Oracle, Zappos and more.

For a complete list of Inc. 5000 honorees, visit the Inc. website.


“We are honored to be listed on the Inc. 5000 list for the first time,” said Morgan McLintic, Executive Vice President, LEWIS PR. “Over the past three years we have seen a tremendous amount of organic growth, combined with successful acquisitions. We launched our digital marketing arm, LEWIS Pulse, and developed our non-profit foundation, Kupambana. Most recently we acquired the Davies Murphy Group (DMG), adding a wider range of marketing services to our portfolio. We are eager to continue this rapid pace of national and global expansion and thank all of our clients, partners and team members for the support.”


LEWIS PR is a global communications agency. In addition to traditional media and analyst relations, LEWIS specializes in social media, digital marketing and creative services. It works with companies to implement integrated communications programs on an international scale. LEWIS works with leading and emerging brands across multiple sectors, including automotive, consumer, government, healthcare, insurance, legal, non-profit, technology and telecom. LEWIS has more than 25 wholly-owned offices across the US, EMEA and Asia Pacific, with regional headquarters in London, San Francisco and Singapore.

Follow-up as a key PR tool

Sending out news releases and media kits is not the most important phase in your public relations campaign; following up those initial contacts is absolutely critical to success. Authors who follow up the media are much more successful publicizing their books than those who fail to conduct a follow-up.

How do journalists see the follow-up?

  1. The PR manager is desperate for coverage.
  2. It is instructive telemarketing which is distraction from work.
  3. The follow up shows the PR professional cares about the story they are pitching.

The reason for your follow-up should be the third point always. It is the only way possible to build long-term and close relationship with the media.

How to plan an effective follow-up?

Before starting to follow anything up you need to prepare. Never perform the follow-up simply because it must be done. You need to understand why you are doing it. Always remember the goal you wish to achieve (publishing a press-release, releasing a more extensive publication than just the text of the press-release, arranging an interview based on this press-release, building long-term relationships with journalist).

1. Know the subject well

If you are passionate about the story and you believe it fits well for journalists you should follow it up and be confident in your pitch. Know your subject matter and why the story you are covering is relevant. Be prepared to briefly and clearly explain the press-release subject in case a journalist did not have time to read it.

2. Mind the timing

Determine the proper time for a phone call. You should not call journalists immediately after your press-release was issued. They need time to read it. At the same time do not call later than in 2-3 days as the news may lose its relevance. However, if you get in touch with journalists only on the fourth or fifth day have an email with the press-release ready to resend it quickly if it is necessary.

Your follow-up phone call should last three to four minutes at the most, be polite and direct, do not ramble.

3. Who to call?

Once you have defined the time for follow-up coverage, have prepared a template for possible answers, and have all necessary information on hand – launch the follow-up.

You should know the journalist’s full name and their department as you work your way through the phone system to the individual you need to speak with. If you have sent the press-release to the edition’s general email and you do not know which journalist exactly could be interested in your topic then check it with a secretary. Start the conversation about the press-release only when you are sure you talk with the person who could really be interested.

4. Conversation

Take note that your contact may very well be interested in your story but remember they may also work to a deadline when you call. Be cordial and ask when there might be a better time to talk. If in fact, they are interested in hearing the news again – be prepared to answer questions, provide quotes and facts, and offer to resend the initial text if necessary.

When you reach the editor or reporter whom you forwarded your news pieces do not ask whether he or she has received your news release. This pointless question is annoying waste of the editor’s time. Typically he or she will say “no,” and then hang up. Instead, tell the editor who you are and that you sent them a news release related to your book; explain that you are calling to offer your assistance in providing further information to craft a story about the piece, writing a review, or scheduling an interview.

This is not the time to sell the story. If they remember the initial pitch and want to hear more – the door is open. But if they are not interested, if they have already decided that the story is not a fit even the best sales methods will not persuade them. So, say thank you and move on. Please your contacts and keep them upbeat so that you can continue to try to forge a working relationship with the majority of people on your media list.

In general, there are several basic rules of follow-up which will help you to be a success. Always serve journalists’ interests, be polite and punctual, and most importantly – know your subject better than anyone else.

How to create perfect social media posts

We all wish there were a magic formula we could follow to create Facebook posts that our fans love or tweets that spark retweets by the thousands. Alas, there isn’t.Each social network operates a little differently, and each brand’s fans have their own tastes and preferences. Republished from original article Although there isn’t a general foolproof formula, there is a guide that can help you craft the best social media updates and posts possible. An infographic from My Clever Agency provides basic guidelines for creating effective Facebook, Twitter, Pinterest, and Google+ posts.

