News and blogs

Spotlight: PR and Media Relations

Offering content to the media is still one of Wisse Kommunikatie’s core activities. In preparation, we define messages and angles in close consultation with the client, and we subsequently present them for publication in the form of text and images, mainly, of course, to media that are being read or watched by the client's relevant target groups.

The phenomenon of ‘free publicity’ still exists, even though a growing number of media impose requirements on the publication of content today, typically in the form of paid partnerships or in exchange for ads and other commercial messages. The media are not keen, however, on trivial product presentations or slick advertising talk. The proposed content must meet a number of requirements: the information must truly be newsworthy, connect with current events or offer relevant insights to the medium's readership. The information must also, by definition, be journalistically sound and attractive to publish.

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Over the past few months, we have conducted a number of successful campaigns that prove that good content still works: at the end of last year, we investigated the changing role of the IT Service Manager for ServiceNow, with the aim of demonstrating that Service Management will be assuming a  broader role in organizations. An originally vertically oriented field, Service Management is increasingly evolving into a supra-departmental discipline. Over 100 IT Service Managers and ServiceNow clients participated in the study that was conducted during Service Manager Day 2017. Based on the results, we created a research report, a blog, an infographic and a press release that generated a lot of publicity. The content that we created was further used by ServiceNow for its own online marketing activities.

For another client, Schell, a German manufacturer of sanitary products, 2018 marked the introduction of an innovative electronic water management system. We supported Schell in the creation of press information and the invitation of journalists to trade fairs in order to introduce them to the system. A journalistically more gratifying angle was the link between the introduction of the system and the prevention of Legionella (legionnaires’ disease). The substantial content on how such systems contribute to Legionella prevention, ever an issue in building services engineering, was very well received and widely published in sanitation-related specialized media.