PR insights from Turkey
Turkey is a huge country with a media landscape that’s going through quite a transformation. So if you want to engage with the Turkish media, what do you need to be successful? Duygu Nergiz and her team at PR House İletişim ve Danışmanlık are our trusted partners in this region and have shared a few pertinent tips as part of our Global PR series:
🤖 A strong, digital-first tech media sector
Tech media in Turkey is one of the strongest vertical media, mostly related to the fact that Turkish people are very tech-savvy. Although the number of publications in circulation has decreased over the past years, from B2B to B2C outlets and tech YouTubers, tech media is still very strong. Examples of some of our most influential tech publications include DonanımHaber, ShiftDelete, CHIP and Technopat.
🗞 The bar for ‘news’ continues to rise
As part of the current transformation of the Turkish media, we’re seeing some PR formats perform better than others. Press releases are favourable for corporate announcements, but unless they include substantial news, they no longer work when the primary objective is to secure coverage. Other formats and tools, such as exclusive content, infographics featuring facts and figures, and press trips abroad, continue to perform well.
🤝 Consider collaborations to really cut-through
The perfect mix - it’s a fact that campaigns land better in Turkey if they’re fully integrated. Social media is undeniably strong, paid media collaborations are almost a prerequisite by media, and digital media and influencer marketing are the most engaging channels. This means we have to go beyond our comfort zone of traditional channels and explore new ways of storytelling by integrating traditional earned media with digital, paid, owned channels, and influencer engagements.
📱 Influencers are even more influential than in Western Europe
The rise of digital media and influencers - while traditional media and mainly print media is losing its power, Turkey is currently witnessing a rise in new media. Studies show that 92% of Turkish people, mainly Gen Z, follow the news from social media. This has led to a new type of media who share newsworthy content and insights on Instagram and even on TikTok - visually rich, in Reel or Carousel formats, and sometimes even in documentary style.
Looking to add Turkey to your global markets? Get in touch!