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ѐ'theme/theme/_rels/themeManager.xml.relsM 0wooӺ&݈Э5 6?$Q ,.aic21h:qm@RN;d`o7gK(M&$R(.1r'JЊT8V"AȻHu}|$b{P8g/]QAsم(#L[PK-![Content_Types].xmlPK-!֧6 /_rels/.relsPK-!kytheme/theme/themeManager.xmlPK-!tH`2theme/theme/theme1.xmlPK-! ѐ'i theme/theme/_rels/themeManager.xml.relsPK]d : T 0 OGD( ttonb} D D N.?Rectangle 3<    hdman`  Arial&Monotype Typography  ^"   j   V]8XxQ D N`y?Rectangle 4`0    hdman`  Arial&Monotype Typography  AExternal Communications in Professional Services 22 October 2010"B  BA  V]8XxX D 0A?,F6 D S ޽h ? 33___PPT10i.NP$+D=' '= @B +"  0 0LX( "zSmM L L  xy0e0e?Rectangle 2w'gj   N The Survey    L  x0e0e?Rectangle 3 ` y  In autumn 2010, HeadLand, a specialist communications consultancy, and the Managing Partners Forum surveyed communications professionals and partners/management across a range of professional services firms. Respondents were surveyed on many facets of external communications. Respondents came from law, accountancy, property and management consultancy firms. We also gathered the views of journalists who write about these professions, both from the respective trade publications and also the national and broadcast media. We wanted to find out how they viewed professional services firms media relations in comparison to corporates. Nk  j,@  ]     V]8XxX L 0A?,F6 L S ޽h ? 33___PPT10i.o냃+D=' '= @B +" 0 ~v H ( zSmM H& H  x('0e0e?Rectangle 2w'gj   Z The Survey   Z H  x?0e0e?Rectangle 3 b >6___PPT9 H We asked professional services firms to consider: Whether the media fully appreciates the contribution professional services makes to the economy; How much of a priority social media is compared to other areas of the communications mix; Whether partners/management and their communications functions see eye-to-eye on strategy and; Post-recession, how well resourced are in-house communications teams? h5" c" 4aff  t;8~`yhX H 0A?,F6 H S ޽h ? 33___PPT10i.E^`ƀ+D=' '= @B +" I 0 D<PT( f8@ T& T  xM0e0e?Rectangle 2w'gj   ZWhat journalists think    T  xL/0e0e?Rectangle 3"PK!{[Content_Types].xml|AN0EH,BI F$- qڲAK{4fg`bhlz39,7U=DdQhVN9GLUHe2!gu]]k(#*kzky_O&鴷Vb\D:r g.dUg3Uc8O.͹᭜&9R~_,dgzjǎ?I'f#®Pb-\/Ƿ0Z]nLnp__3.iJV KQBiDžrL,Vʌ/7р4`ANar+m;E/'3U Aںv83/PK!=!Ldrs/downrev.xmlDQO0M%M2)Fd|Y/pm᯷AOwMjؙ"` #k] ow 0QKl&Wr0 nJswd]*۔sWTЍLK:tGcmɥKGWXPaKˊ]e܌iһFaxt/C xHq ~=Zf,dgzjǎ?I'f#®Pb-\/Ƿ0Z]nLnp__3.iJV KQBiDžrL,Vʌ/7р4`ANar+m;E/'3U Aںv83/PK!r:drs/downrev.xmlDN@EM1MUX 8tm3qgיִ5u'vVAO@-m`ގAFq\(lڻ`ٮRD *LPTd0]K6v{ r9M#d( 6>TҢ{s4 y>ݯè _J\w'L o_z ~yZ10y/FSPK-!{[Content_Types].xmlPK-!Z,[ _rels/.relsPK-!r:drs/downrev.xmlPK `  " We asked people from across professional services firms how they thought the media perceived their respective industries. Some of the more eye-catching responses are as follows:  A very aloof group of wealthy people.  Pompous, stuck up, sitting in ivory towers  Tabloid perception is poor. We are all greedy fat cats. Broadsheets better understand the issues we face.  Greedy inefficient snobby anachronistic firms that can't even spell customer service let alone deliver it  Lawyers are a bunch of overpaid toffs, who are unfortunately necessary to help the media explain things to their audience  Secretive and unwilling to share the inside track on deals  Cautious, reticent and often let down by a failure to engage.  I believe that the media perception of my profession is generally that of an important contributor to economic prosperity  Intelligent, too well remunerated, slightly arrogant DPPf  ]Q]ai^^X X 0A?,F6 X S ޽h ? 33___PPT10i.1ppX+D=' '= @B +"  0 p\b(  \K \  x0e0e?Rectangle 2I'g<   ;The importance of media engagement to professional services<< <  \ <A ? ?  (   \ F?Text Box 6 Q    hdman`  Arial&Monotype Typography  m Nearly 30% feel that it is vital that professional services firms are open with the media about their corporate developments and performance 65% see media engagement as important, with less than ten percent disagreeing <! 2ff  PV]8XxX \ 0A?,F \ 0  j  D 2    \ 60 dg >Law firm managing partner:  There has been a real culture shift  these days partners are part of media engagement  it s now a respectable thing to be doing. L f~ff  6 \ S ޽h ? 33___PPT10i.1p _[+D=' '= @B +"  0 ``( r#Ƚ"x ` `  x0e0e?Rectangle 2I'g<   UHow professional services firms compares to corporates in respect of media engagementVV&,      ` 0A ?  (   ` HD!?Text Box 10'1    hdman`  Arial&Monotype Typography   Over 60% of respondents compare professional services unfavourably to corporates Only 14% believe professional services compares favourably"! 2f  V]8XxX ` 0A?,F ` 6") H 2BBC journalist:  I don t find professional services firms any more reticent to speak than other areas of industry  it just depends what the subject is. F0Pf  6 ` S ޽h ? 33___PPT10i.1pPxH]+D=' '= @B +"   0   d ( h dK d  x10e0e?Rectangle 2w'gj   ;Recognition for the contribution firms make to the economy<< <  d <A ? ?M *j (   d FB?Text Box 6   hdman`  Arial&Monotype Typography  X 2   V]8Xx d FD:?Text Box 7/q0    hdman`  Arial&Monotype Typography  ( Nearly two thirds of respondents felt that there is at least some recognition by the media ..and over 75% feel that their firm s media relations has improved over the last five years \`! 2` 2! 2f  V]8XxX d 0A?,FD d 6U < tDeputy Editor of leading trade title:  I think there is a certain amount of expectation now, but I m interested to know what professional services professionals think should be written? : $f  6 d S ޽h ? 33___PPT10i.ip`&+D=' '= @B +" J  0 E = h ( zSmM h+ h  xm0e0e?Rectangle 2w'gj   _How partners view the media   h  x|0e0e?Rectangle 3"PK!{[Content_Types].xml|AN0EH,BI F$- qڲAK{4fg`bhlz39,7U=DdQhVN9GLUHe2!gu]]k(#*kzky_O&鴷Vb\D:r g.dUg3Uc8O.͹᭜&9R~_,dgzjǎ?I'f#®Pb-\/Ƿ0Z]nLnp__3.iJV KQBiDžrL,Vʌ/7р4`ANar+m;E/'3U Aںv83/PK!,drs/downrev.xmlDQO0M5M:5lˤ p]/[qmixǓs|y[v"5 02}4[kH@ ifK]Y_&W icۑ:!FWsIrć;Z6T~.[~,&y,Ӻ>f| qw/8Z+] HI;o} ' Eh |vPK-!{[Content_Types].xmlPK-!Z,[ _rels/.relsPK-!,drs/downrev.xmlPK  `  ZThe survey showed that over half of partners are not happy with the way their profession is covered by the media Two thirds of partners feel that national and business journalists have a real lack of knowledge about their industry 82% are frustrated that the same people always seem to get quoted by the media Though only 10% feel that it s better to ignore the media completelyZf   V]8XxX h 0A?,FD h S ޽h ?"` 33___PPT10i.tp+D=' '= @B +"w  0 rjp(  p. p  x0e0e?Rectangle 2w'gj   bThe importance of social media  F p  xp0e0e?Rectangle 3T  z We asked communications professionals to rank elements of the communications mix by order of importance Only 14% of communications professionals ranked social media in their first two priorities by order of importance, and over two thirds ranked social media last PR was ranked first or second by 75% of communications professionals In-house communications professional.  Social media comes down to who and where you want to engage. We ve educated partners about Linked-in and we have dabbled with partner blogs, but they are very resource heavy. And I m nervous about Twitter. nif)f R  V]8XxX p 0A?,F6 p S ޽h ? 