VOCÊ QUER ESTAR NA MÍDIA? COMO FALAR COM A IMPRENSA?
Autor: ID-ART | Publicado: 2011-07-25T12:01:00-07:00

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 <![endif]-->É cada vez mais importante para qualquer empresa estar presente na mente dos consumidores, porque senão corre o sério risco de simplesmente desaparecer. Com o aumento da concorrência, não basta produzir ou disponibilizar produtos ou serviços de qualidade, é preciso torná-los conhecidos. E o custo da divulgação é muitas vezes proibitivo. Então, como se comunicar com eficiência?
  Crie o seu próprio esquema de comunicação
  A relação com a imprensa pode ser facilitada se tiver na sua estrutura interna uma pessoa ou mesmo ter como contratada uma empresa de Assessoria de Imprensa para fazer esta comunicação. Esta pessoa terá como função saber o que falar a um jornalista, saber distinguir qual a informação importante que efetivamente poderá virar notícia e também aquela que é apenas acessória. Terá também a função de transmitir adequadamente a imagem pretendida pela empresa. Poderá também responder às questões através do site da empresa.
  A existência de um esquema próprio de comunicação interno contribui ainda para a uniformização da informação veiculada, pois não há nada pior do que afirmações contraditórias sobre um mesmo assunto faladas por dois responsáveis da mesma empresa.
  Estabeleça uma boa relação com os jornalistas
  A pessoa encarregada do esquema de comunicação terá que estimular e manter uma relação regular com a imprensa.
Há, no entanto, um ponto que não se pode esquecer: um jornalista não é um redator de textos publicitários. Ele tem um código de ética que deve ser respeitado e, além de tudo, não é “comprável”. É ele quem seleciona as notícias que serão editadas conforme a importância para o público-alvo do veículo de comunicação. Conquistar o jornalista pode ser fundamental. Para que isto aconteça é importante:
  - Ser preciso;
- Falar sempre a verdade;
- Não fornecer informações atrasadas;
- Dar detalhes;
- Facilitar, na medida do possível, o acesso às principais fontes de informações;
- Preparar documentação de suporte, tipo kit imprensa;
- Confiar no jornalista.
  Selecione a informação que deverá ser veiculada
  É fundamental selecionar, com critério, os meios através dos quais poderão divulgar as notícias. Uma notícia de caráter técnico, por exemplo, não será muito interessante para uma revista de informações gerais ou de lazer. Assim é importante segmentar corretamente:
  - A área de informação;
- A novidade da mensagem;
- As características e a respectiva estrutura de cada veículo de comunicação.
  A forma mais comum de se falar com a imprensa é através dos chamados press-releases.
  Os press-releases devem:
  1- Ser sempre uma nova informação, pois isto aumenta a possibilidade de ser publicado, reduzindo, assim, o risco de ser automaticamente descartado;2- Ser escrito na forma de pirâmide invertida: técnica jornalística onde a informação deve ser apresentada por ordem decrescente de importância;3- Incluir todas as formas de como contatar a empresa: normalmente o jornalista quer saber mais sobre o assunto. Disponibilizar um número de telefone ou um endereço de e-mail para que ele possa entrar em contato é fundamental;4- No caso do press-release for para anunciar um evento (seminário, almoço de apresentação de um novo produto ou serviço etc), indicar o local e hora marcada, de forma visível, e enviá-los com bastante antecedência.O contato com os jornalistas deve ser mantido com regularidade, todavia é preciso cuidado para não sobrecarregar as redações com sucessivos press-releases, pois a saturação leva a uma má imagem da empresa. Promover ou convocar excessivamente conferências de imprensa pode ter o mesmo resultado.
  Busque apoio
  Como escolher a melhor agência Relações Públicas e Assessoria de Imprensa?Antes de tudo, é importante conhecer o mercado e saber quais são as empresas que operam nesta área.Pense também na questão: empatia e confiança são dois aspectos essenciais, por isso, ao contratar uma agência, saiba que é com ela (pessoas) que vai ter que trabalhar no futuro.
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 <![endif]-->FONTE: http://www.ifd.com.br/blog/publicidade-e-propaganda/voce-quer-estar-na-midia-como-falar-com-a-imprensa