We Know How the Media Works

The media landscape has changed dramatically, and completely new reading and consumption habits have developed with the rise of the internet. There is not a single medium, be it television, radio or daily newspapers, which does not provide brief summaries of the news with accompanying images, videos and original sounds on its own website. In order to remain competitive, serious business publications are turning into magazines, and news magazines have adapted their layouts to the reading habits of the internet generation. Daily newspapers compete to see who can attract the most readers with new content, as the fear grows in publishing houses that the daily newspapers, in particular, will lose the majority of their readers to the electronic competition in just a few years.

PR also has to be rethought. Infotainment is in higher demand than ever before in order for messages to make it to their destination. This means thinking in images and springing surprises with campaigns. New requirements are being placed on comprehensibility and readability, since journalists know that they can only reach their audience with easily comprehensible information. The demands that PR must fulfil are informing and explaining, formulating comprehensibly and entertaining.

Simply passing on the facts is passé. Editors want to be informed quickly as to why a topic is relevant for their audience. This recognisable utility, paired with comprehensibility and simple language, transforms information for journalists into interesting stories. This is the yardstick for the media work of Kohl PR and the foundation of the consultation we provide to our clients. You will benefit from the fact that we know how the media works.