How to turn your brand into news
Corporate communications encompasses many actions to implement to convey our brand’s values to society, but if we want to make it news, there is one tool that cannot be overlooked: the press release.
But in today’s social climate, it is important that we know how to use it correctly to achieve results. At Angelgráfico, we have communications and journalism professionals with more than 25 years of experience in media relations, capable of managing press releases appropriately.
The most important thing about a press release is that the information it contains is valuable. Currently, a journalist can receive an average of 100 press releases in their email every day, something that is impossible to manage. Therefore, it is essential that, after a brief initial review, the journalist knows whether the information contained in the press release is relevant to their media outlet.
It is important for the company to understand that our first channel for reaching society will always be a journalist. Understanding how the media works today will save both journalists and ourselves time.
Of course, the press release must be written by a journalism professional, who will know how to write and structure the information to make the journalist’s job as easy as possible, since, as we have already mentioned, whether the press release is published depends on their discretion.
It is also important to assess the different media outlets currently available and to accompany the press release with audio or video support to facilitate its publication on radio, television, and websites.
Nota de prensa del estudio Angelgráfico publicada en el diario Valencia Plaza
Once we have all the materials prepared and sent them to the media, telephone reinforcement can make the difference in making our press release a news story. Of course, it’s not just about calling and convincing the journalist, but rather explaining the most important aspects of the story and offering our support in case they need more information, statements from a company spokesperson, or anything else to contextualize the story.
Despite all this work, a press release may not be published, but this shouldn’t be considered a failure, since every press release and every contact with the media sows seeds that will sooner or later bear fruit. Maintaining a relationship of respect and collaboration with journalists is essential for successful communications work.
To turn a brand into a news story, it’s very important to be patient and do continuous work, month after month, which in the long run offers results that other tools don’t offer, such as prestige and reliability. If this is what we’re looking for, a press release and other tools that foster a professional and cordial relationship with the media will always lead to success and deliver successful results. Of course, this requires time and dedication.
If you want to make your brand a news source, give us a call.