Here are a few of the tips:


  • Avoid human faces. Images without human faces get repinned 23 percent more often than images with faces.
  • Look for red. Images that are predominantly red or orange see twice as many repins as other images.


  • Be positive. Positivity is more appealing and inspiring for your fans, and it will encourage them to share your post.
  • Provide a link. Drive fans to your website. After all, your Facebook page exists to support your business.


  • Tag people. When appropriate, tag brands and people in your posts to encourage them to comment or engage with you.
  • Include large images. Don’t settle for the tiny photo that automatically appears when you include a link in a post. Upload a larger one to grab people’s attention.

Here is a full version of infographics.

Business Communications Agency has celebrated the 13th anniversary

On our 13th anniversary we have received the warm congratulations from our partners

Akima Media: "Congratulations to your 13th anniversary. You have been a reliable and innovative partner over the last years. BCOM has helped us greatly with their in-depth knowledge of the Russian media market and their organizational skills. As a lead agency for a large EMEA account we are only as good as our partners. BCOM has lived up to their service mentality and never let us down."

Ekaterina Sinitsa, Trend Micro Marketing director, Russia and CIS: “During 5 years of cooperation with Business Communactions Agency, we have established frank relations, filled with the partnership spirit. We are happy with the results and openly admit our faults. Franks and common purpose are helping us to solve the problems successfully, to achieve remarkable results and to set new ones, more ambitious goals. Regardless of difficulty of the task, I am always sure, that the BCOM team will do their best to achieve our outcomes. I can really rely on them. Congratulations to our friends and business partners with the remarkable date – the 13th anniversary of the company!”

Yulia Kursova, President of Business Communications Agency, speaks to Astera portal on Russia’s IT market situation.

Astera: Did you notice any changes in Russian IT market in early 2013? Is it the same as in 2012? Y. Kursova: Overall trends include aggressive growth of tablet and smart phone sales that are pushing navigators off the market. Thanks to technology development, people can now use their handheld devices to find their way around. The trend was pretty clear last year, but now it is still more obvious. Consumables are in high demand as ever; but notebooks, desktops, monitors, and printers definitely go down. This trend primarily affects consumer market; however, corporate market, being quite strong, shows decline as well.

In general, I can see the market dropping and the players, economizing. They seem to stay high in needs – but go tight on budgets. As a marketing and PR agency, we can’t help but feel it. Customers get picky and we have to use thorough, tailored, highly competent approach to any solutions we offer – and implement!

Astera: What do you think is impeding local IT market this year? Does it affect your company?

Y. Kursova: IT market certainly follows the trends of Russian economy. The recession is due to companies experiencing growth of costs and decrease of income. Profitability often falls quicker than the company optimizes costs.

Government investments have a special influence. Many experts believe the soon-to-start Olympics negatively affect investments to other industries, IT included.

Astera: Does your company succeed in following the strategies scheduled for 2013? If not, why?

Y. Kursova: We are keeping to the strategy we developed. The market and consumer behavior patterns are pretty predictable, and we hope to make 2013 a success.

Astera: Do you expect to change your overall strategy this year?

Y. Kursova: No we are not planning to change it; our work is always aimed at solving business challenges of our customers, and supporting their sales.

Astera: Is any diversification scheduled for 2013? If so, which directions does it affect; if not, why?

Y. Kursova: Our company has long felt the urge to diversify and we’ll continue developing several different lines of business. We’re planning to strengthen our position in promos and merchandizing, here is where we struggle to diversify.

Our customers demand a lot of social networks promotion; so here is another trend we will work on intensively, and offer it to customers a lot. However, I still do not consider it reasonable to make it a separate line of business. I believe this is a booming trend in Russia, but only efficient within a comprehensive PR campaign.

Astera: Do you expect local IT market to see new trends this year, to change its development directions? Does it affect your company?

Y. Kursova: Cost optimization will drive some business trends. Many experts foresee high demand for infrastructure software to save on staff management. Data safety will grow, and so will surveillance systems and security software. I’m sure mobile smart devices like phones, tablets, and e-books will grow.

Besides, cloud solutions are on the rise and aggressively promoted by providers. Cloud services are becoming a key element for an increasing number of vendors. Package vendors entering the SaaS segment will compete with this market’s ‘native’ players.

