How to regularly engage journalists and give coverage to the company's various topics (partnerships, commercial offers, brand commitments, etc.), both nationally and locally? Faced with the advent of digital technology, the evolution of the media landscape and now the emergence of artificial intelligence… press relations must undoubtedly reinvent themselves.
Are you interested in discovering how to innovate in your relations with the media and (further) increase your company's visibility across the country? Join us as we delve into the renewal of press relations with this report. meet-up dedicated. An opportunity to discover, through feedback from...Orange France, Best practices for communicating with impact.
Press relations are always legitimate 😇
First of all, let's be clear, Press officers are more essential than everIndeed, for 45% of journalists, they represent their second source of information. And 57% of them expect them to provide data and sources when they need them. The press release remains a contents useful and preferred by the majority of journalistsHowever, be aware that 68% believe that less than a quarter of press releases are relevant.
Source: Cision 2022 study
Succeeding in your relationships with the media 💘
To maximize the impact, it's essential to target journalists effectively, understanding their expectations and those of their audience. hearings is essential. For this, here 4 fundamental questions :
- Which journalists write about this specific topic?
- Which journalists write about my company or its competitors?
- What is their editorial line?
- What angle might interest their audience (especially on social media)?
When social media creates new opportunities 💪
By 2024, there will be more than 50 million active users in France on the Social MediaNearly half of the French population even say they "get their information" through these channels. So much so that they now represent... a true local media outlet: a huge opportunity for media outlets which have indeed seized it.
The emergence of social data
We have also seen new media emerge as well as new uses, notably social data (aka the analysis of information collected on social networks to understand the interests of internet users). Whereas in the past only the journalist's intuition came into play, today social data guides topics in a very pragmatic way.
A new working tool
Social networks, a preferred source of information for journalists, represent for press officers a true monitoring toolThis is the way for them:
- To (better) understand the interests of their target journalists and audiences;
- To identify opportunities to capitalize on certain news items;
- To offer innovative content and formats, optimized for social media.
When influence comes into play…
Today, press relations professionals are no longer limited to managing relationships with the media. They are also involved with new opinion leaders: influencers, bloggers, podcasters... It is also about developing the influence of their leaders themselves.
With the rise of 24-hour news channels and social media, the media landscape is in constant flux. To capture journalists' attention and maximize media coverage, Public relations professionals must demonstrate more than ever anticipation, relevance, coordination and responsiveness. Let's see how Orange is responding to these challenges.
Orange's press relations experience 🏢
The Orange Group is one of the world's leading telecommunications operators. It is present in 26 countries and has more than 282 million customers. The Orange France press office is dedicated to promoting Orange's commercial activities and commitments throughout the country (particularly regarding: networks, cybersecurity, CSR, services to businesses, start-ups).
For this purpose, They rely on a network of local press officers present throughout France. A real strength, since they possess a knowledge of media pools ; that they allow a direct relationship with journalists from the regional press, TV and local radio stations and that they are also “Influence Experts”.
This organization is in line with the evolving relationship between national and local press, with:
- Editorialists from regional daily newspapers are regularly invited to appear in national media (TV, radio).
- Local news regularly picked up by national media
This network allows them to maximize the impact of their press relations:
- By relaying national issues to the regional press or by carrying out simultaneous press operations throughout the territory #coordination
- By addressing topics from a local perspective to maximize the interest of journalists and their readership #relevance
- By responding quickly to press inquiries or by being alert to the risks of "buzz" or "bad buzz" / crisis management #reactivity
At stake ? A significant, tenfold increase in media presence and maximum positive press coverage:
- UBM has over 50% share of voice compared to the three other competing operators (without owning any media).
- A balanced tone thanks to the close relationship with journalists and the positive impact of proactive PR.
To recap, here are 8 winning tactics for innovating in your press relations:
- Create a good storytelling ✨
- Use the Newsjacking method 📰
- Taking a stand by highlighting an expert 👨💼
- Sharing soft news, tips 💪
- Use recurring themes / everyday topics 🗓️
- Promote a charismatic leader as spokesperson 🗣️
- Relying on studies and barometers 📊
- Provide visual or multimedia support materials 🖼️
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