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Mastering PR Communication: Your Comprehensive Guide to Winning the Media Game

This guide covers essential strategies to enhance PR communication, including defining messages, targeting audiences, selecting influencers, and devising effective media strategies. Learn how to maximize media exposure and engagement, create compelling content, plan PR activities, and leverage owned, earned, and paid media. Explore the power of storytelling, understand the 'why' behind your message, and discover practical tips on talking to the press. Enhance your public relations skills and establish a strong media presence with this comprehensive resource.

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Mastering PR Communication: Your Comprehensive Guide to Winning the Media Game

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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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