Universiteit Gent Faculteit Letteren en Wijsbegeerte Meertalige Bedrijfscommunicatie
THE INFLUENCE OF SOCIAL MEDIA ON PUBLIC RELATIONS -My internship at Interel Belgium-
De Weerdt Kirsten Scriptie aangeboden tot het behalen van het diploma Meertalige Bedrijfscommunicatie Promotor: Prof. Dr. Geert Jacobs
Academiejaar 2008-2009
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Telefoon : +32 761 66 11 -
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Brand & Consumer Communication
Mevr. Laurence Grevesse, Director PR Interel
Taken
Naam : Interel Belgium Straat : Tervurenlaan 402 Postnummer + Gemeente : 1150 Brussel
Afdeling
Stagebegeleider
Bedrijf
Vertalen en schrijven van persberichten opstellen clipping books concurrentieanalyse research Internet updaten persdatabank
Stageperiode
Nederlands, 27/04/2009 Frans t.e.m. 29/05/2009
Talen tijdens de stage
TABEL MET BESCHRIJVING VAN DE STAGE :
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SPEECH OF THANKS Writing this thesis was the final testing of my life as a student. Therefore, I would like to thank a few people who supported me during my studies and especially during this final year I studied Multilingual Business Communications at the University of Ghent.
In the first place, I would like to express my gratitude towards my parents for giving me the opportunity to participate in the MTB program. Also their never-ending support was a true encouragement during my studies and internship.
Secondly, I would like to thank Laurence Grevesse, my supervisor at Interel Belgium, for offering me an interesting internship and for finding the time to do an interview despite her busy agenda. Next, I would like to thank the entire Interel staff for giving me a warm welcome and a pleasant stay. I would like to extend a special word of thanks to Gaétane Verwilghen, Gretel De Block and Karen Vanderstappen for always answering my questions and giving valuable feedback, for giving me lots of responsibility and for guiding me during the internship.
Last but not least, my gratitude goes to Luc De Bie, the coordinator of the MTB program. Thanks to his coordination and guidance we could benefit from an enriching, interesting and challenging MTB-year. I guess I have never met such an enthusiastic and devoted coordinator before. He was always just an e-mail away.
Kirsten De Weerdt
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TABLE OF CONTENTS Speech of thanks
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Preface
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Introduction
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CHAPTER 1: PRESENTATION OF THE COMPANY
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1.1 A short history
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1.2 Structure
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1.2.1
Interel Group
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1.2.2
Interel Belgium
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1.3 Services
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1.3.1
Public Affairs
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1.3.2
Public Relations
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1.3.2.1 Corporate Communications
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1.3.2.2 Brand and Consumer Communication
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1.4 Corporate identity
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1.4.1
Mission
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1.4.2
Corporate values
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1.4.3
USP
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1.5 Clients
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1.6 Competitors
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1.6.1
Akkanto
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1.6.2
Porter Novelli
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1.6.3
Trimedia
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1.6.4
Hill&Knowlton
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1.6.5
Whyte
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1.7 SWOT
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1.7.1
Independent, Belgian company
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1.7.2
Acquisition by Hasgrove
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1.7.3
Large and diverse client portfolio
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1.7.4
Highly-qualified staff
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1.7.5
Multidisciplinary agency
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1.7.6
Internal organisation
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1.7.7
The current crisis
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1.7.8
New media developments: social media
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1.7.9
Summary SWOT-analysis
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CHAPTER 2: THE INFLUENCE OF SOCIAL MEDIA ON PUBLIC RELATIONS
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2.1 Explanation of the chosen subject
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2.2 The influence of Social Media on Public Relations
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2.2.1 About Web 2.0, Social Media and User-Generated Content
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2.2.2 Social Media and PR
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2.2.2.1 Blogs
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2.2.2.2. RSS
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2.2.2.3 Social networks
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2.2.2.4 Social communities: YouTube, Flickr
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2.2.2.5 Wiki
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2.2.2.6 Twitter
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2.3 Conclusion
CHAPTER 3: MY INTERNSHIP AT INTEREL BELGIUM
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3.1 Introduction
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3.2 Securex
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3.2.1 Competitor analysis 3.3 Delhaize
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3.3.1 Agenda food and health related events
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3.3.2 Clipping book Delhaize
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3.4 Thalys
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3.4.1 Contest Mother’s Day
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3.4.2 Contest Father’s Day
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3.4.3 Magritte Museum
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3.4.4 Thalys Summer Promotions
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3.5 Danone
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3.5.1 Press releases
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3.5.2 Screening Taillefine water
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3.6 Club Med
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3.6.1 Press releases 3.7 Nivea
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3.7.1 Nivea Awards
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3.7.2 Summer Pack Nivea
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3.8 Interactive Advertising Bureau
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3.8.1 Press invitation
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3.9 Press relations
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3.9.1 Meeting LUCK magazine
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3.9.2 Update press database
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3.9.3 Follow-ups
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CHAPTER 4: CONCLUSION
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4.1 Introduction
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4.2 Professional experience
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4.3 Personal experience
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4.4 Concerning MTB
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Bibliography
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Appendixes
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PREFACE The internship was one of the aspects that aroused my interest in the MTB-program since I believe an internship is an excellent way to test and put all courses into practice. Moreover, it provides a first work experience.
In November, all MTB-students were invited to an introductory session where we also received a dossier encompassing a list and description of companies that offered some internships. After studying this dossier, I still did not know exactly which kind of internship I wanted to do. However, I was particularly interested in advertising agencies, communication agencies and PR agencies because they often have a wide client portfolio. In the past, I did an internship at the marketing department of Coca Cola Enterprises Belgium. Even though this was a very interesting internship, I wanted to try something new and do an internship where I could work with several clients instead of working for just one product or brand.
During the following months, our coordinator Luc De Bie often sent us e-mails with new internship proposals. One of these proposals came from Interel, a strategic communication agency specialised in Public Relations and Public Affairs. I looked for some information about this company on the Internet and I was especially interested in their ‘Brand and Consumer Communication’ department. I decided to take the plunge and I sent an e-mail introducing myself and I explained my interest for an internship at Interel’s Brand and Consumer Communication department. Only a few days after my application, I got a phone call and I was invited for a first introductory meeting in January.
The meeting was very positive and I immediately noticed the warm and open atmosphere amongst the consultants. However, I was still a bit in doubt because Public Relations was unknown territory for me. Nonetheless, the guest lectures of Laurence Grevesse and Isabel Hardy aroused my interest and convinced me to do an internship in Public Relations. On the 27th of April, I started my internship at Interel Belgium and it turned out to be a very interesting and enriching experience.
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INTRODUCTION In the following thesis, I will reflect upon my internship at Interel and upon the many things I learned during the postgraduate education Multilingual Business Communication (MTB).
In the first chapter, I will focus on Interel and give a company presentation. This chapter will consist of a short company history, the company’s structure and services, its corporate identity, its clients and competitors and finally a SWOT-analysis.
The second chapter will elaborate upon the influence of social media on Public Relations. Firstly, I will introduce the concepts Web 2.0, social media and user-generated content. Subsequently, I will elaborate on the changing world of social media and Public Relations. Finally, I will discuss the most important forms of social media and how they might be used in Public Relations.
The third chapter will touch upon the different assignments I fulfilled during my internship.
In the fourth and final chapter, I will discuss what I have learned during my internship both on a professional and on a personal level. Furthermore, I will also reflect upon my final year studying MTB and give a personal view on this postgraduate education.
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CHAPTER 1: PRESENTATION OF THE COMPANY 1.1 A short history1 In 1983, Interel was founded in Brussels by three associates. In the beginning, the company attracted clients who were interested in selling their products or who wanted to manage their reputation in Belgium. Over the years, the market evolved and so did Interel by focussing mainly on corporate communications and public affaires. Moreover, Interel evolved into a group of companies which has grown through some carefully considered acquisitions.
In 1997, Interel merged with Ine Mariën, a specialist in strategic advice and communication. The new company name was Interel Mariën. In 2004, however, the cooperation ended and the company’s official name changed into Interel Management Group SA.
In 2006, Interel Group became a member of the British holding Hasgrove. According to Laurence Grevesse, this take-over was absolutely necessary if Interel wanted to continue to grow. The capital injection of Hasgrove allowed Interel to expand and to open foreign subsidiaries. Nonetheless, Interel remained its independency, kept its name and may still choose its own partners in Europe. In other words, Hasgrove provides Interel with financial means, but it does not interfere with Interel’s strategy.
Nowadays, Interel is a leading European corporate affairs consultancy, focussing on Public Affairs,
Public Relations, Association Management, Corporate Design,
Online
Communications and European Affairs. Interel has its own offices in Berlin, Brussels, London, Madrid, Paris, Prague and Washington DC. Moreover, Interel can count on an extensive network of partner agencies across Europe.
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Based on information found on http://www.interel.be, http://www.interel.eu, an internal PowerPoint presentation and my interview with Laurence Grevesse, Director Public Relations at Interel Belgium
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1.2 Structure 1.2.1. Interel Group2 The Interel Group operates around four divisions i.e. Interel Belgium, Design, Emerging and European Affairs. Each division is managed by a divisional leader who reports to Frederik Lofthagen, the Chief Executive Officer of Interel. Moreover, the Interel Group is supported by two practice leaders; Bob Lewis, who is the Chief Operation Officer, and Christine Burgaud, the Finance Director. The Executive Chairman is Jean-Léopold Schuybroek, one of the original co-founders of Interel.
Interel Group
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Based on information found on www.interel.eu and an internal PowerPoint presentation
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The division Interel Belgium is a full-service communication agency, providing its clients with public affairs and public relations services. The next division, Design, consists of a subsidiary of Interel: Landmarks, which is a corporate design agency. The third division, European Affairs, includes Interel Cabinet Stewart European Affairs in Brussels and Interel Cabinet Stewart Inc. in Washington. The final division, Emerging, consists of Interel Association Management, Interel Paris, Interel Berlin and Interel Prague. 1.2.2 Interel Belgium3 Since I did my internship at the Brand and Consumer Communication department of Interel Belgium, I will mainly focus on the Belgian division of the Interel Group.
The management team of Interel Belgium consists of Baudouin Velge, Managing Director of Belgium, Karel Joos, Director Public Affairs, and Laurence Grevesse, Director Public Relations. Furthermore, Interel Belgium can rely on a team of over 35 highly experienced consultants. All these consultants speak at least three languages and are highly-qualified since 85% of the consultants obtained a university-level degree.
1.3 Services4 Interel Belgium is a full-service communication consultancy focussing on Public Relations and Public Affairs.
1.3.1 Public Affairs Public Affairs and government relationships have been a key element of Interel’s business. For more than 25 years, Interel has built up an indispensable expertise in this field and has been the partner in many of the high profile Public Affairs campaigns within Belgium. The Interel PA team consists of experienced professionals who are all familiar with the complexity of our Belgian political system and its policy making processes. Moreover, the Senior Staff has some good connections within the Belgian federal, regional and local
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Based on http://www.interel.be, consulted 03/06/2009 Based on http://www.interel.be and a brochure introducing Interel to clients
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administrations and within Belgium’s key political parties. This political network and expertise is very important since, according to an Interel brochure, Public Affairs means “trying to influence authorities and the political environment via formal and informal contacts, by both informative and persuasive action, with all stakeholders who potentially influence policy making”. This involves lobbying: trying to influence the political decision making process in order to obtain decisions that are advantageous for Interel’s clients.
The Interel PA services include: -
monitoring and intelligence gathering
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legacy and policy analyses
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representation and lobbying
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public procurement
1.3.2 Public Relations Since 25 years, Interel tries to manage every element of the public profile and reputation of a company, product or brand with its leading full-service PR consultancy. Interel’s expertise in PR is built upon two important cornerstones: Corporate Communications and Brand & Consumer Communication.
1.3.2.1 Corporate Communications Corporate Communications refers to managing the reputation and image of a company. Moreover, it includes establishing dialogue with the client’s stakeholders, such as consumers, employees, shareholders, pressure groups, trade unions and the general public.
Interel’s Corporate Communications service is based upon four specialities.
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Corporate Profile & Reputation: Interel supports its clients with the management of their profile and reputation. Interel investigates the client’s positioning and develops strategies to enhance the client’s corporate positioning and reputation. The service includes:
Corporate positioning
Reputation management
Press programs 12
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Audits
Crisis & Issues Management: Interel helps its clients to deal with existing crises, but also prepares them for potential crises by identifying the vulnerable points in their organization. Such preparation is crucial in times of a crisis because it allows an organization valuable time and composure which may help to solve the issue rapidly and limit bad publicity. The service includes:
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Crisis and issues communication
Crisis preparedness plan
Change management communication
Product recalls and service disruption
Litigation communication
Financial Communication: Interel advises listed companies and financial institutions, such as banks and insurance groups, on how to manage their communication with the financial community. The service includes:
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Investor relations
Press relations
Mergers & acquisitions, privatisations, IPO’s
Financial products
Litigation communication
Analyst and institutional investor briefings
Road shows
Internal Communication: Internal communication is an important key for a company’s success. Good internal communication can lead to motivated and committed employees, which also reflect upon a company’s image towards its customers and other stakeholders. Furthermore, internal communication is also crucial during periods of change in
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business focus or economic uncertainty. Interel helps companies of all sizes and sectors to communicate better with their employees. The service includes:
Communication audits
Employee communication
Organizational & behavioural management
Communications and presentation training
Analyst and institutional investor briefings
Management and implementation of programmes
1.3.2.2 Brand & Consumer Communication. Brand and Consumer Communication deals with the reputation of a brand and tries to influence positively the general public’s opinion about it. By generating the right media coverage, creating and implementing brand image development programmes, advising on endorsement strategies and organize sponsorship activities, Interel tries to contribute to brand awareness.
The service includes: -
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Branding
Brand communication audits
Strategic repositioning
Brand image strategies and programmes
New product launches
Press programmes
Press relations
Media training
Endorsement strategies & programmes
Influence management
Information campaigns
Consumer activating marketing
Sponsorship management
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1.4 Corporate identity 1.4.1 Mission5 Interel assists companies and organizations in defining, anticipating and managing all aspects of their strategic communication through professional counsel aimed at developing or safeguarding their business interests.
This is Interel’s mission statement. In other words, Interel provides strategic advice and solutions regarding communication strategies and objectives to its clients, so that they can achieve their business objectives.
Laurence Grevesse also mentioned in the interview that Interel aims at influencing key opinion leaders in an indirect way to build up clients’ credibility. For example, Interel PA tries to influence the opinion of the stakeholders, whereas Interel PR mainly tries to influence the opinion of journalists. Therefore, Interel spreads information progressively: Interel spreads information to the right people at the right time. 1.4.2 Corporate values6 Even though Interel’s corporate values are not written down explicitly, I do want to highlight some of Interel’s values and qualities based on my own experience and the interview with Laurence Grevesse.
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Interel’s trump: its consultants
Interel takes great pride in its consultants. According to Laurence Grevesse, the Interel consultants are the key to success since it is their experience, expertise and knowledge that determines the quality of Interel. All the consultants are dedicated, passionate and eager to provide their clients with the best solutions. A recent clients’ satisfaction survey confirmed the devotion and human focus of the Interel consultants: Interel received a 4,8/5 on the dimension ‘pleasant to work with’. Interel also encourages its staff to follow additional seminars, training and courses to help them to stay on top of their game. Staff training is considered to be fundamental by Interel’s management. 5
Based on information found on http://www.interel.be, http://wwww.interel.eu and my interview with Laurence Grevesse 6 Based on my interview with Laurence Grevesse and my experience during the internship
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Multilingual and multicultural environment
Interel is very pride on the fact that 85% of its staff holds a master degree, 46% holds a postgraduate degree and 72% speaks more than three languages. Furthermore, the consultants have multidisciplinary backgrounds: some of them obtained a degree in law, economics, history, etc. instead of a degree in communications. In other words, Interel can rely on a multicultural and multilingual staff.
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Openness
During my internship, I immediately noticed the openness and good atmosphere amongst all consultants. Hierarchical barriers are out of the question. For example, one day I even sat in the cantina with Frederik Lofthagen, the CEO of Interel Group, both eating our sandwiches. Since Interel believes that a good atmosphere and the right spirit are of vital importance in a company, Interel often organizes events to improve the personal relations between employees. For example, every year around Christmas there is the Interel Newbie Show which is organised by the latest staff members.
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No nonsense approach
Interel handles a no nonsense approach; keeping it simple is its standard policy. According to Laurence Grevesse, Interel often has to simplify clients’ problems.
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Ethical
Interel attaches great importance to ethics; Interel does not work for political parties and refuses clients when there is a conflict of interest between different clients or for other ethical reasons. 1.4.3 USP7 Our distinctiveness with regard to our competitors lies in the fact that we are the only company covering the full range of PR and PA services on the Belgian market.
In other words, Interel Belgium is the only player on the Belgian market that has the inhouse expertise for all kinds of communication needs. Crisis communication, corporate
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Based on information found on http://www.interel.be, consulted 03/06/2009
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communication, marketing communication and public affairs can all be found under one roof: Interel Belgium.
1.5 Clients8
Interel has clients in every possible sector such as FMCG, food & drinks, automotive, beauty & lifestyle, banks, travel trade & tourism, ICT, healthcare, distribution, etc. This diversified range of clients is of course one of Interel’s strengths; when one sector is not doing well, Interel will not immediately face serious problems.
Laurence Grevesse explained me that Interel never searches proactively for its clients: Interel has a good reputation and clients approach Interel themselves. Moreover, Interel does not promote itself through advertising. Since Interel is a PR company, Interel promotes itself through public relations. Networking plays an important role in Interel’s PR strategy; Interel’s staff often attends workshops and conferences and credentials are sent to the clients. For example, on the 21st of May, Interel won the prestigious 2008 SABRE Award for Best Communications Consultancy of the Benelux. In addition, Interel also won the Change Management SABRE Award in the Corporate Reputation category and it was nominated in three other categories. Interel drew up a press release about the SABRE Awards and mentioned Interel’s achievements. This press release was sent to Interel’s clients and can also be found on the website of Interel. There is even a special section on the website, called case studies, where the four nominated dossiers for the Sabre Awards can be consulted.
Laurence Grevesse also told me that the best publicity comes from their satisfied customers. Indeed, there is no better publicity than others claiming you are the best, instead of saying it yourself.
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Based on my interview with Laurence Grevesse and information found on http://www.interel.be, consulted 03/06/2009
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1.6 Competitors During my interview with Laurence Grevesse, I asked her to sum up some of the main competitors of Interel. She found this a rather difficult question since there are a lot of companies active in the PR & PA domain: there are large multinationals (e.g. Hill & Knowlton, Porter Novelli, etc.), large national consultancies (e.g. Akkanto), smaller national agencies (e.g. Whyte) and even one-man consultancies specialised in one branch of communication (e.g. Ine Mariën). Lien Van den Broeck, a MTB student who did her internship at Interel PA, asked the same question to Jan Van Heuverswyn, one of Interel’s founders. Based on these two interviews I decided that the following communication agencies are the most important competitors of Interel: 1.6.1 Akkanto9 Akkanto, formerly European Communication Strategies (CS), was founded in 1995 by Charles van der Straten Waillet. Akkanto
is
an
independent,
Belgian
communication
consultancy that provides strategic advice and effective implementation solutions. Akkanto’s services include public affairs and government relations, corporate communications, financial communications, training and coaching, support to marketing and media relations. The expertise of Akkanto’s consultants is mainly situated in the healthcare sector, in working with industry associations, providing interim communication management support and developing private-public dialogue with international institutions. Moreover, Akkanto also engages in pro bono activities and claims these are a reflection of Akkanto’s commitment to the community: Akkanto offers, without compensation, its expertise and creativity to non-profit organisations and charities such as Child Focus, WWF and UNICEF. For example, Akkanto recently provided strategic and practical support to the first edition of the Belgavox Concert. This is a free musical event aimed at reinforcing solidarity, dialogue, respect, community and cultural diversity in Belgium. Currently, Akkanto has an office in Brussels and engages a staff of 26 consultants. It also relies on a powerful network of independent correspondents because Akkanto believes local expertise is the key to successful communication. Furthermore,
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Based on information found on www.akkanto.com, consulted 20/06/09
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Akkanto is a member of the European Crisis Management Partnership (ECMP) and Firstline Europe. 1.6.2 Porter Novelli10 Porter Novelli was founded in 1972 in Washington D.C and is part of Omnicom Group Inc. It is a global Public Relations agency with 100 offices in 60 countries including one office in Brussels. Porter Novelli creates clear and consistent communication in order to help its clients to achieve Intelligence Influence. This means Porter Novelli tries to understand what motivates people to change their opinions, attitudes and behaviour and how it could engage them in a dialogue that ultimately influences them to change. In Porter Novelli’s own words: “What we at Porter Novelli do expertly is identify the right change, discover what will trigger that change and activate the change with the audiences who matter most”. Porter Novelli claims to be able to serve all strategic communication needs of its clients because of its strong foundation in traditional marketing and public relations and its understanding of digital and emerging technologies. Porter Novelli has a wide and diverse client portfolio and offers communication and marketing solutions for consumer brands, technology companies, healthcare industry, financial services industry, government and non-profit organizations. 1.6.3 Trimedia11
Trimedia is an European Public Relations and communications consultancy employing around 600 staff in 30 offices and 11 European countries. One of its subsidiaries is located in Brussels where 22 consultants are being employed. Since Trimedia became part of Huntsworth plc in 2004, the company has also access to a network of PR experts in the United States, the Middle East, Africa and Asia Pacific. Trimedia offers its clients effective and interactive communication tools concerning corporate identity, crisis & issue management, internal communication, media relations, media training, online PR, open door days, PA & lobbying and sponsorship. Trimedia considers itself as a “no-nonsense communication advisory powerhouse that combines 10 11
Based on information found on www.porternovelli.com, consulted 20/06/09 Based on information found on www.trimedia.be and www.trimediagroup.com, consulted 20/06/09
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expertise in communications with in-dept sector knowledge”. Therefore, Trimedia uses smart trend knowledge, communication tools and cross-border talents. Trimedia also follows a market sector approach and divided the sectors in seven Europe-wide “Centres of Excellence” namely Consumer Brands, Financial Services, Government and Public Sector, Technology, Transportation and Logistics, Industry and Healthcare. 1.6.4 Hill & Knowlton12 Hill & Knowlton was founded in 1927 by John W. Hill and is one of the oldest communication firms in the world. Nowadays, Hill & Knowlton employs more than 1,800 people in 73 offices in 41 countries and it is part of the WPP group. In 1967, Hill & Knowlton’s headquarters in New York decided to open an office in Brussels because of the growing political decision-making power of the European Economic Community. Today, Hill & Knowlton International Belgium is the third largest globally PR & PA agency in the Hill & Knowlton network. Hill & Knowlton claims to offer the full range of public relations and public affairs services. Its business is structured around different practice groups: EU Public Affairs, International PR, Belgian PR, crisis management, events, digital communication, healthcare, information technology, energy, environment, food & consumer, transport and financial services. Hill & Knowlton has clients in all the major sectors of industrial activity ranging from local Belgian companies to blue-chip multinationals, European trade associations, government and quasigovernment organizations. 1.6.5 Whyte13 In September 2008, four formerly consultants and members of the management of Interel Belgium joined forces and created Whyte Corporate Affairs. Whyte is a Belgian, independent communication consultancy, based in Brussels, that offers an integrated approach to corporate communications and public affairs which they call “Corporate Affairs”. Their services include media relations, training and coaching, audits, crisis management, litigation management and social conflicts, corporate social responsibility, internal and financial communication and gathering strategic information. Some of their clients are Inbev, IKEA, FNAC and AMP. 12 13
Based on information found on www.hillandknowlton.be, consulted 21/06/09 Based on information found on www.whyte.be, consulted 21/06/09
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Even though Whyte Corporate Affairs is still a rather young and small communication consultancy, Interel considers it as a competitor, especially in the field of crisis communications. According to Laurence Grevesse, the four Whyte associates are real crisis specialists. Moreover, they are acquainted with all the ins and outs of Interel’s business since they were part of it for several years.
