The document discusses how classical media such as print newspapers and television are still powerful despite predictions that they would decline due to the rise of digital media. It notes that while print circulation is decreasing, major newspapers still reach millions of readers both in print and online. Television also remains influential as shown by the large audiences for news programs. The document argues that traditional media maintain their importance because people still trust and use these sources of information. It suggests that companies can benefit from engaging in sound media relations programs through establishing relationships with editors and providing ready-to-use story ideas and materials tailored to different outlets. Two case studies are presented showing how startups successfully garnered media coverage through intensive outreach.
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
Resource Guru Presentation at TechStartupJobs Fair London 2014TechMeetups
Resource Guru is cloud-based team scheduling software. It’s the fast, simple way to schedule people, equipment and other resources online. At ‘TechStartupJobs Fair London 2014’ is hiring for ‘RUBY ON RAILS ENGINEER’ and ‘Senior Ruby on Rails Engineer’
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
Resource Guru Presentation at TechStartupJobs Fair London 2014TechMeetups
Resource Guru is cloud-based team scheduling software. It’s the fast, simple way to schedule people, equipment and other resources online. At ‘TechStartupJobs Fair London 2014’ is hiring for ‘RUBY ON RAILS ENGINEER’ and ‘Senior Ruby on Rails Engineer’
Designed to insure one single person per policy, a personal medical cover policy will generally offer medical insurance . <br><br> These plans are perfect for single expats or retirees, employees, students, and occasional visitors who pass a significant part of their year in Abu Dhabi.
Digital Thinking on Marketing, Branding and CampaigningTom De Bruyne
Lecture I did for the Rotterdam School of Management on March 19th 2013 on how the disruption of digital challenges us to rethink marketing, branding, advertising and campaigning.
3D printing may seem that it’s this years buzzword but it represents something far more powerful in the conversation between brands and consumers. We live in an age of bootlegging and piracy, so much so that we brought the music industry to its knees.
Power to the people, or perhaps power to the people with the printer is more appropriate. This week’s Identica Insights will explore the developments in 3D printing but more importantly the impetus it has given consumers to hack, steal, and create their own products, whether the brands are on board or not.
Is Social CRM the new Holy Grail? How big is the hype and what is reality? A critical view on all types of (online) CRM and what Social CRM actually means today.
Designed to insure one single person per policy, a personal medical cover policy will generally offer medical insurance . <br><br> These plans are perfect for single expats or retirees, employees, students, and occasional visitors who pass a significant part of their year in Abu Dhabi.
Digital Thinking on Marketing, Branding and CampaigningTom De Bruyne
Lecture I did for the Rotterdam School of Management on March 19th 2013 on how the disruption of digital challenges us to rethink marketing, branding, advertising and campaigning.
3D printing may seem that it’s this years buzzword but it represents something far more powerful in the conversation between brands and consumers. We live in an age of bootlegging and piracy, so much so that we brought the music industry to its knees.
Power to the people, or perhaps power to the people with the printer is more appropriate. This week’s Identica Insights will explore the developments in 3D printing but more importantly the impetus it has given consumers to hack, steal, and create their own products, whether the brands are on board or not.
Is Social CRM the new Holy Grail? How big is the hype and what is reality? A critical view on all types of (online) CRM and what Social CRM actually means today.
As a brand and commercial socializer ted paulson knows how to use these cross-interactions to impact new strategies and concepts for our clients and their brand, engaging consumers to be a part of the brand experience. There are some facts and an introducing ourselves.
The disruption of branding, advertising and campaigningSUE Amsterdam
This is a keynote I did for the marketing team of a FMCG brand. Their question was: what should we be doing to make better campaigns for our brands and products? They are overwhelmed with choices: Should we use digital or classic advertising? Should we engage, activate or promote? Should we build fans and followers or not? I want to argue that the real challenge is not about going digital or not. It’s about being disruptive or not. Disruptive brands or products build audiences both online, offline and through word-of-mouth. Disruptive brands have a bigger impact and are more persuasive in converting prospects into buyers.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
Why Now is Great Time to be Media Sales (and other Media Trends)Greg Stuart
This was a presentation that I was paid to prepare and give to a B2B Media companies about Why Now is Great Time to be in Media Sales (which I was nervous about doing). It uses some digital media trends from 2010 and some material from my book, What Sticks, to make the case that Media Companies need to take more control over their future and much more responsibility for the effectiveness of the advertising (in fact it's imperative that they do so).
This is the 2nd time (first time was to Digital Media CEO’s from around the world) I've given a variation of this talk and the response has been extraordinary from Media Sales people. Appears this really strikes a nerve for Media companies and especially those that sell advertising today.
We are proud to announce our twentieth Innovation Excellence Weekly for Slideshare. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to 5,000+ innovation-related articles.