And it should also be noted that, according to the long-term social and economic development forecast of Russian government to cover March 2013 to 2030, Russia’s IT market will include less and less hardware and more and more software and services.

Our company, similarly to other market players, will try its best to meet expectations of current customers, i.e. to offer sales supporting tools and enter the zooming markets. All of this means to increase awareness, promote goods and services, and introduce the customers to their benefits and capabilities.

Astera: What can we expect for Russian IT market in 2H’13? How different can it be from what we saw earlier?

Y. Kursova: I expect most companies to go on economizing and cutting costs. I don’t expect the end of year to differ much from its start, and I believe major market trends will develop steadily.

For the full interview visit

Julia Kursova, President of Business Communications Agency and an industry expert, comments on the B.O. article on banking services in social networks

Discussing the topic, Julia says, “Being a marketing professional, I am positive any business success is determined by the market, the demand for your offer. Bank investments in social networks are no exception.

Where the audience is ready and Internet is available to most people, e-payments and similar services have serious potential in social media. However, where such media are merely another marketing resource, it’s not worth the effort. Advanced networks like Facebook and Google+ are pretty good with banking services experimenting. They prove social networks are perfect for mid-size and larger retailers. I expect banks, businessmen and network owners to try and benefit from it as much as they can. Unfortunately, our country will hardly be involved in the process soon, the reasons including limited Internet access and still more limited interest to electronic payments. As a result, banks find it unreasonable to invest in this business much. Moreover, this market has pretty many risks today – and needs lots of money to lower them. Global banking market is conservative, and the Russian one is ultra-conservative. This is pretty natural as finances are all about serious analytics, risk evaluation, safety and confidentiality. Another reason is, Russian banks look for corporate customers as the most promising ones, and this is where they want to invest. As this trend grows in other countries, safety applications will be developed and other measures will be taken to minimize banking risks. Then perhaps this business will enter Russia, however I doubt this is going to happen in the nearest future”.

The full version of the article can be found at

“How to create the press-release” guide from Business Communications Agency

10 Powerful press-release new angles, you can leverage to get media coverage Press-release is one of the most important and effective PR tools. Timely press-relelease distribution helps to remind about the company, attract the journalist’s and the audience attention. Press-rlease is the start point for the “heavy” content, interviews, spokesperson’s comments, byline materials and succes stories publication.

Due the certain reasons, there are the cases where it is difficult to get the idea or to find the occasion for press-release creation. To assist PR people for redusing time of think up and press-release wrtiting, Business Communications Agency has alocated 11 ideas and angels for press-releases.

Here you could find the useful tips, which will help you to find newsbreak, properly articulate the message and as a result – to get the maximum number of publications. The rules of news distribution have been turned upside-down. Now business can reach out directly to influencers and their target consumer through online press-releases. You just need to know the rules of the online press release world.

10 press-release news angle ideas you can use to gain online and media visibility

  1. New product or service
  2. New blog or website
  3. Product or website enhacement
  4. Publication of new content
  5. Award or accolade announcement
  6. Upcoming event
  7. Contest announcement
  8. Promotion or sale announcement
  9. New strategic partnership
  10. New team hire
  11. Localization of the international company’s global news in the absence of the local information

Press release Angle #1, New product or service/ Product or service Enhancement

  • Announce the product or service/enhancement. Identify the target audience and how it specifically solves their problem.
  • Offer specific Features and user benefits of the product or service
  • Explanation of how the product functions or of specific features. (1-2 paragraphs)
  • A qoute that explains why your product or service is different from any other solution on the market
  • A qoute that explains your reason for launching this product or service and how you hope it will help your customers
  • Provide some background about your compnay, and why you are qualified to launch this new product or service.

People don’t want new products and services, they want solutions.

Press Release Angle #2, New Blog or Website

  • Announce how a new blog or website exists to provide a praticular soltuion for your target audience.
  • Offer specific features and user benefits of the new website or blog
  • Provide some background about your company, and why you are qualified to launch this new product or service.

No one cares if there is another new website or blog in the world. They care about what it can do for them.

Press Release Angle #3, Publication of New Content, “How to do” guide

  • Annouce the publication of the content by clearly stating the primary problem it solves for your target audience.
  • State list specifically what the person will be able to accomplish after consuming the content.
  • A quote that explains specifically how consuming this piece of content will leave the reader better than before.
  • Offer specific features of the content (number of pages, length of time, etc.)

No one wants one more thing to read or watch, they want information that will revolutionize their life or business.

