Due to their extremely busy schedules, it is not always easy to contact the media and journalists.
So if press relations make you feel stressed, read on as we reveal the secrets to successfully attracting media attention!
I / Have something relevant to say
That's THE number one rule !!!
This is essential for the success of your press campaign. In order to attract journalists and make them want to write about you, you will need to tell them something new, something that sets you apart, and something that is well written enough for the journalist to write an article or do a broadcast about it./etc. (Or use your content as is, because sometimes that happens).
Indeed, journalists want to provide their readers with exclusive and relevant information.
But then what topics are journalists really interested in?
➡️A new innovative concept (ideally linked to current topics: CO2 storage / robotics / IoT / hydrogen / etc.)
➡️An event following a creation, innovation, etc. (this will be of greater interest to the local press, which is a great showcase for the employer brand in particular)
➡️An activity/feature that sets you apart (implementation of a business / alternative recruitment methods / suppliers that are 100% made in France, etc.)
➡️Customer testimonials (this is the most effective way to get people talking about you in a concrete way in the press)
II/ Find an angle and an attractive title for your press release
Press releases, often designed in the form of expert opinion pieces or feedback, are a key tool for attracting and convincing journalists.
However, you need to master a few rules to reap the benefits. To do this, you will need to find a relevant angle, or, in other words, find a way to tell your story in a journalistic style.
Our advice: read articles from the targeted media. What are the needs of the target audience? What are the main themes covered by the media outlet? This will help you develop your editorial angle.
Next, you need to find a catchy headline, as this is the first thing the journalist will read. Journalists receive hundreds of press releases every day, and if your headline isn't appealing, it will be forgotten.
Finally, be careful:
⏰deadlines : make sure you prepare your message in advance and allow for a certain amount of time in your schedule before you see any results.
📚Additional information: have people available to be interviewed, photos, technical documentation, etc.
III / Think about social media
Nowadays, using social media is essential for attracting journalists.
LinkedIn, in particular, is a very powerful communication tool for getting noticed.
How? Thanks to a complete (i.e., with the necessary information about you or your company), professional, and attractive profile or company page.
You can also share your press releases on your profile or company page, making it easier for journalists to notice you.
IV / Contact the right journalists at the right time
Catch me if you can!
This is the whole challenge of press relations: first, you need to make sure you reach the right journalists, corresponding to the targeted media and your field of activity.
For you, this mainly concerns industrial presses: such as Usine Nouvelle, Production Maintenance, Trametal, Supply Chain Magazine, etc.Journalists are constantly in demand and receive hundreds of pieces of information every day.
To touch them: put all the odds in your favor!
✅By avoiding contacting them on Mondays and during busy periods rush (trade shows, events, etc.)
✅By prioritizing off-peak hours off-peak hours : between noon and 2 p.m. by example
✅By following up with them at the right time
Journalists receive an average of one press release every 8 minutes! It is therefore essential to target the right audience at the right time to avoid being forgotten!
And if you need more advice, we're here to help!
