Press approach means more than just 'throwing your press release over the fence at a random editorial office'. There are some insider trades that no PR agency or communications agency wants to tell you. Probably because they are afraid they will become redundant themselves or you will take it on independently - without their help. However, I believe that as an expert, you benefit from understanding the journalism game. And after a while of guidance, you can then take the stage by yourself just fine
In this and the next three blogs, I am therefore going to share with you 4 secrets that are crucial when you start approaching the press. Today, I'll give you the first secret in advance when approaching press...
If you want to approach the print journalist, you draft a press release. Of course, if you have corresponded with him or her before, you don't always have to send a fully written press release (but it does save the journalist work, and on newsrooms too: time = money. So the more complete, the better).
Now imagine sending out your press release + photo. You've really thought over everything through:
- press release is 250 words
- your contact details are right there (and they are up to date)
- your enclosed photo is royalty-free
So hup! Here goes.
#zoefff
The one thing you have overlooked is a personal message to the journalist. A brief introduction, explaining why you are calling attention to your topic, via the carefully written press release you...
#oeps
Do you know what happens then, with your carefully crafted press release? Right: into the bin. Are you now thinking: 'Well, that won't be too bad... Then let me help you out of the dream.
Because here's the reality - and I say this because I myself worked as a journalist and editor-in-chief at a number of newspapers and online magazines for many years - if you haven't sent a (personal) covering letter, your message may well be deleted. Or disappear unnoticed in the heap of other emails.
Former journalist (and a freelance expert much in demand by BNR, amongst others) Pierre Spaninks agrees. He told me: “I’m not even aware that I receive these press releases, because as soon as I see them, I swipe them away with my thumb.” In other words: he deletes them straight away.
And in that same conversation, Pierre told me, "Of course I want to know why I'm getting a press release. I want to be tantalised, enticed..." If you don't, your press release will be RÜCKSICHTSLOS deleted. And that's a waste of your work. So next time you email Pierre or another journalist, do your best. And write in your press approach, for example:
Example press approach
"Dear Pierre,
I follow with great interest your inspiring articles and radio interviews about self-employed people and all the legal changes self-employed people face. It is great to know that you make an effort to keep the image of the self-employed sharp and influence it positively where possible. I am therefore e-mailing you about a subject that might interest you, based on your previous publications.
Entrepreneurs can learn from marathon runners. That's according to a recent study I conducted on how the brain works...
I tell you more about them in the press release below and in the appendix.
If you have any questions, I can be reached at ... .
Warm regards,
..."
Tip
If you have a personal contact at an editorial office - and therefore know the journalist and can write to him or her personally - it is always better than going to the general editorial address. Should you not yet know a journalist personally, you also know what to do... ? #outofyourcomfortzone
Linda Graanoogst, publicity coach at Blooming Publicity
