Lutz cleffmann

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Lutz cleffmann

  1. 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 GmbHDienstag, 19. März 13
  2. 2. Print media is dying, isn‘t it? 2Dienstag, 19. März 13
  3. 3. Even the market leader is losing impact (circulation in millions) 3,96 3,93 4,00 4,00 3,81 3,72 3,65 3,72 3,72 3,47 3,41 3,52 3,48 3,27 3,03 3,00 3,12 3,10 3,00 2,90 2,86 2,91 2,90 Printed 2,70 2,67 2,75 2,70 2,52 Sold 2,00 1,00 0 Q409 Q110 Q210 Q310 Q410 Q111 Q211 Q311 Q411 Q112 Q212 Q312 Q412 3Dienstag, 19. März 13
  4. 4. Younger people are turning away from televison 4Dienstag, 19. März 13
  5. 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. 5Dienstag, 19. März 13
  6. 6. But, is it the real picture? Heidi Klum – 1.5 million followers on Facebook Text 6Dienstag, 19. März 13
  7. 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 6Dienstag, 19. März 13
  8. 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 7Dienstag, 19. März 13
  9. 9. People not only use traditional media, they also trust in them 8Dienstag, 19. März 13
  10. 10. Journalists are still the decisive gatekeepers,… Information Editing Media Content 9Dienstag, 19. März 13
  11. 11. Journalists are still the decisive gatekeepers,…but they are under pressure. Information Editing Media Content 9Dienstag, 19. März 13
  12. 12. This creates opportunities for sound media relations programmes 10Dienstag, 19. März 13
  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 10Dienstag, 19. März 13
  14. 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. 11Dienstag, 19. März 13
  15. 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. 12Dienstag, 19. März 13
  16. 16. Some of the results iPadLife iMacLife Text Text Text 13Dienstag, 19. März 13
  17. 17. Some of the results iPadLife iMacLife STUFF Text Text Text FHM 13Dienstag, 19. März 13
  18. 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, 14Dienstag, 19. März 13
  19. 19. Impact through intensive contacts with editors Freundin Mädchen 15Dienstag, 19. März 13
  20. 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 15Dienstag, 19. März 13
  21. 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. 16Dienstag, 19. März 13
  22. 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. 17Dienstag, 19. März 13
  23. 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. 17Dienstag, 19. März 13
  24. 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. 18Dienstag, 19. März 13
  25. 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. 18Dienstag, 19. März 13
  26. 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. 19Dienstag, 19. März 13
  27. 27. Thank you for your patience I am looking forward to an interesting discussionDienstag, 19. März 13

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