Electronic news stream Handy hints cc Cl ~fZ 0 O 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

Rabobank Bronnenarchief

blad 'RI The Word / The Word' (EN) | 2004 | | pagina 34