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Login & Functions
Activation, Login & Database Access:
After confirming activation via email link, you can log in to the "My Account" area using your established login name and password via the person icon in the header area of the www.fischer-data-science.com website (to the left of the "i icon").
In the "My Account" area you can access and change your customer and account settings, view and download your orders and invoices (HTML or PDF, soon additionally as machine-readable XInvoice), access your search history, favorites and watchlist as well as create, manage and open your own lists (tab "My Lists").
Under the "Security" tab, you have the option to change your password, view your login history, log out devices that are currently logged in, and request your personal customer data for download in accordance with DSGVO.
Under the "Orders/Databases" tab, you can access this by clicking on the "Open Media & PR Database" button.
Alternatively, you can access the overview & search screen of the media & PR database by mouse-over via the sub-item "Overview & Search" (1st sub-item of the menu item "Media & PR Database") via the main menu or use the direct link https://www.fischer-data-science.com/en/media/overview/.
Overview & Search screen:
Figure 1 shows the backend area of the master table with search and filter mask (top of image), where you can, for example, list the radio stations included in Germany or further filter and sort by more than 20 filter criteria (including city, state, country, title, relevance/reach for prioritization, editorial email address, editorial phone number, fax number, type, Facebook, Instagram, YouTube, LinkedIn, Xing, number of Wikipedia views). Searching by keyword or tag is also possible.
A right click with the mouse on a cell value in the table (e.g. city) opens a list with all entries of this feature. A normal click (left click) with the mouse on a symbol opens the stored entry (e.g. the Facebook profile) in a popup window or controls the search function at Xing or LinkendIn for journalists or editors as well as departments to quickly find concrete contacts in the editorial offices.
A mouse click on an icon or feature while holding down the Ctrl key, on the other hand, opens the corresponding feature as a new browser tab in the background.
Figure 1: Master table "Overview & Search" with search mask. When mouse-over the title of a medium, you will get a short description of the same, if a Wikipedia article is available for the medium.
The bulk functions (engl. mass editing; see checkboxes on the left of the image) allow you - as you are used to from your email provider, for example - to edit several of the selected entries simultaneously (per page between 5 and 1. 000 entries displayable), to open the stored media URLs or further stored features such as Facebook presences in new tabs in the background, to add to favorites list or watchlist, to remove personally stored information again as well as to export the entries & contact data of the selected editorial offices in CSV or JSON format.
To be able to send an email without export directly and individually to an editorial office with your email program, simply click on the corresponding email address, which opens your email program or a new window there.
Clicking on the name of the medium opens the detail view of an entry. Here you will find a short description in the form of the Wikipedia article with useful information such as reach and target audience of the selected medium with all links to the social media channels and the contact details of the editors. Furthermore, you also have the option here to rate the medium, to put it on a list, to create your own lists (e.g. to-do list, campaign list "Campaign X in period Y"), to deposit your own comments and notes for documentation purposes of the communication that has taken place or the contact that has been made incl. feedback.
Public relations, or PR for short, is an essential discipline in today's world where information and communication play a central role. Whether you are just diving into the world of PR or want to deepen your knowledge, this article provides a comprehensive introduction to the basics of public relations.
What is PR?
Public relations, or public relations, is the process of targeted communication between an organisation and its target audience. This may involve companies, governments, non-profit organisations or individuals. The main goal of PR is to create a positive public perception, gain the trust of the target audience and maintain or improve the image of the organisation.
Why is PR important?
PR is important because it helps organisations communicate their messages effectively and build a strong relationship with their target audience. Positive public perception can build trust with customers, investors and the public, which has a positive impact on an organisation's success. In addition, in crisis situations, PR can help limit damage to the image and protect the reputation.
Basic principles of PR
To be successful in PR, you need to understand some basic principles:
Target group analysis: PR professionals need to know their target groups precisely in order to be able to adapt their messages in a targeted manner. This requires thorough research and segmentation of the target group.
Communication plan: A well-thought-out communication plan is crucial. This includes selecting the right communication channels, defining messages and planning activities.
Authenticity: Honesty and authenticity are of utmost importance in PR. False or manipulative communication can destroy the trust of the target group.
Crisis communication: Any organisation can find itself in crisis situations. PR professionals need to be able to respond quickly and effectively to minimise damage to the image.
Tools and tactics of PR
In PR, there are various tools and tactics available to shape communications and achieve the desired outcome. Here are some of the most important:
Press releases: Press releases are a commonly used method of disseminating news and information to the media and the public.
Media relations: This involves cultivating relationships with journalists and media representatives to generate media coverage.
Social media: Using platforms such as Facebook, Twitter and Instagram allows organisations to engage directly with their target audience and share information.
Events and sponsorships: Participating in or sponsoring events can increase an organisation's visibility and strengthen relationships.
Influencer marketing: collaborations with influencers can help reach a wider audience and build credibility.
PR in the digital era
With the advent of the internet and social media, the PR landscape has changed significantly. The speed at which information is disseminated has increased and interaction with the target audience has become more direct. Therefore, it is now more important than ever for PR professionals to master online communication and respond to the needs of the digital era.
Conclusion
PR is a fascinating and versatile discipline that is of great importance in today's interconnected world. Whether you are a beginner or advanced in the field, the basic principles and tactics of PR offer you the opportunity to improve your communication skills and increase the success of your organisation. The ability to practice effective PR can make all the difference in a competitive environment and help build long-term relationships with clients and the public.
1. Create a clear and meaningful brand profile.
A startup should create a clear and meaningful brand profile that allows customers to clearly perceive and identify with it. To do this, startups should develop a unique selling proposition that sets them apart from the competition.
2. Strengthen your presence on social media
Social media is an essential part of modern marketing. Startups should expand their presence on key platforms such as Facebook, Twitter, Instagram and LinkedIn to create a strong connection with potential customers.
3. Create a content marketing program
Content marketing is an important part of marketing. Startups should develop a content marketing program to produce relevant and engaging content to reach their target audience.
4. Create an email marketing strategy
Email marketing is one of the most effective ways to reach and convert customers. Startups should develop an email marketing strategy to connect with customers and keep them updated on products and services.
5. Invest in paid advertising
Paid advertising, such as Google Ads and Facebook Ads, can help startups generate more traffic and customers faster and more efficiently. Invest in Paid Advertising to increase your visibility and grow your audience.
6. Be strategic about networking
Networking is an important part of marketing for startups. Startups should strategically build networks to connect with potential customers and partners.