How to get noticed. PR and the press. 2014
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Transcript of How to get noticed. PR and the press. 2014
PR and the Press
Mikkel Messell Henrik Groth
Kort om K2
• Established in 2005 • Focus on PR • Primarily games • www.K-‐2.dk
Agenda
• PR acCviCes • Media • Contact / Timing
PR acCviCes
• Solo placement • Press releases • Events
Soloplacement • Larger stories in naConal radio/TV/papers • Angles / stories
– Trend of the Cme – Danish succes – Numbers, figures, data (confirms a trend) – Theme/set-‐up – Controversial – A Star – or no Star … – The story/news itself
• How to sell a solo story?
How to do it solo • Direct targeted pitch – mail or phone • The story -‐ Very short and to the point • The topic in a larger context • Feed the journalist
– experts, numbers, data, further informaCon, interview opportuniCes, etc.
• IniCally an e-‐mail -‐ can be followed up by a call The solo-‐story/pitch can be sent to various journalists (especially if it is non-‐compeCng media like fx P3 and Berlingske Tidende).
The Press release • Distributed as breaking news • Can be distributed to selected journalists before anyone else
• Can be used as background informaCon in a solo pitch
• Gives everyone a feeling that it is a significant product (internally and externally)
• Remember to send the press release to Ritzau (and other news agencies) -‐ if Ritzau does the story wide coverage is almost guaranteed.
Events and press conferences • Stressing that it is a significant product (refer to the press
conference in all subsequent communicaCons with the press) • The InvitaCon to the press conference serves as a press release that
can create its own stories independently of the press conference • Good photo opportunity (make sure that it is) • 1-‐1 interviews • A^endance and stories based on the press conference requires the
bigger story. Fx: Sims producer besøger Danmark, FIFA VM
Do not go into game details at the presentaCon at the press conference. Remember the rules for interviews. Feel free to invite some of the target audience for the press conference -‐ giving journalists the whole package: Both the people behind the product, the target group, good pictures and background informaCon.
Media Specific media -‐ specific angles • Online Media
images, short texts, report of an event, press releases • NaConal papers
news story, solo story, good angles • Gossip magazines
pictures, celebriCes • Magazines
good pictures (solo), interviews, preview • NaConwide TV / Radio • Local media
Local angles
Contact
• Personal contact should be directly to relevant journalists (not to [email protected])
• Who has wri^en on the subject before? Who has wri^en on related topics? Are there any obvious special media?
• Press releases can be sent to both selected journalists and [email protected]
Timing • The process Should / can we find an angle during the process? -‐ The making of!
• At launch Some media should be informed well before others -‐ some magazines has a 2 months deadline.
• Aeer launch The PR work does not have to stop aeer launch. Can we fx come up with some follow-‐up stories? How many have fx bought the game?, can it be used for educaCon?, is the game a big turning point for the developer? etc.