Every media and promotion market has its own characteristics. Even those countries that are geographically close, such as Poland and Germany, are characterized by completely different journalist expectations and editorial approaches. To that end, it’s important to know how to communicate and work with journalists in various locations through Eastern Europe. This three-part series from GlobalCom PR Network member, Planet PR, gives you the inside scoop on maximizing your visibility at your event being held in Eastern Europe.
Media Coverage of Events Requires a Lot of PR Officers’ Commitment
Press releases and save-the-dates are now a standard that cannot be ignored, but unfortunately, their effectiveness is low. The growing number of outlets, combined with the rising number of events, requires more and more work to attract editors. One way to attract editors is by offering an interview with keynote speakers, but it’s very important to know the specifics of the medium as well as the interests and specialization of the editor.
Journalists in Poland also value how PR specialists take care of them during the event. If they themselves have to look for the interviewees and topics, without support from the press office, they will most likely not come back either immediately or in the future.
Polish Journalists Are Very Sensitive to Advertising Messages
Communication with the Polish media must be free of advertising stigma, therefore it is necessary to avoid phrases such as “XXX, the leader in the industry”, or “YYY, the biggest supplier”. In turn, communiqués with extensive descriptions of products, events or functionality can immediately mean the redirect of the email to the advertising department. The rare exception here is industry press but even then, editors expect moderation.
Press Conferences Are Already a Holdover
Unfortunately, many editorial offices these days have a very limited number of journalists. Therefore, unless the topic is very relevant and important, they avoid long press conferences that are not necessarily highly informative. If organizing a press conference is really necessary, the safest days are Tuesday, Wednesday, and Thursday in the morning, and Tuesday and Wednesday in the afternoon. Choosing another day increases the risk of high absenteeism.
Instead of a Press Conference, Arrange an Interview or a Small F2F Meeting
Sometimes, it is worth providing an exclusive, especially if it is a respected and often cited outlet. An important matter to consider for interviews are the questions. Many journalists will agree to define the scope of the conversation in advance, but not everyone may agree to restrictions on questions, and being prohibited from going beyond the original scope. Many experienced journalists will even quit the interview when someone tries to make such a determination.
Journalistic Social Media
In this case, it very much depends on the industry. Tech journalists are present on Facebook, but they also use Twitter or LinkedIn. Political, social, and local journalists are most likely to use Twitter – at present about 1,000 of these journalists have accounts, and the majority of them are active. On the other hand, fashion journalists are often found on Instagram, where they manage their own accounts and engage with other users. It is worth noting that some journalists clearly state that their social profiles are their personal accounts and do not want to receive press releases or topics.