Literature Tips
Pressearbeit in der IT-Branche
by Gerhard Versteegen et al. (available in German only)
PR-Toolbox. Alles was Sie für die erfolgreiche Presse- und öffentlichkeitsarbeit benötigen
by Werner Grohmann (available in German only)
Presse- und Öffentlichkeitsarbeit -
Ein Handbuch
by Gernot Brauer (available in German only)
PR Results
From a corporate backgrounder to a technical article, the types of press work pieces, the "PR results", vary greatly. For the PR to be successful, it is critical that the company finds an optimal mix of target publications and PR results.
Positioning
Not every company has already formulated a sufficiently clear "message", the foundation for targeted press work. For this reason, the relationship with in-house Agentur often begins with a workshop, where we examine the positioning of the products and the company with a careful, critical eye. The result is a written document that will provide us with a basis for all further measures.
Backgrounder
Positioning an IT company and its products in its respective markets is often not an easy task. In order to make it easier for journalists to understand a company, in-house Agentur creates a corporate backgrounder for every client. If desired, a product backgrounder may be added.
Boilerplate
The boilerplate, an abbreviated version of the backgrounder, is inserted at the end of every press announcement. At the beginning of the relationship with in-house Agentur, based upon the positioning and the backgrounder, the required boilerplates ("About XYZ Company" and "About XYZ Company's products") are generated and approved.
Press Distribution List
In preparing to communicate with journalists, it is first important to choose the publications and the editors that the company will focus on. In this selection process, less is often better than more, as the goal is to build long-term relationships with journalists. in-house Agentur compiles individual press release distribution lists for each of its clients, which not only considers the respective products but also such specifics as the industry sector focus.
Press Release
One of the classic results of press work is the press release. It is primarily a vehicle to present new information about the company, which is sent to the entire press release distribution list or only a part of it. In reality, press releases rather end up being vehicles for journalist relationship management, according to the motto: "nice to hear from you again". At in-house Agentur, press releases as a rule are only sent out in conjunction with an offer for further action.
Press Visit
A more personal form of contact with journalists is the press visit, often combined with a press tour. Generally carried out for special occasions, for example, a product launch, the press visit also provides a vehicle for personal contact. At in-house Agentur, we feel that it is important for our clients to have direct contact with journalists on a regular basis. In this way, over time, the company will build up its own trusting relationship with the press.
Trade Show Representation
Trade shows and conferences provide an opportunity for contact with the often large number of journalists attending. Without too much effort, exhibiting companies can provide the press with information and obtain feedback for later press work. By utilizing its press contacts, in-house Agentur arranges meetings at trade shows, briefs the company's representative, attends all on-site appointments and looks after the agreed upon follow-up measures.
Press Conference
If you want to get the news out - in person - to a large number of journalists at the same time, a press conference is a good method. However, it must be noted that editors nowadays only have a very small crew of permanent journalists and that freelancers, as a rule, do not receive any fees for attending press conferences. Therefore, press conferences should only be used by very well known companies or for very important occasions. in-house Agentur advises its clients regarding the occasions for calling a press conference, presenting meaningful content and the appropriate framework. We will also invite all of the relevant members of the press.
Technical Articles
To show expertise in a particular area, technical articles are the way to go. Subjects for technical articles arise out of a company's business lines, the topics mainly focused on by the target publications and individual consultation with the editors. Some but not all publications even permit the company to mention its own products. As in-house Agentur knows the rules for the various editors, we generate technical articles that provide the client with the greatest benefit by making optimum use of the "rules of the game".
Guest Articles
Some publications accept guest articles from company representatives, as a market overview or to describe a new trend. However, in such cases, the editors strictly enforce the rule that neither the company nor its products may be mentioned, thus leaving the company with little opportunity to position itself. in-house Agentur has creative approaches that nevertheless make it possible.
Case Studies
Particularly the products marketed in the software sector are very abstract. It often therefore makes sense to publish a case study, which not only describes the product but details a particular customer's experiences with using it. From the first interview with the user to enhancing the report with appropriate picture material to getting the report in the press - in-house Agentur's comprehensive case study experience will help reduce the co-ordination efforts, even in complex situations like the inclusion of partner companies.
Product Review
Already very common for consumer products, some business IT editors will also conduct product tests referred to as product reviews. in-house Agentur helps its clients by preparing the appropriate "reviewer guides" and due to its decades-long experience in software, also provides the editors with support from conducting the reviews up to the final publication.
Clippings
Results have to be made measurable, but how? In press work, results can be measured qualitatively and quantitatively, via press clippings. in-house Agentur works with the leading clipping services; they observe the press and immediately report back on articles published. Depending on what has been agreed upon, clients receive highlight clippings immediately (email), weekly clipping overviews (email) and a monthly analysis in a printed clipping book.
