Präsentation bei einer Kommunikationsmanagertagung in Oslo im Juni 2012

1. Efficient Media Relations
3 x 3 Power Tips
Dr. Armin Sieber
Fleishman-Hillard Germany GmbH
Berlin
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2. 3x3 Power Tips
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3. 1. Extend your reach
• Be proactive
• Stay tuned: 4 x 3 networking rule
• Show up where your target groups are
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4. 2. Discover your story
• Don‘t talk about nuts and bolts – tell a story
• Learn what journalists are interested in – and use their editorial
calender
• Make the most of a story
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5. Discover your story:
Learn what journalists are interested in
• News value, actuality
• Utility for the reader
• Use examples to illustrate the facts
• Numbers and figures
• Benefit for the client
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6. Discover your story
Example: Editorial Calender
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7. Discover your story:
Make the most of it
• Find different story angles
• Approach different target groups
• Use different genres (interviews with clients, with experts, case
studies, by-lined articles, quotes)
• Use different formats and various tools
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8. 3. Create great coverage
• Use your clients: Nothing is more convincing than a satisfied client
• Use your experts: Journalists love to talk to experts
• Use independent evidence: make the journalist your allie
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9. Create great coverage:
Use your client
• Set up a customer base
• Retrieve existing customer
• For interesting new customers: clarify PR utilisation from the
beginning
• Clients need to become tangible
• Meaningful numbers and figures (investment, impact, ROI)
• Benefit for the rentee
• Ask for PR-reference
• Ask for figures
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10. Create great coverage:
Create your own expert community
• Define experts
• Training
• Messaging
• Media Training
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11. Create great coverage:
Use independent evidence
• Refer to 3rd party experts:
• Research
• Associations
• NGOs
• Provide surveys
• Set up your own study
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