1.7 SWOT14 In this subdivision, I will discuss Interel’s strengths and weaknesses, as well as its opportunities and threats. The information largely results from my interview with Laurence Grevesse, Director Public Relations Interel. I will discuss the different elements of the SWOT-analysis by means of key themes, since some of the elements are at the same time strengths and weaknesses or opportunities and threats. At the end, I will draw up a summarized table of the SWOT-analysis.
1.7.1 Independent, Belgian company Although Interel has become part of the Hasgrove Group, it still remains a Belgian and independent company. It only merged with Hasgrove to gain the financial resources necessary for expansion. However, Hasgrove does not interfere with Interel’s strategy and identity. Interel still chooses its own clients and makes its own decisions.
While Interel is one of the few agencies in Belgium that is still Belgian, most of its competitors are part of an international group. The Belgian image of Interel is one of its strengths, but at the same time it is also one of its weaknesses. Some companies prefer to work with an agency that is part of an international group so they can use the same agency worldwide for all their communication projects. Moreover, they have the international guarantee that the company offers the same services and methods everywhere. Others choose to work with Interel because of its Belgian image. Moreover, Interel believes every client is unique and every country is different. Therefore, they require a different local approach. 14
Based on my interview with Laurence Grevesse and the interviews of Lien Van den Broeck with Jan Van Heuverswyn and Jeroen Langerock
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The fact that Interel is a Belgian company creates also a major advantage for its Public Affairs department. As a Belgian company, it is acquainted with the complexity of our Belgian political system and structure. Moreover, most companies are just starting to develop their Belgian Public Affairs department. At Interel, Public Affairs have been a part of their business since the very beginning. Therefore, Interel has built up an indispensable expertise in the field of Public Affairs for more than 25 years.
1.7.2 Acquisition by Hasgrove Group In 2006, Interel became part of the Hasgrove Group. This acquisition created a lot of advantages, but also some disadvantages. The financial injection allowed Interel to maintain its growth and further develop its goals. Interel opened some foreign subsidiaries and could enlarge its network. On the other hand, this acquisition made Interel financially dependent. Since Hasgrove Group is a listed company, it is interested in financial results. Interel’s working atmosphere has already changed: numbers and figures are becoming more important.
1.7.3 Large and diverse client portfolio Interel has clients in every economic sector such as FMCG, financial services, automotive, distribution, etc. Therefore, it has a wide and diversified range of clients and expertise. This means Interel is experienced in all sectors and it can use this experience for new clients. Moreover, when one sector is not doing well, Interel will not face serious problems.
As I already mentioned before, Interel refuses new clients when there is a conflict of interests. As Interel has clients in almost every possible sector, it might experience in the future the problem that it will have to refuse more clients because of this conflict of interests.
1.7.4 Highly-qualified staff One of Interel’s most valuable assets is its highly-qualified staff. The majority of Interel’s staff has an university degree and multidisciplinary background. Moreover, each employee speaks at least three languages.
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Interel also acknowledges the importance of staff training. Interel wants to keep its consultants well-informed. Therefore, Interel offers them training, seminars and courses in all sort of areas: Belgian press and media, blog monitoring, management courses, language courses, financial courses, etc.
1.7.5 Multidisciplinary agency Interel considers multidisciplinary as an important advantage: “ We organize our business across the three pillars of Corporate Communications, Public Affairs and Brand and Consumer Communication. However, we believe that excelling in one field requires an understanding of all three. As a result, our clients can expect a seamless communications service that draws upon these different disciplines to embrace all elements of their business15”.
Interel also believes in the best team approach. Therefore, it works with ad hoc teams. During my internship I noticed this close collaboration between Interel’s staff. Consultants from the three divisions (Corporate Communications, Public Affairs, Brand and Consumer Communication) regularly consulted each other or worked together for one specific client.
1.7.6 Internal organisation One of Interel’s weaknesses is its internal organisation. According to Jeroen Langerock, Associate Director at Interel, there is a huge lack of internal organisation and procedures: little structure, no quality check, no elaborated protocols and no ISO certificate that guarantees qualitative and efficient work. He also believes that Interel’s corporate values should be written down explicitly. Laurence Grevesse, Director Public Relations, shares his opinion. She says that Interel has neglected its own internal strategy. For example, Interel does not have a corporate marketing strategy. She believes Interel is so caught up with its clients that it has forgotten to pay attention to its own internal strategy. This also results in another weakness, according to Laurence Grevesse, namely the unclear positioning of the Interel Group toward Interel Belgium.
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Internal Interel document
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1.7.7 The current crisis Interel perceives the current crisis as an opportunity as well as a threat. For the moment, Interel has not suffered from the crisis: it still obtained good financial results in 2008 and no clients ended their cooperation with Interel. On the contrary, Interel even attracted some new clients. According to Laurence Grevesse, an economic downturn creates opportunities for communication agencies since communication is indispensible and necessary during times of crisis. Every company needs to communicate in order to meet the expectations of consumers and other stakeholders. In times of crisis, there is a need for information and communication. However, a crisis also implies several difficulties and threats. Clients are becoming more price conscious and put extra pressure on the financial budgets. Clients expect the same services, but for less money.
1.7.8 New media developments: social media The Public Relations sector is subject to constant change. A new trend in PR is social media development. This forms a huge opportunity for Interel to expand its services and to develop new ways of communicating. These new communication tools allow for new ways to influence public opinion. Nevertheless, the use of social media also causes some difficulties for PR agencies. Nowadays, every consumer can become a journalist by simply writing his thoughts, experiences and opinions down on blogs, etc. However, it is extremely difficult to monitor all this consumer-generated content. Moreover, clients have to be convinced that social media can be used as an opinion mechanism. This is extremely important because the clients need to provide extra resources to monitor social media.
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1.7.9 Summary SWOT-analysis
Strengths
Weaknesses
• Independent, Belgian company • Highly-qualified staff • Multilingual and multicultural environment • Acquisition by Hasgrove Group • Diverse client portfolio • Experience in all sectors • Best team approach, multidisciplinary agency • Good image and reputation • Large network (national and international)
• Independent, Belgian company • Acquisition by Hasgrove Group • Internal organisation • No corporate marketing strategy • Positioning Interel Group versus Interel Belgium
SWOT- analysis
Opportunities • New media developments: social media • Current crisis
Threats • Competitors • Companies handling their own Public Relations • New media developments: social media • Current crisis
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CHAPTER 2: THE INFLUENCE PUBLIC RELATIONS
OF
SOCIAL MEDIA ON
2.1 Explanation of the chosen subject While pondering on a theoretical subject for this thesis, I decided to call upon some of Interel’s consultants for help and asked them what they considered to be an interesting subject. Unanimously, they all mentioned social media and in particular its application within the field of Public Relations. Over the past years, Interel has tried to find out to what extent they should incorporate social media, such as blogs and social networks, into Public Relations. Interel even hired an e-strategy manager. Nowadays, Interel has already set up some successful PR campaigns using social media tools like Facebook, Twitter, blogs etc. Nonetheless, social media still remains a double-edged sword for PR practitioners. One the one hand, it offers them opportunities and new ways of communication. On the other hand, it also causes difficulties because PR agencies have to find their way to survive within all the user-generated content. Therefore, I believe social media and its influence on PR will be an interesting and challenging subject.
Although my assignments during the internship were not directly related to social media, I did notice the emergence and importance of social media within the sector of Public Relations. During my internship, one of Interel’s campaigns for Club Med using social media was nominated for the European SABRE Awards, a very prestigious award for communication agencies.
I will start this chapter by introducing the concepts Web 2.0, social media and usergenerated content. Subsequently, I will elaborate on the changing world of social media and Public Relations. Next, I will discuss the most important forms of social media and how they might be used in Public Relations. Since I believe it could be interesting to see the practical implementation, some of Interel’s case studies and campaigns will also be discussed.
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2.2 The influence of Social Media on Public Relations 2.2.1 About Web 2.0, social media and User-Generated Content Web 2.0 refers to a new stage in the evolution of the Internet16. Nowadays, we use a whole new category of online applications such as blogs, wikis, podcasts, social networks, twitter, rss feeds, etc. These Web 2.0 applications mainly describe applications that empower users to create content, to share this content with anyone they invite and to make connections with existing offline contacts or add new contacts to their social network17. Instead of just consulting the web, people now contribute and take active part together with every other user of the web. In other words, we could say that Web 2.0 refers to a more interactive and collaborative Internet when compared with Web 1.018. Therefore, Web 2.0 is also called social media because this new generation of web technologies enables a more socially connected web and underlines social aspects such as interaction, community, participation and openness19.
While searching for a definition of Web 2.0 and social media, I came across several definitions with some focussing on the technological aspects behind Web 2.0 and others dealing with the social aspects. It seems there does not exist one generally accepted definition. In most articles, Web 2.0 is described as an umbrella term that covers some key innovative elements typifying this new sort of web applications20. However, I will not elaborate on the technological aspects such as open-source software and platform independent applications because this requires some background in informatics and I believe an understanding of the social dimension is more relevant for this thesis. A general important feature is the user. The user plays a vital role in all categories of Web 2.0 applications; the participation and interaction of users is an essential element. Firstly, users are no longer just consumers, but also act as content contributors by contributing, 16
E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244. 17 Deidre Breakenridge (2008). PR 2.0: New Media, New Tools, New Audiences. FT Press. 18 S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007 19 - E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244. - D.E. Millard and M. Ross (2006), Web 2.0: Hypertext by Any Other Name?, HT 2006, august, pp 22-25. - Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007. 20 E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244.
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reviewing and editing content on the Internet21. The term user-generated content is often used to stress this special feature of Web 2.0. Secondly, more users mean more value through the aggregation of collective intelligence. Every new user adds value by increasing the size of the collective intelligence pool22.
Nowadays, online social media has already become an integral part of young consumers’ life. Even a lot of professionals engage in social media and participate in social networks, etc.23. Social media has not only entered our life, it has had a substantial effect on our behaviour: it affects the way people communicate, make decisions, socialize, learn, entertain and interact with each other24. In particular, it contributed to an unprecedented customer empowerment25. Nowadays, consumers are more demanding and more vocal than before26. Thanks to the numerous social media applications, consumers can easily voice their opinions, share their thoughts and experiences, etc. Moreover, consumers have also gained control over the media and content to which they are exposed27. Social media is not only becoming the new source for empowerment, but also for influence28. A recent study showed that consumers’ decisions are often based on information provided by online forums, blogs, social networks and peer reviews. According to this study, consumers often choose companies or brands based on other customers’ experiences shared online29. We notice that the rise of social media created new online opinion leaders, such as influential bloggers.
2.2.2
Social media & PR
The impact of social media is also felt in the field of Public Relations. Consumers no longer accept one-way communication; they go beyond monologue and are embracing dialogue. PR consultants have to take into account the rise of new opinion leaders. Therefore, it has become important for PR agencies to understand how social media 21
idem idem 23 idem 24 idem 25 idem 26 T. Singh, L. Veron-Jackson and J. Cullinane (2008), Blogging: A New Play in Your Marketing Game Plan, Business Horizons, volume 51, pp 281-292. 27 idem 28 E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244. 29 G.A. Marken (2007), Social Media…The Hunted Can Become The Hunter, Public Relations Quarterly, volume 52 (4), pp 9-12. 22
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functions. Social media creates challenges, but it also provides opportunities and new tools to enhance PR activities30. Firstly, social media can be used to ‘listen-in’ to the consumer’s voice31. Consumers are exchanging their thoughts and experiences online on blogs, forums and online communities. Monitoring such social media applications allows PR agencies to find out what consumers are saying about their clients and products. It provides an unfiltered view of consumer perceptions32. Social media can help PR practitioners to keep track of the latest discussions about their clients, which can be particularly relevant during crisis situations, product launches or financial announcements33. It also provides awareness of the latest trends and possibilities.
Secondly, social media can offer some powerful new PR tools that give PR agencies an unprecedented opportunity to start a meaningful two-way conversation with clients’ stakeholders and new online opinion leaders. The social media tools provide a relatively low-cost communication option since it is an effective means to speak directly to the target audience and establish a personal link at a fraction of the costs required by traditional media34. In today’s world, traditional methods of communication alone will not reach the target audiences, much less convince them. Using social media to spread the message not only captures consumers’ attention, but also tries to engage the consumers35. The keywords in today’s world are engagement, interaction and relationships.
Thirdly, the specific characteristics of social media, such as interaction, social connectedness and networking, offer new possibilities for word-of-mouth campaigns. Word-of-mouth is not a new phenomenon. However, the scale and speed offered by social
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Deidre Breakenridge (2008). PR 2.0: New Media, New Tools, New Audiences. FT Press. E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244. 32 G.A. Marken (2007), Social Media…The Hunted Can Become The Hunter, Public Relations Quarterly, volume 52 (4), pp 9-12. 33 http://www.hillandknowlton.be, consulted 25/06/2009 34 - E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244. - David Meerman Scott (2007). The New Rules Of Marketing and PR: How To Use New Releases, Blogs, Podcasting, Viral Marketing & Online Media To Reach Buyers Directly. John Wiley & Sons. 35 T. Singh, L. Veron-Jackson and J. Cullinane (2008), Blogging: A New Play in Your Marketing Game Plan, Business Horizons, volume 51, pp 281-292. 31
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media tools have made it more powerful than ever36. Therefore, PR agencies can use social media tools to spice up viral marketing and create buzz37. In an annual, global trend study38 examining the impact of social media on public relations, findings indicate that PR consultants believe that the emergence of social media has changed their practice and the way their organizations (or their client organizations) communicate. Moreover, most of the respondents report they spend part of their average workdays with some aspects of social media. It seems that social media has really entered the PR practice. However, the study also reveals a lack and inefficient way of measuring the impact of the social media tools used for PR purposes. Most PR practitioners and communicators wonder how they should assess the effectiveness of their efforts. According to Katie Delahaye Paine39, the solution is to measure engagement because the whole point of social media technologies is that they enable people to engage directly with brands and companies. Metrics such as advertising value equivalents, column inches and impressions have become irrelevant since social media allows to track consumer behaviour/ engagement. For example, it does not matter how many blogs mention a specific brand if no one is reading or engaged in those blogs. However, we should measure the ratio between postings and comments on blogs, the ratio between downloads and ratings on YouTube, the ratio between followers and following on Twitter and the number of fans and friends on Facebook40 . Katie Delahaye Paine concludes that “it is not how big your reach is but how engaged people are in what you have to say41”.
2.2.2.1 Blogs The word blog is derived from the term “web log” and describes websites that feature logbooks or online diaries42. A blog is usually maintained by an individual, the blogger, who regularly adds new blog entries consisting of brief paragraphs of opinion, information,
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Internal Interel document T. Singh, L. Veron-Jackson and J. Cullinane (2008), Blogging: A New Play in Your Marketing Game Plan, Business Horizons, volume 51, pp 281-292. 38 D.K Wright and M.D. Hinson (2009), An Updated Look At The Impact Of Social Media On Public Relations Practice, Public Relations Journal, volume 3 (2) 39 Katie Delahaye Paine (2009), Goodbye, Eyeballs. Hello, Engagement, Communication World, May-June 2009, pp 21-26. 40 idem 41 idem 42 Deidre Breakenridge (2008). PR 2.0: New Media, New Tools, New Audiences. FT Press. 37
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personal diary entries, etc43. Blog entries are also called posts which are commonly displayed in reverse-chronological order with the most recent posts first. Most blogs are primarily textual44. However, technology has become more sophisticated and bloggers have begun to use multimedia in their blogs45. Nowadays, there are also blogs that focus on photos ( photo blogs), on video (video blog or vlog) or audio (podcast)46. The blogosphere refers to the collective community of all blogs.
Technorati, a research firm that tracks Internet and Web 2.0 activities, announced that they are currently tracking 133 million blogs
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. The findings of Technorati’s research in 2008
about the state of the blogosphere showed that bloggers update their blogs regularly since almost one million posts, such as comments, updates and new blog entries, are created every day. Next, we can also conclude from this Technorati research that blogs are a truly global phenomenon. In June 2008, Technorati tracked blogs in 81 languages. Furthermore, blogs exist for a multitude of categories and topics. There are personal blogs, informational blogs, journalist blogs, political blogs, corporate blogs, etc.
Despite the wide variety, blogs have several common elements. Blogs share some unique characteristics that together distinguish them from other forms of electronic communication channels such as e-mail and instant messaging48. Firstly, anyone can publish a blog post easily and cheaply. Moreover, most blogs allow visitors to leave a comment on a blog entry49. Secondly, a blog post can link to other blogs. When bloggers are writing articles on their blogs, they often consult the Internet and other blog articles as information source. It is common knowledge that you have to mention and refer to your information sources. Therefore, bloggers place hyperlinks underneath the words that refer to the (blog) article. This practice is called trackbacking. A more formal description 43
http://en.wikipedia.org/wiki/Blog & Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007. 44 S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007 45 Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007. 46 S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007 47 http://technorati.com/blogging/state-of-the-blogosphere/ , consulted on 14/07/09 48 S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007 49 Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007.
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defines trackbacking as “ the ability to notify another blog that you added a post to your blog that is related to a post or comment on its blog50”. Another important aspect of blogs is syndication. Blog readers can syndicate blogs which means they can subscribe to a blog. Then, all the subscribers get a notification every time the blog is updated51.
As mentioned before, blogs have become a global medium. Not only are blogs an important communication tool, they also play an important role with regard to opinion leaders52. According to the research conducted by Technorati in 2008, 77% of the bloggers who are searching for company or product information rely on information from other blogs instead of information available on the company’s website, etc53. It seems that many bloggers are becoming opinion leaders54. Another study55 revealed that even journalists believe that blogs have a healthy future in spreading information on the corporate level. Moreover, journalists also use blogs for work-related tasks such as finding story ideas, researching and referencing facts and finding sources.
Over the past years, blogs have caught the attention of the Public Relations sector. Nowadays, most PR agencies acknowledge the importance and, in particular, the opportunities that blogs can offer them. Firstly, blogs allow PR practitioners to gain information about what consumers want and hate because blogs provide an opportunity for ordinary people to voice their opinions. Instead of conducting long and expensive studies, PR consultants can monitor blogs to pick up the latest trends, alternative viewpoints and consumer’s likes, dislikes, interests and concerns56. This monitoring function can be classified as a passive approach57. However, blogs can also be used as a more active and strategic PR tool58. Blogs can be seen as a communication platform to reach individual customers and other stakeholders. Blogging is a cheap, interactive means of 50
S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007 51 idem 52 Deidre Breakenridge (2008). PR 2.0: New Media, New Tools, New Audiences. FT Press. 53 idem 54 D.K Wright and M.D. Hinson (2009), An Updated Look At The Impact Of Social Media On Public Relations Practice, Public Relations Journal, volume 3 (2) 55 John V. Pavlik (2007), Mapping the Consequences of Technology on Public Relations, Institute for Public Relations. 56 L.F Poter, K.D Sweetser Trammell, D. Chung and E. Kim (2007), Blog Power: Examining The Effects Of Practitioner Blog Use On Power In Public Relations, Public Relations Review, volume 33, pp 92-95. 57 T. Singh, L. Veron-Jackson and J. Cullinane (2008), Blogging: A New Play in Your Marketing Game Plan, Business Horizons, volume 51, pp 281-292. 58 idem
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communication that makes it possible to be in direct contact with the target audience. Moreover, blogs can be a valuable asset in the PR communication mix because it can create positive buzz and interaction. A lot of PR agencies are recommending their clients to consider the use of corporate blogs as an instrument for internal and external business communications59. Corporate blogs can take several forms, such as knowledge blogs, service blogs, CEO blogs, products blogs, crisis blogs etc. A CEO blog is for example an excellent device to humanize the company and to provide a real voice and a person of flesh and blood to the organisation60. It is, however, important to keep in mind that corporate blogs are not meant as a new form of company advertising, but rather as a means of reaching company stakeholders. If the blogs attract and persuade customers, that is an added bonus. However, it can not be the primary objective of corporate blogs61.
One of the latest hot topics is the question whether a company or a PR agency should pitch stories to bloggers62. Some Public Relations agencies send free products, press releases or invitations for press conferences to bloggers hoping that these bloggers will be persuaded to write a positive blog article about it. However, prudence is called for and a certain etiquette has to be followed. Otherwise, these kind of initiatives could backfire63. Firstly, it is important to take into account that bloggers do not like to be dictated. Secondly, certain rules of the blogosphere, such as transparency, freedom of speech, authenticity and respect, have to be followed. Otherwise, it could happen that the company is accused of, for example, corruption and bribing bloggers. There are numerous examples of cases where giving free gifts to bloggers backfired and caused a real scandal. One of the most famous examples happened in 2007 with Microsoft Vista. To launch the new program Vista, Microsoft decided to send a special and expensive edition of computers to dozens of influential bloggers. When this news got out, the public was furious and accused Microsoft of bribing 64.
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Deidre Breakenridge (2008). PR 2.0: New Media, New Tools, New Audiences. FT Press. G.A. Marken (2006), Blogosphere Or Blog With Fear, Public Relations Quarterly, volume 51, pp 33-35. 61 idem 62 Angelo Fernando (2004), Big Blogger Is Watching You! Reputation Management In An Opinionated, Hyperlinked World, Communication World, July-August 2004, pp 10-11. 63 idem 64 http://amazingpr.web-log.nl/amazing_pr/2006/12/prelaunch_buzz_.html consulted on 14/07/09 60
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Casestudy Nivea Girl Geek Dinner65
Some time ago, Nivea launched the Nivea Make-up Parties where a professional cosmetician goes to someone’s house and gives free make-up advice to the hostess and her friends. The cosmetician explains step by step how to put on make-up and gives personal advice to every person present. Afterwards the participants can buy Nivea make-up products. These make-up parties seem to be very successful and a lot of women have already subscribed to invite a Nivea cosmetician to their house.
