[et_\u200bpb_\u200bsection fb_built=\u201c1\u201d fullwidth=\u201con\u201d admin_label=\u201csection\u201d _builder_version=\u201c4.16\u201d global_colors_info=\u201d{}\u201d][et_pb_fullwidth_header title=\u201cPR Results\u201d subhead=\u201cService Offer\u00ading\u201d admin_label=\u201cFullwidth Head\u00ader\u201d _builder_version=\u201c4.15\u201d title_font_size=\u201c52\u201d subhead_font_size=\u201c20px\u201d background_color=\u201crgba(255, 255, 255, 0)\u201d background_image=\u201chttps:\/\/www.in-house.de\/wp-content\/uploads\/Keyboard_Banner.jpg\u201d background_url=\u201chttps:\/\/www.in-house.de\/wp-content\/uploads\/Keyboard_Banner.jpg\u201d button_one_letter_spacing_hover=\u201c0\u201d button_two_letter_spacing_hover=\u201c0\u201d global_module=\u201c166\u201d saved_tabs=\u201cadvanced,css\u201d global_\u200bcolors_\u200binfo=\u201d{}\u201d button_one_text_size__hover_enabled=\u201coff\u201d button_two_text_size__hover_enabled=\u201coff\u201d button_one_text_color__hover_enabled=\u201coff\u201d button_two_text_color__hover_enabled=\u201coff\u201d button_one_border_width__hover_enabled=\u201coff\u201d button_two_border_width__hover_enabled=\u201coff\u201d button_one_border_color__hover_enabled=\u201coff\u201d button_two_border_color__hover_enabled=\u201coff\u201d button_one_border_radius__hover_enabled=\u201coff\u201d button_two_border_radius__hover_enabled=\u201coff\u201d button_one_letter_spacing__hover_enabled=\u201coff\u201d button_two_letter_spacing__hover_enabled=\u201coff\u201d button_one_bg_color__hover_enabled=\u201coff\u201d button_two_bg_color__hover_enabled=\u201coff\u201d][\/et_pb_fullwidth_header][\/et_pb_section][et_pb_section fb_built=\u201c1\u201d admin_label=\u201csection\u201d _builder_version=\u201c4.16\u201d global_colors_info=\u201d{}\u201d][et_pb_row column_structure=\u201c3_4,1_4\u201d padding_mobile=\u201con\u201d admin_label=\u201crow\u201d _builder_version=\u201c4.16\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d custom_padding=\u201c|0\u201d global_colors_info=\u201d{}\u201d][et_pb_column type=\u201c3_4\u201d _builder_version=\u201c4.16\u201d custom_\u200bpadding=\u201d|||\u201d global_\u200bcolors_\u200binfo=\u201d{}\u201d custom_padding__hover=\u201d|||\u201d][et_pb_text admin_label=\u201cText\u201d _builder_version=\u201c4.16\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d use_border_color=\u201coff\u201d border_color=\u201d#ffffff\u201d border_style=\u201csolid\u201d global_colors_info=\u201d{}\u201d]From a cor\u00adpo\u00adrate back\u00adgrounder to a tech\u00adni\u00adcal arti\u00adcle, the types of press work pieces, the \u201cPR results\u201d, vary great\u00adly. For the PR to be a suc\u00adcess, it is crit\u00adi\u00adcal that the com\u00adpa\u00adny finds an opti\u00admal mix of tar\u00adget pub\u00adli\u00adca\u00adtions and PR results.
