PR/Communications and Social Media Seminar

With almost 40 participants from 20 EL Member States and the gracious hosts, Hrvatska Lutrija (Coratia), we had the perfect setting to explore where “Stories, Media and Platforms Meet”.

Nikola Vrdoljak, Director 404 Agency Croatia, set the scene by describing how “anxious” the world has become; where sharing is the natural choice rather than owning and where in our “non-linear” society there is only one state – and that is “always on”.

Stuart Bruce, Academic and Management Consultant, addressed the difficult question of “Who Owns Social Media”. His starting point was “Organisations don’t tweet – People Do”.  He gave interesting examples of companies where the staff had taken over twitter or snapchat accounts. He saw the PR function operating in the middle of the channels giving practical tips, advice and support from the vantage point of their 360° perspective.

Katie Moffat, Head of Digital, the Audience Agency, UK, graphically described content as “making your audience stick to you”. And gave us a great line to take away – “You can get everything you want on-line except human attention”. Her advice was that you must not develop approaches on the basis of your own world, but you must think yourself into the user’s media world. How exactly will your communication look, and how effective will it be when it appears on someone’s Facebook page?

Jan Driesson, Director of Q&A, tackled the Trust-Gap from his extensive background and experience in media and politics. His approach was that everything has to be fair; take responsibility; transparent communication, and be direct with your audience.

David Selier, Manager PR and Public Affairs, IKEA, The Netherlands,  described IKEA’s unique business and corporate ethos and left participants with the great line from IKEA’s philosophy … “Don’t just tell the story, do it first, and then tell the story”.

The second part of the Seminar consisted of participants presenting and sharing their personal and corporate stories. Successes as well as failures were presented, sometimes with unexpected results and reactions.

Jack Murray, MD of All Good Tales, Ireland,  then “Dissected and Re-Assembled” the art and craft of storytelling, details of which,  in spite of his excellent material and sharing of experiences,  are impossible to describe in a cold Seminar Report such as this.

Finally, in the words of Katie, “Mastering social media and stories is not complicated … it’s often just hard!”

Ray Bates, Moderator


Related Articles

View all



Séminaire sur les relations publiques/les communications et les réseaux sociaux

Grâce aux près de 40 participants en provenance de 20 États membres d’EL, et aux aimables hôtes, Hrvatska Lutrija (Croatie), nous étions dans le cadre idéal pour explorer « Le lieu de rencontre des histoires, des médias et des plateformes ».

Nikola Vrdoljak, le directeur de 404 Agency Croatia, a planté le décor en décrivant à quel point le monde est devenu « anxieux » ; un monde dans lequel le partage est le choix naturel, plutôt que la possession ; et où, dans notre société « non linéaire », il n’existe qu’un seul état : celui d’être « toujours actif ».

Dans la deuxième partie du séminaire, les participants ont présenté et ont partagé leurs histoires personnelles et professionnelles. Les succès comme les échecs ont été présentés, parfois avec des résultats et des réactions inattendus. Jack Murray, directeur général d’All Good Tales, Irlande, a ensuite « disséqué et réassemblé » l’art et la technique de raconter des histoires ; les détails de cette présentation, malgré ses excellents documents et sa façon de partager les expériences, sont impossibles à décrire dans un rapport de séminaire froid comme celui-ci.

Enfin, selon Katie, « maîtriser les réseaux sociaux et les histoires n’est pas compliqué... mais c’est souvent difficile ! »


Seminario sobre redes sociales y comunicaciones/relaciones públicas

Con casi 40 participantes de 20 estados miembro de EL y los gentiles anfitriones, Hrvatska Lutrija (Croacia), disfrutamos del entorno perfecto para explorar “Dónde confluyen las historias, los medios y las plataformas”.

Nikola Vrdoljak, director de la agencia 404 Agency Croatia, estableció el tono describiendo lo “ansioso” que se ha vuelto un mundo en el que compartir es la elección natural en lugar de poseer y en el que en nuestra sociedad “no lineal” hay un solo estado: siempre conectado.

La segunda parte del seminario consistió en presentaciones de los participantes, que compartieron sus historias personales y corporativas. Se presentaron tanto historias de éxito como fracasos, en algunos casos con resultados y reacciones inesperadas. Jack Murray, director general de All Good Tales, Irlanda, se dispuso a continuación a “diseccionar y reensamblar” el arte de la narrativa, con detalles que, a pesar de su excelente material y experiencias aportadas, son imposibles de describir en un frío informe como este.

