PR Results
Service OfferingPositioning
Not every company has already formulated a sufficiently clear “message”, the foundation for targeted press work. For this reason, the relationship with in-
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-
Example: Backgrounder
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-
Example: Boilerplate
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-
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-
Examples (by occasion): Closing, award, trade fair, new partnership, personnel, product launch, study
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-
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-
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-
Featured Articles
To show expertise in a particular area, featured articles are the way to go. Subjects for featured 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-
Examples (by publication): Computerwoche, Computerworld (CH), Entwicklermagazin, IT-
Contributed Article
Some publications accept contributed articles by 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-
Examples (by publication): Computer Reseller News, IHK Magazin, Midrange Magazin
Quotes
If you have made a name for yourself on a certain topic, it can happen that journalists ask for a background discussion on their own initiative, from which they then quote appropriately in a overview article. Instead of waiting for such requests, in-
Examples (by publication): Business & IT, Computerwoche
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-
Examples (by publication): Banken & Sparkassen, CIO, IT-
Product Review
Already very common for consumer products, some business IT editors will also conduct product tests referred to as product reviews. in-
Examples (by publication): Computerwoche, database pro, dotnet-
Clippings
Results have to be made measurable, but how? In press work, results can be measured qualitatively and quantitatively, via press clippings. in-
Recommended Reading
von Gerhard Versteegen et al.
von Werner Grohmann
von Gernot Brauer
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