Capturing Journalists' Attention
"A good press release must capture attention from the very first words," declares Florence, her voice seasoned with experience, as she has been in journalism for 15 years. Every day, she delves into the ocean of emails. Her eyes focus on the title, a crucial anchor point. "It must be catchy, impactful, summarizing the essence of the subject," she explains, also emphasizing the first paragraph: "Everything must be summarized there, much like a news brief. It should contextualize and illuminate the subject. That's how I decide whether to continue reading or delete."
"Nothing beats... a phone call," affirms Thomas, juggling between calls and breaking news. To convey information and maintain a privileged connection with a journalist, this method remains unmatched. His mobile phone is his ally, his gateway to exclusive information. "It's much more appreciated and allows for exchange," he confides. Even though he acknowledges the importance of the press release: "It's a communication convenience that allows for broad outreach." Florence agrees and adds, "At the end of the press release, it's important to have a mobile contact, we don't like having landlines, they hardly ever answer..."
"Nothing beats... a phone call," affirms Thomas, juggling between calls and breaking news. To convey information and maintain a privileged connection with a journalist, this method remains unmatched. His mobile phone is his ally, his gateway to exclusive information. "It's much more appreciated and allows for exchange," he confides. Even though he acknowledges the importance of the press release: "It's a communication convenience that allows for broad outreach." Florence agrees and adds, "At the end of the press release, it's important to have a mobile contact, we don't like having landlines, they hardly ever answer..."
The Structure of an Effective Press Release
In his quest for the essential, Thomas emphasizes clarity and conciseness. "A press release must be clear, provide essential information, the famous '5 Ws', without getting lost in unnecessary communication gimmicks," he points out. He seeks to grasp the essence of the information, to be up to date with the news in a perpetual race against time.
With her eyes glued to the screen, Florence lingers on the first paragraph of a press release that has piqued her curiosity. "Here's a press release where you think, hmm, there might be something to tell." The journalist explains that "to highlight an ordinary subject, there must always be a story to tell." For example, in a press release she had received: "The press attaché had proposed stories to tell about the marathon, like the oldest person who is 94 years old, who will compete in a wheelchair, the youngest who has been passionate about running since a young age... As a journalist reporter, I look for the element that will push me to go there and write a report or come up with a portrait idea, things to tell."
With her eyes glued to the screen, Florence lingers on the first paragraph of a press release that has piqued her curiosity. "Here's a press release where you think, hmm, there might be something to tell." The journalist explains that "to highlight an ordinary subject, there must always be a story to tell." For example, in a press release she had received: "The press attaché had proposed stories to tell about the marathon, like the oldest person who is 94 years old, who will compete in a wheelchair, the youngest who has been passionate about running since a young age... As a journalist reporter, I look for the element that will push me to go there and write a report or come up with a portrait idea, things to tell."
"70% of press releases end up in my trash bin"
But reality imposes itself on them. The incessant flow of press releases overwhelms them. "70% of press releases end up in my trash bin," admits the journalist, emphasizing the importance of precise targeting and a solid journalistic proposal to stand out. Thomas confirms this reality, lamenting that barely 10% of these press releases actually catch his attention. "News, not disguised advertisements, are the ones that retain my interest," he says frankly. According to him, it is therefore necessary to be vigilant and avoid small negligence that could be costly: "Among the possible mistakes, one of them seems to me to be a deal-breaker: spelling mistakes. It undermines the entire proposition, even if it could be interesting."
Hence the urgent need, in the midst of this sea of information, to adapt to journalists' expectations in order to attract their attention and thus maximize the impact of the press release.
Randa El Fekih
Hence the urgent need, in the midst of this sea of information, to adapt to journalists' expectations in order to attract their attention and thus maximize the impact of the press release.
Randa El Fekih