Often misunderstood, the profession of press officer is obscure for many companies. Ultimately, these are preconceived notions about press relations. ,RP) is rotating. So we’ll come back to 5 key acquisition considerations that will help you better understand our business.
1. Press relations are simple…
During my various networking and my professional meetings, I often found myself saying the following sentence in front of someone: “Press relations are simple! Just send a press release and then call back”, If, like these people, you think so, then know that you are on the wrong track and this work is more complicated than it seems. Beyond sending press releases and the well-known telephone follow-up, press relations are part of a communication strategy that includes the design, writing, dissemination of information, processing of feature articles, meetings with the press, organization of press events, but also more Above all, almost daily follow-up. In fact, it is a long-term task that requires dedication, accountability and a huge dose of invention.
2. When a reporter says, “I’m putting it off” it means they’re going to talk about it quickly…
when your press relations officer tells you that “The concept appealed to Journalist X and he has it under his belt”We see you happy in every way and you ask of us “When will he talk about it? », To this we give you the answer of the following sentence: “I keep it under the elbow” This means that the journalist puts your press release away until he or she is able to use it! So there’s no need to ask her to remind us every week because we’ll end up annoying her, losing the relationship being built, and ultimately a potential publication.
3. The more press coverage I have, the more I sell…
I am going to bust a myth. Press coverage won’t make you sell more. However, they will strengthen your notoriety, giving you better visibility with your audience. Eventually, you will sell but you will have to wait a good year before you can get this natural return. Think of PR as a marathon, not a sprint!
4. When a journalist talks about one of your competitors, he should do the same for you…
Oh, what a pity that my competitor appeared in the press, not me! Ask your press liaison officer to inform the journalist and encourage him to talk about you as well. Once again the journalist is the decision maker and if he did not want to attend your service, he may have a reason. Relax and move on, because remember that a journalist is not an advertiser!
5. The performance of the press officers is the responsibility…
Hold on to your armchairs because some of you are about to fall off bare as you read this. We are not bound by any liability of the result because, believe it or not, we have no control over the media. We communicate information and generate interest during our telephone conversations, but in reality, editors and reporters have the last word.
At Eyes Wide Communication, we don’t promise X results in X time because we have no way of delivering on these commitments. However, we have an obligation of means, ie if we choose to work with you, it is because we believe in your project completely, and that we will give the maximum so that the fruits of our work are in your favor .
As you may have understood, press relations are complex and require rigor, patience and immense trust in the person in charge of press relations. If you have any other questions, the entire Eyes Wide Communication team is at your disposal to assist you with your problems.