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Marketing & Entrepreneurship

Marketing & Entrepreneurship. 3. Media & press Arjan Terpstra. Media & press. What’s up?. Media & press. What’s up? PR/ communication. Media & press. What’s up? PR/ communication How do you talk to press ?. Media & press. What’s up? PR/ communication

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Marketing & Entrepreneurship

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  1. Marketing & Entrepreneurship 3. Media & press Arjan Terpstra

  2. Media & press • What’s up?

  3. Media & press • What’s up? • PR/communication

  4. Media & press • What’s up? • PR/communication • How do you talk topress?

  5. Media & press • What’s up? • PR/communication • How do you talk topress? • The power of the ‘why’/story anglesforjournalists

  6. Media & press • What’s up? • PR/communication • How do you talk topress? • The power of the ‘why’/story anglesforjournalists • Useful websites andhowthey are written

  7. 1. PR/communication

  8. 1. PR/communication • Marketing vs PR/communication?

  9. 1. PR/communication Message marketing consumers PR/communication Media, politics (lobbying), peers, partner companies

  10. 1. PR/communication Message marketing consumers PR/communication Media, politics (lobbying), peers, partner companies consumers

  11. 1. PR/communication • PR/communication: whatshouldyou do? • (six easy steps)

  12. 1. PR/communication • 1. Defineyourmessage

  13. 1. PR/communication • 1. Defineyourmessage

  14. 1. PR/communication • 2. Defineyour target group(s)

  15. 1. PR/communication 3. Screen and select relevant media & ‘influencers’ foryour product. . (andremember the ‘entitymaps’ Karen did last year) (what is theiraudience? What type of advertisement is there? How do peoplewrite/film? What topics are popular?)

  16. 1. PR/communication • 4. Identify ‘touchpoints’ where media audienceandyouraudience overlap.

  17. 1. PR/communication • 5. Defineyour PR strategyfor the selected media.

  18. 1. PR/communication • 6. Write a communicationroster, defineassetsand plan ahead.

  19. 1. PR/communication • 7. Boldy go whereeveryone has gonebefore

  20. 1. PR/communication • 1.Define yourmessage • 2. Defineyourtarget group(s). • 3. Screen and select relevant media & ‘influencers’ foryour product. • 4. Identify ‘touchpoints’ where media audienceandyouraudience overlap. • 4. Defineyour PR strategyfor the selected media. • 5. Write a communicationroster, defineassetsand plan ahead. • 6. Boldy go whereeveryone has gonebefore

  21. 1. PR/communication • Contact press, key influencers, communities • Win strategic advice OWNED, EARNED and PAID media • Plan EARNED en PAID media, implement & evaluate • Distribute press releases & assets (trailers?) • Prepare press kits & merchandise • Book event locations • Plan press trips • Launch (P)review copies • Set up contests • Identify need for media tours • Arrange interviews • Plan and activate PR Stunts • Seek partnerships/ joint promotions with other brands/products • Identify and implement social media content strategy, monitor it and produce content agenda • Collect and analyse reviews, analysis, reporting • And more… • (Your agenda may look a littlelikethis...)

  22. 2. How do you talk topress?

  23. 2. How do you talk topress? • Somerules of thumb…

  24. 2. How do you talk topress? • Talk a lot to a lot of people, but stick toyourmessage

  25. 2. How do you talk topress? • Talk a lot to a lot of people, but stick toyourmessage • Journo’s are only human (andlikethingslikefriendly company, coffee)

  26. 2. How do you talk topress? • Talk a lot to a lot of people, but stick toyourmessage • Journo’s are only human (andlikethingslikefriendly company, coffee) • Follow up on conversations & promises

  27. 2. How do you talk topress? • Talk a lot to a lot of people, but stick toyourmessage • Journo’s are only human (andlikethingslikefriendly company, coffee) • Follow up on conversations & promises • Comeprepared!

  28. Remember WHY you talk topress! Target audience Products/product message Image of company New business opportunities Societalposition Gain new followers? Community building More likes… Oh, and product message

  29. 3. The power of the ‘why’/story anglesforjournalists • (or: what is mymessagetojournalists?)

  30. 3. The power of the ‘why’/story anglesforjournalists • The ‘golden circle’ theory (Simon Sinek)

  31. 3. The power of the ‘why’/story anglesforjournalists

  32. 3. The power of the ‘why’/story anglesforjournalists • Why does your game exist? Whydidyou make it? Whyshould I buyit? • -> Message = exceptional, personal

  33. 3. The power of the ‘why’/story anglesforjournalists • Why is your game exceptional/original/different? • (originalitygoes a long way for a journalist)

  34. 3. The power of the ‘why’/story anglesforjournalists • Whatifmy game isn’toriginal?

  35. 3. The power of the ‘why’/story anglesforjournalists • Whatifmy game isn’toriginal? • -> Findan ‘angle of reproach’.

  36. 3. The power of the ‘why’/story anglesforjournalists

  37. 5. Useful websites andhowthey are written

  38. 5. Useful websites andhowthey are written • Open your computers!

  39. 5. Useful websites andhowthey are written • Check: Kotaku.com • What’stheir deal? Who’stheir target audience?

  40. 5. Useful websites andhowthey are written • Check: http://www.gamesindustry.biz • What’stheir deal? Who’stheir target audience?

  41. 5. Useful websites andhowthey are written • Check: http://www.nytimes.com • (andfindtheir ‘video games’ section) • What’stheir deal? Who’stheir target audience?

  42. 5. Useful websites andhowthey are written • Check: http://www.female-gamers.nl • What’stheir deal? Who’stheir target audience?

  43. 5. Useful websites andhowthey are written • Check: http://www.gamesbrief.com • What’stheir deal? Who’stheir target audience?

  44. 5. Useful websites andhowthey are written • Check: http://www.critical-distance.com • What’stheir deal? Who’stheir target audience?

  45. 5. Useful websites andhowthey are written • Check: http://www.gamepolitics.com • What’stheir deal? Who’stheir target audience?

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