Media relations in the German-speaking markets are about trust. Perceiving themselves as guardians of consumer interests, journalists need to feel comfortable with you and your story. In this sense, journalists are like customers. Some will like your offer right away. Others (and unfortunately that means most) will need to be convinced that you and your brand are worth reporting.
To build relations, you need to feed journalists with information that is relevant to them. Not jut once, but all the time. Your aim is establishing ties between journalists and your brand. They will acknowledge the progress you’re making. And at some point, journalists will ask you for in-depth information when you trigger them with info pieces. That’s when you know they trust you. And that’s when you can start a purposeful relationship.
GCVB Media Relations Services DACH
As an online marketing company for the German markets, we can provide the following add-on PR services:
+ media relations strategy
+ messaging document
+ press kit
+ media event
+ release distribution
+ media monitoring
+ story development
How to build productive media relations in the DACH region
1 Awareness or influential reports?
There are two main elements of media relations.
A) Mass publication of press release content to inform and generate awareness.
B) The initiation of influential reports published by leading media.
The former is about convincing journalists in the instant they receive your information, the latter is achieved by developing trust between journalists and your company.
2 Relevance, trust, and cooperation
Building trust and relevance with journalists means providing news and stories they can use. Again and again.
It’s about starting a narrative and keeping the flow. You’ll see reporting grow and become more in-depth over time.
Measuring the success of media relations is not as easy as with digital marketing. But one thing’s for sure: trust-building online articles in your target group’s most favored media are priceless.
3 Focusing on the journalist
Media relations focus on the multiplier, the journalist, who receives the story and decides whether or not to report on it.
Always remember: journalists are your customers and they can decide for or against your stories. To deliver the gains, you need to understand their pains.
4 Acknowledging the pains
In the pitching process, journalists are gatekeepers. Due to their task of informing the public, they publish what they feel is interesting to their readers.
Your task is to anticipate media interest to be able to put your messages in the context that media like. And that involves research and experience.
5 Delivering the gains
Journalists want news. In addition to fact-based press releases, there are various methods for delivering interesting news to journalists.
You can create a favorable setting for presenting the information. Offering CEO interviews is helpful, as is organizing media events, such as press conferences, familiarization tours, and workshops with senior management.
Five key success factors of media relations in Germany:
Don't lie to journalists or make promises you can't keep
Find the right media
Address only the media that are potentially interested in your topic
Check media daily to identify opportunities to place your own topic
Be a person
Talk to journalists as a person, even if you represent a company
Deliver your info in the style your media contacts prefer