Various studies (including one by ING, which will be released in two weeks) show that journalists are increasingly looking for news, stories and backgrounds in social media. Something that was also repeated by Tom Foremski in the panel discussion. PR professionals still think too much in terms of resources and channels, instead of content (strategy), he said among other things: “ Stop begging the media, become the media ”.
An old-fashioned press release (Tom: “Often without links! Why? What’s the trouble?”) delivers a story, but journalists create that themselves. Make sure they can easily find more information. Offer a package instead of a france mobile phone number list ready-made press release in story form. “ Give me the facts, some videos and I’ll tell the story ”, said Tom. Exactly what Cindy Penders (ING) also said: “ share the building blocks ”. And don’t forget that press information also has to be SEO. Because it has to be findable when a journalist goes looking for it.
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That is partly why, according to Mark Ragan, PR agencies should help clients with brand journalism and its set-up.