Press Releas angle #4, Award or Accolade

  • Announce the name of the company, the award won, and by whom the award was given.
  • Explain the significans of the award, choose one or more of the following if it helps to promote the significance:
  • - The criteria that must be met to win the award
    • The number of companies/individuals competing for the award
    • How long the award has been presented (since 1981, 3rd annual, etc)
    • The frequency of the award (annually, quarterly, etc)
  • Explain specifically why the company/individual won the award
  • A quote from the recipient explaining what this award says about the company/individual’s past, present, and future.
  • Mention past awards or other actions similar to those that caused the company/individual’s to win the award.
  • Explain how the company will continue to take and improve on those factors that helped it to win the award and how this will benefits your targets audience and the industry as a whole.

No one wants to hear a bragger…but they do want to work with the thought-leaders and production-leaders in the industry.

Press Release Angle #5, Upcoming Event

  • Announce that your company will be hosting or participating in a special event –and why this event is meaningful for the target audience.
  • Talk specifically about how your company is participating – guest speaker, trade show, booth, teaching a seminar, etc…
  • State or list specifically a person will gain from attending the event.
  • A quote that explains why your company chose to paricipate in (or host) this particular event and what you hope to accomplish by doing so.
  • Give some logostical information on the event including its location, date, time, the frequency of the event, etc.
  • Provide some background about your company, and why you are qualified to launch this new product or service.

No one really cares if you are going to be at or host an event…they care about what they will get out of it.

Press Release Angle#6, Contest announcement

  • Announce what people can win and briefly mention what they to do to win it.
  • Announce who is giving the award, a more detailed description of the prize, who is eligible to win the prize, and when the winner will be announced. (1-2 paragraphs)
  • Describe exactly what participants must do in order to enter the contest.
  • Explain why entering contest will provide them with even more value than a chance to win the prize itself. (ex.: will also enjoy our information-rich monthly newsletter packed with ideas to help them grow their business…).
  • Describe how you serve its target audience and several key points that set your company head and shoulders above the rest.
  • Give specifics about the contest such as deadlines, how winners will be notified, links to contest details, etc.

Press Release Angle#7, Promotion or Sale Announcement

  • Briefly announce the promotion or sale. This may be a percentage off, free shipping with purchase, contest with prize, etc.
  • Talk about the specific product or service that is being promoted and how is specifically benefit your target market. (1-2 paragraphs.)
  • A qoute about what customers can gain by taking advantage of this limited time promotion or sale.
  • Give specific details as to what the reader has to do in order to participate in the promotion or sale.
  • Provide some background about your company. This includes the services and/or products you offer.
  • A quote that explains why your company is offering this promotion to your valued customers.

Press Release Angle #8, Strategic Business Partnership or Alliance

  • Announce that your company has formed a new business partnership with another company.
  • Most important – explain why this new partnership or alliance will be beneficial to current and future customers.
  • A qoute that really talks up the benefits of this partnership to your target audience.
  • A quote that talks about how you anticipate this partnership growing in the future your commitment to your customers.

Customers don’t care about your partnership; they care about what is in it for them.

Press Release Angle #9, New Hire announcement

  • Briefly announce the name of the person hired and what their title/position will be within the company.
  • Talk about how this person will change the company from the perspective of the target audience. For example, this person is charged with creating a better customer service experience, more new product value, etc. (1-2 paragraphs)
  • A quote that explains why this person was the ideal choice for the team.

Customers don’t care about the new person hired, they care about what the new person hired will change things for them.

Press Release Angle #10, Financial results of the company

  • Announce the financial results of your company
  • Giive much data, percentage etc, which will clearly show what has changed and how these changes have affected both the company and th market in general
  • Explain which place takes your company according to these results
  • A qoute that talks about how your company has achieved such results and what prevented you to achieve more
  • Provide the information about your plans for the next period

Press Release Angle #11, Localization of the international company’s global news in the absence of the local information

PR people are often faced with the problem of information occasion lack. In such cases it is necessary to use the information occasions of other foreign branchs of your company, namely:

  • Collect the information about all the activities in foreign branchs of your company
  • Review all the news and select the most important one
  • Pay attention, the news you choose should be interesting for your local audience
  • Create the press-release and try to find and add the local statistics/information from open sources
  • A qoutoe of local (if possible) or foreign branch’s spokesperson
  • It is desirable to have information about your local market in this quote
  • Explain how this situation/activity could affect your local market

We hopw that this was useful for you
Business Communications Agency’s PR team
Based on the onlineprmedia.com materials

Fujitsu PFU Imaging Solutions Press Conference

On February 12, 2013 Business Communications Agency organized a press event for PFU Imaging Solutions, a Fujitsu company responsible for the release of its scanners. At the press breakfast the new Fujitsu iX500 scanner was presented. The key advantage of this model is quick professional document scanning directly to any office or home devices using the simple one-button operation.

or more details please visit

The agency’s goal was to organize a more informal event than the traditional official meetings at conference halls and to highlight the product’s advantages using hands-on demonstration.

