Marketing & Entrepreneurship

3. Media & pressArjan 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• How do you talk to press? • The power of the ‘why’/story angles

for journalists

Media & press• What’s up?• PR/communication• How do you talk to press? • The power of the ‘why’/story angles for

journalists• Useful websites and how they are written

1. PR/communication

1. PR/communication

• Marketing vs PR/communication?

1. PR/communication

Messageconsumers

Media, politics (lobbying), peers, partner companies

marketing

PR/communication

1. PR/communication

Messageconsumers

Media, politics (lobbying), peers, partner companies

marketing

PR/communication

consumers

1. PR/communication• PR/communication: what should you

do?• (six easy steps)

1. PR/communication

• 1. Define your message

1. PR/communication

• 1. Define your message

1. PR/communication

• 2. Define your target group(s)

1. PR/communication

3. Screen and select relevant media & ‘influencers’ for your product. . (and remember the ‘entity maps’ Karen did last year)(what is their audience? What type of advertisement is there? How do people write/film? What topics are popular?)

1. PR/communication

• 4. Identify ‘touchpoints’ where media audience and your audience overlap.

1. PR/communication

• 5. Define your PR strategy for the selected media.

1. PR/communication

• 6. Write a communication roster, define assets and plan ahead.

1. PR/communication

• 7. Boldy go where everyone has gone before

1. PR/communication• 1.Define your message• 2. Define your target group(s). • 3. Screen and select relevant media & ‘influencers’ for your

product. • 4. Identify ‘touchpoints’ where media audience and your

audience overlap.• 4. Define your PR strategy for the selected media.• 5. Write a communication roster, define assets and plan

ahead.• 6. Boldy go where everyone has gone before

1. PR/communication

• (Your agenda may look a little like this...)

• 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…

2. How do you talk to press?

2. How do you talk to press?

• Some rules of thumb…

2. How do you talk to press?

• Talk a lot to a lot of people, but stick to your message

2. How do you talk to press?

• Talk a lot to a lot of people, but stick to your message

• Journo’s are only human (and like things like friendly company, coffee)

2. How do you talk to press?

• Talk a lot to a lot of people, but stick to your message

• Journo’s are only human (and like things like friendly company, coffee)

• Follow up on conversations & promises

2. How do you talk to press?

• Talk a lot to a lot of people, but stick to your message

• Journo’s are only human (and like things like friendly company, coffee)

• Follow up on conversations & promises• Come prepared!

Remember WHY you talk to press!

Target audience

Products/product message

Image of company

New business opportunities

Community buildingGain new followers?

Oh, and product messageMore likes…

Societal position

3. The power of the ‘why’/story angles for journalists

• (or: what is my message to journalists?)

3. The power of the ‘why’/story angles for journalists

• The ‘golden circle’ theory (Simon Sinek)

3. The power of the ‘why’/story angles for journalists

3. The power of the ‘why’/story angles for journalists

• Why does your game exist? Why did you make it? Why should I buy it?

• -> Message = exceptional, personal

3. The power of the ‘why’/story angles for journalists

• Why is your game exceptional/original/different?

• (originality goes a long way for a journalist)

3. The power of the ‘why’/story angles for journalists

• What if my game isn’t original?

3. The power of the ‘why’/story angles for journalists

• What if my game isn’t original? • -> Find an ‘angle of reproach’.

3. The power of the ‘why’/story angles for journalists

5. Useful websites and how they are written

5. Useful websites and how they are written

• Open your computers!

5. Useful websites and how they are written

• Check: Kotaku.com

• What’s their deal? Who’s their target audience?

5. Useful websites and how they are written

• Check: http://www.gamesindustry.biz• What’s their deal? Who’s their target

audience?

5. Useful websites and how they are written

• Check: http://www.nytimes.com• (and find their ‘video games’ section)• What’s their deal? Who’s their target

audience?

5. Useful websites and how they are written

• Check: http://www.female-gamers.nl• What’s their deal? Who’s their target

audience?

5. Useful websites and how they are written

• Check: http://www.gamesbrief.com• What’s their deal? Who’s their target

audience?

5. Useful websites and how they are written

• Check: http://www.critical-distance.com

• What’s their deal? Who’s their target audience?

5. Useful websites and how they are written

• Check: http://www.gamepolitics.com• What’s their deal? Who’s their target

audience?