The concept of the make-up parties inspired Nivea for a new target group: the geek girls. Geek girls are women who are fascinated by technology and who have online influence. Once a month, geek girls gather at Girl Geek Dinners which are events that have a rather technical focus, but that are still light hearted and fun. Nivea wanted to organise such a Girl Geek Dinner and invited 40 geek girls to the Nivea Girl Geek Dinner in February 2009. A presentation on make-up was given, followed by make-up advice and practical tips. However, it was not a traditional make-up party: the presentation was well adjusted to the target group and had a technological focus. The theme of the presentation was ‘a day in the life of a beauty scientist’ and subjects such as product development, ingredients research and formula were discussed. Also answers on questions such as ‘Why does lipstick stick on the lips?’ and ‘What makes nail polish get dry on the nails’ were provided. The aim of the Nivea Girl Geek Dinner was to influence some highly influential bloggers, the geek girls, in the hope that they would write down their experiences of the Nivea Girl Geek Dinner on their blogs.
2.2.2.2 RSS RSS (Really Simple Syndication) is a technology that allows users to receive constantly updates of blogs or websites they are interested in66. Instead of always having to go and visit these websites, the user can simply subscribe to the RSS feed. Then, every time the content of the RSS-enabled websites changes, the user receives automatically a notification. This means that “the information from the website is
65
Information based on internal documents and interview with Nathalie Woitrin, press officer at Interel S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007
66
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collected within a RSS feed and piped to the user in a process known as syndication67”. Nowadays, most websites from blogs to newspapers have a RSS feed. Even Interel has a RSS feed on its own website for its latest corporate news.
2.2.2.3 Social networks Social networks are applications that allow users to build personal websites accessible to other users for exchange of personal content and communication68. Some well-known examples of social networks are MySpace, Facebook and LinkedIn. A recent study69 has ranked Facebook as the most used social network according to the total number of unique visitors per month, followed by MySpace 70. All these social networking platforms follow a similar concept: the participant signs up and starts to fill out his or her profile with personal information, such as interests or education71. Even more delicate matters such as political interest, pictures and current whereabouts are often mentioned on the participant’s profile. Then, the participant can invite existing offline contacts, but he can also search through the register of members and find new contacts. Eventually, a social network of friends, colleagues and business partners is established72. According to Deidre Breakenridge73, Public Relations could benefit from the potential network effect that these social networks offer: a well planned message can travel very far and have a longer life span than a message sent via other channels. Moreover, this channel is more personal than the traditional mass media and allows to reach audiences that were hard to reach before.
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Case study Nivea Awards74
On 18 August 2008, Nivea launched the first edition of the ‘Nivea Awards’, an award for women with a beautiful heart. There are a lot of special women in this world who are making an effort to turn this world into a better and more beautiful place: some are helping
67
Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007. 68 E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244. 69 http://lists.compete.com , consulted on 09/07/2009 70 http://en.wikipedia.org/wiki/Facebook, consulted on 09/07/2009 71 Deidre Breakenridge (2008). PR 2.0: New Media, New Tools, New Audiences. FT Press. 72 idem 73 idem 74 Information based on internal documents and interview with Nathalie Woitrin, press officer at Interel
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less fortunate ones, others are trying to fresh up the neighbourhood with a playground. The Nivea Awards is a way to honour all those women who are investing their time, energy and heart into others and the society. People were asked to send in candidates and to nominate women with a beautiful heart. In the end, the nominees could win a cheque of 3,000 Euros.
In order to develop awareness for the campaign and the awards, Nivea decided to provide the users tools to promote their candidate. A whole online campaign, with different levels of involvement, was set up. The purpose was to engage people, to create ambassadors and, in the end, to create Nivea fans. The following pyramid represents the different levels of involvement.
The first step on the involvement pyramid was visiting the Nivea Awards website. Here, people could vote for a candidate or register a candidate. After voting, there was also the possibility to send an invitation to a friend via the Nivea Awards website. However, the online campaign was not only limited to the special Nivea Awards website. Since online social networks are the ideal place to ask support of trusted friends or colleagues, a whole Facebook-campaign was set up. Firstly, people could share their candidate on their Facebook profile by installing a widget which placed the candidate’s info on their profile page along with a button “vote for this candidate”. People could also join the Facebook group of a particular candidate or even become a fan of the Nivea Awards Facebook page. This page was dedicated to the Nivea Awards and Nivea’s vision
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on beauty. It contained an intro on the Awards, a list of fans who joined the group, a wall with videos and pictures uploaded by the fans, comments and several discussion groups.
2.2.2.4 Social communities: YouTube, Flickr Social communities are websites that facilitate the storage and sharing of multimedia content75. Perhaps the term ‘social communities’ sounds rather vague and abstract. Nonetheless, we are all familiar with its applications such as YouTube.
YouTube allows for video sharing and is one of the most visited websites on the internet at the moment. If something important happens, only a couple of minutes later a clip about it will be posted on YouTube. Therefore, PR agencies should acknowledge the potential of YouTube and have to be creative when using YouTube. According to Jamie Izaks, PR agencies should not use traditional PR material such as video news releases or conventional interviews. On the other hand, they need to strive for something that is both promotional and entertaining76. A few years ago, Coca Cola discovered some amateur videos posted on YouTube showing customers dropping Mentos mints into Diet Coca Cola bottles which caused an explosive soda fountain77. Initially, Coca Cola distanced itself from these videos and took some unsuccessfully efforts to stop the publication of these videos. However, after a while, the company understood the value of this free publicity and introduced the ‘Coca Cola Challenge’ campaign where consumers were asked to post videos about creative uses of everyday household items.
Another application of social communities is Flickr, a community site where users can upload and share photos. The photos can also be tagged to help other users find images of things they are interested in78. Flickr makes it easy to store and share photos online, but it also empowers PR people with a powerful visual tool79. 75
E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244. Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007. 76 Chris Cobb (2006), YouTube and Beyond: How PR Pros Discover and Create Buzz with online video. Public Relations Tactics, June 2006, p21. 77 E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244. 78 D.E. Millard and M. Ross (2006), Web 2.0: Hypertext by Any Other Name?, HT 2006, august 2006, pp 2225. 79 http://prblog.typepad.com/strategic_public_relation/2006/02/10_flickr_hacks.html 09/07/2009
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However, according to Kevin Dugan, Flickr still remains one of the most underutilized PR tools 80.
2.2.2.5 Wiki A wiki is a “simple yet powerful web-based collaborative-authoring system for creating and editing content81”. In other words, a wiki is a webpage that can be easily edited by anyone who has access82. A wiki is considered as a collaborative tool that facilitates the production of a group work thanks to its extreme flexibility and open access83. The term wiki is derived from the Hawaiian word wikiwiki, which means quick or fast84 . Wikipedia is a good illustration of the wiki technology85. Nowadays, Wikipedia, the free user-generated online encyclopaedia that anyone can edit, is becoming an important online source of information. However, Wikipedia has suffered from problems of malicious editing and vandalism because of its high level of openness86. Nonetheless, most Wikipedia-users consider it as a trustworthy information source and argue that acts of vandalism and mistakes are rectified quite quickly by self-moderation processes87.
Wikipedia could create new opportunities for Public Relations agencies; it could allow them to submit articles about their clients. However, there is a lot of discussion about the use of Wikipedia in the field of Public Relations. According to Brian Wasson88, PR practitioners could use Wikipedia as a PR tool if they follow some guidelines. For example, consultants writing about a client should incorporate a ‘user information page’ in which they state to be paid representatives of the client. However, Constantin Basturea claims that anyone except PR practitioners can edit the online encyclopaedia, because 80
http://prblog.typepad.com/strategic_public_relation/2006/02/10_flickr_hacks.html 09/07/2009 S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007 82 Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007. 83 idem 84 S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007 85 Ron Roszkiewicz (2008), Wikis That Mean Business, The Seybold Report, April 3, 2008. 86 Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007. 87 idem 88 Brian Wasson (2006), The Wide World of Wikipedia and Why PR Practitioners Should Take Note. Public Relations Tactics, March 2006, p22. 81
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Wikipedia considers creating or editing an entry for a client as a conflict of interest89. This is written down in Wikipedia’s conflict of interest behavioural guideline.
2.2.2.6 Twitter Twitter is “a micro-blogging service that enables its users to send and read each others’ updates, known as tweets. Tweets are 140-character messages which are displayed on the author’s profile page and delivered to other users – known as followers- who have subscribed to them. Users can send and receive tweets via the Twitter website, SMS or external applications90”. In fact, Twitter is a free social messaging utility for staying connected in real time91 and it can provide extremely up-to-the minute updates to blogs92. Twitter has several advantages over the mainstream communication channels. Firstly, the limited number of 140 characters per tweet keeps the message focussed on the who, what, where, why and when93. Next, Twitter allows you to cross two platforms: you can send and receive tweets via a mobile phone, or you can turn that feature off and use it via the computer94. In 2006, Twitter has entered the social media landscape95. Especially over the last year, Twitter’s rapid growth has drastically shaken up the social media space96. G.A. Marken says that “a short time ago blogs were to be the fast, meaningful, effective and cheap way to reach customers. Today, the hot button is tweets!97”. Also Wired magazine98 speaks highly of Twitter: “ Twitter is to 2008 what the blogosphere was to 2004”.
However, there are also some disbelievers who question the long-term success of Twitter. Belinda Goldsmith99 claims that “today’s Twitters are often tomorrow’s quitters”, since 89
Angelo Fernando (2007), The Wisdom Of Wikipedians, Communication World, Nov-Dec 2007, pp 9-10. http://en.wikipedia.org/wiki/Twitter consulted on 10/07/09 91 Angelo Fernando (2009), You Are No One If You Are Not On Twitter!, Communication World, MarchApril 2009. 92 John V. Pavlik (2007), Mapping the Consequences of Technology on Public Relations, Institute for Public Relations. 93 Angelo Fernando (2009), You Are No One If You Are Not On Twitter!, Communication World, MarchApril 2009. 94 idem 95 John V. Pavlik (2007), Mapping the Consequences of Technology on Public Relations, Institute for Public Relations. 96 http://www.porternovelli.com, consulted 25/06/2009. 97 G.A. Marken (2007), Social Media…The Hunted Can Become The Hunter, Public Relations Quarterly, volume 52 (4), pp 9-12. 98 http://www.porternovelli.com, consulted 25/06/2009. 99 Belinda Goldsmith, Many Twitters Are Quick Quitters, Reuters, 29/04/2009. 90
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data from Nielsen Online revealed that more than 60% of Twitter users stopped using the short-messaging site a month after joining.
Nonetheless, Twitter has already become an important way of communication. Therefore, it must not be ignored by PR practitioners100. Moreover, Twitter can offer some possibilities for new PR tools since this medium plays an important role in shaping the discussion and generating buzz101. According to Dirk Moser102, Twitter can be used to start and monitor conversations, to participate in conversations, to provide service or product information as well as to promote news and stories through tweets. Sandra Fathi103 even adds some PR possibilities of Twitter such as generating awareness, launching viral campaigns, managing reputations, networking with customers and hearing about the latest trends.
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Case study Club Med104
Club Med is a French corporation of luxurious vacation resorts found in many parts of the world, usually in exotic locations. For one of its latest PR campaigns, Club Med decided to implement a social media action because word-of-mouth is of great importance in the travel industry and internet is the first information source travellers consult. Results from Club Med’s own client research showed that 80% of Club Med’s clients consult the internet when preparing their holidays. Other research revealed that 4 out of 10 travellers are reading blogs, 1 out of 4 answers or posts comments on social networks and 66% of travellers feel that User-Generated Content is more trustworthy than the information provided on professional websites. Consequently, we can conclude that UGC105 has a powerful impact on the decision making process of travellers and on the purchasing of holidays.
100
http://www.trimediagroup.com, consulted 25/06/2009, Blog Dirk Moser: What are you doing? Big Effect With Only 140 Characters. 101 http://www.porternovelli.com, consulted 25/06/2009. 102 http://www.trimediagroup.com, consulted 25/06/2009, Blog Dirk Moser: What are you doing? Big Effect With Only 140 Characters. 103 Sandra Fathi (2008), From Generating Awareness To Managing Reputation: Why Your Company Needs To Twitter, Public Relations Tactics, Oct 2008, pp 16. 104 Information based on http://www.interel.be/EPUB/easnet.dll/GetDoc?APPL=1&DAT_IM=031742, consulted 22/05/2009 105 Short for User-Generated Content
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For the social media campaign, Club Med invited an influential Belgian blogger to a press trip at the Chamonix Club Med village where she could enjoy her stay and blog about her experiences, the location and its amenities. Instead of just blogging, she was armed with a cell phone to send tweets to her Twitter account. These tweets were displayed in a banner that was spread on some of the most influential blogs in Belgium. The campaign was very successful and resulted in numerous blog posts and articles in general press and marketing communication press, as well as discussions on Twitter. Thanks to the real and neutral blogging experiences of the blogger, Club Med succeeded in positioning itself as an innovative and modern brand and reinforced its online visibility. The social media campaign was even nominated in one of the categories for the prestigious European SABRE awards. However, some obstacles had to be overcome before the campaign could result in a success. Firstly, Club Med had to be convinced to give full control of the communication to a blogger. This was something new and unique. Secondly, a blogger and journalists were brought together for the first time on a press trip. However, explaining the mission of the blogger created an excellent atmosphere between the journalists and the blogger.
2.3 Conclusion After discussing the most important social media tools, I can conclude that social media has become an important means of communication that cannot be ignored by Public Relations agencies. However, PR agencies must keep in mind that social media is not the answer for every question. For some clients, an approach without incorporating social media might be best. The traditional mainstream media still remains important. Agencies that choose one over the other do not understand or acknowledge that traditional media and social media can be integrated and treated as complements. Furthermore, social media does not only bring along opportunities for PR agencies, but also creates some important challenges. Nonetheless, I am convinced that social media does not mean the end of PR, but will bring some fresh air into the field of Public Relations
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CHAPTER 3: MY INTERNSHIP AT INTEREL BELGIUM 3.1 Introduction In this third chapter, I will elaborate on the assignments I did during my internship at Interel Belgium. During five weeks, I had the opportunity to work at the ‘Belgian PR account team’ of Laurence Grevesse where I carried out a diversity of tasks for a diversity of clients. I will give an overview of my assignments, which can be found in the appendixes, arranged by client.
3.2 Securex Securex is an HR services company offering a wide range of services and products in order to help private persons, starters, people who are self-employed, company directors and SME employers with their social statute and HR policy. Securex consists of six business units: HR Services, Health & Safety, HR Insurance, HR Consulting, Social Admin and HR Research. 106
3.2.1 Competitor analysis Securex is currently launching its rebranding campaign. In the past, Securex was perceived as an expert in social administration (e.g. payroll administration). However, the public was less acquainted with all its other services related to HR management. Moreover, Securex did not have the image of a dynamic and modern company, but it was rather perceived as old-fashioned. Therefore, Securex decided it needed repositioning. By adding the slogan ‘human capital matters’ to its logo, Securex wants to stress out that it is the ideal partner for all human resources issues. Securex also updated its website and made it more consistent. Moreover, Securex published some white papers about its research in the field
106
Information found on www.securex.be, www.securex.eu, consulted 01/06/2009
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of human resources (e.g. use of alcohol on the work floor, absenteeism, etc. ) to point out it is more than just an expert in social administration.
Of course, Securex cannot neglect its competitors in its rebranding and repositioning strategy. It is important for Securex to know its competitors and especially their positioning, core business and press coverage. Therefore, a competitor analysis had to be executed. Gretel De Block, consultant at the Brand and Consumer Communication team of Interel, briefed me about my assignment. She gave me a list of all the competitors: SD Worx, Partena, Acerta, Attentia, Mensura, USG HR Forces, Kaleido, Right Management and Sofim Dienstengroep. She also provided some useful background information about the rebranding campaign and the importance of the competitor analysis. My assignment was to draw up a competitor analysis107 of Securex that consists of two major parts. The first part was the actual competitor analysis; for each competitor I had to give information about the company and especially about the services it offers. This is vital information to understand the competitor’s positioning and to determine who is also a fullservice HR company or who follows rather a niche strategy. Moreover, it unveils the differences and similarities in the service package offered by Securex and its competitors. Next, I had to do some research about the press coverage of the competitors in 2009. I was asked to look up which topics and studies were mentioned in the press and to give an overview of the spokespersons and the portion of Dutch and French articles. I also had to check whether the competitors had a special section on their website where they post their press releases or white papers, i.e. a press and media section. In the second part of the assignment I was asked to do a keyword analysis in Google.
After the briefing I first visited the website of Securex to gain some knowledge about this company and especially about the wide range of services it offers. Since I had to compare Securex’ services with those of its competitors to highlight the differences and similarities, it seemed rather logical that I first needed to understand the services of Securex. Then, I finally started with the actual analysis. For every competitor I followed a certain structure. Firstly, I thoroughly analysed the website of the competitor. I drew up a list of the competitor’s different business units and I looked for information about its core business,
107
Appendix 1.1
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positioning strategy and its main differences with Securex. I also looked for a special section on press and media and made an overview of the things that were published in this section. Then, I used Google to discover more about the competitor. I searched on the competitor’s name and made some combinations with the words press, article, white papers, studies, etc. to find out which articles, press releases and studies of the competitor were published in the press. I also consulted Mediargus and Pressbanking, two digital databanks that register all content of the Dutch, Flemish and Walloon press, to complete my overview of published articles. Afterwards, I also made a list of the themes of the articles, the published white papers, the name and function of the spokespersons and the number of Dutch and French articles.
After I finished the entire analysis for the first competitor, I sent a copy to Gretel De Block and asked for some feedback. I wanted to know whether I was on the right track or which parts of the analysis were insufficient and had to be improved. Her feedback was very positive; as regards content, the analysis was very complete and only the lay-out needed some more structure. So after this feedback, I continued the analysis for the the other competitors.
The second major part of this assignment was a keyword analysis in Google. The keywords were HR Services, Health & Safety, Talent Management and HR Research. I entered each keyword separately in the search engine Google and analysed the search results. Firstly, I checked whether Securex was mentioned in the top ranking of the search results. Then, I examined which other HR companies were often mentioned in the search results. I looked up their service offer and compared it with Securex’ services.
3.3 Delhaize Delhaize, founded in 1867, is a Belgian international food retailer that operates in 7 countries on 3 continents. Food supermarkets are the principal activity of Delhaize Group. 108 108
www.delhaizegroup.com, consulted 01/06/2009
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3.3.1 Agenda food and health related events Delhaize asked for an overview of all kinds events related to food, nutrition and health that will take place in Belgium between April 2009 and April 2010. Gaétane Verwilghen, consultant at Interel, gave a short briefing about this assignment and also gave some useful tips to get me started. She advised me to lookup lectures about cardiovascular diseases and other health conditions which could be related to nutrition. I used Google for my research and I searched for events, congresses, exhibitions, conferences, symposiums, debates, round tables, ‘day of the…’ and lectures on health related topics such as food, nutrition, alimentation, diets, cholesterol, probiotics, obesities and cardiovascular diseases. I summarized my findings in an excel sheet where I gave a chronological overview of each event together with some important information such as the name, date, location, website, a short description and the target audience of the event.
3.3.2 Clipping book Delhaize Karen Vanderstappen, consultant at Interel, asked me to draw up a clipping book for Delhaize. Clipping books consist of all the articles written about a client in a specific period of time. I had to collect all published articles about Delhaize’s products from January 2009 onward. I made a table of contents in excel in which I summarized some information about the articles and the type of media. For example, I had to look up the circulation and audience figures of the media in which the articles had been published. These figures could be found online on the media marketing website. I also had to specify whether the article was published in a magazine or in a newspaper, in a local or national publication and who the target group was. Next, I gave some details about the article; I mentioned the language of the article and whether there was a photo of the product included or not. I also specified whether the product was just briefly mentioned in the article or whether it was an entire press article.
These clipping books are used as an evaluation tool because they allow clients to see how many articles have been published about them and how many people have read them.
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3.4 Thalys Thalys, the high-speed train that connects Paris, Brussels, Amsterdam and Cologne, is a joint service offered by the Belgian, French, Dutch and German railways.109
3.4.1 Contest Mother’s Day On the occasion of Mother’s Day, Thalys announced a special contest. Two women, a mother and her daughter, could win a shopping trip in Paris in the company of a personal shopper. As a special treat, they would travel for free in Thalys Comfort 1.
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search for personal shoppers110
My first assignment was to find some experienced personal shoppers in Paris who also spoke English. I did some research on the internet and prepared a memo about five personal shoppers. For each personal shopper, I wrote down her name, website and contact number. I also gave some information about the specific services of the personal shopper, the prices and her background and experience with fashion and personal shopping.
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translation press release111
My second assignment was to translate the press release about this contest for Mother’s Day from French to Dutch. Gretel De Block read through my translation and made only some minor adjustments. The press release was published online on the Elle website.
3.4.2 Contest Father’s Day Of course, Thalys did not want to exclude the male population. Therefore, Thalys also wanted to organise a special contest on the occasion of Father’s Day.
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Prize Father’s Day Contest112
I had to reflect on a possible prize for the Thalys Father’s Day contest. Gaétane Verwilghen gave me a short briefing and told me the prize had to be an activity for two 109
http://www.thalys.com, consulted 02/06/2009 Appendix 2.1 111 Appendix 2.2 112 Appendix 2.3 110
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men, a father and his son, that would take place in the city of Paris. Moreover, the activity had to occur after Father’s Day, i.e. in the period of half June – July. The original idea were two tickets for Roland Garos or The 24 Hours of Le Mans. However, these proposals were not approved since Roland Garos already took place at the end of May and The 24 Hours of Le Mans takes place in Mans, not in Paris. Nonetheless, Roland Garos and The 24 Hours of Le Mans inspired me to search for other sport events in Paris during summer time. I did some research on Google and so I found the official website of the Paris Convention and Visitors Bureau. On this website I found an overview of all sport events in Paris such as the finish of the Tour de France, the Open de France and the Golden League Athletics. Then, I kept on thinking about other possible prizes for the Father’s Day contest. I searched for some adventurous sport activities in Paris and I found tree climbing adventure parks, parachuting schools, helicopter flights, racetracks, etc ... . I also looked for some less active activities and I found wine degustation. I summarized all the important facts about these activities, such as the date, location and a short description, in a document and sent it to Gaetane Verwilghen and Stéphanie Deleul. They especially liked the idea of the helicopter flight and wine degustation, so I elaborated these ideas and searched for some organisations that offer these services in Paris.