Essity is the leading global hygiene and health company dedicated to improvin...TechMeetups
Essity products are sold in approximately 150 countries under international brands such as TENA® and Tork®, Colhogar and other major brands like JOBST® or Leukoplast. Essity has 48,000 employees. Net sales in 2022 amounted to approximately 15 billion Euros. Its headquarters are in Stockholm (Sweden) and it is listed on the Nasdaq Stockholm stock exchange. Essity breaks barriers to wellbeing and contributes to a healthy, sustainable, and circular society. More information at www.essity.com
AUSTRIAN BUSINESS AGENCY Work in AustriaTechMeetups
The initiative ABA – Work in Austria was launched to promote Austria abroad as a place to work. For this purpose,
– Austrian companies are showcased at events held abroad,
– cooperation agreements are arranged with outstanding universities,
– comprehensive information is supplied about Austria as a place to work,
– networking opportunities are organised in Austria and abroad an
– vacant positions for international specialists are compiled and presented in an Austrian-wide online job platform. A clearing office to serve as the first point of contact and as a one-stop-shop for legal inquiries from companies on hiring skilled international employees is currently under development.
PayFit is an intuitive cloud-based payroll and employee management solution d...TechMeetups
Do you want to help us shape what the future of work will look like and how it will best embrace our life’s aspirations? If this sounds like a journey you want to embark on, we may have the right role for you!
PayFit is an intuitive cloud-based payroll and employee management solution designed specifically for SMBs. Since 2015, we have set ourselves a mission to simplify payroll for SMBs and enable employers and employees to grow together. We are a European company operating from 3 main countries (France, Spain, and the UK) where we are supporting over 9500 clients https://payfit.com/careers
We’re looking for people who are ready to learn new things and are passionate about new technologies. Depending on your skills and interests you can join one of our two teams: IT or Business.
Career at Sollers Consulting
To our IT team we’re looking mostly for people with good knowledge of OOP and Java but not only! On our projects we’re using a range of different languages and technologies – for example, Angular, React, C#, Spring, Hibernate, and Gosu. So, if you are:
✅Ready to learn new things
✅ Familiar with Java and OOP
✅ At least on the B2 level of English (that mean that you can communicate without problems)
✅ Fluent in Spanish
Don’t wait and apply to one of our open positions:
👉 Junior Java Developer
👉 (Senior) Java Developer
👉 C#/.Net Developer
To our business team, we’re looking for people with an analytical mind and very good communication skills. As part of our Business Consulting team, you can develop your skills and become a part of our agile team implementing IT solutions for financial institutions from around the world. So, if you are:
✅ Thinking analytically and know how to use synthesis to show results of your work
✅ Fluent in English and Spanish
✅ Ready to learn in a friendly but challenging environment
Don’t wait and apply:
👉 Business Analyst
👉 Consultant
This is Infront - Financial professionals across Europe rely on Infront for f...TechMeetups
Infront offers exciting and challenging job opportunities within the financial technology sector. You will be a part of an active social environment with friendly, supportive and highly skilled colleagues. Being part of a company that is built on technological innovation, you will experience great opportunities for personal growth and fulfilling career possibilities in a fast-paced environment. At the same time, we have an informal and relaxed culture based on mutual trust, respect and cooperation. Apply to our open positions or send us an open application to become a part of the Infront culture, where contributions are recognized and achievements are celebrated.
We are a global publisher dedicated to providing the best possible service to the whole research community. We help authors to share their discoveries; enable researchers to find, access and understand the work of others and support librarians and institutions with innovations in technology and data.
www.springernature.com
Iptor, the global leader in enterprise resource planning, supply chain manage...TechMeetups
Iptor is a global leader in enterprise resource planning, supply chain management, planning and logistics software and services. Iptor helps distribution-focused organizations solve their most complex order management and fulfilment challenges within fast-moving, multi-channel and global supply chains, turning them into growth opportunities.
Serving 1,300 customers with 4,100 installations in more than 40 countries, Iptor provides fully integrated enterprise solutions, with highly adaptable and robust software backed by world-class support from distribution and supply chain experts. With its micro-services orientated cloud platforms and the use of smart technologies, Iptor offers compelling value to customers across the Technical Wholesale, Pharma and Publishing sectors.
