What does press work actually look like for companies that first have to become known and their products? Variant 1: You let the managing director dance on the table with a well-known building lion at the next Vienna Opera Ball. This scoop ends up in the press for 98 %. Variant 2: You prepare yourself for a long, strategically planned and credible press work.
Just to get it out of the way: We recommend option 2, because successful press work means to permanently recruit journalists. With it, you can win the attention of the editorial offices. The aim: to get into the editors' field of vision - and stay there. That is the first stage victory.
From now on even small news will do, to make the information interesting for the journalist. At first hardly anyone is interested in the unknown product of an unknown company. But if company and product are known, suddenly even a small change of the product is worth a news item. Or why else do car magazines report in detail about the new rear light design of a well-known limousine from Stuttgart? Only through constant presence in the form of press releases does the product become tangible. This builds up in stages.
"Everyone knows Nutella.
Then why advertise?"
There are successful companies, who know how to do it. They make use of this principle of permanent communication even with well-known products. "Why are there still Nutella commercials on? Why are tens of millions of euros still being invested in TV advertising for such a well-known product? After all, everyone knows Nutella! Why does Ferrero do this?
"Because that's how advertising works." explains agency boss Claudia Wörner of yes or no Media. By constant repetition the product remains reality - or often only becomes reality. This principle does not only work for successful advertising, but also for successful press work.
Not much is achieved with one-off actions. Press work can only be successful if journalists and readers are continuously informed.
And we're not talking about any information. No, the press releases must be clear and informative, have a utility value and arouse emotions.
And last but not least: The press releases must be interesting for the journalist, and even more so for his readers. Even if it may seem lengthy to most people, press work is like a constant drop in the ocean. A press agency must constantly bring information into the field of vision of journalists. When introducing new companies or products, journalists always ask themselves the following questions: What's the point? Who is this? Who is interested? Why should I publish it?
Your attention must first be directed to the product. Why would you publish an interview with someone that nobody knows? But if you have already received a lot of information about the company and got to know the product, the interview will be interesting.
„If you're bored, you're fired."
Press work has one more hurdle to overcome than advertising. It must not upset the critical journalist and above all not bore him or her - precisely because of continuity. "A good mix is helpful there. Information units with good press information, invitations, product mailings for trying out, offers for interviews, meetings at trade fairs", recommends Claudia Wörner of yes or no Media.
The best way is through different communication channels, sometimes the information via e-mail, sometimes personally in a telephone conversation, via Skype, by fax, by post, via online press services and in some cases also via publicly accessible diaries on the Internet such as Twitter or Facebook.
The more unknown the company and the products are and the fewer new products that are just coming onto the market, the greater the challenge for a professional press agency. The longer the visible success takes. Press work is based on repetition - again and again. But one thing is certain: in the end, the steady drop will hollow even the hardest stone.