Articles
By Jens Thomsen, Impact Brussels
Do you find it difficult to attract media attention to your organisation or company? The journalists are always busy when you contact them or they are just not interested in your activities? You are not alone and while there is no magic spell that can solve your problem once and for all, there may be ways for you to improve your media relations activities.
Are you approaching the right media?
The bigger the better is often how companies and organisations see media relations. Media coverage by big national or even international media is seen as better than coverage by niche media and as a result organisations spend a lot of time and effort Add a comment
By Jens Thomsen, Impact Brussels
A clear structure is half the work when you write articles for your communications. A good structure helps your audience read and understand your messages, but it also is a great help when you prepare your articles.
In short your articles should consist of a beginning, a middle section and an ending. Contrary to academic reports articles should normally begin with the conclusion so your readers immediately know what the article is about. The beginning should answer the questions who, what, where, when and why.
If you answer these questions up front your readers will not have to guess what the article is about and you minimise the risk that they skip the article. Most readers are not very patient when they read articles. If you fail to let them know Add a comment
By Jens Thomsen, Impact Brussels
When your organisation has news that would be of interest to the press, have you considered inviting the media to a press conference?
Inviting journalists to a press conference can be an effective way of achieving coverage and at the same time giving your media relations staff a great opportunity to meet those reporters covering your field of activity. However, before reaching out with the invitations, there are a few important things to consider:
Make sure that you've got something to tell. Not just something that's important to your organisation, but something that's news worthy to the media. You want media coverage of your organisation’s activities, but remember the media must deliver relevant information to their users. If you don't Add a comment
By Jens Thomsen, Impact Brussels
Developing your messages is often one of the most challenging parts of organisational and corporate communications. Your message should not just cover what you want to tell your audience, it should also be appealing. You want your messages to attract people so they want to know more about your organisation's activities.
Why is this sometimes difficult? It can be a challenge because you must combine several different skills, and sometimes you can only do this by bringing together a small group of people. You need someone who knows the ins and outs of a product, service or policy issue that you want to communicate about and you also need someone with good writing skills
Products and issues can be complex affairs. On the one hand Add a comment
By Jens Thomsen, Impact Brussels
Sometimes it takes inspiration to create the right messages. Whether you are writing articles for newsletters, your organisation's website or content for social media your organisation may not generate enough news for all your communications.
So where can you find relevant topics to write about when you don't have news of your own? An easy way to find inspiration is to read what other people write about your organisation's field of activity. You can start gathering material by subscribing to blogs that members of your audience might be interested in. This way you'll automatically receive blog posts that may be of interest to your target audience.
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