Press Office: how can your company become a reference?

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“The main role of the Press Office is to strengthen the brand. To make the company known to the general public and also to the press.”
Bruna Campos, Press Office coordinator at Vocali

The work of the Press Office involves a routine full of challenges. Sending press releases, follow-ups, clippings and several other tasks to create genuine stories that are published in the media spontaneously.

To understand a little more about how this communication service works, we spoke with Bruna Campos, Press Office coordinator at Vocali. She participated in the episode Press Office: how can your company be a reference? of the podcast Falando bem, que mal tem?

What is the role of the Press Office?
Press relations are essential for a business to be better recognized in the market. This work allows an organization's services and/or products to stand out in different media outlets.

In practical terms, the press officer needs to figure out kuwait telegram data how what is inside a company can be transformed into news. A strategic perspective makes all the difference in this regard, as it allows the solutions provided to be seen as a reference by the public.

The role of this communication service, however, goes beyond the idea of ​​being proactive. Even if the company is already a reference in the media, the Press Office continues to be important. The work requires providing assistance to the press, transmitting information to journalists and preparing spokespersons for interviews .

How to adapt to changes in content consumption?
With the ease of smartphones – anyone can post videos and photos on social media – the way we consume content has changed. But what about the work of the Press Office in light of this new reality?

The truth is that people are tired of sensationalist news and tragedy-related news. To give you an idea, a study conducted by the Digital News Report of 2023 shows that 62% of respondents who avoid news tend to access positive or solution-based content.

In this scenario, Solutions Journalism emerges as an alternative to add to the agenda and bring new ideas to existing problems; it is about going beyond the problem . The idea is to offer constructive perspectives to face the challenges imposed today.

How to convince the journalist to publish the story?
One of the biggest challenges faced by press officers is getting an agenda published, as journalists receive thousands of press releases every day.

The first step is to check whether the topic and approach are relevant and likely to spark people's interest. It is also necessary to maintain a respectful relationship with the journalist, understand how the media outlet approaches the topic and be calm enough to know that a successful placement requires a lot of work and time on the part of the advisor.

Read also: The four steps to building a good agenda

Listen to the full episode
Check out the full episode Press Office: how can your company be a reference? of the podcast Speaking well, what's wrong with it? on your favorite podcast platform.