The field of marketing and communications has gone through changes. Messages are received through multiple channels, they are under more criticism – and their effects are measured more carefully. As a result, the meaning of PR as a part of corporate communications and supporting marketing is growing rapidly.
Doing PR is not only cost-effective, but also creates quality visibility. The credibility of a written article is at the level of a personal recommendation and gained visibility is worth more than expensive advertising.
However, PR is not just sending a single press release to a large group of media representatives any more. Instead, it should be regarded as handling media relations from a comprehensive point of view. Quality over quantity, and long-term, confidential and influential relationships over one-sided informing.
This takes long-term commitment and doesn’t happen in a flash. We listed the ten commandments for doing PR:
1. Maintain news value
Publishing press releases frequently is worthwhile but only when you actually have something to tell. Don’t let important news get lost in the flood of information. Straightforward business approach works better than sales pitches.
Different journalists and geographical areas with different interests can be taken advantage of by targeting. Save the reporter’s time: find the news tip for him or her. It can be very different for different media.
3. Offer the full package
It pays off to attach high-quality images to press releases, especially pictures of products, surveys and charts. Make sure they are accompanied with good quotes and that the liaison is willing to be interviewed.
4. Know your media
Find out who are the essential people for you. Media monitoring has a key role in this: follow who writes about important topics for you and where. Offer content only for those that it’s relevant to.
5. Consider the journalist’s day-to-day
Journalists have busy schedules. Find out when your core journalists have deadlines – times not to call just to chat. Offer content when stories are sought out. Make use of the quiet periods to maintain relationships.
6. Look ahead
Actively offer stories – for future use as well. The majority of reporters continuously gather material for upcoming stories. Make use of the times when you know there aren’t a lot of topics to write about.
7. Make meetings easy
Offer to meet the journalists in events you already know they’ll be present at. Invite a trusted journalist out to lunch.
8. Be available
Offer to be interviewed and quoted. When there is discussion about an interesting topic, you can contact journalists and let them know you’re willing to comment on the subject. Offer a new point of view.
9. Let your expertise become known
Let the media find you by offering to talk at the events of your field and actively participating in them. Communicate your role by commenting current news and participating in the discussion on social media.
10. Create a reputation
It is made sure with long-term high-quality communication, that when journalists open your press release, they know it’s high-quality, informative and contains true news topics.
+1 Get to know the reporters as persons. In the end, media relations come down to personal chemistry and trust that is built over the years and is earned – on both sides.
LianaPress is a multichannel media distribution service that enables you to send press releases and other material to the media and the public quickly, easily and with a wide range. Contact us and we will tell you more!