En días pasados tuve la oportunidad de realizar el seminario en línea gratuito TU NEGOCIO EN PRENSA, donde vimos esas 5 recomendaciones que tienes que seguir SÍ O SÍ para darle visibilidad a tus negocios en los medios de comunicación, tanto tradicionales como digitales.
Y cuando hablé del press kit, ese material que te permite posicionarte en los medios, comenté que uno de los más importantes elementos de esta herramienta era la nota de prensa (o press reléase, por su nombre en inglés).
Me han llegado algunas preguntas a mi whatsapp acerca de cómo se hace un press reléase de una forma sencilla. Es por eso que hoy te escribo unas recomendaciones simples para que lo hagas y conectes con tus audiencias.
¿Qué es una nota de prensa?
El propósito de la nota de prensa viene dado por un simple concepto: Conversar con un medio, Blogger o influencer acerca de una noticia de valor que tienes para compartir. Y cuando hablamos de noticia, me refiero a un lanzamiento o evento de tu negocio. La nota de prensa es parte de tu estrategia de relacionamiento con los medios.
Y partimos del punto que si tienes una noticia genuina, tienes una buena probabilidad de obtener la cobertura de medios que buscas, y si no conversas de ello, el medio nunca lo hará. Recuerda que lo que HACES Y NO COMUNICAS, NO EXISTE.
Sí, puede que esto suene duro, pero la cruel realidad de los medios de comunicación. Recuerda que emprender implica también relacionarse con los medios.
En general, y dado que hoy cada día el concepto de menos es más se posiciona con más fuerza, debería se un texto de más o menos 400 palabras (lo más importante que escribirías acerca de tu negocio).
Otra simple sugerencia que quisiera darte aquí es que normalmente los negocios comparten este documento en PDF, y la realidad es que debes darle al periodista, Blogger o influencer, la oportunidad de editarlo a su estilo de escribir y que lo puedan copiar y pegar sin tanto problema (debemos hacerles la vida fácil, te lo agradecerán)
¿Cómo se escribe?
Cuando compartía las clases de la universidad con el mundo profesional, siempre tenía en mente ponerle a los alumnos las cosas fáciles y con ejemplos de la vida real, que pudiesen aplicar a la vida profesional con facilidad. Hoy como persona que ayuda a las empresas a lograr rentabilidad a través del uso de las herramientas de comunicación, debo seguir esa línea.
Allí les decía que para escribir una nota de prensa debíamos aplicar la técnica de la pirámide invertida. Es decir, contar en párrafos simples, independientes unos de otros, desde lo más importante de tu anuncio hasta lo menos importante.
Además, la nota de prensa debe responder a las preguntas básicas que se puede hacer un cliente para redactarla.
Por eso, yo recomiendo antes de escribir, responder con objetividad (sin el enamoramiento natural que todos tenemos de nuestros productos o servicios) a las siguientes preguntas:
- ¿Qué ofrezco?
- ¿Quién ofrece el producto o servicio?
- ¿Cuándo se ofrece este producto?
- ¿Dónde se ofrece?
- ¿Por qué se ofrece?
Si bien estas 5 son las preguntas básicas del periodista informativo, es bueno incorporar dos más:
- ¿Cómo se ofrece?
- ¿A quién se ofrece?
Una vez contestadas estas preguntas, ya tienes establecidas las prioridades de tu comunicado.
La Entrada
El primer párrafo es fundamental, en el tienes el reto de informar lo más importante de tu anuncio, lanzamiento o evento que quieres llevar a tus clientes.
Así que empieza por aquí: en esta parte de tu comunicado, debes responder 3-4 aspectos relevantes de tus preguntas base en un solo párrafo.
El cuerpo de la noticia
Como estamos contando una historia en forma de pirámide invertida, el lead o entrada ya respondió a los temas importantes. Es así que en el segundo párrafo narrarás en detalle lo que de manera general dijiste en ese 1er párrafo.
Se trata de argumentar y exponer la relevancia de esas primeras preguntas que respondiste en la parte superior de la pirámide.
Cuando llegamos al tercer párrafo, normalmente yo recomiendo colocar una cita de la persona que es vocero o quien vende el producto o servicio. Allí yo resaltó el valor agregado y cómo ayuda ese producto o servicio al cliente, es decir, el beneficio que se llevará.
