This text was written with Marelle intelligence.
Long gone are the days of sending press releases for immediate distribution, which naturally led to a plethora of announcements on various media outlets the next morning. Today, with the difficult situation in Quebec as a backdrop, journalists are triple-checked and receive hundreds of press releases every day. The lack of staff and resources is currently one of their biggest challenges. So, to catch the eye of the media in 2024, it's best to follow a few basic rules so as not to go unnoticed.
The press release, quite an art
Yes, the press release is still important in 2024. We know this from talking to journalists: they appreciate it even more when its structure is clear, including an opening paragraph summarizing the topic and key information, easy-to-load visuals, and all the necessary contacts to quickly initiate media coverage. According to a 2022 study by Cision, If we look at the list of multimedia elements most used by journalists during the second half of 2021, it appears that images are the best way to get a proposal accepted by a journalist.
“What’s the news?”
The press release is therefore the first showcase of press relations. Hence the importance of taking care with it to maximize its chances of being seen and read. How? By sending it at the right time, to the right person, and above all, by providing a title. impactful. It cannot be stressed enough: announcing the existence of a product, an event or a situation will not systematically be interpreted as news in itself by the media, particularly in the fields of culture and the art of living. The question on the lips of journalists upon receiving any press release remains this: "What is the news?" As experienced press relations specialists, we are here to place it in a context that will hit the mark ????
Place yourself in the news
To ensure rapid media interest, there's nothing like making your story a current event. Transforming "xx launches xx in collaboration with xx" into "A new product that will restore confidence in Quebecers" will systematically increase the interest of the press, whose primary mandate, let's remember, is to inform its audience and readership. Thus, the art of highlighting the interest and angles of a news story remains fertile ground for a successful press relations campaign.
The art of pitching: the talent of public relations professionals
Certainly, the press release does a lot of work by going directly to newsrooms and providing ample resources for researchers. But the fact remains that in-depth articles are born primarily from the work of public relations professionals and their talent for crafting coherent pitches. This coherence is the key to success. Knowing journalists and their interests personally, using the right hooks in email subject lines, and offering a variety of angles to approach the news—this is expertise appreciated by journalists that will increase the chances of generating a rich and varied press review. And to do this, trust the intelligence of Hopscotch!
