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
marketing
consumers
PR/communication
Media, politics
(lobbying), peers,
partner companies
1. PR/communication
Message
marketing
consumers
PR/communication
Media, politics
(lobbying), peers,
partner companies
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!
Products/product message
Image of company
New business opportunities
Societal position
Target audience
Gain new followers?
Community building
More likes…
Oh, and product message
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?