Over the past years, PR has undergone some fundamental changes. Without classic media relations with publishing houses, editor’s offices and journalists it used to be impossible to get anything published. Today everything is interactive and online!
The tools needed to make opinion-forming content go viral: your own social media accounts, professional performance marketing, intelligent SEO management for your self-operated websites… Anyone can position themselves in the media as a broadcaster, a testimonial or influencer! And engage in direct high-coverage communication with their target group. As longs as content and technology are orchestrated professionally! Former US president Donald Trump has initiated a paradigm shift in media that has a lasting effect up to this day. Forgoing classic press conferences, he relied exclusively on his Twitter account and synchronized TV channel Fox News for communication. Within the scope of his media strategy, he engaged in the shaping of public opinion worldwide in real-time – clearly, for his own benefit. Regardless of whether or not his posts made sense, he did set an example with this simple strategy.
Paradigm shift in public communication: The formation of opinions increasingly takes place on a direct level between protagonists and their target groups – as is the case with Donald Trump’s Twitter communication or with the German government’s podcast strategy.
Instead of a wearisome dialogue involving media representatives as intermediaries of content, companies and politicians increasingly follow an information strategy that relies on pre-produced video messages and content provided via their own platforms.
As the media landscape and the communication behavior of the target groups have changed, communication strategies had to be modified as well: Regardless of this, the key prerequisite for a successful media performance is the creation of perfectly tailored content – no matter if it is written text, image, video or sound. For brand or consumer PR, Corporate Communications, Public Affairs/Lobbying, reputation management or crisis communication.
Press conferences as campaign kick-off, milestone: The Europe-wide market introduction for an innovative mobile payment product was driven by a 360-degree campaign with media relations as its core element. In each new market region, the start was marked by a press conference, which at the same time was held as a stakeholder event for the sales team, regional economy, politics, sports and culture. Within the scope of sales-promoting communication, all regional press conferences/media events were broadcasted live and Europe-wide on the company’s own social media channels as well as partnering ones. During the first lockdown, the communication/marketing campaign was adjusted to the current situation, now offering free-of-charge media services to the core target group of stationary retailers.
Press conferences/media events, PR-Flights synchronized with sponsorships: The integration of sports sponsorships into corporate/product communication offers lots of emotion, charges the brand and guarantees an above-average awareness in one’s own media channels as well as on TV, radio and in daily publications. Requirement: exciting content, convincing protagonists, creativity when it comes to dramatic composition and location. In professional sports of boxing and soccer/football we work directly for clients.
Media cooperations as a campaign tool: The live-broadcast series, planned, realized and co-hosted by CP/CONSULT) raised Europe-wide awareness for the mobile payment product in the market introduction regions, integrating individually tailored content and media relations. Seven-figure audience ratings for the live TV show in combination with live streams in the social networks contributed measurably to the image of campaign, product and company.
Videos in podcast style: Exclusive news and storytelling for sales partners via stand-alone show format of “premium talk”
Public Affairs/Lobbying: Growing part of Public/Media Relations by CP/CONSULT.
By going viral in social media communities, on high-coverage online portals, in cooperation with partner portals and established news portals, in close cooperation with editors, journalists, bloggers, with media cooperations and live communication… A coverage of 15 million for a conventional PR flight is a common standard for us! Of course, we provide qualitative and quantitative media monitoring so that the fulfilment of campaign goals can be proven.
There is no time without crisis: Now, at this exact moment, everyone – company, publishing house, association, government, party, professional sports club, top manager or politician – is either before a crisis, in the middle of a crisis or in the aftermath of a crisis, processing it. Crises pulverize images, damage reputations, devour money, destroy careers… With the help of precise prevention/evaluation measures they can be foreseen and defused in time…
However, crises can also be one-of-a-kind opportunities to question things, to re-position. Without sufficient competences for the localization of potential trouble spots and for navigation through conflicts, any efforts in terms of crisis management and communication amount to nothing, seem helpless, are worthless… Especially in times of crisis the motto rings true: Competence is the sum of individual knowledge and personal experience.
We have been awarded the International German PR-Prize for successful crisis communication. However, we are even prouder of those times we were able to nip the crises in the bud so they never even appeared in the media.
For crises, it is set in stone: I don’t have to communicate everything I know. However, what I communicate – and especially to whom – has to be crystal-clear plausible, verifiable… And true! Here it is always advantageous to act in a controlled, deliberate way – much better than having to form opinions reactively, which takes much more effort.
But how do you react in real life when suddenly dubious media outlets start publishing fake news discrediting the company, the products, the management and business partners in the most despicable way? Should you act in order to stand up against this spiral of discreditation? If so – how do you go about it? What to do if this “media bashing” escalates to a case of shameless blackmailing?
Strategic crisis communication based on crystal-clear messages: With a media drum roll and ensuing measures, we have exposed and neutralized a targeted discreditation campaign that included blackmail. We focused at first on forensic research, legal consultation, cooperation with authorities and later on coaching of the protagonists. Our communication strategy started off with a surprise momentum of a press conference, which was live-streamed in several social media communities and gained an extremely high coverage. Reports in renowned media outlets and our own media formats quickly helped us to gain the higher ground in terms of communication. Within the scope of a slice-by-slice media tactic, deliberately publishing pre-produced content through various channels over a period of several weeks, we were able to regain lost trust, compensate for reputation losses and build sympathy. Business partners, stakeholders and employees were actively integrated in this campaign as well.
