Free posting of information in the media is the backbone of public relations activities and the main source of publicity in the organization. It is a way of delivering the latest news to people who will be interested in it.
The main types of texts for the media
There are two main types of text that you can post to the media for free. These are press releases and PR articles.
A press release is built according to certain rules and is a "raw" source of information for a journalist, on the basis of which he writes his text. There are several types of press releases:
- press release announcement - a short message about the planned event;
- news press release - message about important news of the organization;
- press release technical message - a story about a product or service, in comparison with an analogue;
- press release announcement - brief information about the change in the contact information of the organization.
Sometimes additional materials are required for press releases. They can be as follows:
- background - information about the company's profile and its immediate plans;
- statement - the official position of the organization on a significant issue;
- biography - a story about a news participant.
In order for a text to be accepted in the media, it must be reliable, informative, relevant, clear and have social significance.
PR articles are a special group of texts that contribute to the promotion of an organization in the media and are not of an advertising nature. The main types of PR articles:
1. Review (round-up) - an article for business headings, analyzing and integrating the experience of several firms operating in the same industry.
2. Author's (by-liner) - an article written on behalf of the head of the company.
3. Case story (case story) - an expert publication about a good experience in the use of a product or service. Such an article is written in moments of crises and describes what characteristics of a product or service can help in solving them.
4. Image article - presents the actual problem and the point of view of the organization on it, in order to maintain the reputation.
5. Image interview - the text of the conversation with the official of the organization on the selected informational occasion.
6. Feature article - the transfer of personal experience through the life and experiences of the hero of the work.
7. Serials - radio or television sketches on the same important topic for society.
Informational reasons
Any text should have a news reason for its creation. The main reasons are:
- creation of a new company;
- creation or improvement of a product or service;
- new image;
- new technologies and research.
It is important to work with journalists writing for the section you need. Keep in touch with them, provide the latest information, do not forget to invite them to special events and congratulate them on the holidays.
You can create and strengthen news using the following techniques:
- binding information to a major date;
- inventing a holiday, a significant date, or a special event;
- combination of news with a socially significant problem, description of different views and approaches to it.
