Study Results‘Changes in the media landscape – new requirements for B2B PR in Germany, Austria and Switzerland’ Berlin, November 16, 2011
New requirements• Online media – both high quality and dubious - is appearing on the scene. In B2B communication, we can no longer only rely on content distribution through print issues in trade and industry press.
New rules• Press releases are no longer published in print media. They may be published online more frequently but release visibility may be lower.• Print and online media mix has to be constantly re-assessed.• Online media contact partners will change more frequently when the editors are not the same as those for the corresponding print medium.
New strategies• Produce more exclusive press material.• Use press releases in addition to, but with a strong time delay, SEO.• Professionalise contact management with a press data base or CRM system.
New requirements• One of the many effects is that newsrooms are downsizing dramatically. Unfortunately this means that editors have fewer time for press conferences or making personal contacts such as editorial visits, even if they actually also prefer face-to-face communication ...
New rules• Contact editors only if you really have something interesting for their target group.• Editorial contacts should not be left to trainees.
New strategies• In addition to proven instruments – such as telephone interviews, interviews, editorial visits, press conferences – use new technology:- Online newsroom webinars/ online press conferences
New requirements• Print media circulation numbers are declining dramatically and, especially during crisis periods, advertising volumes sink. This results in cost pressures that publishers pass on to the newsrooms. Newsroom staff is engaged in selling advertisements, advertorials etc.
New rules• Contributing to printing expenses is unpleasant but acceptable because contribution is not mentioned, so credibility is not compromised.• In advertorials, sponsors have to be mentioned, credibility suffers.• Adverts are perceived as commercial content, which is why they are seldom read.
New strategies• Show understanding for an editor’s desire for financial compensation, but make counterproposals.
Summary• More exclusive press material.• More communication tools.• More understanding.