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Announcing Father’s Day contest
Of course, the contest needs to reach the audience. Therefore, it had to be made public. This was my second assignment for the Father’s Day contest. I had to look for ways to announce and publish this contest in the Flemish press. Therefore, I contacted several media companies, such as De Persgroep, Roularta, Sanoma, Corelio, etc. and informed me about the prices of advertisements in their newspapers and magazines. I summarized all the information about the different advertising formats and their prices in a document which I sent to Gaétane. However, advertising in newspapers and magazines involves considerable costs and the budget of Thalys was very limited for this contest. In conclusion, an advertisement for the contest in the Flemish printed media was impossible due to budgetary restrictions. So, I needed to look for new ways to publish the contest and Gaétane advised me to check the online possibilities. Once again, I contacted the media companies and asked for information about online contests and online advertisements on their websites. Some of them mailed me an offer, others explained me the use of CPI -cost per impression- so I could calculate the prices of the online advertisements myself. I made an excel sheet with all my calculations, prices and information that I have gathered. 47
3.4.3 Magritte Museum On the 2nd of June, the “Musée Magritte Museum” opened its doors in Brussels. This museum displays the works of the most famous Belgian surrealist artist René Magritte. In order to bring the opening of this special museum into the spotlight, a Thalys is covered with one of Magritte’s masterpieces. Until the 7th of November 2009, this Thalys will travel on the high-speed lines between Brussels, Cologne, Amsterdam and Paris. I translated the press release113 on the Magritte Museum and the Magritte Thalys from French to Dutch. Therefore, I consulted the website of the Museum of Fine Arts to have some background information and to familiarize with the specific terminology.
3.4.4 Thalys Summer Promotions During the summer, Thalys always launches its Summer Promotions which means Thalys offers very low-budget prices for its tickets to Paris, Brussels, Cologne and Aachen. This summer, you can go for example from Brussels to Paris for only 22 euro or to Cologne or Aachen for 12 euro. This year, Thalys refers to the large diversity of summer festivals in each city. Gaétane Verwilghen received a French press release about the Summer Promotions and the festivals. However, she needed to adapt it for Belgium since the original press release mentions Belgium and the Gentse Feesten as one of the destinations.
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Festivals in Paris114
In the Belgian version of the press release, Belgium and its festivals had to be replaced by Paris and its festivals. So, I was asked to search on the internet for some summer festivals in Paris. I visited the official website of the Paris Convention and Visitors Bureau where I discovered a section on events and festivals. Here, I found a whole page on summer festivals such as the Paris Jazz Festival, Paris Plage, Paris Quartier d’Eté, etc . I made a list of all festivals in Paris during summer time and wrote a short description for each festival. Afterwards, Gaétane rewrote the press release based on my document about the festivals.
113 114
Appendix 2.4 Appendix 2.5
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Press releases115
I had to translate the Summer Promotions press release from French to Dutch which was corrected by Gretel De Block.
3.5 Danone Danone is a French food-products company that is present in over 40 countries. Danone leads the fresh dairy product market, is world number two in bottled waters and baby nutrition and world number three in medical nutrition. Some famous Danone-brands are Activia, Actimel, Danette, Evian,… 116
3.5.1 Press releases Danone’s mission is bringing health through food to as many people as possible117. Therefore, Danone has its own research centre, the Danone R&D. The strategic focus of Danone’s research is the study of probiotics, prebiotics, intestinal flora and their interaction with human body for a better health. Danone publishes press releases about matters such as probiotics, digestive disorders, etc : -
I translated a press release118 on the first research Chair of Human Microbiology and Probiotics from French to Dutch. Gretel De Block read through my translation since I sometimes struggled with some specific terminology.
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I translated the press release119 on the World Digestive Health Day from French to Dutch.
3.5.2 Screening Taillefine water In France, an alarming press release about Danone was published in the press. ‘Danone has been misleading consumers since 8 years’ was the title of this press release and it referred to the Taillefine water of Danone. Apparently, the Taillefine water was not conform with EU legislation and deceived the public with its health claims. Lessons in crisis 115
Appendix 2.6 http://www.danone.com, consulted 03/06/2009 117 http://www.danone.com/en/company/introduction.html, consulted 03/06/2009 118 Appendix 3.1 119 Appendix 3.2 116
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communication learned us that it is very important to react immediately on negative articles. Therefore, I was asked to screen all Belgian online newspapers to see whether something was written about Danone’s Taillefine water. I had to do this screening for two days on regular moments. The morning screening team checked all the printed media. Luckily, the Taillefine press release was not published in the Belgian press, probably because the water is only for sale in France.
3.6 Club Med Club Med (short for Club Méditerranée) is a French corporation of vacation resorts found in many parts of the world, usually in exotic locations. It is known for its all-inclusive resort concept. 120 3.6.1 Press releases121 Laurence Hannon, Associate Director at Interel, asked me to translate some press releases about Club Med from French to Dutch. -
I translated the press release on the Club Med Summer Game; an online game for travel agents to test their knowledge about the Club Med Summer 2009 offer.
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I translated the press release on Club Med’s Exceptional Collection: a collection of the 27 most special and luxurious Club Villages with four or five Club Med Tridents. Laurence Hannon also gave me the Dutch magazine about the Exceptional Collection and advised me to read this magazine before starting with the translation. Reading this magazine allowed me to familiarize with the Club Med holiday concept and especially with some specific terminology.
120 121
http://www.wikipedia.be, consulted 03/06/2009 The translated press releases for Club Med are no longer at my disposal due to technical error
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3.7 Nivea Nivea is a global skin- and body-care brand, owned by the German company Beiersdorf. 122
3.7.1 Nivea Awards On 18 August 2008, Nivea launched the first edition of the “Nivea Awards, for women with a beautiful heart”. This contest took place from 18 August till 15 December 2008. On 19 February 2009, a jury chose 4 winners from the 30 nominees. After the Awards ceremony, the four winners gave a little speech of gratitude. -
I translated three of these speeches from French to Dutch. These quotes have been published on the Nivea website.
3.7.2 Summer Pack Nivea In order for journalists to write about products, they have to know these products. Therefore, Nivea has put together a summer pack with some Nivea products, indispensible to enjoy the summer. This summer pack will be sent to 40 VIP journalists which are journalists that often write about Nivea and its products. In a way, this package is also to thank them. I had to write the press release123 in Dutch about the Summer pack and its products. Nathalie Woitrin, press officer at Interel, showed me some examples of previous press releases about the Winter pack and gave me the list with the Nivea Summer Pack products. There were some products I had never heard before, so I consulted the Nivea website to learn more about these products. Then, I had to present each product by writing a short attractive text of two or three lines about it. Finally, Nathalie sent my press release to the client for feedback and only some minor adjustments had to be made.
122 123
http://www.wikipedia.be, consulted 03/06/2009 Appendix 4.1
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3.8 Interactive Advertising Bureau The Interactive Advertising Bureau is an advertising business organization that develops industry standards, conducts research and provides legal support for the online advertising industry. IAB Belgium has over 200 members that work together to expand the digital and interactive market. 124
3.8.1 Press invitation Press invitations are written to invite journalists to attend a press conference or a press trip. These invitations have to be written in that way that journalist will want to attend the conference or trip. I had to translate a press invitation125 for a IAB press conference from French to Dutch which Gretel De Block corrected.
3.9 Press relations One of Interel’s strengths is its large network. Of course, such a network is the result of yearlong experience and networking. Nonetheless, Interel still invests a lot of time and effort in building up and maintaining good press relations.
3.9.1 Meeting LUCK magazine Luck magazine is a new Flemish feel good magazine that was launched in December 2008. The chief editors and founders of the new magazine, Gwen and Muriël Kuyps, came to Interel to present their magazine and I had the opportunity to attend this meeting. During the meeting, Gwen and Muriël Kuyps explained the mission and view of their magazine. According to Muriël Kuyps, Luck magazine writes about anything that makes life more fun and light. The
124 125
http://www.iab-belgium.be , http://www.wikipedia.be, consulted 03/06/2009 Appendix 5.1
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articles are meant to touch, inspire, create, renew, etc. They also elaborated on their future plans and a possible collaboration with Interel.
3.9.2 Update press database An up-to-date press database is indispensable for Interel’s activities. I had to call several editorial offices to check the contact number and e-mail address of the correspondents.
3.9.3 Follow-ups A lot of press invitations and press releases are sent to journalists by means of e-mail. So, I had to call several journalists to ask them if they have received an invitation to a press conference or a press release about a new product. Subsequently, the journalists were asked if they will attend the conference or write an article about it.
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CHAPTER 4: CONCLUSION 4.1 Introduction In this final chapter, I will discuss what I have learned during my internship both on a professional and on a personal level. During the internship, I could fall back on several aspects that I have learned during the courses, projects and seminars of the Multilingual Business Communication (MTB) program. Therefore, I will also reflect upon my final year studying MTB and give a personal view on this postgraduate education.
4.2 Professional experience It would be an understatement to say that I have learned a lot during my internship at Interel Belgium. Not only did I learn from my assignments, but also the multicultural environment at Interel and the contact and collaboration with some of Interel’s consultants were very enriching.
During the internship, I became acquainted with most aspects of Public Relations. Before this internship, I knew little about the world of PR. During my studies as commercial engineer, the marketing courses mainly elaborated on aspects such as promotion tools and advertising. Public Relations, on the other hand, was just briefly mentioned as part of the corporate communication mix. The MTB program provided me with some first insights into PR. Especially the guest lectures of Laurence Grevesse126 and Isabelle Hardy127 aroused my interest and provided me with some first luggage about Public Relations. Nonetheless, it is just after finishing my internship that I dare to say that I know how PR agencies work and what it is that they exactly do. What especially struck my eye was how hectic a day in a PR agency can be and how flexible the consultants have to be. It often occurred that a client called in the morning and wanted a press release or its translation in the early afternoon. However, consultants do not have one client, but are in charge of a 126 127
Director Public Relations Interel Belgium Partner Akkanto
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portfolio of several clients. I also learned to be more flexible, to work on several tasks at the same time, to plan and prioritize my assignments. During my internship, it often happened that at the beginning of the week I received a number of tasks that needed to be finished by the end of the week. In the beginning, I thought that a week would be more than enough time to complete these tasks. However, it often occurred that a new, more urgent task had to be fulfilled first.
During my five weeks at Interel, I also learned a great deal about the Belgian media. Before my internship, I thought I already knew some of the important Belgian newspapers and magazines. However, when I was making a clipping book for Delhaize, I came across articles that were published in magazines I had never heard of before. Especially my knowledge of the French-written press has greatly improved since I only knew three of four newspapers.
One of my main assignments at Interel was translating press releases. Sometimes, I also had to write a press release myself. Fortunately, I could rely on the courses about press releases from the English Business Communication class where we learned about press releases and its key elements such as an interesting headline, lead and boilerplate. During the internship, however, I also learned that different target groups need a different approach concerning press releases. For example, the press release I wrote for Nivea had to be written in a very commercial style with lots of adjectives and catchy, attractive phrases. The press releases that I translated for Danone, on the other hand, had a more scientific and informative focus.
Translating and writing press releases also improved my writing skills. Before this internship, I considered myself as an analytical person and I had little confidence in my communication and writing skills. However, I always received positive feedback on my writings from the Interel consultants. As means of feedback, Gretel De Block and Gaétane Verwilghen always sent me the corrected version of my work and I was pleasantly surprised to see that they did not had to correct that much except some technical jargon. I was also quite surprised to realize that translating a text requires as many writing skills as writing a text from scratch. In the beginning, I did struggle a bit with the translation of press releases because I had to avoid translating it too literally. Sometimes, I also had to come up with a good alternative when a certain idiom or phrasing in the source language 55
(i.e. French) did not exist in the target language (i.e. Dutch). Furthermore, I sometimes found it hard to grasp the meaning of a French sentence. Fortunately, I could always call upon Gaétane, whose mother tongue is French, to explain me the meaning.
For several assignments, such as the competitor analysis for Securex, I had to do lots of research on the Internet. Thanks to these assignments, I learned to use the Internet, and especially search engines such as Google, in a more efficient way. In the past, I often spent a lot of time searching for the right information between the overload of online information. During the internship, however, I quickly learned to separate valuable websites from websites with unreliable information. Furthermore, I learned to ‘play’ with keywords in Google to find the optimal search results.
One of the reasons I wanted to do an internship at Interel was its Brussels-based location. I knew that an internship in Brussels would improve my knowledge of the French language. Before my internship, I did not feel confident enough in French and I was rather afraid to speak French. At Interel, I was able to practise French thoroughly by translating numerous texts from French to Dutch and by speaking French with some of Interel’s consultants. In the beginning, however, I was a bit shy to speak French because all the consultants were able to express themselves very fluently in French. Nonetheless, they convinced me that I did not need to be afraid to make mistakes while speaking French.
Another stumbling block was making phone calls: I was never keen on making phone calls, even in Dutch, my own mother tongue, I always felt nervous. However, making phone calls is an essential part of Public Relations. In the beginning, I mainly had to make phone calls to verify and correct e-mail addresses of journalists. For one of my assignments for Thalys, I had to look for ways to announce and publish a contest for Father’s Day in the Flemish press. Therefore, I had to contact several media companies, such as De Persgroep, Roularta, Corelio etc, and informed me about tariffs and formats of advertising space. I even negotiated with some account managers about the price and special offers. I found out that when I had a good preparation and even wrote down some sentences before I made the call, I was less nervous.
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4.3 Personal experience The internship at Interel was not only a professional enrichment, but provided me also with some personal insights and learned me more about my own strengths and weaknesses.
During the internship, I noticed that I enjoy working in a team. Working in a team in a communications agency means that every consultant is in charge of a number of clients and that for certain clients you work together with another consultant. For my assignments, I was able to work independently, but at the same time I could always ask for help when needed.
I also noticed that I especially liked the wide variety of clients. I realised that I am not cut out to work day after day for one particular product. I find it interesting and challenging to work for different clients because I need variety and variation. I do realise that this also causes hectic moments since most clients are very demanding and believe they are the only client. Nonetheless, I must admit I do like busy days. I discovered that I need a certain level of stress: stress gives me some kind of energy boost and forces me to tackle assignments quickly and efficiently.
Even though I enjoyed my internship at the Brand and Consumer Communication department of Interel Belgium, I am not fully convinced that my future lays within a PR agency. Of my assignments during the internship, I particularly liked conducting the competitor analysis for Securex and elaborating the prize for the Thalys Father’s Day contest. However, one of the essential tasks of a PR agency is to write press releases. I did find it interesting to write and translate press releases, but I realised that I prefer to do the research part instead of the actual writing. Nonetheless, I consider my internship at Interel to be an interesting and valuable work experience.
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4.4 Concerning MTB Unlike most students, I did not start MTB to learn more about subjects as marketing, economics, accountancy, etc because I already took these courses during my studies as commercial engineer. However, I was looking for a postgraduate education that not only offered theoretical courses, but that mainly focussed on the practical implementation. Furthermore, the language aspect was of overriding importance.
Languages such as French and English are an important asset in business life. After finishing my studies as commercial engineer, I did not feel ready to enter the labour market because I had difficulties in expressing myself in a foreign language and I felt the need for more language ‘luggage’. I dare to say that I definitely benefited from the language courses of the MTB program. The French classes about how to write emails, letters and making phone calls proved to be very helpful during my internship and will certainly be useful in future business life. The oral assignments and interaction during the French classes forced me to defeat my shame to speak French in public. During the English courses, I learned a lot of English business-related vocabulary. I particularly appreciated the fact that the English courses elaborated on some new topics such as blogging. Also the assignments were very up-to-date or relevant for future life such as writing a CV. I know I still make quite some mistakes in French and English, but I do feel more confident to express myself in foreign languages.
Furthermore, the program of Multilingual Business Communication offered the things I was looking for in an ideal combination: some theoretical courses alternated with guest lectures, seminars and projects for companies. The guest lectures were very interesting and refreshing because they were given by business professionals. These lectures provided me with insights into the field of Communications and its many subdivisions such as advertising, public relations, internal communications, crisis communications, etc. I greatly enjoyed working on the different business projects. For me, these projects were a way to put the theoretical courses of the past five years into practice. I particularly liked the fact that the projects were not hypothetical cases, but real-life cases where we needed to collaborate closely with professionals. Furthermore, I also appreciated the feedback we 58
received from companies and professionals. In the beginning, I must admit I had some difficulties receiving and accepting feedback. During my studies as commercial engineer, I often had to write papers or do group assignments. However, the only kind of feedback we received was through a mark. Therefore, I was not used to receive personal feedback on assignments and, in the beginning, I experienced it a bit as personal critique. However, I quickly learned the positive aspects of feedback and I realised that feedback is a constructive means to help you, not to criticize you. During my internship, I even asked for feedback myself.
Overall, I can conclude that MTB was a very useful and interesting education. Even though it was a stressful year with lots of assignments and strict deadlines, I am convinced I will still reap the benefits of MTB in the many years to come. Finally, I feel ready to enter the labour market.
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BIBLIOGRAPHY Articles Paul Anderson (2007), What is Web 2.0? Ideas, Technologies and Implications for Education, JISC Technology and Standards Watch, February 2007.
Chris Cobb (2006), YouTube and Beyond: How PR Pros Discover and Create Buzz with online video. Public Relations Tactics, June 2006, p21. E. Constantinides and S.J. Fountain (2007), Special Issue Paper – Web 2.0: Conceptual Foundations and Marketing Issues, Journal of Direct Data and Digital Marketing Practice, volume 9 (3), pp 231-244.
Katie Delahaye Paine (2009), Goodbye, Eyeballs. Hello, Engagement, Communication World, May-June 2009, pp 21-26.
Sandra Fathi (2008), From Generating Awareness To Managing Reputation: Why Your Company Needs To Twitter, Public Relations Tactics, Oct 2008, pp 16.
Angelo Fernando (2004), Big Blogger Is Watching You! Reputation Management In An Opinionated, Hyperlinked World, Communication World, July-August 2004, pp 10-11.
Angelo Fernando (2007), The Wisdom Of Wikipedians, Communication World, Nov-Dec 2007, pp 9-10.
Angelo Fernando (2009), You Are No One If You Are Not On Twitter!, Communication World, March-April 2009.
Belinda Goldsmith, Many Twitters Are Quick Quitters, Reuters, 29/04/2009
G.A. Marken (2006), Blogosphere Or Blog With Fear, Public Relations Quarterly, volume 51, pp 33-35.
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G.A. Marken (2007), Social Media…The Hunted Can Become The Hunter, Public Relations Quarterly, volume 52 (4), pp 9-12.
D.E. Millard and M. Ross (2006), Web 2.0: Hypertext by Any Other Name?, HT 2006, august 2006, pp 22-25.
S. Murugesan (2007), Second-Generation Web Technologies: Understanding Web 2.0, IT Pro, July/August 2007
John V. Pavlik (2007), Mapping the Consequences of Technology on Public Relations, Institute for Public Relations.
L.F Poter, K.D Sweetser Trammell, D. Chung and E. Kim (2007), Blog Power: Examining The Effects Of Practitioner Blog Use On Power In Public Relations, Public Relations Review, volume 33, pp 92-95.
Ron Roszkiewicz (2008), Wikis That Mean Business, The Seybold Report, April 3, 2008.
T. Singh, L. Veron-Jackson and J. Cullinane (2008), Blogging: A New Play in Your Marketing Game Plan, Business Horizons, volume 51, pp 281-292.
Brian Wasson (2006), The Wide World of Wikipedia and Why PR Practitioners Should Take Note. Public Relations Tactics, March 2006, p22. D.K Wright and M.D. Hinson (2009), An Updated Look At The Impact Of Social Media On Public Relations Practice, Public Relations Journal, volume 3 (2)
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Books Deidre Breakenridge (2008). PR 2.0: New Media, New Tools, New Audiences. FT Press.
David Meerman Scott (2007). The New Rules Of Marketing and PR: How To Use New Releases, Blogs, Podcasting, Viral Marketing & Online Media To Reach Buyers Directly. John Wiley & Sons.