[\/et_pb_text][\/et_pb_column][et_pb_column type=\u201c1_4\u201d _builder_version=\u201c4.16\u201d custom_\u200bpadding=\u201d|||\u201d global_\u200bcolors_\u200binfo=\u201d{}\u201d custom_padding__hover=\u201d|||\u201d][et_pb_image src=\u201chttps:\/\/www.in-house.de\/wp-content\/uploads\/resultate.svg\u201d show_bottom_space=\u201coff\u201d align_tablet=\u201ccenter\u201d align_phone=\u201ccenter\u201d align_last_edited=\u201con|desktop\u201d admin_label=\u201cBild\u201d _builder_version=\u201c4.16\u201d animation_style=\u201cslide\u201d animation_direction=\u201cleft\u201d animation_duration=\u201c500ms\u201d animation_intensity_slide=\u201c10%\u201d use_border_color=\u201coff\u201d border_color=\u201d#ffffff\u201d border_style=\u201csolid\u201d animation=\u201cleft\u201d sticky=\u201con\u201d global_colors_info=\u201d{}\u201d][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=\u201crow\u201d _builder_version=\u201c4.16\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d global_colors_info=\u201d{}\u201d][et_pb_column type=\u201c4_4\u201d _builder_version=\u201c4.16\u201d custom_\u200bpadding=\u201d|||\u201d global_\u200bcolors_\u200binfo=\u201d{}\u201d custom_padding__hover=\u201d|||\u201d][et_pb_text admin_label=\u201cText\u201d _builder_version=\u201c4.27.4\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d hover_enabled=\u201c0\u201d use_border_color=\u201coff\u201d border_color=\u201d#ffffff\u201d border_style=\u201csolid\u201d global_\u200bcolors_\u200binfo=\u201d{}\u201d sticky_enabled=\u201c0\u201d]<\/p>\n
Not every com\u00adpa\u00adny has already for\u00admu\u00adlat\u00aded a suf\u00adfi\u00adcient\u00adly clear \u201cmes\u00adsage\u201d, the foun\u00adda\u00adtion for tar\u00adget\u00aded press work. For this rea\u00adson, the rela\u00adtion\u00adship with in-\u200bhouse Agen\u00adtur often begins with a work\u00adshop, where we exam\u00adine the posi\u00adtion\u00ading of the prod\u00aducts and the com\u00adpa\u00adny with a care\u00adful, crit\u00adi\u00adcal eye. The result is a writ\u00adten doc\u00adu\u00adment that will pro\u00advide us with a basis for all fur\u00adther measures.<\/p>\n
Posi\u00adtion\u00ading an IT com\u00adpa\u00adny and its prod\u00aducts in its respec\u00adtive mar\u00adkets is often not an easy task. In order to make it eas\u00adi\u00ader for jour\u00adnal\u00adists to under\u00adstand a com\u00adpa\u00adny, in-\u200bhouse Agen\u00adtur cre\u00adates a cor\u00adpo\u00adrate back\u00adgrounder for every client. If desired, a prod\u00aduct back\u00adgrounder may be added.<\/p>\n
Exam\u00adple: Back\u00adgrounder<\/a><\/p>\n The boil\u00ader\u00adplate, an abbre\u00advi\u00adat\u00aded ver\u00adsion of the back\u00adgrounder, is insert\u00aded at the end of every press announce\u00adment. At the begin\u00adning of the rela\u00adtion\u00adship with in-\u200bhouse Agen\u00adtur, based upon the posi\u00adtion\u00ading and the back\u00adgrounder, the required boil\u00ader\u00adplates (\u201cAbout XYZ Com\u00adpa\u00adny\u201d and \u201cAbout XYZ Com\u00adpa\u00adny\u2019s prod\u00aducts\u201d) are gen\u00ader\u00adat\u00aded and approved.<\/p>\n Exam\u00adple: Boil\u00ader\u00adplate<\/a><\/p>\n In prepar\u00ading to com\u00admu\u00adni\u00adcate with jour\u00adnal\u00adists, it is first impor\u00adtant to choose the pub\u00adli\u00adca\u00adtions and the edi\u00adtors that the com\u00adpa\u00adny will focus on. In this selec\u00adtion process, less is often bet\u00adter than more, as the goal is to build long-\u200bterm rela\u00adtion\u00adships with jour\u00adnal\u00adists. in-\u200bhouse Agen\u00adtur com\u00adpiles indi\u00advid\u00adual press release dis\u00adtri\u00adb\u00adu\u00adtion lists for each of its clients, which not only con\u00adsid\u00aders the respec\u00adtive prod\u00aducts but also such specifics as the indus\u00adtry sec\u00adtor focus.