For more information, visit: www.iptor.com
Mit mehr als 1700 Mitarbeitenden sind wir eines der grössten, unabhängigen Schweizer Unternehmen im Bereich Softwareentwicklung und -wartung, IT-Systemintegration und Business Consulting. Seit 1968 verfolgen wir vor allem eine Aufgabe: Wir wollen die IT-Welt ein bisschen einfacher machen. Durch komfortable Lösungen für komplexe Aufgaben. Durch Zuverlässigkeit und Engagement. Durch Präzision und Kundenorientierung. Ein Gespräch lohnt sich. Wir suchen immer clevere Köpfe www.elca.ch
NETCONOMY is shaping the digital leadership of its clientsTechMeetups
As a leading expert for Digital Platform Building and Customer Experience Innovation, NETCONOMY is shaping the digital leadership of its clients. We help brands to build flexible and scalable digital platforms, with top-notch technologies by SAP, Google Cloud and Microsoft Azure. NETCONOMY has 20 years of experience and employs close to 500 professionals across Europe. By introducing and driving innovation initiatives around customer experience, we support clients on the road of expanding their core business in the digital world.
Somos Comercia Global Payments, una empresa dedicada a la tecnología de pagos, en soporte físico y online, y software de gestión de negocios. Nuestras soluciones están adaptadas a todo tipo de comercios, sea cuál sea su tamaño, y nuestra plataforma realiza millones de transacciones cada año, de forma segura y sin fricciones.
Luxoft, a DXC Technology Company (NYSE: DXC), is a digital strategy and software engineering firm providing bespoke technology solutions that drive business change for customers the world over. Acquired by U.S. company DXC Technology in 2019, Luxoft is a global operation in 44 cities and 21 countries with an international, agile workforce of nearly 18,000 people. It combines a unique blend of engineering excellence and deep industry expertise, helping over 425 global clients innovate in the areas of automotive, financial services, travel and hospitality, healthcare, life sciences, media and telecommunications.
Product Madness - a genre-leading mobile games publisherTechMeetups
Madness for us, is a group of talented individuals, from across the globe, innovating, creating and collaborating to push all boundaries. We are Mad about games and the way they bring people together, and that passion and culture is what holds us together as a studio.
Talent Search People, the international recruitment and Human Resources consu...TechMeetups
Talent Search People is an international recruitment and Human Resources consultancy founded on 2006. Since then, our aim has been finding talent and turning it into an opportunity. We are committed to multiculturalism and innovation.
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DXC Technology https://www.dxc.technology DXC technology is the world’s leading independent, end-to-end IT services company. They lead digital transformations for clients by modernizing and integrating their mainstream IT, and by deploying digital solutions at scale to produce better business outcomes.
Labforward assists laboratory teams worldwide in their quest to make groundbr...TechMeetups
We are a diverse team of scientists, technologists, and entrepreneurs working together towards
more quality and integrity in science. We currently have around 70 employees with more than 25
different nationalities, mainly based in Berlin, Germany with some exceptions in France and the
UK. Ever since Covid-19 started, we realized that the remote working environment works well for
us, which is why we adopted the hybrid work model where employees can choose to come to
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Softonic publishes Softonic.com, the leading global software and app discover...TechMeetups
Softonic publishes Softonic.com, the leading global software and app discovery destination, offering the most complete selection of software and apps across hundreds of categories.
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Life at Netcentric. Our greatest successes begin with our people.TechMeetups
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Discover more about us. Our offices. Barcelona. +34 93 2201992 · info@netcentric.biz. Camí Antic de València 54, 7-9a 08005 Barcelona
At OMP, we offer more than just a job. We put people first and inspire you to...TechMeetups
We are OMP, a game-changer that optimizes the supply chains of the world's leading companies with our very own smart software and services.
Are you ready to join a team of 900 passionate, creative team players of over 40 nationalities? We work as one team from our head office in Belgium and regional offices in Brazil, China, France, Germany, India, the Netherlands, Spain, Ukraine, and the US.
We care for our people. True to our innovative spirit, we believe in growing talent and in boosting expertise. Our happy customers include Bridgestone, Johnson & Johnson, PepsiCo, Procter & Gamble, and Shell.
Want to learn more? Visit careers.omp.com/our-company
At OMP, we offer more than just a job. We put people first and inspire you to...
Lutz cleffmann
1. The Revolution never happened –
Why classical media are even more
powerful than ever.
Some thoughts about actual developments and
their impact on media relations management.
by Lutz Cleffmann
CEO ECCO Düsseldorf/EC Public Relations GmbH
Dienstag, 19. März 13
5. So the question is: Why bother with the
old media?
• Old media is for the elderly.
• Old media is for old products.
• We are young and innovative.
Our target group is online.
• Let‘s look for followers on facebook.
• Social media is the way forward.
5
Dienstag, 19. März 13
6. But, is it the real picture?
Heidi Klum –
1.5 million
followers on
Facebook
Text
6
Dienstag, 19. März 13
7. But, is it the real picture?
Heidi Klum –
1.5 million
followers on
Facebook
Text
Jörg Schieb – 1.2 million
spectators in a regional TV
news show
6
Dienstag, 19. März 13
8. Have traditional media really lost their
impact?
