.jpg)
.jpg)
Press relations can be a powerful tool to boost the visibility of your company or startup. But be careful: the wrong approach can quickly turn this asset into a nightmare. You sent a press release but no one is responding to you? Are you wondering why journalists ignore your messages? Don't worry: here is a detailed guide to understand and avoid the classic mistakes that hamper your press strategy.
Imagine: you've worked hours on a press release that you think is perfect, you're sending it to an impressive list of media contacts, and... nothing. No feedback, no publication, not even an acknowledgement of receipt.
This type of situation happens frequently, and it is often because the fundamentals of press relations are not respected. Press relations is not just about writing a well-written text. It is a clever mix of strategy, personalization and active listening to the needs of journalists. To help you, here is a list of 15 mistakes to avoid, along with practical tips.
Sending a press release to “everyone” without targeting the right journalists is a fatal mistake. Each journalist has his preferences and his field of specialization.
Solution: Take the time to build a relevant contact list. Read stories from the journalists you're targeting to understand their interests. It shows that you respect their work.
An email beginning with “Madam, Sir” usually ends up in the trash. Journalists receive dozens of press releases a day.
Solution: Personalize your emails by mentioning the journalist's name and referencing one of their recent articles. That little effort can make all the difference.
A banal press release or a press release full of technical jargon won't captivate anyone.
Solution: Create a compelling catchphrase and present concrete facts. For example, if you are announcing a partnership, explain its impact with figures or a telling story.
Example: Instead of writing “Our new solution is revolutionizing solar energy,” specify: “Our technology reduces production costs by 30% while increasing efficiency by 20%.”
Sending a press release without ever relaunching is a waste of time.
Solution: Plan a reminder a few days after sending. A simple email or a quick call can reactivate interest in your subject.
Tip: When you follow up, be brief and offer an additional angle: “Hello [Name], did you have the opportunity to consult my press release? I can send you additional visuals if necessary.”
Ignoring a crisis or overreacting can damage your image.
Solution: Anticipate potential crises by preparing a communication plan. Remain transparent and ensure a quick and consistent response.
A message that is confusing or overloaded with information may lose your reader.
Solution: Structure your content with a clear title, a concise introduction, and well-defined key points. Think about the layout to make everything fun to read.
Occasional press relations lack lasting impact.
Solution: Build a relationship of trust with your media contacts by staying in regular contact and sharing relevant content.
Tip: Remember to wish journalists a happy new year in January with a card or a warm email. It shows that you care about your relationships.
Journalists appreciate exclusive content.
Solution: Identify strategic media and offer them exclusivities to arouse their interest.
Journalists are not robots who relay your messages. They are potential partners.
Solution: Take time to build an authentic relationship: invite them to events, thank them for their articles, and be available.
How do you know if your efforts are paying off if you don't measure anything?
Solution: Analyze the impact: number of publications, traffic generated, social interactions, etc.
A text alone is good. Text with images is better.
Solution: Add quality visuals, such as professional photos, infographics, or videos to increase impact.
Limiting yourself to traditional media can limit your impact.
Solution: Consider integrating blogs, social networks and influencers into your press strategy.
Content that is off topic or out of touch with current trends is unlikely to appeal.
Solution: Monitor the news in your sector and adjust your messages according to hot topics.
Journalists have tight deadlines. A late response can be critical.
Solution: Be responsive and respond quickly to their requests.
Media relations require time and resources. Neglecting them can hurt your strategy.
Solution: Allocate an adequate budget and get support from professionals if necessary.
.jpeg)
425PPM offers tailor-made services to maximize your media visibility. Whether it is to design a personalized strategy or to conduct an audit of your practices, we are here to help you.
Understanding journalists' expectations and good communication practices is essential to avoid missteps.
Use media relations management software to optimize your shipments, analyze your performance, and track your contacts.
Do you need to improve your press strategy? Contact 425 PPM for support adapted to your needs and boost your media visibility.
Press relations cannot be improvised. By avoiding these common mistakes and taking a proactive approach, you will maximize your chances of success. So, are you ready to transform your press relations into a driver of visibility for your company?
