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Raf Weverbergh
Works at FINN
Lives in Brussels, Belgium, Europe
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Raf Weverbergh

Content Marketing  - 
 
Write better content with these insights from Martin Luther King Jr. and his contemporaries: 
On August 28, 1963, Martin Luther King Jr. addressed a crowd of 250,000 people in Washington DC, as well as millions of Americans who watched him on television. After reading from his notes, towards the end of his speech King “wandered off his text”. It was a turning point in the speech, writes Taylor Branch in 'Parting the Waters. America in the King years 1954-1963'. King had to decide whether to go back to his notes, or improvise the most impo...
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Two car makers. Two crises. Two different strategies. It's rare to be able to do a side-by-side comparison of crisis communication, but a recent study managed to do just that for Toyota and GMs crisis communication efforts of the last decade. Read more on the FINN blog: 

http://finnpr.com/blogs/tale-2-crises-side-side-comparison-gm-and-toyotas-crisis-communication
In crisis communication, it's exceedingly rare to be able to do a side-by-side comparison of crises. Like the famous Tolstoi quote that each unhappy family is unhappy in its own way, most crises are too idiosyncratic to compare them to other crises in anything but the most general way. But a paper published recently in Public Relations Review by Roxana Maiorescu of Emerson managed to compare two reputational crises that are uncannily similar.
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Raf Weverbergh

➥ Discussion  - 
 
Two car makers. Two crises. Two different strategies. It's rare to be able to do a side-by-side comparison of crisis communication, but a recent study managed to do just that for Toyota and GMs crisis communication efforts of the last decade. Read more on the FINN blog: 

http://finnpr.com/blogs/tale-2-crises-side-side-comparison-gm-and-toyotas-crisis-communication
In crisis communication, it's exceedingly rare to be able to do a side-by-side comparison of crises. Like the famous Tolstoi quote that each unhappy family is unhappy in its own way, most crises are too idiosyncratic to compare them to other crises in anything but the most general way. But a paper published recently in Public Relations Review by Roxana Maiorescu of Emerson managed to compare two reputational crises that are uncannily similar.
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Raf Weverbergh

Discussion  - 
 
What Warren Buffett understands about the economic value of #reputation  (and you should too!): http://www.finnpr.com/warren-buffett-reputation-berkshire-hathaway 
Warren Buffett is commonly hailed as the world’s greatest investor, and for good reason. As the chairman and CEO of Berkshire Hathaway, Buffett has a net worth of more than sixty-six billion dollars—one of the largest of anyone in the world.
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Raf Weverbergh

General discussion  - 
 
If you ever need to explain to a CEO why #reputation is worth real money, maybe take some inspiration from Warren Buffett: 
Warren Buffett is commonly hailed as the world’s greatest investor, and for good reason. As the chairman and CEO of Berkshire Hathaway, Buffett has a net worth of more than sixty-six billion dollars—one of the largest of anyone in the world.
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Raf Weverbergh

Shared publicly  - 
 
As the Romans said: "Give to get". Just don't do it to get: 
We have always felt strongly that giving should be an important part of PR - ever since we read “Guerrilla Marketing” by Conrad J. Levinson, who says, emphatically, that “the great marketeer is always looking for reasons to give”. And our motto is “make friends, be interesting” after all. How can you make friends without being generous to others?
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Raf Weverbergh

Content Marketing  - 
 
Martin Luther King Jr. was a serious student of the art of persuasion. But he, as well as his mentors, were also #contentmarketing   savants, it appears. Or: how a mid-20th century preacher invented the Buzzfeed listicle:
On August 28, 1963, Martin Luther King Jr. addressed a crowd of 250,000 people in Washington DC, as well as millions of Americans who watched him on television. After reading from his notes, towards the end of his speech King “wandered off his text”. It was a turning point in the speech, writes Taylor Branch in 'Parting the Waters. America in the King years 1954-1963'. King had to decide whether to go back to his notes, or improvise the most impo...
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Raf Weverbergh

