How to increase free publications about the company in the media
From advertiser to newsmaker
For the organization there is nothing easier to get the role of the advertiser. It is enough to regularly contact the media for providing a block or text ads. Thus, the contacts of the company are laid in the client database, where it is not easy to return to the address book edition.
If the media sees in the organization of the client, the interaction with which is built exclusively on commercial terms, the pr-manager will need a lot of work to make his organization an informant.
In the eyes of major media clients, ready to pay money meant nothing less than reliable informants, providing a unique media product. Become a partner for journalists – so forget about publications on commercial terms.
This will need to assess the strengths and weaknesses of the main speakers of the organization, their willingness to act as a source of information and the ability to communicate with the press. Journalists are more likely to respond to interaction in cases when they are given the opportunity to talk with the speaker directly.
Tell me who your friend is
Do not expect proposals in the free publications from the media with multiple specializations – information Newspapers, political publications, etc. Often on a Pro Bono conditions of information cooperation consent of highly specialized publications. Their sources of information – not mass press releases, and the unique information extracted in the bowels of the corporate slums.
The task of the pr Manager, to find such publications, to establish a productive contact and around the clock to be in touch with partners – information must be made available to them in priority, otherwise, such cooperation will not last long.
Well forgotten old
Speaking of classic means of dissemination, one should not write off the traditional press releases. Despite the opinion of skeptics who think such a mechanism is outdated, for many of the specialized media, news from companies is one of the most reliable information channels.
In addition, press releases can not only be sent by e-mail, but also placed on special sites, which are often used by mass media. In runet, there are more than a dozen of such sources.
New media – social networks, is another important channel that simultaneously with the direct object interaction with the user can increase the number of freelance journalists and bloggers who can see in the company of the informant.
Another important mechanism of interaction with mass media – preparation and review of materials requested by the editors. It is not necessary to wait for the initiative from the editorial Board to prepare expert opinion. The PR Manager can suggest you to prepare exclusive the company's position on a particular resonance information about. For example: the environmental problem with deforestation of rare plant species on the construction site of a country property may require review from the expert designers. PR-Manager of such an organization can independently go to the press with the comment of the head that will be a plus for the company.
Change the face of the text
If Arsenal pr Manager there is a seemingly all – powerful journalist pool, the army of loyal bloggers, intense press release distribution and media continue to offer post news on commercial terms, it is time to review the quality of the texts.
Most likely, the problem lies in the image of tone, which is often misused by the pr managers. This leads to the fact that the editor who might be interested in information about it, still does not include the text in the news feed because of the large effort that is needed to put on the emasculation of the material in all of image hooks. The media will spend time on it only if no other information. However, practice shows that there is always some good-quality analog, which is not necessary to pore hours.
PR-Manager should take this into account in the preparation of a press release to shift the focus from the positioning of the organization on social or political component of information about it. Specialized media are sure to appreciate it and take such press release is in development.