Media relations comprise various tools, which you need to pick depending on the announcement you need to make. Here, we are listing them but will start by focusing on the press releases and how to draft them:
> The press release – well known and frequently used
> The press kit – inseparable from a media relations campaign
> The press conference – to be chosen for critical announcements
> The interview – allows to develop in-depth confident relations with journalists
> The press trip – ideal to present your company’s plants to the journalists
> The editorial calendars – often forgotten, they give you the opportunity to integrate your company into in-depth features
> The newsroom visit – quite appreciated by the journalists, it allows you to present your new product directly in the newsroom
The press release
It’s a one to two-pages document that presents the information respecting the 5W rule: Who? When? Where? What? Why?
The journalists’ favorite tool is composed of different sections:
1. The title: it gives in very few words the press release topic
2. The introductory text: it needs to mention your company’s name, the date and place and it summarizes the main information
3. The body of the text: the following paragraphs give you the opportunity to go into further details and genrally contains a quote from your company’s spokesperson
4. The boilerplate: it is a short text, which presents in a few sentences the key information concerning your company
5. The media contacts: they contain the coordinates of the person the journalists will contact for further details
> The tone of voice: do not forget that your press release should be informative, not promotional. It is not a marketing document. Therefore, you should opt for a concise, precise and factual tone of voice.
> The angle: journalists receive an average of 130 press releases a day and consequently they will dedicate just a few seconds to your press release to decide whether the information is of some interest for them. The way you draft the title and the introductory text is therefore critical. Try and find a differentiating angle, a main idea you will develop in your document.
> Expert’s testimonial: in order to support your topic, do not hesitate to include external experts testimonials.
Next week, we will continue to explore the various tools covered by media relations.