<\/p>\n One of the clas\u00adsic results of press work is the press release. It is pri\u00admar\u00adi\u00adly a vehi\u00adcle to present new infor\u00adma\u00adtion about the com\u00adpa\u00adny, which is sent to the entire press release dis\u00adtri\u00adb\u00adu\u00adtion list or only a part of it. In real\u00adi\u00adty, press releas\u00ades rather end up being vehi\u00adcles for jour\u00adnal\u00adist rela\u00adtion\u00adship man\u00adage\u00adment, accord\u00ading to the mot\u00adto: \u201cnice to hear from you again\u201d. At in-\u200bhouse Agen\u00adtur, press releas\u00ades as a rule are only sent out in con\u00adjunc\u00adtion with an offer for fur\u00adther action.<\/p>\n Exam\u00adples (by occa\u00adsion): Grad\u00adu\u00ada\u00adtion<\/a>, award<\/a>, trade fair<\/a>, part\u00adner win<\/a>, per\u00adson\u00adnel<\/a>, prod\u00aduct launch<\/a>, study<\/a><\/p>\n A more per\u00adson\u00adal form of con\u00adtact with jour\u00adnal\u00adists is the press vis\u00adit, often com\u00adbined with a press tour. Gen\u00ader\u00adal\u00adly car\u00adried out to mark a cur\u00adrent event \u2014 for exam\u00adple a prod\u00aduct launch \u2014 the edi\u00adto\u00adr\u00adi\u00adal vis\u00adit also serves above all to get to know each oth\u00ader per\u00adson\u00adal\u00adly. At in-\u200bhouse Agen\u00adtur, we feel that it is impor\u00adtant for our clients to have direct con\u00adtact with jour\u00adnal\u00adists on a reg\u00adu\u00adlar basis. In this way, over time, the com\u00adpa\u00adny will build up its own trust\u00ading rela\u00adtion\u00adship with the press.<\/p>\n Trade shows and con\u00adfer\u00adences pro\u00advide an oppor\u00adtu\u00adni\u00adty for con\u00adtact with the often large num\u00adber of jour\u00adnal\u00adists attend\u00ading. With\u00adout too much effort, exhibit\u00ading com\u00adpa\u00adnies can pro\u00advide the press with infor\u00adma\u00adtion and obtain feed\u00adback for lat\u00ader press work. By uti\u00adliz\u00ading its press con\u00adtacts, in-\u200bhouse Agen\u00adtur arranges meet\u00adings at trade shows, briefs the com\u00adpa\u00adny\u2019s rep\u00adre\u00adsen\u00adta\u00adtive, attends all on-\u200bsite appoint\u00adments and looks after the agreed upon follow-\u200bup measures.<\/p>\n If you want to get the news out \u2014 in per\u00adson \u2014 to a large num\u00adber of jour\u00adnal\u00adists at the same time, a press con\u00adfer\u00adence is a good method. How\u00adev\u00ader, it must be not\u00aded that edi\u00adtors nowa\u00addays only have a very small crew of per\u00adma\u00adnent jour\u00adnal\u00adists and that free\u00adlancers, as a rule, do not receive any fees for attend\u00ading press con\u00adfer\u00adences. There\u00adfore, press con\u00adfer\u00adences should only be used by very well known com\u00adpa\u00adnies or for very impor\u00adtant occa\u00adsions. in-\u200bhouse Agen\u00adtur advis\u00ades its clients regard\u00ading the occa\u00adsions for call\u00ading a press con\u00adfer\u00adence, pre\u00adsent\u00ading mean\u00ading\u00adful con\u00adtent and the appro\u00adpri\u00adate frame\u00adwork. We will also invite all of the rel\u00ade\u00advant mem\u00adbers of the press.<\/p>\n To show exper\u00adtise in a par\u00adtic\u00adu\u00adlar area, fea\u00adtured arti\u00adcles are the way to go. Sub\u00adjects for fea\u00adtured arti\u00adcles arise out of a com\u00adpa\u00adny\u2019s busi\u00adness lines, the top\u00adics main\u00adly focused on by the tar\u00adget pub\u00adli\u00adca\u00adtions and indi\u00advid\u00adual con\u00adsul\u00adta\u00adtion with the edi\u00adtors. Some but not all pub\u00adli\u00adca\u00adtions even per\u00admit the com\u00adpa\u00adny to men\u00adtion its own prod\u00aducts. As in-\u200bhouse Agen\u00adtur knows the rules for the var\u00adi\u00adous edi\u00adtors, we gen\u00ader\u00adate tech\u00adni\u00adcal arti\u00adcles that pro\u00advide the client with the great\u00adest ben\u00ade\u00adfit by mak\u00ading opti\u00admum use of the \u201crules of the game\u201d.