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Too frequent, poorly-targeted or badly-written press releases can be irritating and counter-productive. Journalists receive dozens of press releases a day: why should they choose to relay yours rather than another? Here’s how to stand out from the crowd.
Careful attention to your relationship with the specialized media is essential if you want to get free exposure later on. An important part of this relationship is built through press releases. There are different types of press release:
– Announcements relating to internal organization (installation, appointments, mergers, name changes, new services)
– Reactions to controversy affecting the company or one of its customers
– Event organization, sponsorship announcements
– Deal announcements/reaction to legal decisions
These types of press releases all require a different approach: it’s easy to imagine that the words of a press release reacting to a case of sexual harassment within the structure will need to be weighed much more carefully than those relating to the appointment of a new partner.
As a first step, and to avoid wasting time, you’ll need to list all the sites likely to relay your press release, as well as the relevant contacts. This document will form the basis of your PR strategy:
– Business-oriented French press (Les Echos, La Tribune, Capital, etc.)
– Regional daily press (Sud-Ouest, Ouest-France, Le Dauphiné, Le Parisien, La Voix du Nord, etc)
– Trade press (Monde du Droit, Monde du Chiffre, Village de la Justice, Village des Notaires, EFL, Gazette du Palais, Lexbase, Compta-online, Agefi Actifs, etc)
With the exception of the crisis press release, which is a special case, other press releases must include several key elements :
– A catchy headline
– A media contact
– An original angle : if you’re the first in France, for example, to launch a multi-professional practice company involving notaries, lawyers, chartered accountants and bailiffs, emphasize this.
– Work on storytelling : it’s a good idea to give journalists a head start by pointing out how your news fits in with current events in the sector, and how it could potentially change them.
– Local roots : it’s easier to get your story picked up in the PQR than in Les Echos. If you have several offices, it may be a good idea to issue a separate press release for each location.
– Clear, concise language based on facts and figures
– Airy text, no longer than 25 lines. The longer it is, the more you’ll have to divide the press release into several titled parts, which will improve referencing.
– Crucial information in the first 2-3 paragraphs: who, what, where, when, how
– Include a quote
– As far as possible, avoid the trap of self-promotion
– Links to your site, blog or the social networks of the structure/person concerned
– You can also include photos/graphics/videos directly in the press release.
– Publish the press release on your news page and on your social networks
These tips should provide you with a solid basis for preparing future press releases. If you ever feel that you’re investing a lot of time in writing press releases without getting any media coverage, it may be a good idea to turn to experts with good contacts in the trade press.
