How can you choose the best communication channels for different types of journalists?

I like to ensure I have read, viewed, or listened to their most recent work. This gives me a better sense of their style and the types of things they are interested in. Then, when I see something that they produced that could have benefited from additional facts, perspective, or content of some kind, I use that as an opportunity to reach out and connect.

Just as we conduct market segmentation for our TG, it's crucial to perform media segmentation based on the preferred communication channels of each journalist. It's essential to comprehend their beats, and the social media platforms they frequent, and essentially, by scanning their owned assets, you can outline their persona. Once we do it, this will enable us to adapt our approach to effectively engage with them.

When pitching to journalists, ask yourself how they are measured. Are they rewarded for market moving scoops? For razor sharp analysis? For big features with a human touch? When you look at a particular journalist's output, you will fairly quickly get an impression of his role in the newsroom. Use this as a basis for the pitch - propose only angles that are consistent with what the journalist is interested in and that help him build his career.

In my view, the media are a channel to your audience (public, consumers, decision makers etc…). Knowing which channel your audience prefers will guide your strategy with specific media channels/outlets.

En Espa?a, uno de los canales que se está imponiendo para relacionarse con los periodistas desde los departamentos de comunicación es WhatsApp. El email está perdiendo la hegemonía que ha tenido durante los últimos 15 a?os aunque se sigue utilizando bastante. Twitter fue en su momento una de las redes sociales por las que también se solía establecer contacto pero en los últimos tiempos ha perdido relevancia. Sigue siendo un escaparate que suma para temas corporativos y notas de prensa pq los periodistas aún suelen buscar fuentes e inspiración en esta red. De vez en cuando surgen oportunidades mediáticas pero ya no es tan eficaz como hace 2-3 a?os. Llámalo X ??

It's worth remembering that journalists are there to report news and inform their audiences, not promote messages for your organisation. If you are offering something helpful to them, it will stand out on any channel. If you are peddling corporate spin with nothing new or interesting, the channel won't make any difference to how a good journalist receives it.

The only thing that matters to a journalist, is 'is this story newsworthy?' Ask yourself this question first before pitching anything. Journalists are not there to do PR for you or your business, they are there to report the news. If the story is newsworthy and matters to the community, you will be successful. If it's not, you won't, regardless of where or how you reach them.

Según mi experiencia, cuanto más facilites el consumo de los contenidos mejor. Suelo utilizar la expresión "no hagas trabajar a tu target", y es válido para comunicación, ventas...si analizas lo que quieres que pase una vez impactes con tu contenido, hacer clic en "seguir leyendo" por ejemplo, ponle fácil ese clic con un botón que sea vea bien en cualquier dispositivo. Si lo que quieres es que lea un contenido largo, elige el canal adecuado, una maquetación adecuada, etc Si defines qué interacción quieres generar con tu contenido, será más fácil conseguir tu objetivo.

Articulate content as per journalists' style and previous stories so it gives them insights into your organization and product. Share a well researched factual pitch with a narrative/key messages that you want to communicate. Most important respect journalists time and give them space to absorb your story and content.

L'évolution des besoins est en constant changement. Mais ce que cherchent toujours les individus, c'est s'apparenter à une marque, se sentir proche d'elle et de pouvoir assimiler ses valeurs aux siennes ; c'est cela qui créé l'interaction et la dépendance à une marque. Il faut faire en sorte que notre message se rapproche des pensées des autres

Aquela máxima, de que só podemos gerir o que podemos medir é básico para qualquer pessoa que atua com comunica??o estratégica. Saiba se sua comunica??o está sendo assertiva. Vá atrás de dados e resultados para ter, cada vez mais, assertividade na sua comunica??o e, principalmente, relacionamento.

La mejor forma de medir el impacto es la relación con los receptores del mensaje. Escuchar, preguntar, responder, interactuar... estar en la calle.

Build relationships between the stories. Understand what stories a journalist wants to tell in the moment and over the course of their career then add value every way you can. Whether highlighting your work or others', be a source

Measuring your success in your external communication is crucial to knowing what works and what does not. If one channel is not working it is time to pivot to a communication strategy that will reach your client base and encourage them to engage with your brand.

Hace un par de a?os logramos hacer un experimento para medir los mejores canales para comunicarnos con los periodistas. Hicimos grupos de control y analizamos diferentes métricas experimentales. Si bien fue un ejercicio enriquecedor, el siguiente a?o ninguna de las conclusiones daba el mismo resultado. Los medios de comunciacion tienen un cambio acelerado y constante. La rotación, el cambio de fuentes y enfoques responde a coyunturas y estrategias puntuales de cada medio. Tener una relación cercana y capacidad de atarlos rápidamente al formato, canal y mensaje que necesita cada periodista es la única manera de mantenernos vigentes con la información

Customization is the key. To achieve the most impactful communication, an adaptive approach is critical. This allows for tailored communication with journalists and delivers better outcomes.