<\/p>\n Exam\u00adples (by pub\u00adli\u00adca\u00adtion): Com\u00adput\u00ader\u00adwoche<\/a>, Com\u00adput\u00ader\u00adworld (CH)<\/a>, Entwick\u00adler\u00admagazin<\/a>, IT-\u200bManagement<\/a>, IT-\u200bMittelstand<\/a>, Per\u00adson\u00adal\u00adwirtschaft<\/a><\/p>\n Some pub\u00adli\u00adca\u00adtions accept con\u00adtributed arti\u00adcles by com\u00adpa\u00adny rep\u00adre\u00adsen\u00adta\u00adtives, as a mar\u00adket overview or to describe a new trend. How\u00adev\u00ader, in such cas\u00ades, the edi\u00adtors strict\u00adly enforce the rule that nei\u00adther the com\u00adpa\u00adny nor its prod\u00aducts may be men\u00adtioned, thus leav\u00ading the com\u00adpa\u00adny with lit\u00adtle oppor\u00adtu\u00adni\u00adty to posi\u00adtion itself. in-\u200bhouse Agen\u00adtur has cre\u00adative approach\u00ades that nev\u00ader\u00adthe\u00adless make it possible.<\/p>\n Exam\u00adples (by pub\u00adli\u00adca\u00adtion): Com\u00adput\u00ader Reseller News<\/a>, IHK Mag\u00ada\u00adzine<\/a>, Midrange Mag\u00ada\u00adzine<\/a><\/p>\n If you have made a name for your\u00adself on a cer\u00adtain top\u00adic, it can hap\u00adpen that jour\u00adnal\u00adists ask for a back\u00adground dis\u00adcus\u00adsion on their own ini\u00adtia\u00adtive, from which they then quote appro\u00adpri\u00adate\u00adly in a overview arti\u00adcle. Instead of wait\u00ading for such requests, in-\u200bhouse Agen\u00adtur proac\u00adtive\u00adly con\u00adtacts the authors in ques\u00adtion and offers suit\u00adable quo\u00adta\u00adtions. For the read\u00ader the opin\u00adion lead\u00ader\u00adship of the com\u00adpa\u00adny becomes clear, in addi\u00adtion to its spe\u00adcial pro\u00adfes\u00adsion\u00adal com\u00adpe\u00adtence in direct comparison.<\/p>\n Exam\u00adples (by pub\u00adli\u00adca\u00adtion): Busi\u00adness & IT<\/a>, Com\u00adput\u00ader\u00adwoche<\/a><\/p>\n Par\u00adtic\u00adu\u00adlar\u00adly the prod\u00aducts mar\u00adket\u00aded in the soft\u00adware sec\u00adtor are very abstract. It often there\u00adfore makes sense to pub\u00adlish a case study, which not only describes the prod\u00aduct but details a par\u00adtic\u00adu\u00adlar cus\u00adtomer\u2019s expe\u00adri\u00adences with using it. From the first inter\u00adview with the user to enhanc\u00ading the report with appro\u00adpri\u00adate pic\u00adture mate\u00adr\u00adi\u00adal to get\u00adting the report in the press \u2014 in-\u200bhouse Agen\u00adtur\u2019s com\u00adpre\u00adhen\u00adsive case study expe\u00adri\u00adence will help reduce the co-\u200bordination efforts, even in com\u00adplex sit\u00adu\u00ada\u00adtions like the inclu\u00adsion of part\u00adner companies.<\/p>\n Exam\u00adples (by pub\u00adli\u00adca\u00adtion): Banken & Sparkassen<\/a>, CIO<\/a>, IT-\u200bBusiness<\/a>, IT Direc\u00adtor<\/a>, IT & Pro\u00adduc\u00adtion<\/a>, Krankenhaus-\u200bIT-\u200bJournal<\/a>, mon\u00adi\u00adtor (A)<\/a>, Per\u00adsonal\u00admagazin<\/a><\/p>\n Already very com\u00admon for con\u00adsumer prod\u00aducts, some busi\u00adness IT edi\u00adtors will also con\u00adduct prod\u00aduct tests referred to as prod\u00aduct reviews. in-\u200bhouse Agen\u00adtur helps its clients by prepar\u00ading the appro\u00adpri\u00adate \u201creview\u00ader guides\u201d and due to its decades-\u200blong expe\u00adri\u00adence in soft\u00adware, also pro\u00advides the edi\u00adtors with sup\u00adport from con\u00adduct\u00ading the reviews up to the final publication.