Embarrassing mistakes in dealing with the press to avoid

Kleine und mittlere Unternehmen verwechseln ständig Werbung, Pressearbeit und Public Relations oder setzen es gleich. Dass Anzeigenabteilung und Redaktion eines Verlages getrennte Bereiche mit unterschiedlichen Verantwortlichkeiten und Konzepten sind, ist vielfach unbekannt.

Werbung ODER Berichterstattung
Die Anzeigenabteilung verkauft gegen gutes Geld Anzeigenraum, die Redaktion produziert nach den Kriterien des unabhängigen Journalismus Artikel, die der Leserschaft gefallen sollen und nicht etwa bestehenden oder potenziellen Anzeigekunden. Wer Werbung schalten will, ist in der Redaktion fehl am Platz. Ein Unternehmer erreicht Journalisten nur, wenn er deren Spielregeln anerkennt.

Folgende häufige Fettnäpfchen bei der Pressearbeit sollten nach Profimeinung möglichst sorgsam umgangen werden:

1. Deny information
“This concerns you nix!” is one of the kontraproduktivsten responses to requests from outside. It pushes journalists to head. In addition, the entrepreneur overlooks, that the editors decide, As for you and what does not.

2. Threaten
No matter, if you threatened with the lawyer, with display withdrawal or order, that the whole village the tekening canceled - with such a behavior forfeited you look at any sympathies in newsrooms. And the contractor must adjust to it, that is a boomerang.

3. Curls and bribe
Serious journalism values ​​its independence. Lure with ads, when reporting for acceptable fails, therefore missed just, like trying, To lure members of the press with benefits or gifts.

4. Give the offended
“Why did you not report us?” is a question, the needless. Because apparently other news was even more important. Who makes it a reproach editors and plays a huff, the next time might not be considered.

5. Appeal the wrong
Often try small and medium-sized, in publications such as Mirror, Stern or come under Focus PR-effective. Chances to go to zero. Press Releases sand even, If you go to the wrong department of the properly selected trade magazine or addressed to editors, no longer work there.

6. Inflate vanity advertising
One or the other company succeeds sometimes, Leading journalists Hoodwinked. At least for a while. Sometime but vanity debunked, which was inflated in interviews or press releases to the world-changing news. The consequence is irreparable brand damage.

7. Require the product beforehand
It often happens, wish that entrepreneurs binding, To see items before printing, herumzuredigieren to it at will. No serious journalist goes on a. Only interviewees have the right, to authorize their direct quotes in advance.