Ce face un partener media (si in ce conditii)
In urma jurizarii probei partenerilor media de la SuperBlog Spring 2013 am constatat ca exista neclaritati in ceea ce priveste ce face un partener media si in ce conditii. Dat fiindca in cei aproape 8 ani de PRwave (se implinesc saptamana viitoare) am realizat o sumedenie de parteneriate media cu diverse evenimente si actiuni, dar si pentru ca in aceeasi perioada (agentia PRwave INTERNATIONAL implineste 8 ani saptamana aceasta) am avut ocazia de a realiza parteneriate media pentru cateva evenimente pentru clienti, m-am gandit ca ar fi o idee sa clarific putin acest aspect aici, pe blog.
Ce face un partener media
Foarte simplu spus, un partener media sustine prin mijloacele pe care le are la dispozitie evenimentul cu care se asociaza. Cu alte cuvinte, isi pune la dispozitie spatiul pentru a promova actiunea/evenimentul in sine.
Care sunt aceste canale?
Ele difera de la un partener la altul in functie de specificul lor. Un site va pune la dispozitie banner, poate articole sau stiri, sustinere pe conturile de social media etc. O televiziune va pune la dispozitie spatiu publicitar – va difuza un spot TV – care poate este realizat de asemenea de televiziune sau de organizatori, in functie de intelegere. Ziarele/revistele print pot publica machete, interviuri, stiri etc. care sa fie preluate si pe siteurile lor, in cazul in care acestea exista. Un radio difuzeaza spot radio. Evident toate pot oferi de asemenea sustinere social media. Se mai pot face concursuri – daca este vorba despre un eveniment cu bilete (conferinta, concert etc.). In functie de eveniment si posibilitati, partenerii media pot trimite reprezentanti la acel eveniment de unde pot transmite informatii live – pe social media, blog sau chiar online, video ori audio.
Pentru fiecare eveniment se face un pachet clar cu ce se ofera. Acesta depinde si de ceea ce primeste partenerul media. Intr-adevar, un parteneriat media aduce beneficii mutuale. Partenerul media va dori si el sa primeasca anumite avantaje in schimbul punerii la dispozitie a spatiului sau. Avantajele pe care le puteti oferi unui partener media pot diferi, in functie de eveniment si partener, de la amplasarea unui banner roll-up in ziua/zilele evenimentului, inserarea logo-ului pe site si materialele evenimentului, metionarea in comunicate, sustinere social media etc.
Etapele unui parteneriat media
Din punct de vedere al sustineri, exista etapa pre-eveniment – in care scopul principal este diseminarea informatiei catre publicul tinta. In aceasta etapa este important ca datele cu privire la eveniment sa ajunga la cat mai multi potentiali participanti (oameni care sa se inscrie in competitie, persoane care sa mearga la o conferinta/concert etc.).
Urmeaza apoi etapa din timpul evenimentului in care, cum spuneam mai sus, se pot face reportaje, transmisii live si asa mai departe, totul pentru a promova acel eveniment. Se pot utiliza hashtag-uri pe Twitter/Google+, se poate face live blogging, se pot face transmisii live – online, la radio sau TV.
In sfarsit, absolut firesc de altfel, exista si etapa post-eveniment in care, desigur, bannerele au fost deja scoase de pe site, dar moment in care se mai publica impresii despre acel eveniment, se monteaza stiri/reportaje, se realizeaza interviuri sau se redacteaza/monteaza daca acestea au fost realizate la eveniment, se fac case studies etc. Scopul este de asemenea de a asigura vizibilitate pentru eveniment, invitati si rezultate obtinute.
Este important sa se aleaga parteneri media potriviti, care ajung la publicul tinta al evenimentului, altfel va fi doar o insiruire de sigle. Atentie de asemenea si sa nu aveti prea multi parteneri media!
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