Presentation from Growing Games #4, June 30. 2014. Mikkel Messell from K2 Communication presenting tips and tricks on how to get noticed. AGENDA: PR activities Media Contact / Timing

1. PR
and
the
Press
Mikkel
Messell
Henrik
Groth

2. Kort
om
K2
• Established
in
2005
• Focus
on
PR
• Primarily
games
• www.K-­‐2.dk

3. Agenda
• PR
acCviCes
• Media
• Contact
/
Timing

4. PR
acCviCes
• Solo
placement
• Press
releases
• Events

5. Soloplacement
• Larger
stories
in
naConal
radio/TV/papers
• Angles
/
stories
– Trend
of
the
Cme
– Danish
succes
– Numbers,
figures,
data
(confirms
a
trend)
– Theme/set-­‐up
– Controversial
– A
Star
–
or
no
Star
…
– The
story/news
itself
• How
to
sell
a
solo
story?

6. How
to
do
it
solo
• Direct
targeted
pitch
–
mail
or
phone
• The
story
-­‐
Very
short
and
to
the
point
• The
topic
in
a
larger
context
• Feed
the
journalist
– experts,
numbers,
data,
further
informaCon,
interview
opportuniCes,
etc.
• IniCally
an
e-­‐mail
-­‐
can
be
followed
up
by
a
call
The
solo-­‐story/pitch
can
be
sent
to
various
journalists
(especially
if
it
is
non-­‐compeCng
media
like
fx
P3
and
Berlingske
Tidende).

7. The
Press
release
• Distributed
as
breaking
news
• Can
be
distributed
to
selected
journalists
before
anyone
else
• Can
be
used
as
background
informaCon
in
a
solo
pitch
• Gives
everyone
a
feeling
that
it
is
a
significant
product
(internally
and
externally)
• Remember
to
send
the
press
release
to
Ritzau
(and
other
news
agencies)
-­‐
if
Ritzau
does
the
story
wide
coverage
is
almost
guaranteed.

8. Events
and
press
conferences
• Stressing
that
it
is
a
significant
product
(refer
to
the
press
conference
in
all
subsequent
communicaCons
with
the
press)
• The
InvitaCon
to
the
press
conference
serves
as
a
press
release
that
can
create
its
own
stories
independently
of
the
press
conference
• Good
photo
opportunity
(make
sure
that
it
is)
• 1-­‐1
interviews
• A^endance
and
stories
based
on
the
press
conference
requires
the
bigger
story.
Fx:
Sims
producer
besøger
Danmark,
FIFA
VM
Do
not
go
into
game
details
at
the
presentaCon
at
the
press
conference.
Remember
the
rules
for
interviews.
Feel
free
to
invite
some
of
the
target
audience
for
the
press
conference
-­‐
giving
journalists
the
whole
package:
Both
the
people
behind
the
product,
the
target
group,
good
pictures
and
background
informaCon.

9. Media
Specific
media
-­‐
specific
angles
• Online
Media
images,
short
texts,
report
of
an
event,
press
releases
• NaConal
papers
news
story,
solo
story,
good
angles
• Gossip
magazines
pictures,
celebriCes
• Magazines
good
pictures
(solo),
interviews,
preview
• NaConwide
TV
/
Radio
• Local
media
Local
angles

10. Contact
• Personal
contact
should
be
directly
to
relevant
journalists
(not
to
red@red.dk)
• Who
has
wri^en
on
the
subject
before?
Who
has
wri^en
on
related
topics?
Are
there
any
obvious
special
media?
• Press
releases
can
be
sent
to
both
selected
journalists
and
red@red.dk

11. Timing
• The
process
Should
/
can
we
find
an
angle
during
the
process?
-­‐
The
making
of!
• At
launch
Some
media
should
be
informed
well
before
others
-­‐
some
magazines
has
a
2
months
deadline.
• Aeer
launch
The
PR
work
does
not
have
to
stop
aeer
launch.
Can
we
fx
come
up
with
some
follow-­‐up
stories?
How
many
have
fx
bought
the
game?,
can
it
be
used
for
educaCon?,
is
the
game
a
big
turning
point
for
the
developer?
etc.