When I have a pitch (especially if it’s exclusive) - I usually have about 80% of it built out for the journalist. We can do X, Y, and Z - and here’s the story. But what do you think? I knew the access always opened the door for a conversation, and then we could figure out from there what the story was and how to make it work. I never, ever refer to it as a negotiation - it’s a partnership. As a former journalist - journalists want to do cool things. That’s the fun part of the job! So if you can offer cool experiences and a nice story on top of it, that’s a great starting point, but then you need to prepared to be flexible about the other elements.

As mudan?as na política de Spam do Google est?o aí para provar que a estratégia de disparo para mailings com centenas ou até milhares de jornalista tem perdido for?a - e relevancia até nas taxas de entrega e abertura. A personaliza??o do contato com os jornalistas vem, justamente, do relacionamento. Mais do que escolher um canal assertivo, o ideal é investir na escolha de jornalistas estratégicos para aprofundar o contato com, por exemplo, encontros presenciais sem compromisso de pauta. Menos disparos e mais contato efetivo. Isso faz mais diferen?a do que qualquer canal.

Para captar la atención de un periodista es necesario que la propuesta parezca única, algo que lo ayude a generar un contenido que no esté en otros lado, un buen periodista siempre busca una primicia.

Eu costumo fazer pesquisas regulares para entender as necessidades e expectativas dos jornalistas. Isso me ajuda a identificar quais canais s?o mais relevantes para eles e como posso melhor atender às suas necessidades. Além disso, é importante ser proativo em buscar oportunidades de colabora??o com jornalistas. Isso nos permite mostrar nosso valor e construir relacionamentos com nossos colegar que podem ajudar a divulgar o trabalho em quest?o. Outro ponto importante que eu vejo é ser flexível e adaptável às mudan?as nas tendências da indústria de mídia. Isso me permite acompanhar as mudan?as no comportamento dos jornalistas e garantir que estou atendendo às suas necessidades.

Select communication channels based on journalists' preferences, considering factors like their reliance on email, social media, or direct calls for effective and tailored communication.

Over the past 20 years, while historic methods of outreach to media have changed, what has not changed is very simple. Be nice. Always treat the media with respect and care. Even when they choose not to reply to a media pitch, I always view it as an opportunity to assess my outreach approach and adjust as needed. I try to make their life as easy as possible, providing information in a succinct format. Their work has evolved too, so we need to evolve with it.

After a media interview with a client, I'll usually send a brief thank you note with any follow-ups and clarifications from the interview. Including a simple expression like "thank you for the opportunity" to a reporter can go a long way. If they haven't done so already, I'll also remind my client, whether a tech or finance CEO or founder, to send a thank-you note after the interview or once the article is published. This brief gesture takes five minutes, adds a personal touch, and contributes to building a stronger relationship.

Ser amable, tratar de generar una conexión, para lo cual es fundamental conocer al interlocutor, además de cuidar no ser demasiado insistente.

Aside from being brief and polite, insert a bit of humor or personality into your message. Show you are a real human, and not a PR robot.

The channel strategy is probably secondary to the relationships you build. The best journalists want to know they people they seek or acquire information from are trustworthy and reliable. That will always carry more weight that a slick channel routine.

Je parlerai de formation tout au long de la vie, de remise en question continuelle de soi, pour toujours s'élever dans ses propres compétences

In the fitness industry, the tone and style of communication vary based on the target demographic. Similarly, journalists have distinct communication styles. Analyzing their previous articles and social media interactions helps us align our messaging with their preferred tone, making it more likely to resonate with them and their audience.

Essas e uma das etapas mais importantes na minha opini?o, muitas vezes por estarmos t?o atarefados e com o prazo apertado deixamos de lado a revis?o e a mensagem acaba saindo forma do planejado ou com outro sentido.

Lo mejor es invertir en construcción de confianza, solo así podemos compartir información que sea valorada por la reputación que nos acompa?a sobre la veracidad y el valor de la misma. De la misma manera debemos valorar los medios en los que definiremos que se difundan nuestros mensajes, por confianza y reputación.

Journalists are very busy people. They seem to be under ever-increasing pressure to produce high-quality content. They get many pitches each day. As such, it's very likely they will either miss what you send them, or it will be too much work for them to figure out what it is you are actually pitching them. There's a balance to strike here for sure and unfortunately, there is no one-size-fits-all.

You and/or your team should have direct relationships with key media which allows you to know exactly how they like the news delivered to them, what topics they are interested in and even what they are actively working on. This allows you to deliver the right content, through the right channels, in the right way , at the right time.

When you think about it when you scroll through your phone you are making split second decisions on whether you are going to read the article. You need to get the attention of a news editor in less then 30 seconds. And your pitch needs to include enough details to be able to write a story without having to call or request more information. Every power word counts.

Cultivate relationships with key journalists through sustained media interactions and giving them the privilege to be the first to break new news about your company. This will enable you to ensure large format dedicated stories are driven by these journalists at critical times for the company/ brand.

I think it’s very important to develop your personnal relationships with Journalists before that you need them. It’s important above all in political sector. You help the Journalist to avoid a white page, and he helps you to give informations to your public. It will be a confident relationship if your informations are reliable ;)