Websites http://www.akkanto.com, consulted 20/06/2009 http://www.danone.com, consulted 03/06/2009 http://www.delhaizegroup.com, consulted 01/06/2009 http://www.hillandknowlton.be, consulted 21/06/2009 http://www.iab-belgium.be, consulted 03/06/2009 http://www.interel.be, consulted 03/06/2009 http://www.interel.be/EPUB/easnet.dll/GetDoc?APPL=1&DAT_IM=031742, Case study Club Med, consulted 22/05/2009 http://www.interel.eu, consulted 03/06/2009 http://www.porternovelli.com, consulted 20/06/2009, 25/06/2009. http://www.securex.be, consulted 01/06/2009 http://www.securex.eu, consulted 01/06/2009 http://www.technorati.com, consulted 14/07/2009 http://www.thalys.com, consulted 02/06/2009 http://www.trimedia.be, consulted 20/06/2009 http://www.trimediagroup.com, consulted 20/06/2009 http://www.trimediagroup.com, consulted 25/06/2009, Blog Dirk Moser: What are you doing? Big Effect With Only 140 Characters. http://www.whyte.be, consulted 21/06/2009 http://www.wikipedia.be, consulted 03/06/2009 http://www.en.wikipedia.org http://amazingpr.web-log.nl/amazing_pr/2006/12/prelaunch_buzz_.html, consulted 14/07/2009 http://lists.compete.com , consulted 09/07/2009 62
http://prblog.typepad.com/strategic_public_relation/2006/02/10_flickr_hacks.html, consulted 09/07/2009
Internal documents Brochure Interel Group Brochure Brand and Consumer Communication Interel Belgium Internal PowerPoint presentation: company presentation Internal document: introducing Public Affairs Internal document: Nivea Girl Geek Dinner Internal document: Nivea Awards
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APPENDIXES Appendix 1: Securex 1.1 Competitor analysis
Appendix 2: Thalys
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2.1. Personal shoppers in Paris Mother’s Day Contest
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2.2 Press release Mother’s Day Contest
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2.3 Information Father’s Day contest
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2.4 Press release Magritte Museum
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2.5 List Summer Festivals in Paris
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2.6 Press release Summer Promotions
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Appendix 3: Danone
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3.1 Press release 1
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3.2 Press release 2
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Appendix 4: Nivea 4.1 Press release Nivea Summer Pack
Appendix 5: IAB 5.1 Press invitation
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113 114
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APPENDIX 1
1.1 Competitor analysis
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1.1 Competitor analysis
MEMO To
GRETEL DE BLOCK
Company
Securex
From
Kirsten De Weerdt
Subject
Concurrentieanalyse Securex
Date
25-05-09
________________________________________________________________________________
Twee onderdelen: Deel 1: De concurrenten Per concurrent: 1. De concurrent - Afdelingen - Aanbod - Website persrubriek 2. De pers - Thema’s - Studies - Woordvoerders - Verdeling NL – FR - Overzicht
Deel 2: Analyse keywords Analyse keywords in Google: - HR Services - Health & Safety - Talent Management - HR Research
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DEEL 1
DE CONCURRENTEN
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SD Worx – Result driven HR 1. SD Worx Afdelingen - Starters - Boekhouders & accountants - Kmo - Grote ondernemingen - Publieke sector Aanbod - Doelbewust gedifferentieerd voor verschillende marktsegmenten - Volledige dienstverlening rond het tewerkstellen van personeel met loonberekening en – administratie, opleiding, HR research, sociaaljuridische, fiscale en HR-adviesverlening, gespecialiseerde software voor personeelsdiensten en ondersteuning ter plaatse - Kenniscentrum SD Worx (publicaties onderzoeken,…) - 3de grootste HR-dienstverlener in Europa Website persrubriek - Website Home > Pers > Persberichten Persbericht 19/01: Belgische lonen sinds begin 2005 gemiddeld 18 procent gestegen Persbericht 30/01: Helft ondernemingen verwacht herstructurering in 2009 Persbericht 03/02: SD Worx versterkt zijn groei in Wallonië en opent nieuw kantoor in Louvain-la-Neuve Persbericht 23/02: Slechts 2 op 1000 kmo-jobs verdwenen in vierde kwartaal 2008 Persbericht 02/03: SD Worx for Society Persbericht 12/03: Aantal arbeiders in economische werkloosheid meer dan verdubbeld sinds oktober 2008 Persbericht 19/03: Ziekteverzuim kostte organisatie met 100 medewerkers gemiddeld 78.426 euro in 2008 Persbericht 29/04: Helft kmo’s beschikt niet over loonbeleid Persbericht 05/05: Management van opleidingen favoriete crisisremedie voor HRmanagers 2. In de pers Thema’s Salarissen, herstructurering, loopbaanonderbreking, economische werkloosheid, ziekteverzuim, loonbeleid in kmo’s, kortetermijnmaatregelen tegen crisis Studies - Salaris onderzoek: jaarlijks onderzoek naar de lonen van de Belgische werknemers - Corporate restructuring: onderzoek (dec 08- jan 09) naar herstructureringen en geplande herstructureringen op de Belgische markt - Onderzoek economische werkloosheid (oktober ‘08- februari ‘09)
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Kmo-job index Onderzoek loonbeleid kmo’s Onderzoek kortetermijnmaatregelen tegen de crisis Ziekteverzuim: jaarlijks onderzoek ziekteverzuim
Woordvoerders Dirk van Bastelaere, SD Worx Kristiaan Andries, juridisch adviseur SD Worx Steven Deruwe, SD Worx Geert Vermeir, jurist SD Worx Annemie Salu Jan Vanthournout Koen Magerman, juridisch expert bij SD Worx Ellen Froeyman Cindy Rowe, kmo-consultant SD Worx Luc Dekeyser, professor Sociaal-culturele en Arbeidspedagogiek, directeur SD Worx Kenniscentrum Verdeling FR –NL 75 NL – 31 FR Overzicht Salarisonderzoek: - 21/01 - Belgische brutolonen sinds 2005 met gemiddeld 18% gestegen (Belga NL/FR, Het Nieuwsblad, De Standaard, De Tijd, Het Belang van Limburg, Het Laatste Nieuws, De Morgen, Metro NL/FR, Vers l’avenir, L’echo, La Libre Belgique, Tendances) - 22/01 - Belg ontvangt vijfde meer loon (Metro NL) Corporate restructuring: - 30/01 - Herstructurering levert gewenst resultaat op (De Standaard) - 03/02 - Helft bedrijven verwacht herstructurering (Belga NL/FR, Metro NL, De Standaard, Het Laatste Nieuws, Gazet van Antwerpen, Vers l’Avenir) - 09/03 - Saneringen snijden dieper dan nodig (Industrie NL/FR) - 02/04 - Limiter la casse sociale face à la crise (Tendances) Economische werkloosheid: - 14/02 - Economische werkloosheid voor bedienden (De Standaard) - 12/03 - 1 op 5 arbeiders economisch werkloos (De Tijd, De Morgen) - 12/03 - Aantal arbeiders in economische werkloosheid verdubbeld sinds oktober (Belga NL/FR, De Standaard, Metro NL/FR, Het Laatste Nieuws, Vers l’avenir, L’echo) - 12/03 - Economische werkloosheid stijgt het snelst in Limburg (Het Belang van Limburg) - 16/03 - Economische werkloosheid in Vlaams-Brabant verdubbelt (Het Nieuwsblad) - 26/03 - Jobbarometer blijft op storm staan (De Tijd) Kmo-job index: - 26/02 - Kmo’s verliezen 5300 jobs in 3 maanden (Het Laatste Nieuws) - 25/02 - Twee op de duizend kmo-jobs verdwenen in laatste kwartaal 2008 (Belga NL/FR, Trends, De Standaard) Loonbeleid kmo’s: - 12/05 - Kwart kmo’s weet niet hoeveel eigen personeel kost (Gazet van Antwerpen)
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14/05 - Les PME belges maîtrisent mal leurs coûts salariaux (Tendances) 15/05 - Helft van kmo’s heeft geen eigen loonbeleid (De Standaard)
Ziekteverzuim: - 16/01 - Absenteïsme bijzonder hoog in 2008 (Belga NL/FR, De Morgen, De Standaard) - 20/01 - Werknemers massaal afwezig in 2008 (Metro NL) - 26/01 - Vele zieke werknemers in 2008 (Het Nieuwsblad) - 09/02 - Recordaantal Belgen gaat minder werken (Belga NL/FR, De Standaard, Het Nieuwsblad, Metro NL/FR, Het Laatste Nieuws, Het Belang van Limburg, Gazet van Antwerpen) - 18/03 - Ziekteverzuim in 2008 stabiel op recordhoogte (Belga NL/FR, De Morgen, De Tijd, Het Nieuwsblad, De Standaard) - 19/03 - Jonge werknemers vaker ziek dan 50- en 60plussers (Gazet van Antwerpen) - 19/03 - 48,5 (Metro NL) - 19/03 - Femmes et ouvriers sont les plus souvent absents au boulot (Vers l’avenir) - 19/03 - Ziekteverzuim is het hoogst in Limburg (Het Belang van Limburg) - 19/03 - L’absentéisme n’a pas augmenté en 2008 (L’Echo, Metro FR) Korte termijn maatregelen tegen crisis: - 24/02 - Crisis dwingt bedrijven tot slim personeelsbeleid (Het Nieuwsblad, Het Belang van Limburg) Loopbaanonderbreking en tijdskrediet: - 10/02 - Le boum des temps partiels, surtout chez les femmes (Vers l’Avenir) - 10/02 - Uitbollen vanaf 50 (De Standaard) - 05/03 - De gevolgen van loopbaanonderbreking (Trends, Cash FR/NL) - 08/03 - Carrière en loon (Het Nieuwsblad op Zondag) - 25/03 - Tijdskrediet in de lift (Knack) Varia: - 08/01 - De ene ondernemer is de andere niet (Trends) - 08/01 - Ondernemers wachten lang om werkgever te worden (Trends) – onderzoek i.s.m. Lessius hogeschool : redenen waarom ondernemers beslissen om werkgever te worden - 24/01 - Vaccin kost tiende van zieke bediende (Belga NL/FR, Het Nieuwsblad, De Standaard, De Tijd) - 31/01 - Starter wordt niet snel werkgever (De Tijd) - 31/01 - 10% bedrijven ziet dit jaar ontslagronde (De Tijd) - 31/01 - Bruto-nettocalculator voor extralegale pensioenen (De Standaard) - 10/02 - Goed voor het milieu en voor het budget (De Tijd) – rondvraag wagenpark en ecologie - 12/03 - Van snoeien gaan bedrijven bloeden (Trends) - 12/03 - Agfa-Gevaert wil extra “besparen op personeel” (Gazet van Antwerpen) - 26/03 - Met 18% gestegen sinds 2005 (Moneytalks NL/FR) - 27/03 - Voiture de société: est-ce vraiment intéressant? (Tendances) - 02/04 - Ecochequesysteem nog niet klaar (Trends) - 11/04 - Een PC op kosten van de baas (De Standaard) - 14/04 - Wie hard werkt is minder ziek (Metro NL) - 22/04 - Acteurs ‘Van vlees en bloed’ in 5 reclamespotjes (De Standaard, Het Nieuwsblad) – reclame voor SD Worx - 30/04 - SD Worx l’expertise ICT comme atout (Data News NL/FR)
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06/05 - 4 ondernemingen beloond voor hun maatschappelijke solidariteit (Belga NL/FR, Trends) – SD Worx is 1 van de laureaten
Partena – Partners in sociale zekerheid 1. Partena Afdelingen - Partena Onafhankelijk Ziekenfonds - Partena Sociale verzekeringen voor Zelfstandigen - Partena Ondernemingsloket - Partena Kinderbijslag - Sociaal Secretariaat van Werkgevers = Partena HR Aanbod - Hoofdzakelijk focus op het ziekenfonds en haar diensten/activiteiten - Positionering: Expertise in het vakgebied van sociale zekerheid - Partena HR: 2 grote onderdelen namelijk Payroll Management en HR Support Website persrubriek - Website Ziekenfonds > luik ‘Pers en Media’ Persbericht 26/01 : Partena Ziekenfonds & partners behaalt ITO-certificaat - Website Sociaal Secretariaat van Werkgevers > luik ‘Wie is Partena’ > Onze Persberichten Geen persberichten in 2009 - Websites Sociale verzekeringen, Ondernemingsloket en Kinderbijslag hebben geen persrubriek
2. In de pers Thema’s Ziekenfonds, werkloosheid, crisis, salaris Studies - Salarisonderzoek Partena - Instrument de la politique de rémunération, Partena Sociaal Secretariaat Woordvoerders Rony Baert, Sociaal Secretariaat Partena Verdeling NL-FR 4 NL (Partena Ziekenfonds) – 5 FR (voornamelijk Partena Sociaal Secretariaat) Overzicht - 13/01 - Dringend gezocht: verpleegkundigen voor thuiszorg (Het Nieuwsblad, De Standaard) - Partena Ziekenfonds
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19/02 - Chômage économique des employés : les enjeux (Trends/Tendances) – woordvoerder Rony Baert, Sociaal Secretariaat Partena 04/03 - UWE et Partena harmonisent déjà sur papier employés et ouvriers ( L’Echo) – Partena 07/03 - Hommes et femmes à égalité (La Libre Belgique) – werkloosheid, crisis woordvoerder Rony Baert, Sociaal Secretariaat Partena 03/04 - Vent de crise sur les salaires (Le Vif/L’Express) – Partena – étude sur les salaires 03/04 - Où vous situez-vous ? (Le Vif/L’Express) – Partena Sociaal Secretariaat – instrument de la politique de rémunération 09/04 - Partena Run Classics Vlaanderen (Het Laatste Nieuws) – Partena Ziekenfonds 19/04 - Partena Run Classics Vlaanderen (Het Laatste Nieuws) – Partena Ziekenfonds 26/04 - Partena Run Classics Vlaanderen (Het Laatste Nieuws) – Partena Ziekenfonds 13/05 - Succesvolle dienstencheques (Gazet van Antwerpen) – Partena Ziekenfonds
Acerta – De kracht van mensen 1. Acerta Afdelingen - Acerta Ondernemingsloket - Acerta Sociaal Verzekeringsfonds - Acerta Sociaal Secretariaat - Acerta Kinderbijslagfonds - Acerta Consult Aanbod - Ook opgesplitst volgens doelgroep: starter, zelfstandige, KMO, boekhouder, HRprofessionals (waarvoor telkens aparte website bestaat) Website persrubriek - Website acerta.be > Nieuws & Events > Mededelingen Persberichten (laatste persbericht dateert van 2008) - Website ikgavoorHR.be > Nieuws Persbericht 05/02: Betere begeleiding bij selectie is noodzaak Persbericht 16/02: Nieuwe aanwervingen vragen om juiste beslissingen Persbericht 13/03: Salary split voor werknemers in buitenland is complexe materie Persbericht 21/03: Een goed loonbeleid blijf zorgenkind Persbericht 26/03: Topcoaches helpen bedrijven door de crisis Persbericht 06/05: Luc Tavernier versterkt de HR Consulting teams van Acerta Consult Persbericht 11/05: Outfitadvies als onderdeel van outplacement > Kennisbank Onderzoeken (laatste dateert van 2007)
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2. In de pers Thema’s Outplacement, talent managment Studies geen studies Woordvoerders Magda Duerinckx, Managing Consultant Outplacement bij Acerta Consult Geert Volders, algemeen directeur bij Acerta Consult Beatrijs Stevens, Kern Selection Acerta Wies Pairoux, Acerta Consult Lut Crijns, director HR Consult Verdeling FR-NL 6 NL - 1 FR Overzicht - 25/03 - Vijf toppers moeten bedrijven door crisis coachen (Belga FR/NL) - 26/03 – Huur eens een sportcoach (Het Laatste Nieuws, De Standaard) - 26/03 – De Boeck gaat bedrijven coachen (Het Laatste Nieuws) - 21/04 – Elke tegenslag is een kans om stevig terug te vechten (De Tijd) – talent coaching - 12/05 – Trends in ontslagpraktijken en outplacement (HR Square)
Attentia – Your HR partner for life 1. Attentia Afdelingen - Sociaal Secretariaat - Preventie & Bescherming - Kinderbijslag - Sociaal Verzekeringfonds - HR Consulting Services Aanbod - Personeelsbeheer en sociale wetgeving - Attentia sociaal verzekeringsfonds is een relatief kleine speler - Sociaal secretariaat zeer belangrijk (ook in de toekomst) Website Persrubriek Elke afdeling heeft een rubriek ‘Laatste Nieuws’ waarin o.a. hun persberichten worden gepost, maar ook informatie/nieuws uit de pers (nieuwe wetten, …) -
Persbericht 16/01 Attentia presenteert boek met ‘best practices’ voor vertrouwenspersonen ~ een gids voor welzijn op het werk
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Persbericht 31/03: Alcohol – en drugsbeleid in Belgische bedrijven staat nog in kinderschoenen
2. In de pers Thema’s Afvloeiingen, preventie op de werkvloer; algemeen, alcohol- en drugsbeleid Studies - Alcohol en drugsbeleid op de werkvloer (maart 2009) - Verwachtingen rond afvloeiingen in 2009 (februari 2009) Woordvoerders Tamara Van der Gucht, preventieadviseur Attentia Carine Huysveld, co-gedelegeerd bestuurder Attentia Verdeling FR- NL 8 NL – 1 FR Overzicht -
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24/02 - Acht op de 10 bedrijven verwachten geen afname van het personeelsbestand ( Belga, Het Nieuwsblad, Het Laatste Nieuws, Trends, Metro) 19/03 - Kort bericht (nieuwe directeur) ( Trends) 31/03 - Vier bedrijven op vijf laten alcohol of drugs toe (Het Laatste Nieuws) 10/04 - De schaamte verdwijnt (Industrie NL/FR) 01/05 - Bedrijfsreportage (De Vlaamse Ondernemer)
Mensura – Protecting your human capital 1. Mensura Afdelingen - Mensura Gemeenschappelijke Verzekeringskas - Mensura Verzekeringen NV - Mensura Externe Dienst voor Preventie en Bescherming op het Werk - Mensura Prevention, Health & Environment - Mensura Medische Controle Aanbod
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Arbeidsongevallenorganisatie: verzekering, preventie en nazorg
Website Persrubriek - Luik publicaties : brochures, jaarverslagen, persberichten Geen enkele publicaties in 2009 2. In de pers Thema’s Geen thema’s Studies geen studies Woordvoerders Geen woordvoerders Verdeling FR – NL 1 NL – 1 FR Overzicht - 23/04 - Niet-levensverzekeringen. En de winnaars van 2009 zijn… (Moneytalk NL/FR) – nominatie in de categorie Rechtsbijstand ‘Family Mobility All In’
USG HR Forces 1. USG HR Forces Afdelingen - Recrutering en selectie - Talentmanagement - HR-interimmanagement - Outplacement Aanbod - Dienstverlening en oplossingen in Human Resources op regionaal, nationaal en Europees vlak - Onderdeel van USG People Website persrubriek - Website USG HR Forces > rubriek nieuws Geen persberichten
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Website USG People > rubriek Press&Media Geen persberichten
2. In de pers Thema’s Co-sourcing van personeel Studies Geen studies Woorvoerders Ron Icke, CEO USG People Hubert Vanhoe, vice-president USG People Belgium Verdeling FR- NL 1 NL – 1 FR Overzicht - 06/03 - Leen eens een werknemer uit (De Standaard)
Kaleido – We make ideas work 1. Kaleido Afdelingen - Assessment - Consulting : HR Consulting, Organizational Consulting - Temporary solutions - Learning & development - Coaching Website Persrubriek Geen rubriek omtrent pers en media 2. In de pers Thema’s Assessments Kaleido Studies Geen studies
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Woordvoerders Geen woordvoerders Verdeling FR- NL 1 NL – 1 FR Overzicht - 05/02 - De lokkertjes van de grootste rekruteerder (Bizz NL/FR) – assessments Kaleido
Right Management – Managing the human side of change 1. Right Management Afdelingen - Attract & Assess (aantrekken en beoordelen van mensen; assessments,…) - Develop (mensen ontwikkelen voor huidige en toekomstige rollen; coaching,…) - Engage & Align (verbeteren van de effectiviteit van medewerkers; performance management,…) - Transition (optimaliseren van de mobiliteit van medewerkers; outplacement,…) Aanbod - Human Capital Lifecycle - Wereldleider in outplacement Website persrubriek - een rubriek ‘Nieuws & Onderzoek’ met > luik ‘Onderzoeksstudies’ studie Severance practices around the World 2009 > luik ‘Actueel Nieuws’ persberichten, maar laatste persbericht dateert van september 2007 > luik ‘Evenementen’ > luik ‘Nieuwsbrief’ 2. In de pers Thema’s Ontslagbeleid, opzeggingspraktijken Studies - Severance practices around the World 2009 – onderzoek naar ontslagbeleid/ opzeggingspraktijken in 28 landen
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Woordvoerders Lynn Coutigny, Right Management Benelux Verdeling FR – NL 1 FR – 2 NL Overzicht - 09/03 - Saneringen snijden dieper dan nodig (Industrie NL/FR) - 12/05 - Trends in ontslagpraktijken en outplacement (HR Square)
Sofim Dienstengroep – Stabiliteit in uw personeelszaken 1. Sofim Dienstengroep Afdelingen - Sociaal Secretariaat - Personeelsselectie - Verzekeringsadvies - Ondernemingsloket - Sociale Verzekeringen - Personeelsadvies Aanbod - sociaal secretariaat is kern van de dienstverlening (75% van de omzet), specialist in loonberekening- en administratie - nichespeler; dienstverlener voor Limburgse KMO’s en vooral familiale KMO’s - Indeling volgens de verschillende diensten, maar ook volgens doelgroep; starter, ondernemer/werkgever, boekhouden - Verwant met UNIZO Website persrubriek Geen rubriek voor pers en media
2. In de pers Thema’s Nichestrategie van Sofim Studies Geen studies Woordvoerders Frank Vols, algemeen directeur Sofim Dienstengroep Verdeling FR – NL 4 NL – 0 FR
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Overzicht - 27/02 - Sofim investeert 1,5 miljoen (Het Belang van Limburg) - 14/03 - Kort bericht (Het Laatste Nieuws) - 16/03 - Kort bericht (Het Laatste Nieuws) - 16/04 - Limburg is een niche (Trends)- nichestrategie Sofim Thema’s :
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DEEL 2
ANALYSE KEYWORDS
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HR Services Resultaten top-ranking Google results: - Tempo Team HR Services o Search&Selection, assessment/development center, training&development, outsourcing, outplacement - Orbid HR Services o Gespecialiseerd in Vlaamse kmo’s - SD Worx - Randstad HR Services o temporary contracts, permanent personnel selection, HR solutions, employment legislation Geen Securex hits
Health & Safety Resultaten top-ranking Google results: - Voornaamste hits hebben betrekking op het Health & Safety policy van organisaties en bedrijven (zoals Bekaert, ING,...) - Praktisch geen vermelding van HR-bedrijven, behalve Securex (heeft wel enkele hits, maar niet in top-ranking) Resultaten “Health & Safety”+”Human Resources”: - Voornamelijk hits m.b.t. vacatures - Enkele hits m.b.t. o Select Human Resources (op de website nochtans geen specifiek onderdeel omtrent health & safety) o Attentia (specifiek onderdeel “preventie en bescherming”, actief in 3 domeinen namelijk Risicobeheersing (ondersteuning bij het implementeren van risicoanalyse, globale preventieplan en jaarlijks actieplan), Gezondheidstoezicht op de werknemers en Opleidingen) Verschil met securex: Securex biedt arbeidsongevallenverzekering en collectieve verzekering aan, maar geen opleidingen o Securex (website, vermelding in HR-Square) o Amelior (dienstverlening rond kwaliteit, veiligheid, milieu, people management, voornamelijk organiseren van vormingen, trainingen en opleidingen, geven van advies, artikels en documentatie) o Manpower ____________________________________________________________________________
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Talent Management Resultaten top-ranking google results: - Voornamelijk hits m.b.t. interim-kantoren (Unique, Stepstone, Jobat) - Hits m.b.t. tot blogs/studies/artikels over het belang van Talent Management in tijden van crisis - Enkele hits (maar niet in top-ranking) m.b.t. o Acerta ( Talent Management is een dienst van hun HR Service, voornamelijk inzicht krijgen in talenten en loopbaanambities van (huidige) medewerkers om zo een ontwikkelingsproject uit te tekenen) verschil met Securex: Securex gebruikt Talent Management vooral bij rekruteren en selecteren van nieuwe medewerkers o SD Worx (Onderzoeken/studies/artikels Talent Management in de praktijk) Geen hits met Securex
HR Research Resultaten top-ranking google results: - Hits voornamelijk betrekking op SD Worx ( verwijzen naar hun persberichten en onderzoeken) - Securex wordt 1 keer vermeld in de top-ranking - HR Research + SD Worx: 1170 hits - HR Research + Securex: 758 hits
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APPENDIX 2
2.1. Personal shoppers in Paris Mother’s Day Contest 2.2 Press release Mother’s Day Contest 2.2.1 Original press release 2.2.2 Translation press release 2.2.3 Final press release 2.3 Information Father’s Day contest 2.4 Press release Magritte Museum 2.4.1 Original press release 2.4.2 Translation press release 2.5 List Summer Festivals in Paris 2.6 Translation press release Summer Promotions 2.6.1 Original press release 2.6.2 Translation press release
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2.1. Personal shoppers in Paris Mother’s Day Contest 1/ Eléonore Chedeville Website: www.personalshopperparis.com Contact: Tel: + 33 (0) 6 14 23 86 73 Service: Accompanied shopping: service is available in 3 languages: French, English and Italian Price: - Half day cost (4h): 280 euro - Day (7h) : 450 euro Background: - University Paris X Nanterre-Sociology - ESMOD-Higher school of fashion-Paris - Freelance journalist fro “Trend”web column - Product Manager of fashion accessories - Consulting for a style agency
2/ Susan Akabogu Website: http://www.fashionistaparis.com Contact:
[email protected] +33 (0)6 2841 2416 Service: Services available in English and French Price: 65 Euros per hour 3/ Lilye Website: http://www.theshoppingbylilye.com Contact: +33 (0) 6 75 66 06 59
[email protected] Service: Lilye pour elle: - Half-day (4h) = 280 euro (wardrobe analysis included) - One day (7h) = 450 euro (wardrobe analysis included)
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Background: - Studies in Graphic Design at Maryse Eloy/Mod’Art-Paris - Assistant in creative strategic planning in an advertising agency - Responsible for monitoring the latest trends and retail consultant for a fasion shop-Paris - Image consultant for private customers
4/ Gail Radeau Website: http://www.gailshopping.com/ Contact: +33 (0) 6 37 94 81 91
[email protected] Service: Originally from London, now living in Paris Price: 60 Euros per hour Background: “...all my working life involved in the retail fashion industry” Press: http://www.telegraph.co.uk/travel/739036/January-sales-a-bargain-hunters-guide.html http://www.telegraph.co.uk/fashion/style/3364766/Going-shopping-in-Paris-or-Milan-Help-is-athand.html http://www.dailymail.co.uk/home/you/article-1035000/Holiday-supersavers-steps-real-bargainbreak.html 5/ Susan Tabak Website: http://www.susantabak.com/paris-personal-shopper/ Contact: Via website Price: Starts at $1,500 per person per day Press: Author of Chic in Paris 6/ Heather Price Website: http://www.priceparis.com/index2.htm Contact: Heather Price, 1 Rue Petit, 75019 Paris +33 09 51 04 55 45
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+ 33 06 98 40 55 14 Service: All services are offered in English, French or Italian Price: Half day (4h) = 500 euro One day (8h) = 1000 euro Background: Former model Press: Paris Capitale magazine, April 2006. http://www.priceparis.com/images/PC_Article-EN.pdf
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2.2 Press release Mother’s Day Contest
2.2.1 Original press release Concours « Fêtes des Mères » : Flânez le temps d’une journée dans les boutiques parisiennes en compagnie d’un personal shopper grâce à Thalys ! Envie de faire plaisir à votre maman ou à votre fille ? Thalys vous offre une journée de pure complicité à Paris ainsi que les conseils d’un personal shopper ! Et pour ne rien gâcher au plaisir, vous voyagerez en Comfort 1 ! Grâce à Thalys, les plus grandes boutiques parisiennes sont à vous ! A pied ou en vélo, découvrez le Quartier Hausmann et ses Galeries Lafayette, la rue Faubourg-Saint-Honoré, Le « Bon Marché » pour y dénicher les dernières tendances mode des stylistes en vogue ou encore le mythique magasin Colette à 2 pas du Louvre. Participez dès maintenant et gagnez cette journée shopping spéciale « mère-fille » prévue le 13 juin 2009*. Tentez votre chance en répondant à la question suivante : Quels pays sont traversés quotidiennement par Thalys ? a. L’Allemagne, les Pays-Bas et la France b. La France, la Belgique et les Pays-Bas c. La Belgique, la France, les Pays-Bas et l’Allemagne
* Vous partirez de Bruxelles-Midi avec le Thalys de 8h43 (arrivée à 10h05 à Paris-Nord) et reprendrez le Thalys de 18h25 au départ de Paris-Nord (arrivée à 19h47 à Bruxelles-Midi).