33___PPT10i.1pY+D=' '= @B +"  0 t8(  t< t  x0e0e?Rectangle 2w'gj   p The importance of social media  ! ! \ t  x0e0e?Rectangle 39   We asked partners to rank various communications tools by order of importance 38.5% of partners prioritise social media least as a communications tool, compared to 69% of communications professionals Over 60% of partners rank personal contact as the most important communication tool at their disposal, followed by the firm s website, ranked first by 27.6% PR / media relations is ranked first by 12% of partners and in the top three by 77% Law firm partner:  Social media comes down to who and where you want to engage. It s about the good old principles - messaging and audiences TZlZZfNflff V  V]8XxX t 0A?,F6 t S ޽h ? 33___PPT10i.np@U+D=' '= @B +" 0 ( K  -   x0e0e?Rectangle 2w'gj   aIn-house communications teams    <A ? ?z0  (    F?Text Box 6MT    hdman`  Arial&Monotype Typography  / Only 37% of partners feel their comms team is doing what it should be doing most or all of the time 44% think their comms teams are on the right track some of the time 6! 2f  V]8XxX  0A?,FR  0 dg< `In-house PR professional:  I think there are some people that feel there has been a downgrading of PR resourcing and that comms people are more like glorified administrators. H 2f&z  2 6  S ޽h ? 33___PPT10i.qp}}+D=' '= @B +"   0   0+ (  "   xxy0e0e?Rectangle 2w'gj  y VUse of PR agencies  i    x{y0e0e?Rectangle 3"PK!{[Content_Types].xml|AN0EH,BI F$- qڲAK{4fg`bhlz39,7U=DdQhVN9GLUHe2!gu]]k(#*kzky_O&鴷Vb\D:r g.dUg3Uc8O.͹᭜&9R~_,dgzjǎ?I'f#®Pb-\/Ƿ0Z]nLnp__3.iJV KQBiDžrL,Vʌ/7р4`ANar+m;E/'3U Aںv83/PK!"drs/downrev.xmlDN0EH5HiV4Ӣkm&/Zן(u~6oA:{ZVY-􁜂m)PK-!{[Content_Types].xmlPK-!Z,[ _rels/.relsPK-!"drs/downrev.xmlPK ` y We asked professional services about their attitudes to PR agencies: Over half of professional services firms surveyed use a PR agency Of those that do, nearly two thirds are happy with their performance Law firm head of communication:  Everything comes back to the strength of the relationship between external PRs, partners and comms teams. We use our agency to get access to national publications like the FT  because for agencies this is their bread and butter. FZZ ZEff@<      V]8XxX  0A?,F6  S ޽h ? 33___PPT10i.upxE+D=' '= @B +"}  0 P$(  r  S lw'gj   r  S  `  H  0޽h ? 33___PPT10i. \+D=' '= @B +  0   @O ( W  "   x0e0e?Rectangle 2w'gj  l VSurvey conclusions      x|l0e0e?Rectangle 3"PK!{[Content_Types].xml|AN0EH,BI F$- qڲAK{4fg`bhlz39,7U=DdQhVN9GLUHe2!gu]]k(#*kzky_O&鴷Vb\D:r g.dUg3Uc8O.͹᭜&9R~_,dgzjǎ?I'f#®Pb-\/Ƿ0Z]nLnp__3.iJV KQBiDžrL,Vʌ/7р4`ANar+m;E/'3U Aںv83/PK!:B\drs/downrev.xmlDQO0M5M:EN !(11eK[am|Ǔs|yo[q  koj"DdcRp 펼."A8Rʐ0pq[)Zjɲ\Zl8=hi}YxMe醛c܇./=H}߶&_V7z!Wm29PK-!{[Content_Types].xmlPK-!Z,[ _rels/.relsPK-!:B\drs/downrev.xmlPK `  rThere is a real frustration right across the industry at journalists perception and interest in professional services. Despite the hype, and possibly the reality of the way the world is heading, social media just isn t a priority yet for partners or communications professionals  it will be interesting to re-visit this in a year s time A high proportion of professional services firms management don t feel that their communications team supports the firm s strategy. Communications teams need more resource and, despite the economic situation, partners agree. ":9f :  V]8XxX  0A?,F6  S ޽h ? 33___PPT10i.vp(j+D=' '= @B +"^  0 `^(  r  S  %lw'gj  l r  S %l ` l 2  0h5l +P F Ben Girdlestone / Joanna Trezise HeadLand Consultancy Basildon House 7-11 Moorgate London EC2R 6AF Tel: +44 207 367 5222 bgirdlestone@headlandconsultancy.co.uk www.headlandconsultancy.com ^ eF jF jF jCFB`!  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