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The Revolution never happened – Why classical media are even more

powerful than ever.

Some thoughts about actual developments and their impact on media relations management.

by Lutz CleffmannCEO ECCO Düsseldorf/EC Public Relations GmbH

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Print media is dying, isn‘t it?

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Even the market leader is losing impact (circulation in millions)

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Younger people are turning away from televison

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So the question is:Why bother with the old media?

• Old media is for the elderly.

• Old media is for old products.

• We are young and innovative. Our target group is online.

• Let‘s look for followers on facebook.

• Social media is the way forward.

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But, is it the real picture?

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Text

Heidi Klum – 1.5 million followers on Facebook

Jörg Schieb – 1.2 million spectators in a regional TV news show

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Have traditional media really lost their impact?

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Distribution range in thsd.

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People not only use traditional media, they also trust in them

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Journalists are still the decisive gatekeepers,…

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Information

Editing

Media Content

but they are under pressure.

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This creates opportunities for sound media relations programmes

• Establish a working relationship with editors

• Give editors the possibility to handle your product

• Create interesting stories

• Write them well and ready to use

• Offer exclusive pieces

• Tailor articles to the needs of specific media

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Help journalists to do their job

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Let‘s look at an example:ZAGGmate keyboard for the iPad

One of the first keyboards for the iPad with Bluetooth connectivity and an independent power pack.

Today sold in Europe through Logitech.

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What we did:

• Created a comprehensive media pack with ready to use texts and photos.

• Checked the mailing list thoroughly

• Offering test samples to editors via e-mail

• Telephone contacts with selected editors

• Offering ZAGGmate for prize draws.

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Some of the results

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TextTextText

iPadLifeiMacLife

FHM

STUFF

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Another case: Smartphone cases

• You don‘t need to have a unique product to be successful with media relations.

• Katinkas is a start-up company situated in Brandenburg.

• They started selling protective film for iPhones through eBay.

• Then they designed their own range of smart phone covers.

• Now they have their own brand for all kinds of smartphone accessories.

• Katinkas is now present at Media Saturn and other big retailers,

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Impact through intensive contacts with editors

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Freundin

Mädchen Contacts Katinkas Media Relations 2012

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The big advantage of start-up companies: Personality

Start-up companies have one big advantage over established ones:

•There is always a founder or a group of founders following an idea.

•People like to read and hear about people.

•Be prepared to tell your story.

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The Katinkas story

• A young mother living on benefits (Hartz IV).

• She got an iPhone as a birthday present from her parents.

• She wanted to protect this valuable present.

• She found ZAGG Invisible Shield protective film on the Internet.

• Because of the high freight costs she ordered 10 pieces.

• She sold the surplus on eBay.

• She found out that she was the first to sell this kind of stuff in the German market.

• She made a business out of it.

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Professional support for journalists is a prerequisite for media coverage

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• There is only a little chance that journalists "discover" your story through their own research.

• You have to prepare your story in a ready-to-use format.

• You have to find the right tone when approaching journalists.

Freundin wellfit

Für Sie

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Media relations: Make or buy?

What do you need to run a successful media relations program?

• A good understanding of the way writers and editors work

• A lot of time to build and keep contacts

• A good journalists database

• The capability to react fast and answer questions immediately

• Experience in tailoring contents for specific media needs

• A constant flow of newsworthy items to make your stuff valuable for journalists

Sometimes it might be better to think of external support instead of delivering a "mediocre product" to the media.

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Thank you for your patience

I am looking forward to an interesting discussion