2.2.2 Translation press release Wedstrijd « Moederdag » : Geniet één dag van de talrijke boetiekjes in Parijs in het gezelschap van een eigen personal shopper dankzij Thalys! Zin om je moeder of dochter eens goed te verwennen? Thalys biedt jullie een hele dag pure verwennerij aan in Parijs waar jullie volop kunnen genieten van het advies van jullie personal shopper! Omdat natuurlijk niets deze verwendag in de weg mag staan, zullen jullie bovendien reizen in Comfort 1! Dankzij Thalys zijn de grootste winkels in Parijs binnenkort helemaal voor jullie! Ontdek te voet of met de fiets de wijk Hausmann en zijn galerijen Lafayette, de Faubourg-Saint-Honoré straat en de “Bon Marché”. Hier kunnen jullie de laatste modetrends ontdekken en ook de mythische winkel Colette die zich op slechts enkele passen van het Louvre bevindt.
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Doe vanaf vandaag mee aan de wedstrijd en win deze speciale “moeder-dochter” winkeldag die zal doorgaan op 13 juni 2009*. Waag je kans door volgende vraag te beantwoorden: In welke landen rijdt de Thalys dagelijks? a. Duitsland, Nederland en Frankrijk b. Frankrijk, België en Nederland c. België, Frankrijk, Nederland en Duitsland
* Jullie vertrekken met de Thalys vanuit Brussel-Zuid om 8u43 (aankomst om 10u05 in ParijsNoord) en komen terug met de Thalys vanuit Parijs-Noord om 18u25 (aankomst om 19u47 in Brussel-Zuid).
2.2.3 Final press release Wedstrijd “moederdag” : Geniet dankzij Thalys één dag lang van de talrijke boetiekjes in Parijs in het gezelschap van een eigen personal shopper! Zin om je moeder of dochter eens goed te verwennen? Thalys biedt jullie een hele dag pure verwennerij aan in Parijs waar jullie volop kunnen genieten van het advies van jullie personal shopper! En als kers op de taart zullen jullie bovendien reizen in Comfort 1! Dankzij Thalys zijn de grootste winkels in Parijs binnenkort helemaal voor jullie! Ontdek te voet of met de fiets de wijk Hausmann en de Galeries Lafayette, de Faubourg-Saint-Honoré-straat en de “Bon Marché”. Hier kunnen jullie de laatste modetrends ontdekken en ook de mythische winkel Colette die zich op slechts enkele passen van het Louvre bevindt. Doe vanaf vandaag mee aan de wedstrijd en win deze speciale “moeder-dochter”-winkeldag die zal plaatsvinden op 20 juni 2009*. Waag je kans door volgende vraag te beantwoorden: In welke landen rijdt de Thalys dagelijks? d. Duitsland, Nederland en Frankrijk e. Frankrijk, België en Nederland f.
België, Frankrijk, Nederland en Duitsland
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* Jullie vertrekken met de Thalys vanuit Brussel-Zuid om 8u43 (aankomst om 10u05 in Paris-Nord) en komen terug met de Thalys vanuit Paris-Nord om 18u25 (aankomst om 19u47 in Brussel-Zuid).
2.3 Information Father’s Day contest (final version)
Dégustations de vin à Paris •
Dégustation Vin Fromages à Paris
- Website: http://fr.parisvision.com/87,140-degustation-vin-fromages-paris.htm - Prix: 65 euro - réservation obligatoire (réserver enligne) - lundi, mercredi, vendredi, samedi, horaire: 12h00, durée: 1h30, les commentaires de la dégustation sont en anglais - Adresse: Cette dégustation a lieu dans un loft parisien, vous recevrez l'adresse par mail dans votre confirmation de réservation - Program: 1. Technique de dégustation 2. Présentation des régions viticoles françaises 3. Initiation aux techniques du mariage vin - fromage 4. Vieux monde vs. Nouveau monde 5. Dégustation de 1 Champagne et de 4 vins (rouges et blancs) 6. 5 dégustations de fromages - plateau de charcuterie 7. Possibilité d'acheter du vin après la dégustation •
Ô Château
- Website: http://www.o-chateau.com/select-your-tasting.php - réserver enligne website - Adresse: les Caves du Paradis, 52 Rue de l’arbre sec 75001 Paris (near the Louvre) - des programs différents :
1. Wine&Cheese tasting lunch Presentation in english, 12:00 - 1.30 pm, on Monday, Wednesday, Friday or Saturday Tasting of 5 wines (red and white), inc. 1 Champagne 65 euro 2. Tour de France of wine Presentation in English, 5 – 7 pm, on Monday, Wednesday, Friday or Saturday Tasting of 6 wines (red and white), inc. 1 Champagne 50 euro
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•
Musée du Vin Paris
-website : http://www.museeduvinparis.com/francais/cours-de-degustation - Prix: 45 euro - réserver enligne (liste des cours en anglais disponible sur demande) - Adresse: Musée du Vin, 5 Square C. Dickens 75016 Paris - Date : 20/06, 27/06, 04/07 de 14h30 à 16h 30 - Program: Les cours d’initiation= Apprendre les mécanismes de la dégustation, mettre des mots sur ses sensations, le vocabulaire du vin. 5 vins sont dégustés lors du cours.
Vols de hélicoptère à Paris • HeliParis -Website : http://www.helicoptere.com/particuliers.php?page=2#circuits - Départ : l’héliport de Paris - Contact : Siège social : Tel=01.41.31.33.92 Base Opérationnelle : 23, Rue Henri Farman, 75015 Paris. Tel= 01.41.31.33.91 Email=
[email protected] - réserver (voir website) - Circuits: 1. Circuit découverte de Paris en hélicoptère Itinéraire : l’ouest de la capitale (Tour Eiffel, Tour Montparnasse, La Défense) + la vallée de Chevreuse + Domaine du Château de Versailles Durée : 30 minutes de vol Tarif : 1 personne= 139 euro 2. Circuit prestige : Paris et le château de Versailles Itinéraire : la Capitale et ses plus beaux monuments (Tour Eiffel, Tour Montparnasse, La Défense, Arc de Triomphe, Butte Montmartre, Stade de France) + vallée de Chevreuse + le Domaine du Château de Versailles. Durée : 45 minutes de vol Tarif : 1 personne= 209 euro
•
Airshow.fr
-website : http://www.airshow.fr/index.php?main_page=index&cPath=6 - réserver en ligne/ par courrier /par téléphone Adresse: Airshow 8, Rue du Faubourg Poissonnière 75010 Paris Tel : 01.53.24.95.47 -Circuit : Paris Versailles Durée : 45 minutes de vol Départ : l’héliport de Paris Issy les Moulineaux Tarif : 219 euro par personne
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2.4 Press release Magritte Museum
2.4.1 Original press release
Le « Musée Magritte Museum » prend son élan L’univers poétique de René Magritte voyage avec Thalys à travers l’Allemagne, la Belgique, la France et les Pays-Bas. Le « Musée Magritte Museum » ouvrira ses portes le 2 juin à Bruxelles. Il s’agit du premier musée de cette ampleur consacré à l’un des artistes les plus connus du XXème siècle. L’exceptionnelle collection des Musées royaux des Beaux-Arts de Belgique sera exposée pour la première fois dans son ensemble, dans un musée moderne destiné à devenir le centre international de référence pour la connaissance de René Magritte (1898-1967), en plein cœur de l’Europe. Ce nouveau pôle de rayonnement culturel et touristique de la Belgique a été réalisé grâce à un partenariat original des Musées royaux des Beaux-Arts de Belgique avec la Fondation Magritte, la Régie des Bâtiments, la Politique Scientifique et le Groupe GDF SUEZ à travers un mécénat de compétences inédit en Belgique. Du 15 mai au 7 novembre 2009, l’univers poétique de René Magritte habille un Thalys qui sillonne le Nord de l’Europe : la colombe du tableau du Retour (1940) dupliquée sur l’ensemble du train, prend harmonieusement son envol, à l’image du « Musée Magritte Museum ». Ces élégants « oiseaux nuages » incarnent l’esprit de liberté qui caractérise l’œuvre de Magritte, et deviennent les ambassadeurs du « Musée Magritte Museum » de Paris à Amsterdam, et de Bruxelles à Cologne. Ils font connaître en Europe un projet exceptionnel dont la portée dépasse les frontières de la Belgique. C’est la première fois qu’un Thalys est habillé pour un événement d’une telle envergure. A propos du Musée Magritte Museum Le Musée Magritte Museum ouvrira ses portes le 2 juin 2009 à Bruxelles. La plus grande collection d’œuvres de René Magritte au monde sera exposée pour la première fois dans son ensemble dans un lieu entièrement rénové, en plein cœur de l’Europe. Avec la contribution d’une muséographie moderne et pédagogique, conçue par l’architecte - scénographe Winston Spriet, les Musées royaux des Beaux-Arts de Belgique, la Fondation Magritte, la Régie des Bâtiments et de la Politique scientifique fédérale dévoileront au public deux cents œuvres exceptionnelles reliées par différents niveaux de lecture, chronologiques et thématiques. Innovation et développement durable sont au rendez-vous d’un musée qui symbolise une nouvelle génération de musée monographique. Le Musée Magritte Museum, à l’image du Musée Van Gogh à Amsterdam ou du Zentrum Paul Klee à Berne, est destiné à devenir le premier centre international de compétences pour la recherche, la médiation et la présentation de la vie, la pensée et l’œuvre de René Magritte. Pour en savoir plus sur le Musée Magritte Museum : www.museemagrittemuseum.be
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2.4.2 Translation press release
Het « Musée Magritte Museum » neemt zijn aanloop Het poëtische universum van René Magritte reist met Thalys dwars doorheen Duitsland, België, Frankrijk en Nederland. Het « Musée Magritte Museum » opent op 2 juni zijn deuren in Brussel. Het is het allereerste museum van dit formaat dat volledig gewijd wordt aan een van de bekendste kunstenaars uit de XXste eeuw. De uitzonderlijke collectie van de Koninklijke Musea voor Schone Kunsten van België wordt voor de eerste maal in haar totaliteit tentoongesteld in een modern museum dat bestemd is om het internationale referentiepunt van René Magritte (1898-1967) te worden in de Europese hoofdstad. Deze nieuwe, culturele en toeristische trekpleister in België werd gerealiseerd dankzij de unieke samenwerking tussen de Koninklijke Musea voor Schone Kunsten van België, de Magritte Stichting, de Regie der Gebouwen, het Federaal Wetenschapsbeleid en de groep GDF SUEZ, en dit op basis van een mecenaat met unieke competenties in België. Van 15 mei tot 7 november 2009 zal de poëtische wereld van René Magritte een Thalys bekleden die doorheen Europa spoort: de duif van het bekende tafereel Retour (1940) wordt op een Thalys afgebeeld en neemt hiermee een snelle vlucht ter voorstelling van “Musée Magritte Museum”. Deze elegante “bewolkte vogels” verpersoonlijken het vrijheidsidee van René Magritte dat in al zijn meesterwerken aan bod komt en ze worden de ambassadeurs van het “ Musée Magritte Museum” van Parijs naar Amsterdam, en van Brussel naar Keulen. Zij maken in Europa een uitzonderlijk project bekend waarvan de reikwijdte de Belgische grenzen overschrijdt. Het is de allereerste keer dat een Thalys wordt bekleed voor een evenement van dit formaat.
Over het Musée Magritte Museum Het Musée Magritte Museum opent op 2 juni 2009 zijn deuren in Brussel. De grootste verzameling van Magritte ter wereld wordt voor de eerste maal in zijn totaliteit tentoongesteld in een volledig gerenoveerde locatie in het hartje van Europa. In samenwerking met een moderne en pedagogische museografie bedacht door architect en scenograaf Winston Spriet, onthullen de Koninklijke Musea voor Schone Kunsten van België, de Magritte Stichting, de Regie der Gebouwen en het Federaal Wetenschapsbeleid tweehonderd uitzonderlijke meesterwerken die chronologisch of thematisch met elkaar verbonden zijn.. Innovatie en duurzame ontwikkeling zijn van de partij in het museum dat een nieuwe generatie monografische musea symboliseert. Het Musée Magritte Museum is voorbestemd om het eerste internationale kenniscentrum te worden rond het onderzoek, de bemiddeling en de voorstelling van René Margritte’s leven, opvatting en oeuvre zoals het Van Gogh Museum in Amsterdam of het Zentrum Paul Klee in Bern.
Voor meer informatie over het Musée Magritte Museum: www.museemagrittemuseum.be
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2.5 List Summer Festivals in Paris Paris Jazz Festival 06/06 – 26/07 A partir du 6 juin, le célèbre jardin botanique de la capitale accueille la crème du jazz international. Au programme, des noms que la planète jazz, blues ou funk connait par cœur pour les avoir vus éblouir les ténébreuses salles new-yorkaises ou londoniennes.
L’Estival de Ménilmontant 01/07 – 26/07 L'Estival de Ménilmontant, pour sa troisième édition, fera bouger l'est parisien aux rythmes de la musique classique, de l'opéra, de la comédie musicale et de l'humour.
Festival Paris Cinéma 2009 03/07 – 14/07 Présent dans une quinzaine de lieux à travers toute la capitale, dans et hors des salles de cinéma, le Festival Paris Cinéma propose au public une programmation ambitieuse et variée, en présence de nombreux invités
14 juillet. Concert gratuity à Paris, Tour Eiffel + Feu d’artifice du 14 juillet Paris 2009 14/07 Initié en 2007 par Nicolas Sarkozy, le concert gratuit du 14 juillet à Paris est en train de devenir une institution. Pour sa troisième édition, Nicolas Sarkozy a choisi lui même la tête d'affiche, Johnny Hallyday ! Juste avant le feu d'artifice du 14 juillet... Le feu d'artifice du 14 juillet à Paris est toujours un énorme événement : la durée du feu d'artifice est impressionnante mais la qualité du feu d'artifice est aussi à couper le souffle !
Paris Quartier d’été 15/07 – 09/08 Le Festival paris quartier d'été offre des spectacles l'été à Paris, gratuitement.Le Festival Paris quartier d'été fait vivre Paris l'été et s'adresse à un public peu familier aux salles de théâtre ou d'opéras à travers des spectacles populaires et festifs principalement joués dans des lieux de plein air et gratuits.
Paris Plage 2009 20/07 – 20/08 Le phénomène Paris Plage revient de nouveau au centre de la capitale. Paris se métamorphose en station balnéaire du 20 juillet au 20 août 2009. Au rendez vous : activités culturelles et sportives, détente et bonne humeur...
Rock en Seine 2009 28/08 – 30/08 La 7 ème édition de Rock en Seine se tiendra les vendredi 28, samedi 29 et dimanche 30 août 2009 dans le toujours magnifique Domaine national de Saint-Cloud, aux portes de Paris ! Vendredi 28/08/09 (15h00) Oasis Bloc Party Madness Amy Macdonald Vitalic (En Live) Vampire Weekend Just Jack James Hunter YEAH YEAH YEAHS BILL CALLAHAN ASHER ROTH
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... Samedi 29/08/09 (15h00) Faith No More The Offspring Birdy Nam Nam YANN TIERSEN Calvin Harris The Horrors Esser Kitty Daisy And Lewis School of Seven Bells Ebony Bones NOISETTES
http://www.parisetudiant.com/agenda/sortir-paris-ete-paris-plage.php Black Summer Festival 01/07 – 03/08 Funk, Soul, Reggae, Afrobeat, Jazz, Hip-Hop, Blues, Salsa… Le point commun de toutes ces musiques qui colorent les nuits de New-York, Londres, Kinshasa, Kingston ou Paris depuis des décennies se trouve dans leurs racines africaines. A travers le Black Summer Festival, le Cabaret Sauvage rendra hommage à toutes ces musiques qui n’ont pas leur pareil pour émouvoir, faire danser et pulvériser les frontières de la fête aux quatre coins du monde.
http://www.parisetudiant.com/agenda/sortir-a-paris-festival.php
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2.6 Press release Summer Promotions 2.6.1 Original press release
« 22 v’la la promo été de Thalys ! » - Paris à partir de 22 € de Bruxelles, en 1h22 Les beaux jours reviennent, avec leur lot de rêveries estivales et de projets touristiques. Thalys est au rendez-vous avec sa promotion été : Paris est à partir de 22 €* de Bruxelles. Cologne et Aix-la-Chapelle sont à partir de 12 €*.
Pour ne rien rater… Les billets sont en vente du 3 juin au 30 juin, en gares comme en agences de voyages agréées, par téléphone au 02 528 28 28 et sur Internet bien sûr (www.thalys.com), pour des voyages à programmer entre le 6 juillet et le 29 août. (*) tarif aller simple à partir de 22 euros.
12 €* 22 €*
Les incontournables de l’été sur le réseau Thalys Paris, juillet / août, plage et concerts
Du 20 juillet au 20 août, Paris accueille « Paris Plage » et se métamorphose en station balnéaire au cœur de la ville. Sport, culture, détente et bonne ambiance seront au rendez-vous de cet événement estival. Paris fait aussi la part belle à la musique : rock, jazz, classique, funk, soul, reggae… Cet été, concerts et festivals feront bouger Paris ! Au programme : le Festival Paris Quartier d’Eté (du 15 juillet au 9 août), Rock en Seine (les 28, 29 et 30 août 2009) ou encore le Black Summer Festival er (du 1 juillet au 3 août). Sans oublier juste avant le feu d’artifice du 14 juillet, un concert gratuit aux pieds de la Tour Eiffel. Cologne, 12 / 16 août, publics pop / rock / indie
Plus électronique, le Festival c/o Pop de Cologne aura lieu du mercredi 12 au dimanche 16 août. Depuis sa création en 2004, ce Festival n'a eu de cesse de prendre de l'ampleur. Devenue LE festival de musique électronique de l'été, il mélange avec subtilité tous les genres : pop, rock, indie… Rendez-vous donc à Cologne pour sa sixième édition, "Sound of Cologne", et entendre le meilleur des nouvelles tendances de la scène pop-rock actuelle. Aix-la-Chappelle 7 / 17 août, en famille
Deux fois par an, Aix-la-Chapelle accueille le « Öcher Bend », une fête foraine estivale qui s’étend sur quelque 40 000 m². De quoi ravir petits et grands !
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2.6.2 Translation press release
« 22, het magische getal tijdens de Thalys zomerpromotie ! » - Van Brussel naar Parijs vanaf 22€ in 1u22 De mooie dagen komen eraan met zomermijmerijen (rêveries estivales) en tal van toeristische activiteiten. Thalys is ook van de partij met een zomerpromotie : van Brussel naar Parijs vanaf 22 euro en Keulen en Aken vanaf 12 euro.
Om niets te missen… De tickets zijn verkrijgbaar van 3 juni tot 30 juni, voor alle reizen tussen 6 juli en 29 agustus, in alle stations en bij erkende reisagentschappen, telefonisch op 02 528 28 28 of via de website www.thalys.com.
12 €* 22 €*
(*) tarief enkel heen vanaf 22 euro.
