How to choose the right vehicles to send your press release – WAU
The act of choosing the best vehicles to send your release goes well beyond the selection of all the contacts that exist in your mailing list. The action must be carefully planned so that, in this way, the chances of guaranteeing the publication increase. Today we’ll teach you how to get your strategy right!
Choosing vehicles to send a release may seem like a very simple task, but in practice, the action deserves a lot of planning and analysis. After all, the perfect material may be of no use when directed at the wrong people.
That is why it is important to go against that idea of “getting in touch with everyone”. In fact, it is necessary to create the correct segmentation based on information from your own company and your niche.
Today, in addition to clarifying the importance of carefully preparing the release, we will help you select the ideal channels from simple and didactic steps!
What is a press release?
The press release, or just “release”, is one of the pillars when we talk about the actions of the public relations professional. It can be defined as a institutional presentation and disclosure material on any business action.
These actions may involve product launches, brand positioning or repositioning, a response to a major event that involved the company – involvement in controversies, accidents or natural disasters, for example – or any other advertisement that the company wants to disclose to the press. .
Since the material will be sent to the media – newspapers, websites, radio or TV – it is important that it follows a format similar to that of a story. Therefore, the following information must be included:
In the past, it was more common for journalists to make a full release available when they believed it was complete and had all the necessary information.
Nowadays, however, it is important to emphasize that the task of having a published release became much more difficult.
Think about it: a specific journalist can write an average of 7 stories a week, if he produces around one content per day, including Saturdays and Sundays.
The volume of releases, however, can reach 100 emails per day!
In other words: it is necessary to invest in actions such as a good relationship with the vehicle or the reporter, in addition to delivering excellent quality material, so that, in this way, the content has a better chance of winning the longed-for publication.
How important is a release to a business?
As much as there are numerous strategies for investing in paid media, customer behavior remains the same: it is much more likely to win a person organically than with an ad, that is, a purchased space – not conquered.
The release, then, is the possibility of appearing in a story at the journalist’s own will. There are a few ways in which insertion can be done:
- in articles on a specific subject, the journalist contacts Public Relations to hear the CEO or spokesperson’s speech. Name, position and name of the company are disclosed – that person is considered to be an “expert source” – and then their opinion about a third party fact is presented;
- in articles published and signed also by a company spokesperson. They usually earn the space “Opinion” in a printed vehicle;
- in articles directly and exclusively about an action or event. This is the case with launches, press conferences or inaugurations;
- in the news of any occurrence that has the company involved. In this case, the spokesperson is heard to confirm or deny information that came out in the media but came from other sources.
When we think about the possibilities of a release gaining space in the media – even in negative cases – we are talking about free advertising and mass reach.
In positive cases, it is a sure increase in visibility and in the client list or leads. In the negative, it means the chance to portray yourself, show your vision and gain an open space to clarify issues that have won public opinion.
In neutral cases, as with articles published in specific columns, it is the opportunity to position yourself as a specialist and reference on certain important guidelines at that time. It’s time to gain brand recognition.
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How to choose the right vehicles to send a release?
Now that you have understood the main information on the subject, it is time to choose the best vehicles to send a release. We have listed some foolproof actions and with a high possibility of return.
Analyze your persona
At first, keep in mind the key information about your audience. Only then will it be possible to obtain data that will directly interfere with information vehicles.
Here are some points that can be analyzed from the study of your business persona:
- Does it still consume information frequently in traditional vehicles (print, radio and TV)?
- If not, what social networks is she on? How is the question of blogs and news sites?
- Whether online or offline, what are your favorite media channels?
- Does that person have the habit of paying for information (subscribing to newspapers, for example)?
Choose vehicles (or journalists) that talk about your niche market
As we said in the post, journalists get in touch with a huge number of releases on a daily basis. With that, it is easy to conclude that many of them will probably not even be read.
In addition to attractive aspects that “hook” a person in the first moment – like the title of the email – a journalist will hardly be interested in a release that is not compatible with his area of expertise.
It is like sending information about the launch of a new unit of your new restaurant to the journalist who is responsible for the editorial policy.
So, understand who you’re sending that content to. There is no point in thinking that “trying your luck” can be a sure alternative.
This can result in the development of an unkind relationship with the journalist and, if submissions become frequent, there is a high chance that your email will be blocked or end up in the spam folder.
Understand the scope of that publication
When we think about the reach of a communication vehicle, in theory, the more popular, the better. After all, if a high number of people come into contact with your content, the greater the chances of interest arising.
In practice, however, things happen differently. It is necessary to hit the segmentation key again for a very simple reason: a TV program or newspaper, for example, can have a gigantic reach, but deal with very broad subjects. As a result, the public is also more diverse.
Think of a company that focuses on livestock. It can send releases to TV vehicles like the evening paper, a production that reaches the largest number of viewers on a weekday.
However, when thinking about the audience of these newscasts, we are dealing with infinitely different groups of viewers. They can be students, teachers, housewives, motorcycle couriers, among many other careers that cannot be predicted easily.
A much more effective attitude is to send the release to programs that are smaller in scope, but more segmented, such as Globo Rural. If someone is interested in watching a program that addresses such specific issues, rest assured that this is a possible lead.
Keep in mind that number of viewers / readers / subscribers is not necessarily synonymous with success. So, don’t ignore local vehicles! When well targeted, the number of people reached, even if apparently less, will be more qualified.
Keep an eye on demographics
Demographic data regarding the publication must be cross-checked with the information of your target audience.
For example, it is possible that there is a vehicle that presents information about its niche and guarantees a good chance of publication, but when we think about data such as age, social class and region, sending is not feasible.
Have in mind all the necessary information about who your audience is and how they could contact your product.
After all, there is no point in getting the front page of a famous magazine in southern London, if you still don’t sell to that region, or plan to get there.
After correctly choosing the vehicles to send your release in a segmented way, it is a matter of time before potential customers appear more often in search of information about your services.
Once this happens, you will need to nurture the leads that arrive. So, to improve the relationship and increase the chances of conversion, keep getting informed about the subject and learn everything about lead nutrition!