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 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

Marketing vs PR/communication?

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

1. PR/communication Message consumers 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?

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 building Gain new followers? Oh, and product message More 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

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

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

5. Useful websites and how they are written Check: (and find their ‘video games’ section) What’s their deal? Who’s their target audience?

5. Useful websites and how they are written Check: What’s their deal? Who’s their target audience?

5. Useful websites and how they are written Check: What’s their deal? Who’s their target audience?

5. Useful websites and how they are written Check: What’s their deal? Who’s their target audience?

5. Useful websites and how they are written Check: What’s their deal? Who’s their target audience?