0 500,0 1000,0 1500,0 2000,0
Der Spiegel
Focus
Stern
Süddeutsche Zeitung
Wirtschaftswoche
FAZ
Print
Handelsblatt Online
Die Zeit Distribution range in thsd.
VDI Nachrichten
Die Welt
Manager Magazin
Creditreform
FTD
Cicero
Brand eins
7
Dienstag, 19. März 13
9. People not only use traditional media,
they also trust in them
8
Dienstag, 19. März 13
10. Journalists are still the decisive
gatekeepers,…
Information
Editing
Media
Content
9
Dienstag, 19. März 13
11. Journalists are still the decisive
gatekeepers,…but they are under pressure.
Information
Editing
Media
Content
9
Dienstag, 19. März 13
13. This creates opportunities for sound
media relations programmes
• Establish a working relationship with editors
• Give editors the possibility to handle your product
• Create interesting stories
• Write them well and ready to use
• Offer exclusive pieces
• Tailor articles to the needs of specific media
10
Dienstag, 19. März 13
14. Let‘s look at an example:
ZAGGmate keyboard for the iPad
One of the first keyboards
for the iPad with Bluetooth
connectivity and an
independent power pack.
Today sold in Europe
through Logitech.
11
Dienstag, 19. März 13
15. What we did:
• Created a comprehensive media pack with ready to use
texts and photos.
• Checked the mailing list thoroughly
• Offering test samples to editors via e-mail
• Telephone contacts with selected editors
• Offering ZAGGmate for prize draws.
12
Dienstag, 19. März 13
16. Some of the results
iPadLife
iMacLife
Text
Text
Text
13
Dienstag, 19. März 13
17. Some of the results
iPadLife
iMacLife
STUFF
Text
Text
Text
FHM
13
Dienstag, 19. März 13
18. Another case: Smartphone cases
• You don‘t need to have a unique product to be successful with
media relations.
• Katinkas is a start-up company situated in Brandenburg.
• They started selling protective film for iPhones through eBay.
• Then they designed their own range of smart phone covers.
• Now they have their own brand for all kinds of smartphone
accessories.
• Katinkas is now present at Media Saturn and other big retailers,
14
Dienstag, 19. März 13
20. Impact through intensive contacts with
editors
Freundin
Contacts Katinkas Media Relations 2012
Mädchen 20.000.000,00
16.253.875
15.000.000,00
10.000.000,00
5.000.000,00
2.030.116 2.153.986
1.558.203
628.257 1.034.533
0
Jul Aug Sep Okt Nov Dez
15
Dienstag, 19. März 13
21. The big advantage of start-up companies:
Personality
Start-up companies have one big advantage over established
ones:
• There is always a founder or a group of founders following an idea.
• People like to read and hear about people.
• Be prepared to tell your story.
16
Dienstag, 19. März 13
22. The Katinkas story
• A young mother living on benefits (Hartz IV).
• She got an iPhone as a birthday present from her parents.
• She wanted to protect this valuable present.
• She found ZAGG Invisible Shield protective film on the Internet.
• Because of the high freight costs she ordered 10 pieces.
• She sold the surplus on eBay.
• She found out that she was the first to sell this kind of stuff in the
German market.
17
Dienstag, 19. März 13
23. The Katinkas story
• A young mother living on benefits (Hartz IV).
• She got an iPhone as a birthday present from her parents.
• She wanted to protect this valuable present.
• She found ZAGG Invisible Shield protective film on the Internet.
• Because of the high freight costs she ordered 10 pieces.
• She sold the surplus on eBay.
• She found out that she was the first to sell this kind of stuff in the
German market.
• She made a business out of it.
17
Dienstag, 19. März 13
24. Professional support for journalists is a
prerequisite for media coverage
• There is only a little chance that
journalists "discover" your story
through their own research.
• You have to prepare your story in
a ready-to-use format.
• You have to find the right tone
when approaching journalists.
18
Dienstag, 19. März 13
25. Professional support for journalists is a
prerequisite for mediaScoverage
Für ie
w llfit
• There is onlyeanlittle echance that
F r u din
journalists "discover" your story
through their own research.
• You have to prepare your story in
a ready-to-use format.
• You have to find the right tone
when approaching journalists.
18
Dienstag, 19. März 13
26. Media relations: Make or buy?
What do you need to run a successful media relations program?
• A good understanding of the way writers and editors work
• A lot of time to build and keep contacts
• A good journalists database
• The capability to react fast and answer questions immediately
• Experience in tailoring contents for specific media needs
• A constant flow of newsworthy items to make your stuff valuable for
journalists
Sometimes it might be better to think of external support
instead of delivering a "mediocre product" to the media.
19
Dienstag, 19. März 13
27. Thank you for your patience
I am looking forward to an interesting discussion
Dienstag, 19. März 13