1 The world of pr December 16th 2016

2 Program Test knowledge lesson 1 and reading assignmentMarketing versus PR The Dutch media landscape The way media work Press list The course ‘The world of PR’ (‘lesplan’) Assignments 5 min

3 Test knowledge lesson 1 and reading assignmentQuestions: How do you call it when there is a certain time/date before you can publish a press release? What is the biggest difference between free publicity and advertising? PR is a(n) … communication process that builds ... relations between organisations and their target audience. Which words are missing? Do the media have a positive or negative effect on the image of a company? This theory states that media are determinative for the subjects about which the mass is talking? If the corporate frame fits the news frame, chances are that... With output analysis you measure... Link to the quiz in Kahoot: https://play.kahoot.it/#/k/63d4a5a2-e1d6-4a8e dcbde6 3. PR is a(n) strategic communication process that builds mutual beneficial relations between organisations and their target audience. Which words are missing? 5. Deze theorie bepleit dat de media bepalend is voor het gespreksonderwerp waar de massa onderling over praat. Dit betekent niet de media bepalend is voor leefwijze van dezelfde massa. De naam verraadt de definitie al: de theorie gaat ervan uit dat de media de agenda zet voor het publiek. >> Er is wetenschappelijk bewijs voor deze theorie, tegelijkertijd tonen sommige studies ook aan dat de theorie helemaal niet op gaat. Mijn conclusie: er zit een kern van waarheid in. De media hebben zeker een rol, maar er zijn ook nog andere factoren die een rol spelen. Agenda-building >> het proces dat corporate communicatie professionals de media onderwerpen aangeven door persberichten/persconferenties/etc

4 Marketing versus PR In the past this was very clear:But now: the lines between marketing and PR have blurred. Activities are more and more intertwined. Marketing PR Advertising News / Press One way communication Two way communication Focus on sales Focus on brand awareness and positive reputation Telling the target audience you are good Letting someone else tell that you are good

5 Marketing versus PR The best way to see the difference is by seeing the day to day activities. On any given day, you could find a PR professional: Writing a press release about an upcoming product launch or a new company initiative Pitching positive stories about upcoming company announcements to the media Securing speaking opportunities for executives at industry events Building relationships with the media and influencers in the industry Managing and updating company messaging Creating talking points and speaking to the press about a company crisis

6 Marketing versus PR The best way to see the difference is by seeing the day to day activities. On that same day, a marketing professional could be: Creating an advertising campaign for a new product Buying advertising slots for that campaign on relevant media platforms (e.g., radio, TV, or online) Creating supporting materials for product launches, like brochures, website landing pages, and FAQs for the sales team Conducting industry and client research to help drive the direction of marketing campaigns Drafting a weekly newsletter for clients

7 Marketing versus PR OverlapThe truth is, you can’t market without doing a little PR, and you can’t do PR without a little marketing. The end goals — selling products and making people love a company — are too intertwined: if your products are terrible, your company probably won’t be viewed favorably by the public, and if people aren’t connecting with your overall brand, they’re probably not going to buy your products.

8 Marketing versus PR – an example

9 Media landscape Which media are there? Written pressDaily newspapers (local, regional and national) News magazine (opinion based) Popular magazines Trade magazine Newsletters Etc. RTV (local, regional and national) Online media (professional & user generated) Social media Websites Weblogs Forums

10 The way media work They search for news!They use the same formats every time for their magazine, website, radio/TV-show, online platform, app column, section The have meetings at certain times They work with permanent employees versus freelancers On top of journalists/editors as those who make the story’s there are also final editors/copywriters/etc who also influence how a story is made >> happens more in national media, very little in blogs for example. Keep in mind: lead times

11 BIG What is news? Different Amusing Has consequences EmotionalIs close to you Different Amusing Topical Emotional In conflict BIG Has consequences Unique (new) Relevant Unfamiliar

12 How can you find the right journalists?Google Blendle Website of medium – colofon Deperslijst.com MissMag Library Kiosk Supermarket LinkedIn Twitter GooglePlus

13 The rise of the influencerWhat is an influencer? Influencers are people who have a large reach on social media. There are influencers in all kinds of category's: Food Family Fashion Beauty Design Green / Eco Etc Influencers are the new kind of journalists or even a new sort of media which has a huge influence on it’s audience.

14 The presslist A template for a presslist:

15 The course: ‘The world of PR’‘Lesplan’ will be placed in new portal What you have to know now: max. 2 times absent Assignments for case: Press list Press release or pitch PR plan Prsentation ook toelichten regels

16 Assignments Read ‘How to write a press release’ and ‘How to write a pitch’ from De Wolven Get together with your team and make a press list which includes 10 key media (deadline: Jan 18th, o’clock > mail to and

17 You know where to find me :Questions? You know where to find me : Eva Wolf +31 (0) / (0)