The new scanner presentation took place in a cozy Vatrushka cafe in the center of Moscow. We managed both to create the relaxed, friendly atmosphere and to stimulate interaction getting mass media representatives join the presentation process. The journalists were invited to test the scanner and to try out some of its new functions. As a result, the task of the product’s effective hands-on demonstration was successfully carried out.

The event was attended by reps of ten major IT publications. The press event combined with the agency’s proactive approach resulted in 24 reviews and the publication of the press release at 28 web portals. The agency received positive feedback from the client and the press. The meeting’s participants liked the location and the creative presentation of the new PFU scanner.

Interium survey: 87% of respondents think the importance of social networks will increase in the next few years

Idea Logistics Agency Interium, Business Communications Agency’s friendly company, with the support of Russian Public Relations Association, Russian Managers Association and Silver Archer National Award conducted a survey titled Social Networks As the Focus of Russian Business Community. The results of the survey of 127 marketing directors and press office chiefs will help business community representatives form a consolidated view on social networks as a corporate communication tool.

According to the survey, companies use social networks in order to perform various communication tasks of which the most important ones are building reputation, informing the audience and monitoring opinions about the company. 97% of the respondents have a personal Facebook account and 83% have a VK account. Facebook is also the leader in the number of corporate accounts (54% of the respondents) followed by Twitter (45%) and VK (32%). Other popular social networks that are in top 5 include YouTube (25%) и LinkedIn (17%)

Interestingly, when asked who provides the content for social networks, 56% of the respondents said a designated employee, 34% said various employees and 10% said a contracting organization. According to almost 60% of the respondents, 1–2 publications in a social network profile daily are quite acceptable.

45% of those asked noted that their companies do not allocate any budget for working in social networks. This finding makes a strong contrast with another result of the survey: 87% of the respondents are sure that in the nearest 3 years the importance of communicating within social networks will significantly increase. Obviously, if this prediction comes true, a lot of organizations will have to make up ground and allocate extra budgets, which might result in oversaturation of the SMM market.

Julia Kursova, President of Business Communications Agency, Invited Expert at sovetnik.ru

Julia was invited to discuss the announcement made by Eksmo Publishing House about its new service of custom publishing. It provides publishing of books made to order, with information about a brand or company. The editorial staff of the sovetnik.ru portal and Sovetnik magazine asked the Agency President to comment on the new marketing product and to evaluate its innovative potential from a professional perspective.

Julia Kursova considers this service as “exciting but exclusive rather than mainstream”.

“Speaking about the effectiveness of this brand promotion tool, it should not go unmentioned that electronic books are becoming more popular, while it is getting increasingly difficult to choose a book that somebody would like to have as a hard copy to put on a shelf at home or in the office. That is why using custom-published books simply as promotional gifts, say, at an event, is not effective and may be rather expensive,” she commented.

The Business Communications Agency President also explained in which cases this method could work well, “Quite a different thing is exclusive personalized gifts for some selected audience, for instance, top management of companies in a certain market. If you choose this book wisely basing on what the target audience really wants, it may turn out to be successful.”

For full version please visit

Global PR Network Appoints Deputy Chairman at Annual Member Conference in Krakow, Poland

February 4th, 2013. Eurocom Worldwide, the Global PR Network, has appointed Christoph Schwartz new Deputy Chairman. He takes up his role following this year's annual conference of network member agencies. Eurocom Worldwide is a global network of independently owned and operated Public Relations and marketing communications agencies, with activities mainly in industrial and technical business-to-business services. In 2012, network members serviced over 850 clients in more than 70 countries worldwide.

The annual member agency conference was held this year in Krakow, Poland. Christoph Schwartz (51) is the founder and owner of Schwartz Public Relations, a successful technology PR agency based in Munich, Germany. Schwartz PR has been a member of Eurocom Worldwide since 2003 and cooperates on an international scale to the benefit of its many high-profile clients with other network member agencies throughout the world.

