“The world must know what happened, and never forget.” General Dwight D. Eisenhower.
The media revolution never happened
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Transcript of The media revolution never happened
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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