Luego como cuarto párrafo respondo a las otras interrogantes que me faltaron por informar al periodista, blogger o influencer, es decir los temas complementarios del anuncio. Este párafo podría ir o no, dependiendo de tus necesidades de negocio.
El Cierre
El cierre es la información de fondo o complementaria. Lo que se incluye como relleno que pueda darle más “pistas” al cliente acerca de tu producto o servicio.
Boilerplate
A diferencia de una noticia periodística, la nota de prensa para comunicar un evento o anuncio importante de tu negocio debe incluir un pequeño “acerca de”. Es un resumen de máximo 10 líneas acerca de la biografía de la empresa la actividad, cuánto tiempo tiene en el mercado y por qué esa empresa es única. Aquí colocas tu mensaje de marketing.
Datos de contacto
Y luego colocas los datos de cómo y dónde contactarte. Tu teléfono, tu correo electrónico (evita que sea un Gmail o cuenta gratuita), whatsapp, web site y tus redes sociales.
El título
¿Creías que se me había olvidado? Pues no, pero es que yo siempre recomiendo dejar para el final el título de la nota de prensa. Debes pensar en lo más importante que tienes para ofrecer. Lo que quieres que se vea mañana en la noticia. Debe ser una “frase contundente” que invite a la lectura. Que invite a la acción al cliente.
Existen dos formas de redactarlo: la descriptiva o tradicional, que simplemente cuenta lo que estás ofreciendo o la inspiracional, que es más creativa y que lleva un proceso más complejo de escribirla. Yo te recomiendo que empieces con un título tradicional descriptivo y cuando ya te vas haciendo experto en el tema y vas teniendo una mejor relación con el periodista, blogger o influencer en términos de confianza, entonces comiences a experimentar títulos más creativos.
Recomendaciones finales
Si bien escribir comunicados de prensa, puede tener un siglo de historia, debo comentarte que esta herramienta de comunicación sigue siendo pieza angular en tu estrategia de relaciones con los medios. Pero debes considerar la evolución natural de los medios, donde hay tendencia a que en las redes, las personas se empoderan de las noticias a través de hacer comentarios, recomendar o simplemente darle un “me gusta” a una información que consideran de valor.
Por eso, yo recomiendo incluir información ya lista para redes, como por ejemplo un resumen de 140 caracteres para twitter o un texto para Linkedin o alguna otra red social. Y por supuesto los hashtag (#). Recuerda que tu trabajo es conversar con el periodista, blogger o influencer para tener un posicionamiento adecuado.
Ramón Chávez ayuda a las empresas a alcanzar la rentabilidad a través del uso eficiente de las herramientas de comunicación.
Con más de 30 años de experiencia colaborando con empresas de diversos tamaños a lograr competitividad en entornos de incertidumbre, Ramón tiene programas adaptados a las necesidades de todo tipo de negocios.
Su curso presencial, DESARROLLO DE MENSAJES Y STORYTELLING, LA PRÁCTICA ayuda a las empresas a desarrollar los mensajes y contar las historias de éxito de la empresa para conectar con sus clientes y así alcanzar resultados extraordinarios. Si deseas participar en esta capacitación presencial, completamente práctica, regístrate en el próximo taller por aquí.
Además, a través del CENTRO DE SOLUCIONES DE COMUNICACIÓN, ofrece a las empresas la posibilidad de contar con la asesoría en línea de una agencia de comunicaciones integradas por una membresía mensual que incluye un video gratis cada 30 días, comunicados de prensa trimestrales, seminarios en vivo para mejorar sus herramientas (gerencias) y al suscribirte obtienes una sesión de coaching online gratuita de 1 hora con Fernando Di Fazio, quien es Coach Ontológico y Contador Público, especialista en emprendimientos y en Pymes, como consultor y formador presencial y online en coaching y desarrollo personal en distintas instituciones educativas. Además de acompañar a personas en procesos de coaching a alcanzar sus objetivos personales y profesionales.
Ramón ha formado a más de 1000 personas en manejo de comunicaciones empresariales y ha dictado seminarios presenciales y on line en 17 países de América Latina.
Para más información visita nuestro sitio web: www.conversacionestrascendentales.com o puedes contactarnos por Whatsapp +54-911-6530-8204 y hacer una consulta gratis acerca de los asuntos comunicacionales de tu empresa.
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