In the post-covid world, a successful recovery requires increased visibility. However, in order to do so, the question of ROI is more important than ever.
It is no longer just a question of being seen, it is also necessary to be credible, reassure and obtain concrete benefits (increase in the rate of clicks or sharing on social networks, increase of business opportunities, improvement of the company’s brand image…).
That’s why it’s important to have a good command of press relations! When used properly, they represent a formidable lever for generating turnover. But beware of missteps!
The advice of Gautier Girard, founder of the PR agency Relations-Publiques.pro.
Going off the (re)beaten track
Journalists normally receive hundreds of e-mails a day. At the moment, in view of the news, it may be much more. Journalists are therefore forced to move quickly, sometimes very quickly, to identify the “right” stories.
To stand out from the crowd, it is therefore essential to put an end once and for all to “old school” press releases: mysterious or pompous headlines, self-congratulatory speeches and maximum one-page formats without photos are no longer popular.
On the contrary, “new generation” press relations must chew up the work of the media. In concrete terms, this means that:
- You need to work on an angle that echoes current events in the broadest sense: the news of the moment, a high point of the year, a fundamental phenomenon…
- It is imperative to source the content (figures, verifiable facts, links to reference articles, examples…), to structure it so that it is easy to read, and to illustrate it with beautiful visuals.
- To present the leader and/or the team: it is necessary to show the human, the beautiful story and the values behind the company.
A good press release, once formatted, is usually 3 to 6 pages long.
The 3 golden rules for maximum impact
1) Rigorously select media based on their relevance to your CP target. On the other hand, your communication must be sent to all media (press, webzines, TV, radio…), from the biggest to the smallest, including blogs and influencers. Don’t forget that journalists look for inspiration by looking at what has been published elsewhere!
2) Integrate the deadlines for completion into your planning: the first contact should ideally take place 2 to 3 months before the desired date for the publication of the PC, knowing that 2 reminders should also be planned one month apart.
3) Apart from communications for a one-off event, it is preferable to focus on regularity by launching a press campaign every 2 to 3 months. This is why it is in your interest to translate your PR projects into your annual communication plan in an operational way (who does what, on what date, etc.).
A free training course to master Press Relations
Founded in 2012, the Relations-Publiques-Pro agency has successfully carried out more than 3,000 PR campaigns for more than 3,000 clients (VSEs, SMEs, start-ups, associations, large groups, multinationals, etc.). It also has more than 80,000 journalist contacts, which enables it to commit to a guarantee of results.
To help entrepreneurs become more independent with the media, the agency offers free personalized PR training by phone + screen sharing. Duration: 45 minutes.
On the agenda:
- How to approach journalists?
- How do you get them to publish an article about your company and what should you avoid telling them?
- The art and the way to create PR campaigns that produce results
- Optimize each PR campaign to also develop your turnover, improve your SEO, etc.
Start the training: www.relations-publiques.pro/test-gratuit
For more information
Article written in collaboration with Edissio