During this year's conference, 23 conference delegates from four continents reviewed the progress of their global community and set new targets for collaboration, client support and service development initiatives. In 2012, the network recorded more than 250 cross-border activities relating to client servicing, business development and business management.

Network Chairman Robin Baker commented: "I am delighted to welcome Christoph into our network leadership team, this appointment reflects both his own high level of engagement and contribution to our network, and also the industry-leading example set by his agency team in their cross-border collaborations."

Since 2004 Eurocom Network in Russia is represented by Business Communications Agency. "I would like to note the high professional level of the new head, his energy and ability to solve the problem of any caliber. We are confident that this appointment will give a new impulse to the further development and expansion of Eurocom Worldwide. In turn the agency hopes to expand cooperation and the development of joint projects in Russia "- says the head of the agency Julia Kursova.

At the conference, the annual Network Chairman's Award was presented to Ripple Effect Communications, based in Boston, USA, for the agency's outstanding performance in developing and supporting international technology client business. Founder and President of Ripple Effect Communications, Valerie Harding, received the award from network Chairman Robin Baker.

This year's gathering of network members was hosted by Imago Public Relations, based in Katowice, Poland. Imago PR has received national PR Awards for six consecutive years and is celebrating its 15th anniversary this year.

About Eurocom Worldwide
Eurocom Worldwide is a global alliance of independent, privately owned Public Relations agencies. Together, we form a global business-to-business communications solution provider with a focus on technology in its broadest sense. Eurocom Worldwide has 30 member agencies comprising over 500 communications specialists and consultants in 50 national capitals and centres of commerce around the globe. For more information, visit www.eurocompr.com.

Business Communications Agency to Render PR and Marketing Support to Credo Consulting

January 21, 2013, Moscow — Credo Consulting, a SAP-based solution integrator, chose Business Communications Agency as its Public Relations partner. Within the frame of the recently signed contract, Business Communications Agency shall provide Credo Consulting with end-to-end PR and marketing support to include contacts with leading industry and business media as well as applying various marketing tools to promote company services — as well as executives.

The partnership is primarily aimed at building Credo Consulting awareness within its target audience, e.g. IT professionals and corporate CIOs. The Agency shall also pursue cultivation of Credo Consulting's positive image and its recognition as an expert in SAP solutions implementation and support.

“When choosing a PR agency, we had to apply a broad range of criteria. Business Communications Agency suits us, above all, because we speak the same language. We are sure together, we can reach all our goals and improve our results,” says Igor Zaripov, Deputy Business Development Director, Credo Consulting.

“For us, partnership with Credo Consulting is an important and exciting project. We look forward to leverage all of our multi-year expertise in marketing communications and media relationships to help the Customer in achieving their goals. We are sure this new alliance will be a unique experience — and a success,” adds Julia Kursova, President, Business Communications Agency.

About Credo Consulting

Credo Consulting (est. 2002) is a dynamic IT company primarily specializing in implementation and support of managing, analytical and integration solutions based on SAP, a global leader in business applications development. The company supports customers in electric and nuclear power industry, government, finance, telecomm, food and chemicals, metallurgy, manufacturing, wholesale and distribution. Credo Consulting’s customers include the Pension Fund of the Russian Federation, Gazprom, Rosenergoatom, Norilsk Nickel, and Irkut Corporation. For more information, please visit www.credoconsulting.ru.

Business Communications Agency

Business Communications Agency is a full-service Russian communication company founded in February 2000. The Agency’s mission is to build and develop communications to connect market players — and the community. The majority of the company’s customers are larger Western IT companies. The Agency offers a broad range of communication services, e.g. PR, Internet marketing, promotional merchandize production, printing services, advertizing, promotion, media monitoring, and event management. For more information, please visit www.bcom.ru.

One in Five Technology Firms Has Rejected a Job Applicant Because of Social Media Profile – Eurocom Worldwide Annual Survey

Almost half of executives surveyed expect their business to increase social media spend but 57% unable to measure return.

Almost one in five technology industry executives say that a candidate’s social media profile has caused them not to hire that person. This is revealed in the 2012 annual technology market survey conducted by Eurocom Worldwide, the Global PR Network and Business Communications Agency, Moscow.

The annual Eurocom Worldwide study has previously found that almost 40% of respondents’ companies check out potential employees’ profiles on social media sites but this is the first evidence that candidates are actually being rejected because of them.

