For almost 4 years now babbler offers its PR solution to hundreds of communicating press officers working in start-ups, large accounts and agencies. Its status as a platform allows it to closely observe the evolution of practices and practices in the press relations sector.
These years of observation allowed us to better understand what were the keys to the success of a good PR campaign. You will discover through this article 5 tips that will allow you to optimize your results.
Note: This item is quite long, so you can download the eBook version here to read it later if you wish. Also, feel free to test Babbler for free.
1: The base is targeting!
When it comes to PR, the amount of email sent never guarantees results, quite the contrary
It seems natural to think that the more emails you send, the more likely you are to get media coverage, but that is without taking into account journalists’ over-saturated mailboxes.
These are used daily by hundreds of companies who, like you, are seeking their attention to gain visibility.
It’s better to spend more time looking for the right journalists before contacting them, than skipping this search step and sending hundreds of emails hoping that will compensate.
This preparatory work is necessary and saves a lot of time thereafter.
“Give me six hours to cut a tree, I’ll spend four preparing my ax.”- Abraham Lincoln
To learn more about them and then be able to create a file to qualify as core target journalists, you have to go and find them where they are.
Twitter and Linkedin are then your best friends. These networks are a great way to find out what topics journalists cover, from what angle, do they react to the news, what networks they are active on!
Once the identification is done, do not hesitate to go and read some archives of their articles to understand how they build them and come up with a relevant message adapted to their way of handling the news.
2: Communicate less but better
In the age of info-snaking, it has become common to communicate about just about anything.
The content is multiplying and can appear as so many opportunities to speak.
But be careful not to self-cannibalize yourself. Too much news is killing the news!
Important information for a communicator is not necessarily important for a media. The release of a new product, the redesign of a site or even the increase in turnover for example are not necessarily news that interest journalists.
Once again, it all depends on the journalists and therefore the media that we are targeting, but also on the relevance of the information to the final reader.
Some information: promotions, product developments, distributor news, partnerships are sometimes much more suited to social networks than to press relations.
What the journalist expects is exclusivity, fresh news, news that has market / sector / general public impact, something that will keep his reader in suspense.
The simplest is to put yourself in the place of the final reader, and to ask yourself as a citizen, consumer, objectively
- Does this info interest me? or will it be really useful?
- Does this info justify a press article?
- Is the place of this info well in the press? (VS social networks, brand newsletter, point of sale marketing, etc.)
3: Use the embargo and exclusivity
As a reminder, the embargo is when you communicate your news to a limited number of media in preview while the exclusivity is when you only give it to one media.
The embargo and exclusivity completely change the way journalists think about you.
By giving them privileged access to the information you hold, 2 things happen:
- Information suddenly gains value because it becomes less accessible.
- Journalists can more easily capture the information by sharing a preview with you and therefore produce more relevant papers.
Talking in advance with the selected journalists also makes it possible to build a relationship with them, to say more and to go further than on a CP sent by email.
Note that an embargo is often carried out on several types of media: We often choose a paper medium, an audiovisual (TV / Radio), a web. CAUTION: Never try to put in an embargo 2 competing media.
4: Make effective raises
Calling journalists a few days after you send them your CP or even sending a reminder by email is a good practice, however you must make sure that your reminder brings them value.
Relaunch them with information that you did not give them when you first contacted them.
Avoid contacting them only to verify that they have seen / read your info for this there are email trackers that do the trick.
We often forget that the revival is another chance to convince the media to talk about us. It should be used to knock down its last cards, to provide additional information or the context element which will add value to news!
5: Make life easier for journalists
As we have seen, journalists are in great demand. Make their lives easier and you will put the odds on your side:
- Send them all the useful information complementary to your news (postcode, photos, possible videos, date, place, link to your sites / e-shop, etc.)
- Think of a clear and appropriate title / email subject: Avoid “click” titles: Wording catchy but misleading, we increase the opening rate but we disappoint the journalist and everyone loses time.
- Compress the documents to avoid the weight of the file being disabling.
- Choose a short body of mail: 5 clear and precise sentences that get straight to the point.
- Prefer formats that allow copy and paste, if the journalist needs the information, to recover encrypted or other information, it is a real time saver.
These details will make a difference to journalists.
Do not hesitate to put these tips into action as soon as you have the opportunity. Press relations can be a real growth driver!
The 5 tips that you discovered in this article will allow you to do PR effectively but they will not save you the hours spent creating long Excel files or the numerous reminders and emails.
For that you need a tool …
Babbler turns out to be particularly useful in this case. The platform even puts you in touch with good journalists and influencers. Click on the following link to discover and test the tool.
Test Babbler free for 30 days
Article written in collaboration with Babbler