- 1. PR as a toolfor cluster development Mats Williams, The Paper
Province www.paperprovince.com
2. The Paper Province
-
- in the county of Vrmland and it's surroundings
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- active in more than 100 countries worldwide
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- accounts for about 13% of Sweden's Net export
- Vision: To be recognized globally as THE pulp and paper
cluster
www.paperprovince.com 3. Preconditions
- Decreased interest from public actors
- A need to make the importance of our member companies more
visible
- Rather small marketing budget
- Actively seek publicity in relevant media
www.paperprovince.com 4. Our targets
- Increase knowledge and awareness
- Attract existing and potential member companies
- Secure long-term public investments
www.paperprovince.com 5. Exercise I
- 3 benefits for your organisationbeing more visible in
media.
www.paperprovince.com 6. Our key target groups
- Existing/potential member companies
- Pulp and paper companies worldwide
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- politicians, public officials etc.
www.paperprovince.com 7. Exercise II
- 3 key targets groups you couldreach via media.
www.paperprovince.com 8.
- Some of the thingswe thought of
www.paperprovince.com 9. 1. The good example
www.paperprovince.com Desired image 10. Desired image 11. Exercise
III
- Describe the desired image of your organisation in one
sentence.
www.paperprovince.com 12. Find the journalists
www.paperprovince.com Svenska Dagbladet, januari 2008 Consume media
Svenska Dagbladet, January 2008 13. www.paperprovince.com Svenska
Dagbladet, June 2008 14. www.paperprovince.com Svenska Dagbladet,
August 2009 15. Exercise IV
- List 3 publications your target groupcould be reached via.
www.paperprovince.com 16. 3. Find your friends
www.paperprovince.com Vrmland through The Paper Province managed to
upgrade the industry and create a more competitive economy Make it
easy for others 17. www.paperprovince.com Make it easy for others
18. Exercise V
- List 3 relevant allied who couldtell your story in media.
www.paperprovince.com 19. 4. Dare to state things
www.paperprovince.com Make it easy for others 20. 5. Think
environmentally www.paperprovince.com Recycle 21.
www.paperprovince.com Recycle 22. Exercise V
- List 3 stories you could offer totargeted media today.
www.paperprovince.com 23. Example, this conference
www.paperprovince.com 24.
www.paperprovince.com 25. Swedish press clippings
www.paperprovince.com Source: Retriever 26. Increased international
interest Example, visitors www.paperprovince.com
www.paperprovince.com 27. Awards www.paperprovince.com The Swedish
Forest Industry Opinion Maker of the Year 28. Number of member
companies www.paperprovince.com 29. Results within member
companies
- Increased R&D cooperation (academia) 38%
- Increased R&D cooperation (companies) 29%
- New products and services 79%
- Improved products and services 81%
- Increase in number of employees 15%
www.paperprovince.com 30. b www.paperprovince.com