General discussion  - 
 
Two car makers. Two crises. Two different strategies. It's rare to be able to do a side-by-side comparison of crisis communication, but a recent study managed to do just that for Toyota and GMs crisis communication efforts of the last decade. Read more on the FINN blog: 

http://finnpr.com/blogs/tale-2-crises-side-side-comparison-gm-and-toyotas-crisis-communication
In crisis communication, it's exceedingly rare to be able to do a side-by-side comparison of crises. Like the famous Tolstoi quote that each unhappy family is unhappy in its own way, most crises are too idiosyncratic to compare them to other crises in anything but the most general way. But a paper published recently in Public Relations Review by Roxana Maiorescu of Emerson managed to compare two reputational crises that are uncannily similar.
1
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Raf Weverbergh

Discussion  - 
 
Two car makers. Two crises. Two different strategies. It's rare to be able to do a side-by-side comparison of crisis communication, but a recent study managed to do just that for Toyota and GMs crisis communication efforts of the last decade. Read more on the FINN blog: 

http://finnpr.com/blogs/tale-2-crises-side-side-comparison-gm-and-toyotas-crisis-communication
In crisis communication, it's exceedingly rare to be able to do a side-by-side comparison of crises. Like the famous Tolstoi quote that each unhappy family is unhappy in its own way, most crises are too idiosyncratic to compare them to other crises in anything but the most general way. But a paper published recently in Public Relations Review by Roxana Maiorescu of Emerson managed to compare two reputational crises that are uncannily similar.
1
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The value of values: what Warren Buffett can teach you about reputation and integrity: http://www.finnpr.com/warren-buffett-reputation-berkshire-hathaway 
Warren Buffett is commonly hailed as the world’s greatest investor, and for good reason. As the chairman and CEO of Berkshire Hathaway, Buffett has a net worth of more than sixty-six billion dollars—one of the largest of anyone in the world.
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Raf Weverbergh

➥ Discussion  - 
 
What Warren Buffett can teach you about #reputation: 
Warren Buffett is commonly hailed as the world’s greatest investor, and for good reason. As the chairman and CEO of Berkshire Hathaway, Buffett has a net worth of more than sixty-six billion dollars—one of the largest of anyone in the world.
1
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Raf Weverbergh

▬ Public Relations  - 
 
Increasingly, #PR professionals are expected to find interesting and novel ways to create a conversation about online services - but how do you do differentiate from all the other #SaaS companies out there selling a similar solution? Marc Benioff, the founder of Salesforce.com, shares 14 take-no-prisoner PR tactics that he used to build his startup into a $ 50 billion company: 
Salesforce is the original gangster of software as a service (SaaS). By proving that a streamlined product and cloud-based subscription model could unseat established industry players, the company paved the way for SaaS as an industry.
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Have him in circles
331 people
Joeri Cornelis's profile photo
Vlad Ciurca's profile photo
Virgina Keel's profile photo
Adelina Peltea's profile photo
gert aertsen's profile photo
Andreas Hildenbrand's profile photo
Brik De Maeyer's profile photo
Bruce Brown's profile photo
Peter De Bruyn's profile photo
Work
Occupation
I help brands be interesting and make friends.
Skills
Media, marketing, PR, strategy, positioning, content, social media, community building and activation...
Employment
  • FINN
    Managing Partner, 2013 - present
    I help brands like Michelin, Deezer and Pfizer tell compelling stories across all kinds of media (old, new, social, you name it).
  • Whiteboard
    Editor, present
    I help entrepreneurs and thought leaders from across Europe tell their stories on Whiteboard, an international platform for entrepreneurship. I also interview interesting founders and business strategists from around Europe.
  • HUMO
    Senior Reporter, 2000 - 2012
    I had beers with Johnny Rotten at his house in LA, went undercover at the in house customer support center of the second biggest telco in Belgium, interviewed one of Osama Bin Laden's sons, reported about the Arab Spring from Cairo and did a stint of embedded journalism at the murder squad of the Brussels federal police, among others. And I also interviewed a contract killer once. Some of my work was published in Mail on Sunday, Rolling Stone, Publico (Portugal), The South China Morning Post (Hong Kong) and various German and Dutch outlets.
Basic Information
Gender
Male
Story
Tagline
Helping brands like Michelin, Deezer and Pfizer tell compelling stories at FINN.be. Also building a community of European entrepreneurs and experts at http://whiteboardmag.com
Introduction
Recovering magazine journalist. Now working as managing partner of FINN, a Brussels based corporate comm, PR and digital agency. Founder of a European platform for entrepreneurship. 
Bragging rights
Reached 300 000 readers with Whiteboard in 1 year.
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Currently
Brussels, Belgium, Europe
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