Positioning of Paderborn as an attractive business location in specialised and national daily media

 

Task:

As a municipal subsidiary, the Economic Development Agency Paderborn is the first point of contact for the economy and the interface between administration, politics and companies in Paderborn.

The aim of the press work is to position the city of Paderborn throughout Germany as an attractive business location in the specialised and national press and thus make it better known.

 

Realisation:

For the strategic positioning of Paderborn as a business location in specialised and national daily media, DIE PR-BERATER first held a workshop with WFG Paderborn and important stakeholders such as city marketing and the University of Paderborn.

In this creative process, the unique selling points of the location, the target groups, interesting personalities, innovative companies and events worth seeing in Paderborn were jointly identified. In addition, the target media of the specialised and national press to be contacted were defined according to the target groups.

Based on these findings, DIE PR-BERATER developed a topic plan that is continuously expanded through an annual workshop and weekly jour fixes.

Based on the topic plan, DIE PR-BERATER regularly create exposés that use current and socially relevant topics as a hook to present companies, projects and developments from Paderborn.

DIE PR-BERATER then contact suitable contacts in the target media determined in the workshop and arrange interviews, specialist articles and expert quotes for suitable articles on the basis of the exposés. All placements are summarised in a clipping documentation.

Using this method, DIE PR-BERATER continuously place experts and companies from Paderborn in far-reaching daily newspapers, magazines and relevant specialised media.