Electronic
news stream
Handy hints
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A monthly electronic newsletter, Rabobank's
International Press Update (RIPU), launched
by Rabobank Nederland's Communications
Department in October 2003, updates journal-
ists world-wide on news, and particularly on
news in Food Agribusiness. With over 250
subscribers and increased international press
coverage as a result, RIPU is making news.
That will enable our PR people to define
the message and discuss which media and
instruments to use. These vary according to
the deal. Says Moeksis, 'We may do a press
release, interviews and - for really ground-
breaking deals - even a press conference.'
With the new Tombstones, clients can
display successful deals with Rabobank in
their trophy cabinets. The Press Office adds
value by thinking likejournalists and working
like translators of complicated information.
They look at how a deal fits with develop-
ments in the market and the competition,
find an angle, spice it up and create bite-
sized nuggets of information ready and
palatable for the media to swallow.
'There is still a lot of secrecy surrounding
deals, but people need to remember that
the Press Office doesn't work for the press,
we make the press work for us.' Dost
concludes, 'We're here to advise dealmakers
on their options, but we treat everything
confidentially and we proceed only when
we have a full go-ahead from the dealmaker.'
Merkweb.com offers further public relations
advice including a specially designed
package cal led Deal PR: a must foryour track
record, with a simple 5-step approach to
undertaking Deal PR. In addition, there's a
fact sheet, titled Dealing with the press
which features hints on approaching the
media and tips for interviews.
Dealmakers are also advised to contact
meeting point and the www.rabobank.com
webmaster in order to inform internal and
external audiences about new deals.
34 The Word