“The 21st century human is learning that every action leaves an indelible digital trail. In the years ahead many of us will be challenged by what we are making public in various social forums today. The fact that one in five applicants disqualify themselves from an interview because of content in the social media sphere is a warning to job seekers and a true indicator of the digital reality we now live in,” said Mads Christensen, Network Director at Eurocom Worldwide.

The Eurocom Worldwide survey this year also reveals that while nearly half (49%) of technology executives say that their firm will increase their expenditure on social media in the next 12 months, over half (57%) say they are unable to accurately measure the impact of the investment. By contrast, only 23% say they can measure it.

The survey finds that 74% of respondents consider online PR to be very or quite important for their company’s search engine optimisation (SEO) with 37% saying it is very important.

“The significant role of online PR in search engine optimisation is often underrated but clearly not by technology firms,” commented Juliya Kursova, Business Communications Agency.

Respondents to the survey were also asked about the primary source of social media content and messaging for their company. The majority (78%) cite in-house sources with PR agencies the second most important source at 12%. Digital marketing agencies and advertising agencies combined account for the remaining 10%.

Of those respondents who work in companies that publish a blog, 57% say that it is done in order to raise profile or create thought leadership. Nearly as many (55%) state that the blogging aims to improve interaction with customers, while 37% say the aim is to boost SEO and 36% say it is to participate in industry debates. According to the responses, the main reason for not blogging is that it is ‘too time consuming’ cited by 42% of those who don’t blog. One in five doesn’t see the value of it while 14% fear a negative response.

The most popular social media platform for technology companies is LinkedIn (74%), whilst 67% of technology firms tweet, 64% have a Facebook presence and 56% are on YouTube. Only half of respondents surveyed say that their company has a formal process for listening to what is said about them in social media.

The Eurocom Worldwide technology confidence survey was conducted online by member agencies of Eurocom Worldwide during January and February 2012. A total of 318 responses were received with approximately 80% from European countries and 11% from the Americas.

Head of Business Communications Agency in Top 100 PR Specialists

June 4, 2012. Moscow Julia Kursova, head of the Business Communications Agency, was named among the nominees in the TOP 100 Public Relations Specialists competition organized by the Kariera magazine. The competition was carried out among respondents, including both representatives of PR agencies and company managers working in various economic sectors. The contestants were assessed by the following criteria: personal prominence, company prominence, productivity and efficiency, level of interaction with customers, business reputation, professional expertise and authority. In general, the rating included over 250 nominees with 107 participants representing agencies and 143 companies.

Julia Kursova graduated from the State Academy of Management and specialized in organizational sociology, studied public relations, advertising, marketing, and management.

Julia started her career as a marketing and PR manager in a distributional company Marvel in 1993. In 1996, she began working for Public Relation & Promotion Group as an account manager, and in 1998 Julia took up the position of General Manager. In 2000, Julia set up Business Communications Agency – a full-service agency focusing on the hi-tech market.

“We always follow non-commercial projects of such magazines as Kompania and Profile with great interest, and entering the top bracket has been unexpected but very pleasing . We wish the project further development and success”, Julia comments on her nomination.

About Business Communications Agency
Business Communications Agency is a Russian complete cycle communications agency launched in February 2000. The agency considers its mission to establish and facilitate communications that enable linking separate market players and society in general. Most of the agency’s clients are major Western IT companies. The agency provides an extensive range of communication services. It includes public relations, Internet marketing, promotional and printed merchandise, advertising, promotion, media monitoring, special event planning and other services. More information is available on our web site www.bcom.ru

Online Media is Main Source for Technology News

Seven out of ten also read print industry journals at least once a month Big increase in use of tablet devices to access news

Online media remains the most popular way for senior executives to source technology industry news according to the 2012 annual technology market survey conducted by Eurocom Worldwide, the Global PR Network, in association with its member agencies around the world. 78% of the survey respondents say that they mainly get their technology news fix from online media. This is some way ahead of social media (42%).

However, the third most popular source for accessing tech news is industry print journals (40%). 37% get technology news from national newspapers. A third access tech news through search.

“While online media is the main technology news channel, print media has held up remarkably well,” commented Network Director Mads Christensen, Eurocom Worldwide. The Eurocom Worldwide survey finds that almost 70% of respondents read a print industry tech journal at least once a month and 40% do so at least once a week.

“The challenge for online media, whether technology or general media, remains to turn all those eyeballs into revenue and profit. Anecdotal evidence from our member agencies around the world suggests that journalists in both online and print are having to work harder and produce more with fewer resources,” Network Director Mads Christensen said.