<\/p>\n Exam\u00adples (by pub\u00adli\u00adca\u00adtion): Com\u00adput\u00ader\u00adwoche<\/a>, data\u00adbase pro<\/a>, dot\u00adnet mag\u00ada\u00adzine<\/a>, dot\u00adnet PRO<\/a><\/p>\n Results have to be made mea\u00adsur\u00adable, but how? In press work, results can be mea\u00adsured qual\u00adi\u00adta\u00adtive\u00adly and quan\u00adti\u00adta\u00adtive\u00adly, via press clip\u00adpings. in-\u200bhouse Agen\u00adtur works with the lead\u00ading clip\u00adping ser\u00advices; they observe the press and imme\u00addi\u00adate\u00adly report back on arti\u00adcles pub\u00adlished. Depend\u00ading on what has been agreed upon, clients receive high\u00adlight clip\u00adpings imme\u00addi\u00adate\u00adly (email), week\u00adly clip\u00adping overviews (email) and a month\u00adly analy\u00adsis in a print\u00aded clip\u00adping book.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u201c1\u201d inner_shadow=\u201con\u201d custom_padding_last_edited=\u201con|desktop\u201d admin_label=\u201csection\u201d _builder_version=\u201c4.16\u201d background_color=\u201c#f7f7f7\u201d custom_padding_tablet=\u201c50px|0|50px|0\u201d custom_\u200bpadding_\u200bphone=\u201d\u201d transparent_background=\u201coff\u201d padding_mobile=\u201coff\u201d global_colors_info=\u201d{}\u201d][et_pb_row padding_mobile=\u201con\u201d admin_label=\u201crow\u201d _builder_version=\u201c4.16\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d custom_padding=\u201c|0\u201d global_colors_info=\u201d{}\u201d][et_pb_column type=\u201c4_4\u201d _builder_version=\u201c4.16\u201d custom_\u200bpadding=\u201d|||\u201d global_\u200bcolors_\u200binfo=\u201d{}\u201d custom_padding__hover=\u201d|||\u201d][et_pb_text admin_label=\u201cText\u201d _builder_version=\u201c4.16\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d use_border_color=\u201coff\u201d border_color=\u201d#ffffff\u201d border_style=\u201csolid\u201d global_colors_info=\u201d{}\u201d]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u201c1_3,1_3,1_3\u201d admin_label=\u201crow\u201d _builder_version=\u201c4.16\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d global_colors_info=\u201d{}\u201d][et_pb_column type=\u201c1_3\u201d _builder_version=\u201c4.16\u201d custom_\u200bpadding=\u201d|||\u201d global_\u200bcolors_\u200binfo=\u201d{}\u201d custom_padding__hover=\u201d|||\u201d][et_pb_blurb url=\u201chttps:\/\/www.amazon.de\/exec\/obidos\/ASIN\/3540402527\/inhouseagentur\u201d url_new_window=\u201con\u201d image=\u201chttps:\/\/www.in-house.de\/wp-content\/uploads\/buch_versteegen.jpg\u201d admin_label=\u201cInformationstext\u201d _builder_version=\u201c4.16\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d animation=\u201coff\u201d use_border_color=\u201coff\u201d border_color=\u201d#ffffff\u201d border_style=\u201csolid\u201d global_colors_info=\u201d{}\u201d]Press rela\u00adtions in the IT industry Part\u00adner link to Amazon<\/a>Boilerplate<\/h2>\n
Press Distribution List<\/h2>\n
Press Release<\/h2>\n
Press Visit<\/h2>\n
Trade Show Representation<\/h2>\n
Press Conference<\/h2>\n
Featured Articles<\/h2>\n
Contributed Article<\/h2>\n
Quotes<\/h2>\n
Case Studies<\/h2>\n
Product Review<\/h2>\n
Clippings<\/h2>\n
Recommended Reading<\/h2>\n
by Ger\u00adhard Ver\u00adstee\u00adgen et al.<\/p>\n
[\/et_pb_blurb][\/et_pb_column][et_pb_column type=\u201c1_3\u201d _builder_version=\u201c4.16\u201d custom_\u200bpadding=\u201d|||\u201d global_\u200bcolors_\u200binfo=\u201d{}\u201d custom_padding__hover=\u201d|||\u201d][et_pb_blurb url=\u201chttps:\/\/www.amazon.de\/exec\/obidos\/ASIN\/3000161198\/inhouseagentur\u201d url_new_window=\u201con\u201d image=\u201chttps:\/\/www.in-house.de\/wp-content\/uploads\/buch_toolbox.jpg\u201d admin_label=\u201cInformationstext\u201d _builder_version=\u201c4.16\u201d background_size=\u201cinitial\u201d background_position=\u201ctop_left\u201d background_repeat=\u201crepeat\u201d animation=\u201coff\u201d use_border_color=\u201coff\u201d border_color=\u201d#ffffff\u201d border_style=\u201csolid\u201d global_colors_info=\u201d{}\u201d]PR-Toolbox. Every\u00adthing you need for suc\u00adcess\u00adful press and pub\u00adlic rela\u00adtions work
by Wern\u00ader Grohmann<\/p>\n