Working at a PR agency involves more than sending press releases and offering journalists products to test. We also help our clients when journalists interview them: we organise the meetings and attend them.
It starts with arranging the interview. Our strong media relationships help us identify which journalist will be interested in which client, perhaps to discuss a new product. Once an interview is scheduled, the client needs to be well prepared. Who is the journalist, and what is their area of expertise? We compile a detailed profile covering their work, the publication they write for and the audience the article will reach. We also speak to the journalist beforehand. Is the interview part of a broader article? How familiar are they with the subject? Is this simply an introductory meeting, and which questions do they definitely want answered?
We support our client during the interview by attending the meeting. That gives them someone with media experience beside them, whom they can rely on. We also help ensure the right subjects are covered. Afterwards, we stay in touch with the journalist to provide additional information or images and, where possible before publication, check that the article accurately reflects what was said.
Progress at Mobile World Congress
There are no borders when it comes to arranging and supporting interviews. Each year, we travel with the wider telecoms industry to sunny Barcelona for Mobile World Congress. This year, our client Nokia used the event to introduce new devices, and naturally we made sure they received the attention they deserved from Benelux media. The leading Dutch newspaper Het Financieel Dagblad discussed Nokia’s strategy with CEO Stephen Elop, while Colin van Hoek of Nu.nl spoke to HERE Executive Vice President Michael Halbherr. Le Soir’s Étienne Froment interviewed Vesa Jutila, Director of Windows Phone Product Marketing. Several Belgian journalists also attended our client Polycom’s press dinner that evening.
Interoute on business television channel Canal Z/Kanaal Z
What about television interviews? Our colleague Sara recently fulfilled a client’s ambition: a report on Kanaal Z, Flanders’ only business television channel. Interoute operates Europe’s largest cloud services platform and plays a crucial role in Belgium’s and Flanders’ data centre landscape. These centres are essential to industry. Despite what the term cloud computing may suggest, storing data still requires physical infrastructure.
Kanaal Z found this angle compelling, and the result speaks for itself. With an average daily audience of 301,500 viewers, Interoute clearly reached its main target group: entrepreneurs and business leaders, as well as financially engaged viewers and people seeking economic information.
Progress Communications and Steps Magazine try Zumba Toning
Of course, every product or service needs a different approach. How do you encourage journalists to write about a new fitness trend? One enjoyable, interactive way is to let them try it themselves. Lifestyle magazine Steps joined a Zumba Toning class, a popular fitness workout from our client Zumba Fitness. An increasing number of Belgian gyms offer this effective and enjoyable form of exercise.
We joined the journalist for a Zumba Toning class, and the workout was a real success, even without previous Zumba experience. Afterwards, the journalist interviewed the instructor to learn more about the benefits of Zumba Toning. A sporting way to gather everything needed for an excellent article!
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