Press relations compact

The power of PR

• Integration of press relations into corporate communications.
• Differentiation from advertising and interfaces with marketing communication.
• How to achieve media presence and work on your image.
• Media law and other limits of media work.
• Crisis communication: Only bad news is good news?

The strategic basis

• Analysis of the status quo.
• Identify target groups and goals.
• Brand history (vision, mission, purpose), narratives and campaigns.
• Content strategy, content marketing and editorial plan. 
• Communication work in the (virtual) newsroom.
• Best practice examples.

Press and media relations materials

• Press release.
• Background paper and factsheet.
• Photos and graphics.
• Whitepaper.
• Footage and other videos.
• The contemporary press kit.
• Possibilities of distributing the materials.
• Plus: Writing your own press release.

Press relations instruments (contacts)

• Press conference.
• Background discussion.
• Editorial visit.
• Presence at trade fairs.
• Press trip.
• Which instrument is used when?

Online trends

• How journalists use the Internet.
• The virtual press office - this is what it should look like.
• Best practice examples.
• What e-newsletters have to do with press relations.
• The growing influence of social media on press relations.

Dealing with media representatives

• The different perspectives of companies and the media.
• What the media are (not) interested in.
• How editorial offices work.
• How to select and maintain press contacts.
• The large distributor and the "Inner Circle".
• The etiquette of dealing with journalists.

What is interesting for editorial offices?

• What are good hangers?
• Creativity required: How do I find exciting topics?

Success control Media resonance analysis?

• Performance review - what to look out for?
• The wealth of professional providers and their offerings.
• What are clippings and what is the significance of media equivalence values?
• The feedback loop: How to use media feedback to increase efficiency.
• Posting clippings on the Internet - what do I need to bear in mind?

Brief excursus: Crisis PR

• Preparing for crises, optimizing structures.
• Communicating professionally in a crisis.

Please bring a WLAN-capable laptop to the training .