¾ Press monitoring
¾ Managing the press file
¾ Sending a press release
¾ Measuring the impact
¾ Basic notions
Who is a journalist?
¾ A professional who is always in a hurry who is looking for reliable, fresh and, ifpossible, exclusive information.
¾ And don’tforget about bloggers, too!
Why communicate with press?
¾ Asa sounding board
¾ To relay opinions…and respectability
When tocommunicate with press?
¾ In advance
How to communicatewithpress?
The golden rule: save the journalist time
¾ Relevance tothe journalist’s areas of interest
¾ Factualinformation. To the point.
¾ Providing new and fresh information
¾ Maintaining the relationship, the trust (goodies, exclusives, etc.)
¾ Being creative, creating the events (flash mobs, etc.)
Who communicates with press?
¾ A press contact
¾ Identify the spokesperson in your community
¾ To know one’s sector, one’s subject
¾ To identify the media and journalists
¾ To monitor the press’ impacts
The Press File:
¾ The lifeblood of the battle
¾ Updating: a permanent task
The Press Release:
¾ The job of writing and presenting
¾ Brevity, clarity, attractiveness
¾ Google tools
¾ Twitter and social networks
¾ Tools of “Professionals”
Google news: news.google.fr
¾ To choose areas of interest and sources
¾ To identify media and journalists
¾ To monitor press impact
Google alerts: google.com/alerts
Nowit’syourturn: Create 3 Google Alerts!
Create 3 Google Alerts!
Twitter and Social Networks:
¾ All journalists are on Twitter
¾ Scoop it and Netvibes: all-in-one dashboard intelligence platform for real-time social-media monitoring and social analytics
Nowit’syourturn: Create a netvibes Dashboard!
Create a netvibes Dashboard!
Tools of “Professionals”:
¾ Pressedd: pressedd.com
¾ Press Data: datapresse.fr
¾ The Argus of the Press: argus-presse.fr
¾ And many others: http://www.categorynet.com/mtree/veille-et-panoramas-de-presse/
Note: Professional services
Note: Professional services canbeexpensive!
¾ Tracking journalists
¾ Tools of “Professionals”
Recording and organizing the gathered information:
Nowit’syourturn: Add 3 journalists to yourpress
Add 3 journalists to yourpress file!
¾ Google, Linkedin
¾ The website contact form (for the 1st contact)
¾ Business cards (professional events)
¾ Directories and communities: Categorynet
¾ Rules for writing an effective press release
¾ Circulating your press release
¾ What next?
Rules for writing an effective press release:
¾ An attractive, but clear title
¾ The title (in bold): just what’s essential!
¾ The text: concise and factual — short sentences, centered headings, bold-faced type, etc.
¾ The boilerplate: your business card
¾ Sign and date; press-contact info.; link for further info.; logo, date (at the top)
Nowit’syourturn: Writeyourpress release!
Circulating your press release:
¾ By email:
o best to place it within the body of the message, but pay attention to layout.
o in an attached (pdf) file, but make sure this is indicated in your message.
o don’t forget to hide the mailing list (bcc)
¾ On your website/blog:
o in pdf or html format
o in a press section
o make it stand out
¾ On social networks:
o Twitter: @name or DM (Direct Message), create a hashtag
o Viadeo and LinkedIn: add links to websites, Twitter accounts, In Mails, Groups, etc.
¾ Press conferences
¾ Photos and videos
¾ theactual number ofpress contacts
¾ the number of citations recorded in your monitoring process
¾ website consultation statistics
¾ Google E-questionnaires, on-site questionnaires
If not, THE END!