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Media relations in 10 minutes Jiří Vicherek
Journalists are normal, do not fear them
Journalists want to get job done• receive apx. 100 press releases a week• spend less than a minute on a press release• write in average 2 articles a day • are paid less and less for quality content
and more for views (= tabloidization of news)
Journalists go to events, have friends and interests, attend parties• google them, find shared
connections• follow them on social
networks• attend the industry
events• shocking: they like
likeable people and are annoyed by annoying people
THE LESS THEY NEED TO EDIT, ASK, ADD, DO OR THINK THE BETTER YOUR CHANCES
Your job is to make their job easier• read their articles and figure out their interest, point of view• be available and respond quickly• help them understand, you are an expert• tell them about important release before-hand
What is “interesting”?
• if the recipient of the message is someone like you:• what kind of articles do you read?• what kind of FB post you click on?• what kind of emails you open?• what kind of action you take afterwards?
Be in touch!• tell us before-hand:
• use of RC brand• press release• event• speaking opportunity
• synergy makes us stronger
• we are RC employees, our schedule is based on RC business goals
• we will help you if we can
