2. Study Results
‘Changes in the media
landscape – new
requirements for B2B
PR in Germany, Austria
and Switzerland’
Berlin, November 16, 2011
3. New requirements
• Online media – both high quality and
dubious - is appearing on the scene.
In B2B communication, we can no
longer only rely on content distribution
through print issues in trade and
industry press.
4. New rules
• Press releases are no longer published
in print media. They may be published
online more frequently but release
visibility may be lower.
• Print and online media mix has to be
constantly re-assessed.
• Online media contact partners will
change more frequently when the
editors are not the same as those for
the corresponding print medium.
5. New strategies
• Produce more exclusive press
material.
• Use press releases in addition to, but
with a strong time delay, SEO.
• Professionalise contact management
with a press data base or CRM system.
6. New requirements
• One of the many effects is that
newsrooms are downsizing
dramatically. Unfortunately this means
that editors have fewer time for press
conferences or making personal
contacts such as editorial visits, even if
they actually also prefer face-to-face
communication ...
7. New rules
• Contact editors only if you really have
something interesting for their target
group.
• Editorial contacts should not be left to
trainees.
8. New strategies
• In addition to proven instruments –
such as telephone
interviews, interviews, editorial
visits, press conferences – use new
technology:
- Online newsroom webinars/ online
press conferences
9. New requirements
• Print media circulation numbers are
declining dramatically and, especially
during crisis periods, advertising
volumes sink. This results in cost
pressures that publishers pass on to the
newsrooms. Newsroom staff is
engaged in selling advertisements,
advertorials etc.
10. New rules
• Contributing to printing expenses is
unpleasant but acceptable because
contribution is not mentioned, so
credibility is not compromised.
• In advertorials, sponsors have to be
mentioned, credibility suffers.
• Adverts are perceived as commercial
content, which is why they are seldom
read.
11. New strategies
• Show understanding for an editor’s
desire for financial compensation, but
make counterproposals.
