Communicating
with the Press
Summary:
¾
Introduction
¾
Press monitoring
¾
Managing the press file
¾
Sending a press release
¾
Measuring the impact
Introduction:
¾
Basic notions
¾
Tools
Basic Notions of the Press Release:
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
Always
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
PR Tools
Press
monitoring:
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
Press Monitoring:
¾
Google tools
¾
Twitter and social networks
¾
Tools of “Professionals”
Google
tools:
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!
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!
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
canbeexpensive!
Managing aPress File:
¾ Information
¾ Tracking
journalists
¾ Tools of
“Professionals”
Recording
and organizing the gathered information:
|
First Name |
Last Name |
Media |
Type |
Topics |
Email |
Tel |
Twitter |
LinkedIn/Viadeo |
Connection |
|
|
|
|
|
|
|
|
|
|
|
Tracking
Journalists:
¾
Nowit’syourturn: Add 3 journalists to yourpress
file!
¾
Google, Linkedin
¾
Twitter
¾
The website contact form (for the 1st
contact)
¾
Freelancers
¾
Business cards (professional events)
¾
Directories and communities: Categorynet
Sending a Press Release:
¾ Rules for
writing an effective press release
¾ Examples
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!
http://www.ereleases.com/press-release-sample.html
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.
What next?
¾ Press conferences
¾ Interviews
¾ Photos and
videos
Measuring the Impact:
Several
indicators:
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
Any
Questions?
If not, THE
END!