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Will the printed word stand,or8 minutes about why your business needs corporate media

Management

Will the printed word stand,or8 minutes about why your business needs corporate media

30 August 2019

8 minutes

The development of client media

Globally, the flywheel of corporate media has not stopped spinning since its creation. According to the US corporate press publishers Association (custom Publishing Council (CPC), the number of Newspapers and magazines owned by companies is continuously increasing. For example, in the period from 1999 to 2006, circulation increased by 120%(!), and the total number of publications themselves — by more than 80%. Companies that publish their own media most likely foresaw an increase in popularity and have increased funding for these media projects by $23.8 billion over the course of six years since the beginning of the 2000s.

The British market also rated the influence of client Newspapers and magazines as extremely high. Recently, the corporate press Council, together with Content Wise, published data from a large-scale international study, which states that:

57% of consumers of goods and services called the corporate press more effective than traditional PR.
More than 60% of users said that they believe newspapers and magazines of organizations more than mailings from the same companies.
And the cherry on top: about 70% of companies recognized that their own publishing PR is more productive than even advertising on TV.

75% of Western European companies followed the same path. They have acquired corporate media resources and successfully talk about their activities to a multi-million audience. In the UK, a third of media outlets are corporate publications, and in Japan, almost all major commercial organizations produce at least one printed resource.

In Ukraine, more than five hundred corporate media are being published. This is about one percent of the total number of companies that operate in the country. In other words, the level of corporate culture is still very low.

Nevertheless, media experts predict a real surge in the popularity of corporate printing in the coming years. And those who will have their own publication will be on the crest of this wave.

Artur Lupashko, CEO of the company
Ribas Hotels Group:

The basis of the concept is a publication for three target audiences: partners, guests and employees: potential and present. Business owners find answers to their main questions in it: why a business needs a management company; how to set up a mechanism that works effectively 24/7; secrets of increasing occupancy; specifics of designing hotel complexes and many other specialized information released in limited editions.

The second issue was released this year. With an updated cover and structure. Expert sections are written directly by HoReCa practitioners: architect, book author, Executive Director. I admit that I personally wrote two sections “management” and “Service”. We also published materials with invited experts from the Hilton Corporation and the Franchithink international forum.

I would like to note that our colleagues — hotel companies in Ukraine — Premier Hotels and ResortsPremier Hotels and Resorts, Reikartz Hotel Group also publish their own publications.

Corporate publications of Ukrainian hotel chains

The newspaper “Navkolo Ukrainy”, owned by Reikartz, is focused on the guests of the chain and the promotion of Ukrainian resorts. Depending on the season, the publication publishes about the corresponding locations. So, in March, the content was dedicated to the resorts of Cherkaschina: Buki canyon, Sofiyevsky Park, one book Museum, cathedrals, castles and other attractions were described. In June, colleagues described Odessa and the southern region from different angles. Natively, the newspaper “stitches” texts about the chain's hotels, publishes a map with hotels and services in them. This content looks harmonious and does not look like a direct sale of beds or room stock. For employees, the company annually publishes the “Directory” – a collection of hotels in the chain.

Since 2008, the Premier chain has published its own magazine, which offers readers to travel around Ukraine with Premier Hotels and Resorts. The target audience of the publication is hotel guests. Information about the highlights of the regions, news of the tourism sector and, of course, detailed information about hotels are harmoniously combined on the pages of the magazine.

As you can see, in all three cases, the content is useful to the reader, and the advertising of hotels is not aggressive. On the contrary, it is intended to Supplement the conditional travel list of a tourist traveling in Ukraine.

The prospects

So, publishing PR promises to become one of the longest-running trends in Eastern Europe. Behind this forecast is a study by the Association of publishing Agencies. According to their data, more than 22% of corporate press readers search the company's website on the Internet after reading a magazine or newspaper. And about 14

• Рост уровня доверия к бренду

Здесь все просто: если журнал читают, значит, информации доверяют.

К слову, у всех фармацевтических корпораций, которые входят в мировую топ-двадцатку, есть мощные клиентские издания. По мнению пользователей компания, которая с определенной периодичностью выпускает свой информационный ресурс, является достаточно надежной, стабильной, а значит, достойной доверия.

Кстати, о доверии. Это также достаточно гибкая материя. В одном из последних отчетов так называемого Барометра доверия Эдельмана, сказано, что потребители все меньше верят поисковикам и все больше — своим работодателям: то есть, компаниям, в которых труоустроены. Так 56% пользователей доверяют информации, производимой и исходящей от компании. И лишь 47% — контенту от традиционных средств массовой информации. Исследование проводили в январе текущего года, поэтому его данные можно брать за основу в аудитах эффективности подобного рода.

• Эффективнее социальных сетей

Лента в Facebook и Instagram довольно избирательна в выборе персонализированного контента для пользователя. Поэтому соцсеть охотнее покажет юзеру новую фотографию френда, чем новость компании. Это не означает, что нужно отказываться от официальных страниц на этих популярных ресурсах, но и переоценивать их тоже не стоит.

• Повышают узнаваемость компании

Газеты и журналы — это визуал, который всегда на виду. Все, что он несет — название бренда, концепцию, перечень и описание услуг, комментарии первых лиц компании — это долгоиграющая ненавязчивая реклама, которая настигает свою целевую аудиторию тогда, когда она настроена ее принимать. То есть, когда читатель увидел в журнал в лобби отеля, ресторана, в самолете, скоростном поезде или своем номере и присел полистать его.

• Умеют рассказывать истории

Собственные медиаресурсы — лучший инструмент бренда в стремлении рассказать своей аудитории качественные истории. Например, о создании бренда. Или о специфике некоторых услуг. Или «болей», которых можно избежать, обратившись к той или иной компании. Или «полезностей», которые может принести компания конкретным людям/гостям/клиентам.

Сторителлинг — лучший формат, с помощью которого бренды могут рассказать о себе. Именно этот жанр будет не просто трендом 2019-2020 гг., а ядром контента любого уважающего себя традиционного и корпоративного СМИ. Что не только отражено в отчете Sword and the Script Media, но и без него понятно пиар-специалистам и контент-стратегам ведущих компаний.

Кристина Виер,
член Национального союза
журналистов Украины