What if, before delving into the secrets and best practices of Press Relations (PR) in the digital age, we tried to answer a fundamental question: “Is my company really ready to launch into Press Relations? “.
As trivial as it may seem, this question is not trivial. A powerful tool for amplification, reassurance and acceleration of notoriety, PR remains recognized for its effectiveness and a particularly attractive return on investment (ROI)… provided it is sustained over time!
Quick results… too often expected
We still too often encounter entrepreneurs who wish to trigger a Press Relations campaign on the occasion of a unique event: the launch of a product, the signing of a contract or the organization of a seminar. They move forward with the certainty that the benefits will be immediate and massive, guaranteeing the success of their approach.
Unfortunately, in 2026, the immediate “Buzz” effect has become an exception. In a media landscape saturated with information, disillusionment can be cruel.
Many of these disappointments could be avoided by simply scheduling several announcements in succession. Regularity is the keystone of press relations, especially in the technological and innovative sectors. Beyond the simple presentation of a new product or service, repetition serves as an educational tool for editorial staff: it allows you to position your brand, explain your vision and clearly differentiate yourself in an ultra-competitive market.
The keys to Press Relations
There are three keys to PR: timing, content and recurrence. In other words, starting a Press Relations campaign means answering three essential questions:
- When will I communicate?
- On what themes ?
- How often ?
1. When will I communicate?
The availability of your flagship product or offering often seems like the perfect time. In reality, it is crucial to consider your market’s calendar and media agenda. The objective? Avoid, for example, launching your ad on the day of a keynote from a Tech giant, a major announcement on AI or a major sectoral event that would monopolize all the attention of journalists.
2. On what themes?
The product is often the first instinct. However, this is not the only angle at your disposal! To enrich your speech and interest journalists today, here are some ideas:
- Institutional announcements (governance, vision)
- Fundraising or profitability indicators
- Employer brand and original recruitment campaigns
- Events, trade fairs and expert interventions
- Customer testimonials (practical cases) and strategic partnerships
- Publication of exclusive studies, barometers or figures
- Committed positions (tribunals, expert opinions) or reactions to hot news in your market
There are a multitude of themes to explore to capture media interest.
3. How often?
The average frequency I recommend is one announcement every 4 to 6 weeks. This rhythm makes it possible to regularly address target journalists from different angles, without saturating their mailboxes.
This regularity allows the media to better understand your offer and become familiar with your expertise. In addition, the diversity of your ads facilitates your integration into the background files or large formats on which they work. (These elements, like the Buzz effect, will be developed in future articles).
The practical exercise: To help the entrepreneurs I meet, I invite them to respond concretely to these three questions by listing 4 to 6 concrete announcements that they could make over the next 6 months.
What is the “road map” for?
This roadmap is your best strategic tool. It allows you to:
- Anticipate : Prepare your flagship announcements while keeping a close eye on the competition and rapid market developments (new regulations, disruptive tools, mergers, acquisitions, etc.).
- Staying agile (“Newsjacking”): Leave the necessary space to insert an unexpected announcement or react immediately to hot news (declaration from a competitor, new law, flash signature, validation of a patent, etc.).
Get ready for the game. If you manage to plan these actions over the next 6 months, you will have your answer: your company is ready for PR.
If you don’t yet have this roadmap, ask yourself about the real results you expect from your campaign. This list of announcements lays the foundation for the themes, rhythm and recurrence essential for engaging in a constructive and lasting dialogue with journalists. In short, it allows you to plan your messages to demonstrate, step by step, the unique value of your offer.
It’s a question worth asking, right?
