The successful publication of media releases requires a clear communication strategy. To ensure that your message is communicated effectively and the media's interest is aroused, the following points must be observed:

Clear message

A clear, concise message should be formulated that is easy to understand. Technical jargon should be avoided unless absolutely necessary.

Important information first

The most important information should be placed at the beginning of the message. Journalists often have little time, so it should be made easy for them to find the key points.

Contact information

Clear contact information should be added so that journalists can easily get in touch with you in case of queries or interviews.
Captivating headline:

A captivating headline should be used to arouse interest and attract attention.

Clear structure

The message should be clearly structured with paragraphs and sections. This makes it easier to read and understand.

Target group oriented

The message should be aimed at the media's target audience and the tone and language should be adapted accordingly.

Include quotes

Quotes from relevant people should be added to give the message authenticity and personal relevance.

What should be avoided

Excessive advertising jargon

Excessive advertising jargon or marketing speak should be avoided. Journalists are looking for objective information.

Unclear language

Vague or unclear formulations should be avoided. It should be formulated precisely and directly.

Incomplete or misleading information

All important information should be provided. Incomplete or incomplete information could reduce the interest of the media. Misleading information or exaggerations should be avoided. Trustworthiness is crucial.

Boring headline

Boring or meaningless headlines should be avoided. The headline should encourage reading.

No clarification of misunderstandings

In the event of ambiguities or misunderstandings, these should be clarified in the communication at an early stage in order to avoid possible misinterpretations.

Lack of adaptation to media companies

The same communication should not be sent to all media outlets. The communication should be adapted to the interests and writing styles of the respective media.