How to Break News…and When to Apply the Brakes

Whitson, News magazine.

“Jamie, it’s Phil, how are you…”

“Phil, what’s going on? The timing. I can’t talk.’

“I’m tracking the press release that was sent yesterday…”

‘Yes, I get it. There’s no news. Call me if you have any news.

Ah, the life of a neophyte of public relations, traveling through the mine-filled corridors of the newsrooms of our country … armed with more bravery than the news. One of the first practical rules is to know when information becomes news. And knowing that what is news to one publisher or publication is not news to another.

Maintaining a constant pace of business communication is an important, if not important, part of overall awareness. But if your goal is to get editors interested in the story, you need to be selective in choosing what’s really newsworthy. You don’t just attract the editor’s attention; Your future success depends on the credibility of your PR representative as a reliable source of information.

Every day, editors are bombarded with hundreds of press releases and questions to articles (i.e. presentations) claiming their attention. Ultimately, your press release or question will get lost in the daily avalanche of emails or take the coveted place in the editorial calendar of the publication as the center of the editorial, the topic of the message, the product reviewer or the representative of the company appointed by the expert. be interviewed by the source.

But how do you get editors to sit down and pay attention to your post? You should put “news” in a press release by providing editors with timely and focused information that they can count on when fulfilling their obligations to readers to provide up-to-date and relevant articles that will help them succeed.

But then again, not all press releases deserve attention – just think about the announcement of the appointment of a key figure in the company. Most likely, the ads will be moved to the last pages of the message along with other similar elements.

So why would you send him? Because you have to keep an eye on the big picture. Press releases are used to increase the company’s awareness of your target audience – the editorial office.

When it comes to following a news-deserving release, reading out the content of a release to an editor over the phone, or getting it, it’s likely to lead to nothing – at best it will end in disapproval. If you call the editor for clarification, you should have a plan. Consider your walk as a starting point – a channel through which you can organize an interview, send more information, or schedule a product demonstration.

To be successful (i.e. placement), it takes patience, perseverance and – finally, to be honest – the right relationship. Successful public relations do not arise overnight. It’s a process of building relationships over time. A false call that is not armed with the most basic information is enough to delay a relationship before it starts. Your reputation is always in jeopardy. Editors need to know that they can count on what you will be constantly and according to plan, whether it’s a story in one line or one line. An expert’s source commenting on the industry trend.

When it comes to results, an effective press release …

Build and improve your reputation

Confirm your company’s credibility in the relevant sector or domain

Profile your company’s brand, services and/or products among target groups

Create new business opportunities

Improving staff morale

Promote sales

Public relations is the ability to report news and when to slow down. Develop the main message, pass it creatively and consistently, and understand that success comes with time.

Charles Epstein is President of BackBone Inc., a marketing, public relations and business development company specializing in technology, human capital management (or HR) and entertainment.

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