Onmisbare zomerbestemmingen op het Thalysnetwerk Parijs, juli / augustus, strand en concerten
Van 20 juli tot 20 augustus wordt Parijs omgetoverd in een badplaats en kan men lekker zonnebaden op “Paris Plage” in het hartje van de stad. Sport, cultuur, ontspanning en een goede sfeer zullen zeker van de partij zijn op dit zomerevenement. Parijs kent ook een mooi muziekaanbod deze zomer: rock, jazz, klassieke muziek, funk, soul, reggae… Tal van concerten en festivals laten Parijs deze zomer bewegen! Op het programma : het “Paris Quartier d’Eté” Festival (van 15 juli tot 9 augustus), Rock en Seine ( 28, 29 en 30 augustus 2009) en het Black Summer Festival (van 1 juli tot 3 augustus). Ook niet te vergeten: het vuurwerk op 14 juli met een gratis concert Keulen, 12 / 16 augustus, pop / rock / indie
Meer elektronisch, het Festival c/o Pop in Keulen zal plaatsvinden van woensdag 12 tot zondag 16 augustus. Sinds de oprichting in 2004 is het festival steeds groter geworden. Het is HET zomerfestival van de elektronische muziek geworden, met een subtiele mix van verschillende genres zoals pop, rock, indie,… Afspraak dus in Keulen voor de zesde editie “Sound of Cologne” waar men de beste en allernieuwste trends in de huidige pop-rock scene kan ontdekken. Aken, 7 / 17 augustus, met de familie
Twee keer per jaar komt de “Öcher Bend”, een grote zomerkermis van maar liefst 40 000m², naar Aken. Plezier gegarandeerd voor jong en oud.
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APPENDIX 3
3.1 Press release 1 3.1.1 Original press release 3.1.2 Translation press release 3.1.3 Final press release 3.2 Press release 2 3.2.1 Original press release 3.2.2 Translation press release 3.2.3 Final press release
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3.1 Press release 1 3.1.1 Original press release
————————— COMMUNIQUE DE PRESSE ——————
London, Ontario, Canada, le 25 mai 2009
Danone a rendu publique, le 22 mai, la création au Canada de la 1ère Chaire de Recherche sur la Microbiologie Humaine et les Probiotiques Cette annonce a été faite à l’occasion d’un forum international128 organisé par la Fondation St-Joseph, dédié à l’engagement de l’Archevêque Desmond Tutu en faveur des plus démunis et en sa présence.
La première Chaire de Recherche sur la Microbiologie Humaine et les Probiotiques est pilotée par le Pr. Gregor Reid. Cet éminent scientifique de nationalité écossaise, étudie depuis plus de 20 ans le rôle des probiotiques sur la santé humaine. La Chaire a été créée en 2008 en partenariat avec le Lawson Health Research Institute et le St-Joseph Health Care of London (Ontario, Canada), grâce à une donation de 4,3 millions d’euros (7 millions de dollars canadiens) effectuée par Danone au profit la St-Joseph Health Care Foundation. Cette contribution est le plus fort investissement privé en faveur de la recherche que la Fondation ait jamais reçu ; elle a pour objet de renforcer les connaissances sur le lien entre probiotiques et microbiologie humaine.
« Chez Danone, nous sommes convaincus qu’il ne peut y avoir de progrès économique sans progrès social. Aussi, nous mettons tout en œuvre pour proposer une alimentation de qualité, variée et savoureuse qui puisse bénéficier au plus grand nombre », a déclaré Bernard Hours, directeur général délégué de Danone. « Cet investissement, qui va accélérer la recherche sur les probiotiques en ouvrant des voies d’exploration innovantes, aura un impact sur la qualité de vie de millions de personnes à travers le monde, en agissant directement sur leur santé. »
La Chaire bénéficiera de l’expertise de Gregor Reid ainsi que de celle des équipes scientifiques de Danone : Le Pr.Gregor Reid, docteur en microbiologie, est spécialiste de la nutrition et de la santé. Il a notamment mené des études sur l’utilisation d’un lactobacille dans la 128
The St. Joseph's Signature Speaker Series est un forum annuel qui rassemble des leaders d’opinion internationaux autour d’enjeux liés à l’accès aux soin et à l’ état de bien être général des populations à travers le monde.
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prévention des infections urogénitales féminines, et a contribué à mettre sur pied en Tanzanie une cuisine communautaire, afin de produire des yaourts probiotiques destinés à des personnes infectées par le VIH. Il est actuellement Directeur Assistant au Lawson Health Research Institute, Professeur de microbiologie et d’immunologie à l’université Western Ontario, au Canada. Il est titulaire de 28 brevets et auteur de plus de 300 publications scientifiques. Il dirige enfin le Centre Canadien de Recherche et Développement sur les probiotiques. Danone, a fait de l’étude des probiotiques, des prébiotiques, de la flore intestinale de leurs interactions avec l’homme un axe stratégique majeur de sa recherche pour apporter des bienfaits santé. Danone dispose d’une collection exclusive de plus de 4000 souches de bactéries lactiques et végétales. Il compte des chercheurs en microbiologie, biochimie, biotechnologie de la fermentation, immunologie et nutrition humaine.
L’objectif de la Chaire est de créer une équipe scientifique au Canada, de faire progresser les connaissances dans le domaine des probiotiques et de trouver des applications alimentaires bénéficiant à l’ensemble de la population, notamment aux plus défavorisées. Ainsi, depuis la création de la Chaire en 2008, le Pr Gregor Reid et les équipes de recherche de Danone ont collaboré à la mise au point de produits à base de probiotiques, visant à lutter contre les infections intestinales des enfants comme des adultes. Ces produits, destinés aux pays émergents, doivent être accessibles en termes de prix. La seconde priorité de la Chaire sera d’identifier et de mener des recherches faisant avancer la science et ses applications dans le domaine des probiotiques. La troisième priorité sera de favoriser la dissémination de cette science par la mise en place d’actions de communication et d’éducation.
*********************************** Pour Sven Thormahlen, Directeur Général de la R&D DANONE, « la création de la Chaire permet à Danone à la fois de développer ses projets en faveur des populations des pays émergents, tout en musclant son expertise dans le domaine de la recherche sur les probiotiques. C’est une formidable aventure humaine et scientifique qui s’ouvre, au cœur de la mission de Danone à laquelle nous sommes fiers de contribuer : apporter la santé par l’alimentation au plus grand nombre. » Gregor Reid témoigne ainsi de son engagement : « En tant que scientifique indépendant, je considère comme unique l’opportunité qu’offre Danone de pouvoir influencer la vie de millions de personnes. Les microbes et la nutrition sont deux éléments essentiels à la vie, et toute vie est unique et précieuse. Cette Chaire nous permettra de mettre en commun le talent des chercheurs de Danone ou d’autres entreprises, avec celui des nombreux scientifiques ici à London, ou ailleurs. Notre objectif est d’apporter un bénéfice santé aux enfants et adultes du Canada, du Brésil, de Dubaï, d’Indonésie, de France, d’Afrique du Sud ou des Pays-Bas. L’aventure a commencé. Michelle Campbell, PDG de La Saint-Joseph Health Care Foundation et Vice-Présidente du Fonds de Développement de St-Jospeh Health Care, se félicite d’une initiative qui « correspond au plus fort investissement privé en faveur de la recherche que la
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Fondation ait jamais reçu. Danone marque ainsi l’histoire de St-Joseph et permettra d’élever significativement l’impact des équipes en leur donnant une ambition mondiale. »
Les partenaires institutionnels La St-Joseph Health Care Foundation, est l’un des centres de soin académique multidisciplinaire leader au Canada. Les soins qu’elle apporte aux patients dans les domaines physiques, émotionnels et spirituels sont uniques. La fondation récolte des dons, donations et legs, qui permettent à l’Hôpital St-Joseph de poursuivre ses travaux en matière de soin, d’éducation et de recherche. Le St-Joseph Health Care est l’un des centres de soin académique multidisciplinaire leader au Canada spécialisé autour de 5 principaux domaines d’expertise : soins ambulatoires, gériatrie spécialisée, santé mentale, soins aux personnes âgées, soins de longue durée. Le réseau St-Joseph regroupe : L’hôpital St-Joseph, l’Hôpital Parkwood, le Centre Mount Hope pour les séjours de longue durée, le Centre Régional pour la Santé Mentale de London et le Lawson Health Research Institute. Le Lawson Research Health Institute a pour mission de renforcer la connaissance scientifique en faveur de la santé partout dans le monde.
3.1.2 Translation press release
————————————
Persbericht
————————
Londen, Ontario, Canada, 22 mei 2009
Danone heeft op 22 mei de oprichting van de eerste Onderzoeksleerstoel in Humane Microbiologie en Probiotica in Canada bekend gemaakt Deze aankondiging werd meegedeeld op het internationaal forum129 georganiseerd door de stichting St. Joseph ter ere van aartsbisschop Desmond Tutu en zijn werk en inzet voor de minderbedeelden. De eerste Onderzoeksleerstoel in Humane Microbiologie en Probiotica wordt geleid door Professor Gregor Reid. Deze uitstekende wetenschapper, van Schotse nationaliteit, bestudeert reeds 20 jaar de rol van probiotica op de gezondheid van de mens. De 129
The St. Joseph's Signature Speaker Series is een jaarlijks forum waar internationale opinieleiders over autour d’enjeux liés à l’accès aux soin et à l’ état de bien être général des populations à travers le monde elkaar ontmoeten verzamelen
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Leerstoel werd in 2008 opgericht in samenwerking met het Lawson Health Research Instituut en het St-Joseph Health Care Foundation dankzij een schenking van Danone van 4,3 miljoen euro ten voordele van het St-Joseph Health Care Foundation. Dit is de grootste privébijdrage voor onderzoek die het Instituut ooit heeft ontvangen; het doel ervan is om de kennis omtrent de band tussen probiotica en humane microbiologie te vergroten. “ Bij Danone zijn wij ervan overtuigd dat economische en sociale vooruitgang hand in hand gaan. We stellen dan ook alles in het werk om kwaliteitsvolle, gevarieerde en lekkere voeding aan te bieden die het grote publiek ten goede komt”, verklaarde Bernard Hours, gedelegeerd Algemeen Directeur Danone. “ Deze investering, die het onderzoek naar probiotica zal versnellen door innovatieve denkpistes aan te reiken, zal zeker een invloed hebben op de levenskwaliteit en gezondheid van miljoenen mensen wereldwijd.” De Leerstoel kan zowel genieten van de expertise van Gregor Reid als deze van de wetenschappelijke teams van Danone: Professor Gregor Reid, dokter in de microbiologie, is gespecialiseerd in voeding en gezondheid. Hij heeft verschillende studies uitgevoerd omtrent het gebruik van lactobacille ter preventie van urogenitale infecties bij vrouwen. Daarnaast heeft hij ook geholpen met het op touwen zetten van een communautaire keuken in Tanzania waar men probiotische yoghurt maakt die bestemd is voor HIV/AIDS besmette personen. Momenteel is hij assistent directeur aan het Lawson Health Research Instituut en Professor in microbiologie en immunologie aan de Western Ontario Universiteit in Canada. Hij is de titularis van 28 octrooien en heeft meer dan 300 wetenschappelijke artikels gepubliceerd. Tenslotte leidt hij het Canadese Onderzoekscentrum voor probiotica. Danone heeft met zijn studies omtrent probiotica, prebiotica, intestionale flora en hun impact op de gezondheid van het menselijke lichaam een strategische focus gekozen in zijn onderzoek. Danone beschikt over een exclusieve verzameling van meer dan 4000 plantaardige en lacticale bacteriële stammen. Het Danone-onderzoeksteam bestaat uit onderzoekers in microbiologie, biochemie, biotechnologie van de gisting, immunologie en menselijke voeding. Het doel van de Leerstoel is om een wetenschappelijk team in Canada op te richten, om meer kennis te vergaren in het domein van probiotica en om voedingstoepassingen te vinden die de bevolking, in het bijzonder de minderbedeelden, helpen. Sinds de oprichting van de Leerstoel in 2008 hebben professor Gregor Reid en de onderzoeksteams van Danone samengewerkt om probiotische producten op het punt te stellen bedoeld om intestinales infecties bij zowel kinderen als volwassenen te bestrijden. Deze producten, bestemd voor de ontwikkelingslanden, moeten toegankelijk zijn met betrekking tot de prijs. De tweede prioriteit van de Leerstoel is het identificeren en uitvoeren van onderzoeken om de wetenschap en haar toepassingen in het domein van probiotica te bevorderen. De derde prioriteit is het bevorderen van de verspreiding van deze wetenschap door allerlei acties omtrent communicatie en educatie.
***********************************
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Voor Sven Thormahlen, Algemeen Directeur R&D Danone, “de oprichting van deze Leerstoel laat Danone toe om tegelijkertijd projecten voor mensen in ontwikkelingslanden op te zetten als expertise op te bouwen in het onderzoeksdomein van probiotica. Dit is een schitterend humaan en wetenschappelijk avontuur dat nauw aansluit bij de missie van Danone en waarop we dan ook trots zijn om ons steentje aan bij te dragen: gezondheid brengen door voeding aan het grote publiek.” Gregor Reid getuigt van zijn engagement : « Als onafhankelijke wetenschapper vind ik dat Danone een unieke gelegenheid aanbiedt om het leven van miljoenen personen te beïnvloeden. Microben en voeding zijn twee essentiële elementen in het leven, en elk leven is uniek en bijzonder. Deze Leerstoel zal ons toelaten om de talenten van de onderzoekers van Danone en andere bedrijven te bundelen met talrijke wetenschappers hier in Londen of elders in de wereld. Ons doel is om gezondheidsvoordelen te realiseren voor kinderen en volwassenen in Canada, Brazilië, Dubai, Indonesië, Frankrijk, Zuid-Afrika of Nederland. Het avontuur is begonnen. “
Michelle Campbell, CEO van de Saint-Joseph Health Care Foundation en vice-voorzitter van het Ontwikkelingsfonds van St-Joseph Health Care, verheugt zich over een initiatief dat “overeenstemt met de grootste privéschenking voor onderzoek dat de Stichting ooit heeft ontvangen. Danone heeft geschiedenis geschreven bij St-Joseph en zal toelaten om de significante invloed van deze teams te vergroten door hen wereldambitie te geven. “
De institutionele partners
Het St-Joseph Health Care Foundation, is een van de toonaangevende centra in multidisciplinaire zorgen in Canada. De zorgen die zij aan patiënten toebrengt op fysiek, emotioneel en spiritueel gebied zijn uniek. De stichting ontvangt giften, schenkingen en erfenissen die het St-Joseph Ziekenhuis toelaten om zijn werkzaamheden in zorg, opleiding en onderzoek verder te zetten. Het St-Joseph Health Care is een van de toonaangevende centra in multidisciplinaire zorgen in Canada gespecialiseerd in 5 hoofddomeinen: ambulante zorgen, gespecialiseerde geriatrie, mentale gezondheid, zorgen voor oudere personen, zorgen van lange duur. Het St-Joseph netwerk groepeert het St-Joseph Ziekenhuis, het Parkwoord Ziekenhuis, het Mount Hope Center voor verblijven van lange duur, het Regionale Centrum voor Mentale Gezondheid in Londen en het Lawson Health Research Instituut.
Het Lawson Research Health Insituut heeft als missie het versterken van de wetenschappelijke kennis ten voordele van de gezondheid wereldwijd.
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3.1.3 Final press release
————————————
Persbericht
————————
25 mei 2009
Danone heeft op 22 mei de oprichting van de eerste Onderzoeksleerstoel in Humane Microbiologie en Probiotica in Canada bekend gemaakt Deze aankondiging werd meegedeeld op een internationaal forum,130 georganiseerd door de St. Joseph Stichting,in aanwezigheid van en ter ere van aartsbisschop Desmond Tutu voor zijn werk en inzet voor de minderbedeelden. De eerste Onderzoeksleerstoel in Humane Microbiologie en Probiotica wordt geleid door Professor Gregor Reid. Deze gerenomeerde Schotse wetenschapper bestudeert al 20 jaar de invloed van probiotica op de gezondheid van de mens. De Leerstoel werd in 2008 opgericht in samenwerking met het Lawson Health Research Instituut en de St. Joseph Health Care of London (Ontario, Canada) dankzij een schenking van Danone van 4,3 miljoen euro (7 miljoen Canadese dollar) ten voordele van de St. Joseph Health Care Foundation. Dit is de grootste privébijdrage voor onderzoek die de Stichting ooit heeft ontvangen. Het doel ervan is om de kennis omtrent de relatie tussen probiotica en humane microbiologie te vergroten. “Bij Danone zijn wij ervan overtuigd dat economische en sociale vooruitgang hand in hand gaan. We stellen dan ook alles in het werk om kwalitatieve, gevarieerde en lekkere voeding aan te bieden die het grote publiek ten goede komt”, verklaarde Bernard Hours, Gedelegeerd Algemeen Directeur Danone. “ Deze investering, die het onderzoek naar probiotica zal versnellen door innovatieve denkpistes te volgen, zal zeker een invloed hebben op de levenskwaliteit en gezondheid van miljoenen mensen wereldwijd.” De Leerstoel verenigt de expertise van Gregor Reid met deze van de wetenschappelijke teams van Danone: Professor Gregor Reid, dokter in de microbiologie, is gespecialiseerd in voeding en gezondheid. Hij heeft verschillende studies uitgevoerd omtrent het gebruik van lactobacillen ter preventie van urogenitale infecties bij vrouwen. Daarnaast heeft hij ook geholpen met het op touw zetten van een communautaire keuken in Tanzania waar men probiotische yoghurt maakt die bestemd is voor met HIV/AIDS besmette personen. Momenteel is hij Vice-Directeur aan het Lawson Health Research Institute en Professor in microbiologie en immunologie aan de Western Ontario Universiteit in Canada. Hij is 130
The St. Joseph's Signature Speaker Series is een jaarlijks forum waar internationale opinieleiders bijeenkomen om te praten over de toegang tot verzorging en de situatie van het algemene welzijn van de bevolking wereldwijd.
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de titularis van 28 octrooien en heeft meer dan 300 wetenschappelijke artikels gepubliceerd. Ten slotte leidt hij ook het Canadese Onderzoekscentrum voor Probiotica.
Voor Danone zijn de studies omtrent probiotica, prebiotica, intestinale flora en hun impact op de gezondheid van het menselijke lichaam een belangrijke strategische pijler in zijn onderzoek naar de gezondheidsvoordelen. Danone beschikt over een exclusieve verzameling van meer dan 4000 melkzuur- en plantaardige bacteriestammen. Het Danone-onderzoeksteam bestaat uit onderzoekers in microbiologie, biochemie, biotechnologie van de gisting, immunologie en menselijke voeding. Het doel van de Leerstoel is om een wetenschappelijk team in Canada op te richten, om meer kennis te vergaren in het domein van probiotica en om voedingstoepassingen te vinden die de bevolking, in het bijzonder de minderbedeelden, helpen. Sinds de oprichting van de Leerstoel in 2008 hebben professor Gregor Reid en de onderzoeksteams van Danone samengewerkt om probiotische producten op het punt te stellen om zo intestinale infecties bij zowel kinderen als volwassenen te bestrijden. Deze producten, bestemd voor de ontwikkelingslanden, moeten betaalbaar zijn. De tweede prioriteit van de Leerstoel is het identificeren en uitvoeren van onderzoeken om de wetenschap en haar toepassingen in het domein van probiotica te bevorderen. De derde prioriteit is het meer bekendmaken van deze wetenschap door allerlei communicatieve en educatieve acties.
*********************************** Voor Sven Thormahlen, Algemeen Directeur R&D Danone, “ laat de oprichting van deze Leerstoel Danone toe om tegelijkertijd projecten voor mensen in ontwikkelingslanden op te zetten als expertise op te bouwen in het domein van probiotica. Dit is een schitterend humaan en wetenschappelijk avontuur dat nauw aansluit bij de missie van Danone en waarop we dan ook trots zijn om ons steentje aan bij te dragen: gezondheid brengen door voeding aan het grote publiek.”
Gregor Reid getuigt van zijn engagement : « Als onafhankelijke wetenschapper vind ik dat Danone een unieke gelegenheid biedt om het leven van miljoenen personen te beïnvloeden. Microben en voeding zijn twee essentiële elementen in het leven, en elk leven is uniek en bijzonder. Deze Leerstoel zal ons toelaten om de talenten van de onderzoekers van Danone en andere bedrijven te bundelen met talrijke wetenschappers hier in Londen of elders in de wereld. Ons doel is om gezondheidsvoordelen te realiseren voor kinderen en volwassenen in Canada, Brazilië, Dubaï, Indonesië, Frankrijk, Zuid-Afrika of Nederland. Het avontuur is begonnen. “ Michelle Campbell, CEO van de St. Joseph Health Care Foundation en Vice-Voorzitter van het Ontwikkelingsfonds van St. Joseph Health Care, verheugt zich over een initiatief dat “de grootste privéschenking voor onderzoek is die de Stichting ooit heeft ontvangen. Dankzij Danone zal de belangrijke invloed van de teams van St. Joseph vergroot worden door hen wereldwijde ambitie te geven. “
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De institutionele partners De St. Joseph Health Care Foundation, is een van de toonaangevende centra in multidisciplinaire verzorging in Canada. De zorgen die zij aan patiënten geeft op fysiek, emotioneel en spiritueel gebied zijn uniek. De Stichting ontvangt giften, schenkingen en erfenissen die het St.Joseph Ziekenhuis toelaten om zijn werkzaamheden in zorg, opleiding en onderzoek verder te zetten. De St. Joseph Health Care is een van de toonaangevende centra in multidisciplinaire zorgen in Canada gespecialiseerd in 5 hoofddomeinen: ambulante verzorging, gespecialiseerde geriatrie, mentale gezondheid, verzorging van oudere personen, verzorging van lange duur. Het St. Joseph netwerk groepeert het St. Joseph Ziekenhuis, het Parkwoord Ziekenhuis, het Mount Hope Centrum voor verblijven van lange duur, het Regionale Centrum voor Mentale Gezondheid in Londen en het Lawson Health Research Instituut. Het Lawson Research Health Instituut heeft als missie het versterken van de wetenschappelijke kennis ten voordele van de gezondheid wereldwijd.