Por último, y parafraseando a Katie, “dominar las redes sociales y las historias narrativas no es complicado… ¡a menudo es solo difícil!”


Seminar zu PR/Kommunikation und Social Media

Mit fast 40 Teilnehmern aus 20 EL-Mitgliedsstaaten und den exzellenten Gastgebern von Hrvatska Lutrija (Kroatien) waren die perfekten Voraussetzungen gegeben, um die „Schnittmenge von Erzählungen, Medien und Plattformen“ auszuloten.

Nikola Vrdoljak, Director der 404 Agency Croatia, führte die Teilnehmer an das Thema heran, indem er beschrieb wie „nervös“ die Welt geworden ist; teilen, nicht besitzen, sei die natürliche Option, und es gebe in unserer „nicht-linearen“ Gesellschaft nur einen Zustand, nämlich „immer an“.

Im zweiten Teil des Seminars äußerten die Teilnehmer sich zu Erfahrungen, die sie im Privatleben und mit ihrem Unternehmen gemacht hatten. Es wurde sowohl über Erfolge wie auch über Fehlschläge gesprochen, teilweise mit unerwarteten Ergebnissen und Reaktionen. Jack Murray, MD von All Good Tales aus Irland, „sezierte“ die Kunst des Storytelling, nur um sie danach „wieder zusammenzusetzen“. Die Details seines Vortrags lassen sich trotz seiner exzellenten Materialien und Erfahrungsberichte in einem sterilen Seminarbericht wie dem vorliegenden kaum wiedergeben.

Katie fasste die Erfahrung wie folgt zusammen: „Social Media und Storytelling zu meistern, ist nicht kompliziert ... es ist oft nur schwer!“

Other Articles

View all

Scientific Games | Lotteries hit the jackpot with trusted sports betting solutions

Changes have been underway in Europe over the last few years. Today, European players use their mobile devices to place more than 80 percent of wagers on sporting events, and live betting represents a......

Read more

European Week of Sport: EL members encourage citizens to #BeActive

This year’s edition in September marked the 5th edition and focused on five themes including education, the workplace, outdoors, sport clubs and fitness centres. EL worked closely with its members a......

Read more

Szerencsejatek celebrate 20 years of the “Scandinavian” lotto

Bryan Adams gave two exclusive interviews and four lucky winners had the opportunity to meet the star in person as part of a Meet & Greet event. The concert exceeded expectations and showcased som......

Read more

Honorary President Mr Reissiger

EL is thankful for Mr Reißiger’s commitment, expertise and dedication in his role as EL Vice President from 1999 to 2001 and EL President from 2001 to 2005. In 2006 Mr Reißiger was nominated EL Ho......

Read more

EL at first-ever Responsibility in Gaming Conference

Translating the latest insight on problem gambling and looking at the neurological effects seen in the brains of people with a gambling disorder was a core focus on the Conference, together with the d......

Read more

Interview with GLMS General Secretary and Deputy General Secretary – “Reflecting on a successful year for Sport Integrity”

Looking back at an eventful year, what has been the greatest achievement for GLMS? General Secretary Giancarlo Sergi (GS): During 2019 GLMS has a lot of achievements to look back on. We are indeed pr......

Read more

New EL CSR guidelines published

EL and its members are committed to generating the best for the benefit of society in accordance to national laws and regulations. This commitment goes further than Responsible Gaming, as a core value......

Read more

Preparations underway for EL Industry Days 2020

With growing challenges for the lottery sector in the years to come, the 2020 EL Industry Days is a call to all lottery professionals to look at a sustainable lottery model for the future. The chosen......

Read more

New EL advocacy brochure for policymakers and what the new European Commission means for the lottery sector

In light of the new European political landscape, EL is pleased to present its new advocacy brochure, developed in close collaboration with the EL Public Affairs Working Group. This new brochure allow......

Read more

OECD takes next steps in reaching global consensus on digital taxation

In February the Organisation for Economic Co-Operation and Development (OECD) proposed three different approaches aimed at reaching a global consensus on how taxing rights on income generated from cro......

Read more

IGT | Sustainability Strengthens the Social Contract

IGT recently released its 12th annual IGT Sustainability Report, “Ahead of the Game,” an externally audited document that validates IGT’s sustainability activities and data. The report highligh......

Read more Synopsis: fr / es / de

INTRALOT | Trends and technologies that modernise the Lottery Industry

As it was stated during the 10th EL Congress in the CEO Panel discussion by Maria Stergiou, Group Chief Sales and Operations Officer of INTRALOT, all the above technological trends are creating sever......

Read more Synopsis: fr / es / de