How to approach media

Reaching media is crucial to claim a thought leadership position. But how do you make a good impression? Here are some steps and tips to effectively approach the media.

After drafting a press release and creating a press list, it's time to approach journalists. Follow these steps for optimal PR results:

1. Prepare a press list.
2. Email the press release with relevant images to journalists.
3. Wait a week before sending a follow-up.

Patience is essential; accept that it sometimes takes longer and do not push the journalist.

Journalists receive hundreds of press releases daily. Therefore, a short, catchy message is crucial - don't do it like the image of this blog. Here is a template for an effective press email:

"Dear [name of journalist/editorial team],

I would like to share the press release below from [your company]. [Here you place a very brief summary of the news with the most striking news facts.]

[Optionally add: I see you have written about sustainability/startups/this topic often. Therefore, I thought you might find this news interesting.]
      
If you have any questions, you can always contact me via the details below. 
      
Best regards,
[Name]
[Contact details]

Example

Is the explanation above still too vague? Below is an example of a good press email.

Dear Wieteke,

I read this (nice!) article of yours - and would like to share our new press release with you. Recently, we saved more than 300 kg of passion fruits, which were deemed unsellable by supermarkets. By using the discarded passion fruits, we saved 453.3 kg of CO2. That is equivalent to flying 2266 km with a plane!

You can find the entire report, full of amazing facts, below. If you have any questions or would like more information via an in-depth interview, you can always contact me via the details below.

Thank you in advance and have a nice day,

Stijn Fischer

dikenschil@gmail.com

Some media outlets offer the opportunity to submit messages directly on their websites. You can find these 'digital bulletin boards' by visiting the respective site. For example, Emerce.nl has a 'Wire' section for tech and e-commerce messages that are first approved by the editorial team. Visit relevant sites for your brand to see if they have such a platform.

Essential for building a long-term relationship with the press are the following two points:

1. Only send a press release to relevant media.
2. Do not stalk journalists. If someone does not publish your message or does not respond, accept it and try again next time.

Compare it to dating: you want to establish a connection with relevant contacts without coming across as a pushy stalker. With these tips, you are well on your way to building a strong bond with the press.