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Efficient Media Relations3 x 3 Power Tips

Dr. Armin SieberFleishman-Hillard Germany GmbH

Berlin

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3x3 Power Tips

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1. Extend your reach

• Be proactive• Stay tuned: 4 x 3 networking rule• Show up where your target groups are

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2. Discover your story

• Don‘t talk about nuts and bolts – tell a story• Learn what journalists are interested in – and use their editorial

calender• Make the most of a story

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Discover your story:Learn what journalists are interested in

• News value, actuality• Utility for the reader• Use examples to illustrate the facts

• Numbers and figures• Benefit for the client

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Discover your storyExample: Editorial Calender

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Discover your story:Make the most of it

• Find different story angles• Approach different target groups• Use different genres (interviews with clients, with experts, case

studies, by-lined articles, quotes)• Use different formats and various tools

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3. Create great coverage

• Use your clients: Nothing is more convincing than a satisfied client• Use your experts: Journalists love to talk to experts• Use independent evidence: make the journalist your allie

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Create great coverage:Use your client

• Set up a customer base • Retrieve existing customer• For interesting new customers: clarify PR utilisation from the

beginning• Clients need to become tangible• Meaningful numbers and figures (investment, impact, ROI)• Benefit for the rentee

• Ask for PR-reference • Ask for figures

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Create great coverage:Create your own expert community

• Define experts• Training• Messaging • Media Training

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Create great coverage:Use independent evidence

• Refer to 3rd party experts:• Research• Associations• NGOs

• Provide surveys• Set up your own study