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

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?

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?