In this post-Covid world, a successful recovery necessarily requires increased visibility. But to be successful, it’s more important than ever to ask the question of ROI.
It is no longer just a question of looking, it is also necessary to be reliable, confident and undoubtedly get tangible benefits (increased click-through rate or share on social networks, increased business opportunities, improved company’s brand image… ).
Hence the interest in having a good command of press relations! When used well, they represent a formidable lever to generate turnover. But beware of wrong moves!
The advice of Gautier Girard, founder of the agency RP Relations-Publiques.pro.
get off the beaten track
Journalists typically receive hundreds of emails a day. Looking at the news at the moment, it could be a lot more. That’s why journalists are bound to go quickly, sometimes very quickly, to identify the “right” topics for articles.
In order to stand out from the crowd, it is necessary to eliminate “old school” press releases forever: mysterious or pompous headlines, self-satisfying speeches and maximal one-page formats without photos are no longer popular.
Conversely, the press relations of the “new generation” must chew up the work of the media. Simply, this means that:
- You have to work on a hook angle that echoes the news in a broad sense: news of the moment, a highlight of the year, a fundamental event…
- It is imperative to source the material (statistics, verifiable facts, links to reference articles, examples…) so that it is easy to read and illustrated with beautiful visuals.
- To present to the manager and/or the team: It is necessary to show the human being, the beautiful history and values hidden behind the company.
A good press release, once formatted, is usually 3-6 pages long.
3 golden rules for maximizing profit
1) Select strictly according to the relevance of the media to the target of your post. On the other hand, your communication should be sent to all media (press, webzine, television, radio…), from the biggest to the smallest, including blogs and influencers. Remember, journalists look for inspiration by looking for what’s published elsewhere!
2) Include closing time in your plan: The first contact should ideally be 2 to 3 months before the desired date of publication of the CP knowing that it is also necessary to plan 2 follow-ups in a span of one month.
3) In addition to communication for a one-time event, it is better to bet on regularity by launching a press campaign every 2 to 3 months. This is why it is in your best interest to translate your PR projects into your annual communication plan (who does what, on what date, etc.) in an operational manner.
Free training to master press relations
Established in 2012, Relations-Public-Pro Agency has successfully conducted over 3,000 PR campaigns for over 3,000 clients (VSEs, SMEs, Start-ups, Associations, Large Groups, MNCs, etc.). It also has over 80,000 contacts of journalists, which allows it to commit to a guaranteed outcome.
It is to help entrepreneurs gain autonomy with the media that the agency provides free personal PR training by phone + screen sharing. Duration: 45 minutes.
In the program:
- How to contact journalists?
- How do you motivate them to post about your business and what should they avoid telling them?
- The Art and Technique of Creating Results PR Campaigns
- Optimize each PR campaign to grow your business, improve your SEO, and more.
Start training: www.relations-publiques.pro/test-gratuit
to know more
Article written in collaboration with Edisio