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3.2 Press release 2 3.2.1 Original press release
L’ORGANISATION MONDIALE DE GASTROENTEROLOGIE PLACE LE SYNDROME DU COLON IRRITABLE DANS UNE PERSPECTIVE GLOBALE A L’OCCASION DE LA JOURNEE MONDIALE DE LA SANTE DIGESTIVE CE VENDREDI 29 MAI L’Organisation Mondiale de la Santé Digestive et Danone poursuivent leur partenariat scientifique et font le point sur les connaissances et les recommandations actuelles liées au syndrome du côlon irritable. La Journée Mondiale de la Santé Digestive attire l’attention sur un chiffre marquant : plus de 100 millions de personnes souffrent du syndrome du côlon irritable (IBS) dans les 15 pays dont les données sont disponibles. Organisée le 29 mai, la Journée Mondiale de la Santé Digestive a pour ambition d’aider les quelque 100 millions de personnes qui souffrent du syndrome du côlon irritable (estimations basées sur les données disponibles de la prévalence de la maladie dans 15 pays industrialisés). Outre les activités de la Journée Mondiale de la Santé Digestive, l’Organisation Mondiale de Gastroentérologie a développé un test IBS, un « manuel clinique » répertoriant les dernières études cliniques-clés portant sur l’IBS et un document « Questions-Réponses » complet destiné aux professionnels de la santé, afin d’aider à prévenir le syndrome du côlon irritable ainsi que d’autres troubles digestifs, et d’améliorer l’efficacité du diagnostic. L’Organisation Mondiale de Gastroentérologie, a publié avec le soutien de Danone un rapport mondial intitulé : « Réévaluation de l’impact mondial du syndrome du côlon irritable », qui met en évidence le stade actuel de compréhension du syndrome du côlon irritable, son impact sur les patients et la société, et expose aussi dans les grandes lignes comment diagnostiquer et stabiliser concrètement cet état de façon efficace. Dans le monde entier, les troubles digestifs sont les causes de plus en plus évidentes du manque de confort et du faible niveau de qualité de vie. Le syndrome du côlon irritable en est l’une des causes principales. Touchant plus de 100 millions de personnes dans 15 pays industrialisés, et des millions encore dans le monde entier, le syndrome du côlon irritable est souvent responsable de symptômes à long terme tels que les ballonnements et les aigreurs abdominales. Les symptômes de l’inconfort digestif liés à l’IBS figurent parmi les raisons les plus fréquentes de consultations médicales, et représentent de nombreuses consultations auprès des médecins généralistes. Malgré cela, la plupart des patients qui consultent un médecin ne sont pas diagnostiqués comme porteurs du syndrome du côlon irritable. Selon le Professeur Eamonn Quigley, Président de l’Organisation Mondiale de Gastroentérologie, « le syndrome du côlon irritable est l’un des principaux syndromes de troubles digestifs dans les pays développés, et sa prévalence augmente dans les pays en voie de développement. La maladie a un impact négatif sous-estimé sur la qualité de vie d’un grand nombre d’enfants et d’adultes en bonne santé dans le monde entier, qui apparaît souvent durant les années les plus actives et les plus productives de la vie. Les recommandations forment un outil significatif pour assurer un diagnostic plus rapide et plus efficace du syndrome du côlon irritable». L’Organisation Mondiale de Gastroentérologie prévoit que le lancement du rapport et des recommandations, validés par les experts au sein de l’Organisation Mondiale de
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Gastroentérologie, permettront d’améliorer l’état de ces statistiques de manière significative et encourageront le grand public à demander plus de conseils aux professionnels de la santé. Les recommandations apportent une orientation sur l’étendue des questions relatives au traitement du syndrome du côlon irritable, incluant : l’évaluation du patient, la description complète des symptômes, des recommandations pour le diagnostic et le traitement du syndrome du côlon irritable. Sven Thormahlen, vice-Président Exécutif de la Recherche et Développement de Danone, déclare : « Ce partenariat grandissant démontre la continuité de l’engagement de Danone dans l’amélioration de la nutrition et de la santé digestive pour tous, par la promotion d’un usage adéquat en collaboration avec des experts dans ce domaine. Une nutrition pauvre ou inadéquate peut être la cause de nombreux désordres digestifs. Les recommandations nutritionnelles, publiées par l’Organisation Mondiale de Gastroentérologie, conseillent notamment la consommation quotidienne de probiotiques, dont les effets sur la santé ont été scientifiquement prouvés, dans le cadre d’un style de vie sain et d’une alimentation équilibrée, et du traitement des personnes souffrant du syndrome du côlon irritable ou d’autres troubles digestifs ». Pour plus d’informations sur le syndrome du côlon irritable et la Journée Mondiale de la Santé Digestive, surfez sur : www.wgofoundation.org
3.2.2 Translation press release
DE WERELDORGANISATIE VOOR GASTRO-ENTEROLOGIE (WGO) PLAATS HET PRIKKELBARE DARMSYNDROOM IN EEN CENTRAAL PERSPECTIEF NAAR AANLEIDING VAN DE WERELDDAG VAN DE GEZONDE SPIJSVERTERING AANSTAANDE VRIJDAG 29 MEI
De Wereldorganisatie van Gezonde Spijsvertering en Danone zetten hun wetenschappelijk samenwerking voort en leggen de focus op de kennis en aanbevelingen omtrent het Prikkelbare Darm Syndroom. De Werelddag van de Gezonde Spijsvertering wil de aandacht vestigen op een opmerkelijk cijfer: meer dan 100 miljoen mensen lijden aan het Prikkelbare Darm Syndroom (IBS) in de 15 landen waarvan gegevens beschikbaar zijn. De Werelddag van de Gezonde Spijsvertering vindt plaats op 29 mei en heeft als ambitie om ongeveer 100 miljoen mensen te helpen die lijden aan het Prikkelbare Darm Syndroom (schatting gebaseerd op de beschikbare gegevens van prevalentie van de ziekte uit 15 geïndustrialiseerde landen). Naast de activiteiten van de Werelddag van de Gezonde Spijsvertering ontwikkelde de Wereldorganisatie voor Gastro-Enterologie ook een IBS-test, een “klinische handleiding” met daarin de recentste en belangrijkste klinische onderzoeken over IBS en een volledig Q&A document bestemd voor gezondheidsheren om zo het Prikkelbare Darm Syndroom en andere spijsverteringsproblemen bekender te maken en de doeltreffendheid van de diagnose te verbeteren. De Wereldorganisatie voor Gastro-Enterologie heeft met de steun van Danone een globaal verslag gepubliceerd met als titel “Herevaluatie van de invloed van het Prikkelbare Darm Syndroom wereldwijd”. In dit verslag wordt de nadruk gelegd op de huidige kennis omtrent het Prikkelbare Darm Syndroom en de gevolgen voor patiënten en de samenleving. Bovendien wordt er ook
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aangehaald hoe men deze aandoening op een doeltreffende manier kan diagnosticeren en stabiliseren. Spijsverteringsproblemen vormen wereldwijd meer en meer de belangrijkste oorzaak voor ongemakken en een lagere levenskwaliteit. Hiervan is het Prikkelbare Darm Syndroom een van de belangrijkst. Met meer dan 100 miljoen patiënten in 15 geïndustrialiseerde landen en nog miljoenen anderen in de rest van de wereld veroorzaakt het Prikkelbare Darm Syndroom vaak lange termijn symptomen zoals ballonnements en abdominale pijnen. Hoewel de symptomen van spijsverteringongemakken die het Prikkelbare Darm Syndroom veroorzaakt een van de voornaamste redenen zijn voor een doktersbezoek, wordt het IBS bij vele patiënten toch niet gediagnosticeerd door de dokter. Volgens Professor Eamonn Quigley, president van de Wereldorganisatie voor Gastro-Enterologie, « Het Prikkelbare Darm Syndroom is een van de belangrijkste spijsverteringsproblemen in de ontwikkelde landen en zijn aanwezigheid neemt ook toe in de ontwikkelingslanden. De ziekte heeft een onderschatte, negatieve invloed op de levenskwaliteit van een groot aantal gezonde kinderen en volwassenen wereldwijd en vindt meestal plaats tijdens de actiefste en productiefste levensjaren. De aanbevelingen vormen een handig hulpmiddel om sneller en doeltreffender het prikkelbare darm syndroom vast te stellen. De Wereldorganisatie voor Gastro-Enterologie voorspelt dat de bekendmaking van het verslag en de adviezen, gevalideerd door de experts van de Wereldorganisatie voor Gastro-Enterologie, de huidige statistieken op een significante manier zullen verbeteren en bovendien het grote publiek zal aansporen om meer informatie in te winnen bij de gezondheidsexperts. De adviezen gaan dieper in op vragen betreffende de behandeling van het prikkelbare darm syndroom zoals evaluatie van de patiënt, een volledige beschrijving van de symptomen en adviezen voor de diagnose en behandeling van het prikkelbare darm syndroom. Sven Thormahlen, Executive Vice-President Onderzoek en Ontwikkeling Danone, verklaart: “ Deze groeiende samenwerking bewijst het continue engagement van Danone om de voeding en de spijsverteringsgezondheid van iedereen te verbeteren voor door het promoten van een doeltreffend middel in samenwerking met experts in het domein. Een ongebalanceerde of onvoldoende voeding kan misschien de oorzaak zijn voor verschillende spijsverteringsproblemen. De voedingsadviezen, gepubliceerd door de Wereldorganisatie voor Gastro-Enterologie, raden de dagelijkse consumptie van probiotica aan, waarvan de impact op de gezondheid wetenschappelijk werd bewezen, in het kader van een gezonde levensstijl en evenwichtige voeding en voor mensen die lijden aan het prikkelbare darm syndroom of andere spijsverteringsproblemen. » Voor meer informatie over het prikkelbare darm syndroom en de Werelddag van de Gezonde Spijsvertering, surf naar : www.wgofoundation.org
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3.2.3 Final press release
DE WERELDORGANISATIE VOOR GASTRO-ENTEROLOGIE (WGO) PLAATS HET PRIKKELBARE DARM SYNDROOM IN EEN GLOBAAL PERSPECTIEF NAAR AANLEIDING VAN DE WERELDDAG VAN DE GEZONDE SPIJSVERTERING AANSTAANDE VRIJDAG 29 MEI De Wereldorganisatie voor Gastro-Enterologie en Danone zetten hun wetenschappelijk samenwerking voort en leggen de focus op de kennis en aanbevelingen omtrent het Prikkelbare Darm Syndroom. De Werelddag van de gezonde Spijsvertering wil de aandacht vestigen op een opmerkelijk cijfer: meer dan 100 miljoen mensen lijden aan het Prikkelbare Darm Syndroom (IBS) in de 15 landen waarvan gegevens beschikbaar zijn. De Werelddag van de gezonde Spijsvertering vindt plaats op 29 mei en wil de ongeveer 100 miljoen mensen helpen die lijden aan het Prikkelbare Darm Syndroom (schatting gebaseerd op de beschikbare gegevens van prevalentie van de ziekte in 15 geïndustrialiseerde landen). Naast de activiteiten van de Werelddag van de gezonde Spijsvertering ontwikkelde de Wereldorganisatie voor Gastro-Enterologie een IBS-test, een “klinische handleiding” met daarin de recentste en belangrijkste klinische studies over IBS en een volledige “Q&A” bestemd voor gezondheidsexperts om zo het Prikkelbare Darm Syndroom en andere spijsverteringsproblemen te helpen voorkomen en de doeltreffendheid van de diagnose te verbeteren. De Wereldorganisatie voor Gastro-Enterologie heeft met de steun van Danone wereldwijd een rapport gepubliceerd met als titel “Herevaluatie van de invloed van het Prikkelbare Darm Syndroom wereldwijd”. In dit rapport wordt met name aandacht besteed aan de huidige kennis omtrent het Prikkelbare Darm Syndroom en de gevolgen voor patiënten en de samenleving. Het verslag vermeldt daarnaast in grote lijnen hoe deze aandoening op een doeltreffende manier te diagnosticeren en te stabiliseren. Spijsverteringsproblemen, waarvan Prikkelbare Darm Syndroom een van de belangrijkste oorzaken is, liggen wereldwijd meer en meer aan de basis van ongemakken en een lage levenskwaliteit. Met meer dan 100 miljoen patiënten in 15 geïndustrialiseerde landen en nog miljoenen anderen in de rest van de wereld veroorzaakt het Prikkelbare Darm Syndroom vaak lange termijn symptomen zoals opgeblazen gevoel en abdominale pijnen. De symptomen van spijsverteringongemakken gelieerd aan het Prikkelbare Darm Syndroom vormen een van de voornaamste redenen voor medische consultaties en resulteren vaak in talrijke bezoeken aan de huisarts. Desondanks wordt het Prikkelbare Darm Syndroom bij deze patiënten vaak niet gediagnosticeerd. Volgens Professor Eamonn Quigley, Voorzitter van de Wereldorganisatie voor Gastro-Enterologie, “Het Prikkelbare Darm Syndroom is een van de belangrijkste spijsverteringsproblemen in de ontwikkelde landen, maar daarnaast neemt de prevalentie eveneens toe in de ontwikkelingslanden. De ziekte heeft een onderschatte, negatieve impact op de levenskwaliteit van een groot aantal gezonde kinderen en volwassenen wereldwijd en manifesteert zich tijdens de actiefste en productiefste levensjaren. De aanbevelingen vormen een handig hulpmiddel om sneller en doeltreffender het Prikkelbare Darm Syndroom vast te stellen.” De Wereldorganisatie voor Gastro-Enterologie voorspelt dat de bekendmaking van het verslag en de adviezen, gevalideerd door de experts van de Wereldorganisatie voor Gastro-Enterologie, de huidige statistieken significant zullen verbeteren en het grote publiek zullen aansporen om meer
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informatie in te winnen bij de gezondheidsexperts. De adviezen gaan dieper in op vragen betreffende de behandeling van het Prikkelbare Darm Syndroom zoals evaluatie van de patiënt, een volledige beschrijving van de symptomen en adviezen voor de diagnose en behandeling van het Prikkelbare Darm Syndroom. Sven Thormahlen, Executive Vice-President Onderzoek en Ontwikkeling Danone, verklaart: “Deze groeiende samenwerking bewijst het continue engagement van Danone om de voeding en de spijsverteringsgezondheid van elkeen te verbeteren door het promoten van doeltreffende voedingsmiddelen in samenwerking met experts in het domein. Een ontoereikende of onuitgebalanceerde voeding is mogelijk de oorzaak van talrijke spijsverteringsproblemen. De voedingsadviezen, gepubliceerd door de Wereldorganisatie voor Gastro-Enterologie, raden de dagelijkse consumptie van probiotica aan, waarvan de positieve werking op de spijsvertering wetenschappelijk bewezen is, in het kader van een gezonde levensstijl en evenwichtige voeding en voor mensen die lijden aan het Prikkelbare Darm Syndroom of andere spijsverteringsproblemen.” Voor meer informatie over het Prikkelbare Darm Syndroom en de Werelddag van de gezonde Spijsvertering, surf naar : www.wgofoundation.org
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APPENDIX 4
4.1 Press release Nivea Summer Pack
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4.1 Press release Nivea Summer Pack DUIK DE ZOMER IN MET NIVEA De zomer staat voor de deur, de eerste zonnestralen doen hun intrede en doen ons alvast hunkeren naar meer van dat stralende zomerweer. Maak je zomerklaar met de NIVEA producten en geniet met volle teugen van de zomer, waar je ook bent. Op vakantie, thuis, met vrienden of familie, met NIVEA ben je helemaal summerproof! Wij stellen u een selectie van NIVEA producten voor, in een trendy Manish Arora zak die exclusief en in beperkte oplage werd ontworpen voor u. Ideaal en onmisbaar om een stralende zomer tegemoet te gaan. Ingrediënten voor een frisse zomerlook… Op zoek naar goddelijk lange wimpers en een mascara die onberispelijk blijft zitten? De Mascara Extreme Resist Length is de allereerste wimperverlengende mascara die bestand is tegen alle emoties van het leven. Met deze waterproof-mascara kan je bovendien ook onbekommerd een frisse duik nemen in het zwembad of in zee. Resultaat: een verleidelijke divablik in een enkele oogopslag. Calcium Power Gloss: een nagellak die niet enkel je nagels laat schijnen met een kristallen glans, maar ze ook verstevigt en versterkt. Dankzij deze, met calcium verrijkte, nagellak zijn je nagels schokbestendig tegen al je grote zomeravonturen. Stay Real Terra: Met dit compacte poeder tover je de perfecte zomerlook op je gezicht. Laat je gezicht stralen in een-twee-drie met een zomerse en zonnige gloed. Mini verzachtende Tonic en Reinigingsmelk: Deze tonic en reinigingsmelk reinigen, verzachten en verwennen je gezicht met een golf van frisheid. Een handig miniformaat. Perfect voor op reis. Bruinen zonder zorgen… NIVEA Sun Invisible Protection Spray 30: zorgt voor een optimale bescherming tegen de zonnestralen, maar blijft zelf volkomen onzichtbaar. Gedaan met witte strepen of een huid die glimt van een te vette formule. Tijd om onbekommerd te genieten van de zomerdagen. After Sun Rich care: Verwen je huid na het zonnen en dompel haar onder in een streelzacht verwenbad. De After Sun Rich Care brengt je huid tot rust na het zonnen, zorgt voor heerlijke verkoeling en laat je lang genieten van je mooi gebruinde teint. Sun Touch Zelfbruinende Spray: geeft je een stralend en natuurlijk ogend bruin kleurtje zodat je er telkens opnieuw, weer of geen weer, vakantiefris uitziet. Getooid in uw zwoelste zomerjurkjes zorgt deze spray voor een oogverblindende look zonder strepen. Bescherm jezelf… Deo Double Effect white senses: dankzij zijn formule blijven je oksels langer glad en zacht zodat je ze minder vaak hoeft te scheren. Deze deodorant, met fris en verfijnd parfum, biedt 24 uur betrouwbare bescherming en zorgt voor een zachte okselhuid. Hansaplast Blaarpleisters: Zin in een avondje uit op hoge hakken, een stevige wandeling of een relax dagje winkelen? Neem je voorzorgen, laat je plezier niet vergallen en geef blaren geen kans met de Hansaplast Blaarpleisters. Zachte en gezonde haren… Intense Repair Haarmasker: Deze formule op basis van revitaliserende proteïnen en natuurlijke oliën ontwart, verzacht en herstelt je haar. Ideaal om je haar ook in de zomer te laten glanzen. Voor de allerkleinsten…Nivea Baby Sensitieve Doekjes: zachte doekjes doordrenkt met kamille en een milde crème zonder parfum die de gevoelige huid van je kleinste schattebol respecteert. En voor de mannen…Deo Silver Protect: De kracht van zilver in een deodorant. Dit is de eerste deodorant die zilvermoleculen inzet in de strijd tegen lichaamsgeurtjes. Mannen kunnen nu met gemak de meest extreme situaties aan op het werk of tijdens het sporten. NIVEA wenst je een stralende zomer!
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APPENDIX 5
5.1 Press invitation 5.1.1 Original press invitation 5.1.2 Translation press invitation
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5.1 Press invitation
5.1.1 Original press invitation Bruxelles, le 27 mai 2009 Chère Madame, Cher Monsieur,
Internet fait partie de notre vie quotidienne. 4,6 millions de Belges surfent chaque jour. Information, loisirs, forums, réseaux sociaux…leurs comportements et attentes évoluent sans cesse. Dans peu de temps, internet dépassera la télévision et la consommation de la radio et de la presse écrite se modifiera encore. Ce qui conduit la publicité à poursuivre son évolution et les marketeers à développer des stratégies online solides et créatives pour atteindre un public toujours plus large, en quête d’interactivité. Depuis dix ans, l’Interactive Advertising Bureau (IAB Belgium) publie chaque année l’étude AdEx sur les investissements publicitaires on-line en Belgique. Les résultats 2008 de cette étude stratégique sont attendus avec impatience car ils montreront comment ce média relativement jeune se comporte face à un marché en récession. Sa flexibilité, son potentiel créatif et son faible coût ont-ils permis aux investissements online de se maintenir ou même de croître ? Quel est le budget moyen d’une campagne en 2008 ? Quel est l’avenir de la publicité en ligne et comment les marketeers intègrent-ils désormais internet dans leur plan média ? Le nombre de campagnes online est-il en croissance ? Est-ce l’intégration de contenu, les newsletters ou la publicité sur les moteurs de recherche qui ont le vent en poupe ? Ou est-ce plutôt le mobile marketing ou la publicité sur les chaînes digitales et interactives qui sont l’avenir du secteur ? Afin de vous présenter en avant première les résultats de l’AdEx 2008 de même que l’évolution du chiffre d’affaires et les tendances les plus marquantes du secteur online, l’IAB a le plaisir de vous convier à une rencontre de presse le jeudi 4 juin à 11h Au Bâtiment Roularta, Espace Bizz ( ?? salle tbc), Research park 120, 1731 Zellik.
Patrick Marck (IAB Belgium), Stéphanie Radochitzki (IAB Belgium/Media Contacts), ainsi que Patrick Hermie (MediaH) vous présenteront les résultats et répondront à vos questions. Ils feront également un zoom sur un secteur qui fait l’actualité : la finance. Quels sont les investissements consentis par les banques et les assurances sur le net, quelles campagnes lancent-ils, pour quels investissements ? Que recherche le Belge sur ces sites, qu’y fait-il, en est-il satisfait ? En espérant vous compter parmi nous, Meilleures salutations,
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5.1.2 Translation press invitation Brussel, 27 mei 2009 Beste,
Internet maakt deel uit van ons dagdagelijkse leven. 4,6 miljoen Belgen surfen elke dag. Informatie, vrijetijdsbesteding, forums, sociale netwerken,… hun gedragingenen verwachtingen evolueren hierbij voortdurend. Het is nog maar een kwestie van tijd vooraleer het internet televisie zal overtreffen en het gebruik van radio en geschreven pers zal doen afnemen. Deze evolutie beïnvloedt de reclamewereld en reclame stimuleert marketeers om op zoek te gaan naar solide en creatieve online strategieën om een steeds groter publiek te bereiken, op zoek naar interactiviteit. Reeds 10 jaar publiceert het Interactive Advertising Bureau (IAB Belgium) jaarlijks zijn AdEx studie over de online reclame-inversteringen in België. Er wordt met vol ongeduld uitgekeken naar de resultaten 2008 van deze strategische studie, want zij zullen aantonen of dit medium zich sterk weet te houden in een markt gekenmerkt door recessie. Hebben flexibiliteit, creatief potentieel en meetbaarheid het mogelijk gemaakt om de online investeringen op peil te houden of om ze zelfs nog te doen toenemen? Wat is de toekomst van online reclame en hoe integreren marketeers vandaag het internet in hun mediaplan? Is het de display advertising content integration, newsletter advertising, of betalende reclame bij zoekresultaten van zoekmotoren die de wind in de zeilen hebben? Welke plaats werd er in 2008 gereserveerd voor mobiele marketing of reclame op interactieve digitale televisie? IAB heeft het genoegen u uit te nodigen op een persontmoeting, waar u in avantpremière de resultaten van de AdEx 2008 , evenals de evolutie van de omzet en de opvallendste trends in de online sector zullen worden voorgesteld op donderdag 4 juni om 11u in het Roularta-gebouw, Bizz Room (?? Zaal tbc), Research park 120 te 1731 Zellik.
Patrick Marck (IAB Belgium), Stéphanie Radochitzki (IAB Belgium/Media Contacts), en Patrick Hermie (MediaH) stellen u de resultaten voor en zullen al uw vragen beantwoorden.. Zij zullen eveneens inzoomen op een sector die brandend actueel is : de financiële sector. Welke investeringen en verzekeringen bieden banken aan op het internet, welke campagnes lanceren ze en over welke investeringen gaat het? Waarnaar zoekt de Belg op deze sites, wat doet hij er en is hij er tevreden over? Wij hopen u die dag te mogen ontmoeten. Met vriendelijke groeten,
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