PR 1.0: Why good PR are so not yesterday's news

Es gibt heute unzählige Möglichkeiten, um sein Startup zu positionieren. Und es ist sehr wichtig, dass jedes Unternehmen die digitalen Möglichkeiten nutzt, die das Web bietet: Eine SEO-optimierte Webseite, eine informative Facebook-Seite, einen Twitter-Account mit knackigen Statements und und und. In Zeiten von Outbrain, Content Marketing und viralen Kampagnen fragt sich das ein oder andere Gründerteam: Warum eigentlich in Pressearbeit investieren? Eine gute Frage, die wir gerne beantworten:

PR vs. advertising Expert tip vs. market shouter?

The "good old PR" is just as important today as it was 20 years ago. Even back then, there were TV commercials, posters on advertising pillars and ads in magazines. Of course, the range of products and services has expanded considerably. Probably everyone has been stalked by a sneaker on the Internet and had the feeling that the Zalando market shouter was after them. Or you're engrossed in an article and are startled to hear a Mac blaring the benefits of the new Nivea shampoo from the speakers. In short, advertising is everywhere. And in such abundance that we don't even actively notice it anymore - unless a cat is shopping in the supermarket and we wonder if we or the cat are having a waffle.

Crux: The fish must like the bait Think like your target group

Press relations work according to a completely different principle. Unlike classic advertising measures, press relations - as the name suggests - is aimed at the press. The aim is to get the message across to the right target group via a third party, namely editorial teams. The crux of the matter: I first have to convince the editorial team that I have an interesting topic that interests them. So the bait has to taste good to the fish and not the other way around. The disadvantage: I can't give the reporting medium any direction. The advantage: The press is a very credible multiplier. So the message doesn't roar from a poster, but is recommended by a neutral person. That has a very effective effect.

Digital PR Twitter and LinkedIn meet telephone

Press relations work digitally. Most journalists can be found on Twitter, LinkedIn or Xing. That's why it makes sense to get in touch via their main communication medium. Via these channels, but also via e-mail, one has the possibility to provide multimedia content and thus accommodate the work of the press. Nevertheless, many e-mails and messages may remain unanswered. Our tip: Reach for your smartphone at your target media and press the phone button instead of the Twitter button. After all, personal contact is the most valuable thing PR has to offer - and often that is precisely the path to success.