1. Create a strategy

Publicity for publicity's sake is nothing to aim for. Your message needs to reach your target group and be in line with your overall strategy.



2. Be newsworthy

Find an appealing news angle to your story. Make sure your message is concise, current and relevant to the media.



3. Numbers, numbers and numbers

Journalists love quantifiable and measurable information. Gather as much data as possible and boil it down to a compelling story. 



4. Assist the journalist

Provide the journalist with objective and well-written texts. Journalists often run on a tight schedule and are more likely to pick up on ready-made news material. 



5. Create a voice

Follow current debates in old, news and social media to find out how you can contribute to the discussion. Be proactive and aim at becoming the go-to person for journalists in your field of expertise. 



6. Avoid jargon

Keep it simple. Avoid or explain terminology that is unfamiliar to the reader. Excluded readers will not listen to you and the message you are trying to get across. 



7. Blog & tweet

Social media can be a great tool for interaction and engagement with the press and your target audience. make sure to have a well-defined purpose for all of your social media activities.