Many companies regularly send out press releases, but are disappointed when they don't generate stories for journalistic media. The problem is not always the topic itself, but how it is presented and to whom it is offered. When you understand the journalist's logic, you improve your chances of getting into the media.
A journalist is not interested in what a company wants to say about itself. His interest is guided by what is meaningful to his audience. In addition, a journalist is constantly looking for news wins, i.e. perspectives from which he can tell something first. And in the end, what matters is that the story finds the right journalist in the right media.
Here are three tips to help you communicate better with the media and give your press release a real chance to reach the media:
1. Turn the perspective to the audience
A journalist asks the same question when reading every news release: “Why is this of interest to my readers, viewers, or listeners?”
If a press release only tells you what has happened in the company, without providing a perspective that is relevant to the public, it will likely be completely ignored.
So don't start with the "We launched a new product" angle.
Instead Tell us what you know and understand about customer behavior, needs, or changes in them. – it is information that is often of interest to the media audience as well.
When you look outside the company, you find a reason why the topic could also be of interest to the journalist's audience.
2. Give the journalist a chance to win news
Competition in the media is fierce and resources are limited. It's important for a journalist to be the first to report something – whether it's a new phenomenon, recent figures or an interesting perspective that others haven't yet considered.
If your release contains information that cannot be found elsewhere, you can get the journalist interested. For example: a research result that has not been published before, a current comparison or data, a fresh perspective on a phenomenon that is otherwise widely discussed. Genuine news makes your release attractive.
3. Identify the right media and the right journalist
Even the best news release won't get attention if you send it to the wrong audience. Reporters specialize: one follows the economy, another technology, a third phenomena and consumer trends. They are also people with different interests.
When you know which media outlet and which journalist is reporting on your topic, you can pitch your press release directly to them. A targeted, personal message works better than a mass mailing list.
The editor will appreciate it if you show that you understand their work and know their audience.
A personal pitch can decide whether your release ends up in the editor's "maybe someday" folder or whether it immediately goes on the worklist.
A press release only works if it follows the logic of the journalist. When you turn the perspective on the audience, offer the opportunity for news gain, and target your message to the right journalist, your chances of getting into the media increase dramatically.
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Jari and Ville
