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Lutz cleffmann
1. 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 Cleffmann
CEO ECCO Düsseldorf/EC Public Relations GmbH
Dienstag, 19. März 13
5. 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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Dienstag, 19. März 13
6. But, is it the real picture?
Heidi Klum –
1.5 million
followers on
Facebook
Text
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Dienstag, 19. März 13
7. But, is it the real picture?
Heidi Klum –
1.5 million
followers on
Facebook
Text
Jörg Schieb – 1.2 million
spectators in a regional TV
news show
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Dienstag, 19. März 13
8. Have traditional media really lost their
impact?
0 500,0 1000,0 1500,0 2000,0
Der Spiegel
Focus
Stern
Süddeutsche Zeitung
Wirtschaftswoche
FAZ
Print
Handelsblatt Online
Die Zeit Distribution range in thsd.
VDI Nachrichten
Die Welt
Manager Magazin
Creditreform
FTD
Cicero
Brand eins
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Dienstag, 19. März 13
9. People not only use traditional media,
they also trust in them
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Dienstag, 19. März 13
10. Journalists are still the decisive
gatekeepers,…
Information
Editing
Media
Content
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Dienstag, 19. März 13
11. Journalists are still the decisive
gatekeepers,…but they are under pressure.
Information
Editing
Media
Content
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Dienstag, 19. März 13
13. 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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Dienstag, 19. März 13
14. 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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Dienstag, 19. März 13
15. 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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Dienstag, 19. März 13
16. Some of the results
iPadLife
iMacLife
Text
Text
Text
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Dienstag, 19. März 13
17. Some of the results
iPadLife
iMacLife
STUFF
Text
Text
Text
FHM
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Dienstag, 19. März 13
18. 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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Dienstag, 19. März 13
20. Impact through intensive contacts with
editors
Freundin
Contacts Katinkas Media Relations 2012
Mädchen 20.000.000,00
16.253.875
15.000.000,00
10.000.000,00
5.000.000,00
2.030.116 2.153.986
1.558.203
628.257 1.034.533
0
Jul Aug Sep Okt Nov Dez
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Dienstag, 19. März 13
21. 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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Dienstag, 19. März 13
22. 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.
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Dienstag, 19. März 13
23. 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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Dienstag, 19. März 13
24. Professional support for journalists is a
prerequisite for media coverage
• 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.
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Dienstag, 19. März 13
25. Professional support for journalists is a
prerequisite for mediaScoverage
Für ie
w llfit
• There is onlyeanlittle echance that
F r u din
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.
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Dienstag, 19. März 13
26. 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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Dienstag, 19. März 13
27. Thank you for your patience
I am looking forward to an interesting discussion
Dienstag, 19. März 13
