How do companies get their news out there?

[abm37]

When a company finishes a project, wins a contract, etc. how do the newspapers, business portals, etc. receive the info? What do the company's public relations department do exactly?

 

[abm37]

so the PR dep't of companies deal with PR agents outside?

 

[DuaneJackson]

I'll move this to the Marketing forum, you may get a better response.

If it's newsworthy, our PR firm put together a release and send it to their contacts at the relevant publications. Distributing the release is just the first step, you then need to "sell it in", which from what I can work out is badgering the journos on the phone and offering them bribes if they carry the release : )

If it's something like finsihing a project, it may only be of interest to your trade press - sometimes not even them. No mag or newspaper is likely to carry any editorial if it's not potentially of interest to their readers.

 

[AGoodwin]

Duane is absolutely right. The key is to make sure that the content of any release is newsworthy. Too often people send editors information that sounds like a sales brochure. The advantage PR professionals may have over a company is that they already have contacts with key journalists. Like anything relationships take time to build and getting to know who the main contact is, what he is looking for, when he might require it for is vital. Look out for forward features as researchers look for contributions to these articles. Contract win stories can work especially if you can get a quote from your client. If you ever need any support for coverage let me know.
Good luck
Ann Goodwin

 

[imp man]

I take it that you run a company that wins contracts but never gets the press coverage? Newspapers like success stories like that. Check your local newspaper. Does it have a business section? If so ring up and speak to a reporter on the business desk. If not, ring then news desk and speak to a general reporter. They will ask: how long have you been in business, how many people you employ, is this the biggest contract you've won, will it mean jobs are created as a result, how much is the contract worth, how long will it last etc. Hope this helps.

 

[Richard Glynn]

Good stuff from Ann.

Duane is absolutely right. The key is to make sure that the content of any release is newsworthy. Too often people send editors information that sounds like a sales brochure. The advantage PR professionals may have over a company is that they already have contacts with key journalists.

To add: The angle is everything. Hi have a mantra I apply to every news story I conjure: Biggest, best, most, first. Try it, it works. Celebrate a milestone? New appointment? Money for charity? Also try the words 'reveals' if you have new sector stats or 'blasts' if there's a storey you disagree with which can work depending on the content. Write a letter to the editor?
Case studies are gold dust -especially the ones with a great human interest story attached to them.

The list goes on. Pick the angles which compliment your marketing goals most closely.

Read the magazines you want to appear in. Construct stories just like the ones already being published.

Like anything relationships take time to build and getting to know who the main contact is, what he is looking for, when he might require it for is vital. Look out for forward features as researchers look for contributions to these articles. Contract win stories can work especially if you can get a quote from your client.

Contacts are important. Contact the magazines you're interested in and request a media pack from the advertising people. They'll often include a features list. Most magazines publish all the editorial contacts you'll need in the magazine.

I pay thousands for my database. But for good free info try www.mediauk.com as a start point.

 

[Monique]

If you want to go it 'alone' which is what I do then there are a few simple steps:

1. Phone the editor and discuss the 'story' with them
2. Have a professional press release written - remember these people are journalists and would not appreciate a layman's piece of copywriting.
3. email the PR to the editor
4. follow up with a phone call
5. offer free samples (if its a tangible product)
6. don't give up unless the editor tells you that they will not publish it and in which case ask why so that you can ascertain where the problem lies.

I have about a 95% success rate but it is admittedly a lot of hard work!

Can anyone add to this? thanks and good luck!