Preventative crisis management with communication scenarios helps in times of crisis: What can be done when winter arrives unexpectedly, rendering one’s own sports arena out of business on Christmas, when the start of the national soccer league is hanging in the balance or the largest winter sports event worldwide has to be cancelled when 50,000 tickets have already been sold?
Is it possible for hackers to get a hold of my customer data or could they already be in the process of manipulating my digital banking? Warranty of IT-related security aside: What exactly do my approved communication guidelines look like in case of crisis? Have all the relevant internal departments and authorities been integrated?
A well-rehearsed crisis team saves time and money: Can societal or political currents have a negative effect on businesses, products and services? Do we have experts within our disciplinary team that we can rely on when it comes to pending approval processes, the introduction of ecologically and politically sensitive products? In an emergency, do we have a crisis team with a sustainable action plan in place? With whom do we have to communicate in case of emergency and when? How are we doing in terms of Compliance and Political Correctness? Who serves as the company’s professional spokesperson in the public eye?
Saving time for risk minimization and safety: The client is a security company – one of its areas of expertise is airport security management. A plane crashes! Before the cause of the crash can even be identified, there already is the theory of a terrorist attack circulating on the internet, suggesting alleged deficits regarding the security check at the airport of departure. What can be done in order to prevent social media theories from infiltrating relevant quality media? How and when should the company go public with an explanation in order to establish opinion leadership? Who speaks with the media and what homework needs to be done for this task? What does the risk potential analysis look like?
Over the course of a month, one hundred milk cows drop dead on a pasture of a neighboring country. Veterinarians suspect this could have been caused by contaminated antibiotics. The pharma company’s management chooses to wait – meanwhile the suspicion rapidly spirals into a media tsunami. What needs to be done immediately in terms of crisis management in synchronization with communication regarding customers and stakeholders and what would be suitable middle- and long-term scenarios that could be implemented in order to avert possible damage.
Identifying, or ideally preventing, potential conflicts and crises through implementation of evaluation and a crisis radar… Overcoming acute crises by following a clear strategy, operating safely and drawing upon experience gathered through successfully completed projects.
It is amazing to observe how personalities develop, re-invent themselves, becoming even more successful and prominent…
Marketing a person via media still a sensitive topic in some respects. There is the risk of appearing artificial… However, how do starlets become top stars after all? Only based on personal efforts and merit? How can you push and capitalize people over media? In order to make an exciting, outstanding story go viral, you need to create a mix of personality PR and personality marketing. This symbiosis of editorial content and paid media volume raises an above-average media awareness. Cristiano Ronaldo currently has around 246 million followers on Instagram, far more than Lionel Messi with 180 million. On Twitter, former US president Barack Obama leads the worldwide popularity ranking, holding 129 million followers, followed by Justin Bieber with 114 million and Katy Perry with 109 million. On Facebook, Michael Jackson, the King of Pop has the most fans worldwide – i.e. 22 million, with an upward tendency even after his death over a decade ago. His heirs can keep investing in promotions in order to keep gaining money through royalties.
Stars – small or big – are human. It is also human to make mistakes and to develop, possibly resulting in a deviation from fans’ expectations. Best examples of cracked images: Tiger Woods, Arnold Schwarzenegger, Christoph Daum, Mesut Özil…
It is not possible to simply create personality brands on the drawing board. Authenticity is crucial for success. Who am I? What can I do? What do I stand for? Where do I want to go? What is my vision? The biggest challenge lies in the task of balancing self-image and public image and, based on this, plan ahead in a strategically conceptional manner.
Example: the visionary self-made entrepreneur! When an internationally successful entrepreneur becomes the face of a company and its products, his or her personal highs and lows, possibly mirrored by the media, have an immediate effect on the business.
In a negative or a positive manner, see also Bill Gates, Rupert Murdoch, Elon Musk…
Example: The same laws apply to soccer and arts. No matter if it is an artistic or more of an editorial-authentic presentation – momentum, credibility and likeability, integrated into the framework of an exciting story, create positive awareness.
Example: Self-presentation aimed at specific target groups! Is the cigar you enjoy politically correct? Is the elaborate presentation still credible? Does the formal aesthetic match the target group? Is the eyecatcher working? The internet never forgets….
Example: An image says more than a thousand words. Snapshots that last for eternity stand for unique visual storytelling.
Together we unveil our clients’ uniqueness and present it on a suitable platform – in a book, at events, on social media, in a selected range of quality media. Without exaggerating. With wit and charm – pensive and focused. Always authentic. With empathy! Fans, voters, employees, clients – they all want to be able to trust their idols or role models, to be inspired and guided… Which doesn’t mean testimonials have to be all polished – they are more than welcome to have some rough edges.
„Heroes live long, legends never die.“ (Böse Onkels)