83% of the survey respondents access digital news through laptop computers compared to 27% using traditional desktop computers. 61% access news through mobile phones. Since last year’s survey there has been almost a doubling (from 16% last year to 30%) of those using tablet devices such as an iPad to read news, with tablets overtaking desktops for the first time in the Eurocom Worldwide survey.

“Improvements in the tablet reading experience combined with their rapid growth could well encourage more users to subscribe for content. However, it remains to be seen whether publishing specifically to tablets will be a winner for the traditional print media,” added Network Director Mads Christensen.

The Eurocom Worldwide technology confidence survey was conducted online by member agencies of Eurocom Worldwide during January and February 2012. A total of 318 responses were received with approximately 80% from European countries and 11% from the Americas.

Business Communications Agency will help Qliktech reach new customers across Russia and CIS

Moscow, October 15, 2012. Business Communications Agency announced today it signed a contract on rendering marketing services to QlikTech. In September 2012 QlikTech, a trusted leader in Business Discovery and user-driven Business Intelligence (BI) technologies, chose Business Communications Agency to provide marketing services within Russian and CIS markets. The scope of work will include events organization, conducting marketing campaigns for QlikTech partners and customers, as well as producing numerous souvenirs and printed documentation.

"Thanks to our unique expertise in IT marketing, QlikTech can rest reassured our solutions are up to the highest quality standards", — Julia Kursova, President, Business Communications Agency, says.

"We were looking for a partner to help implement our marketing programmes in Russia with highest quality possible. Now we’re sure we’ve made the right choice when deciding on working with Business Communications Agency. We have found a reliable vendor that will help us successfully grow with the market", — comments Elena Rybkina, Marketing Director, QlikTech, Russia and CIS.

About QlikTech
QlikTech (NASDAQ: QLIK) is a leader in Business Discovery—user-driven Business Intelligence (BI). Its QlikView Business Discovery solution bridges the gap between traditional BI solutions and inadequate spreadsheet applications. The in-memory associative search technology QlikTech pioneered created the self-service BI category, allowing users to explore information freely rather than being confined to a predefined path of questions. Appropriate from SMB to the largest global enterprise, QlikView’s self-service analysis can be deployed with data governance in days or weeks. The QlikView Business Discovery platform’s app-driven model works with existing BI solutions, offering an immersive mobile and social, collaborative experience. Headquartered in Radnor, Pennsylvania, QlikTech has offices around the world serving approximately 26,000 customers in over 100 countries.

About Business Communications Agency
Bcom is a Russian communication services market leader offering a wide range of services to include high quality consultancy, event management, Internet marketing, media monitoring etc. Bcom is a highly professional team with a proven track record of working with Russian and Western market leaders. Over the years Bcom has gained a reputation of providing highly tailored creative solutions with maximum efficiency. For more information, please visit www.bcom.ru

Business Communications Agency is now part of the permanent virtual exhibition

Business Communications Agency is now part of the permanent virtual exhibition by Eurocom Worldwide found at www.expobusiness.com.br/eurocompr/. You’re welcome to visit all stands including ours! Leave your message, chat freely to the exponent’s reps, learn more about the service offers and download any corporate presentations you find interesting. We look forward to see you there!

Teradata Forum 2011

In Moscow, has successfully held Teradata Forum 2011 - Russia's firstconference of Teradata, a global leader in the field of analytic data warehousing, and industrial analytical systems.

The motto of the event: "Achieve more" - is intended to symbolize the factthat in today's world, success will reach only the business that goes one stepahead of the others, and uses every opportunity offered by the rapid and effective work large amounts of data.

The event was attended by over 170 people. Press conference at the forumvisited by 15 representatives of business and IT press.

Special web-portal teradata-forum.ru was created by BCOM design team for information support activities

Corporate event passed - a new year coming!

BCOM organized and hosted a New Year luxury corporate for Siemens.Through the efforts of our team was organized dances, songs and wild fun.Employees of world famous company rehearsed ditties, boiled sweets, chocolate, dancing the tango and cha-cha-cha. As a result, the agency received invaluable letter of thanks from top management. For such a result is worth working!

© Business Communications Agency | 2012
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e-mail: bcom@bcom.ru
4, 1-st Nagatinsky proyezd
117105, Moscow, Russia
office 411, tel./fax: +7(495) 660-9208
e-mail: bcom@bcom.ru