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A need to be heardA need to feel understoodA need to find meaningA need to be ourselves
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No reply afsenderadresse
Find and benchmark a well-known reference (iTunes)Key message
Target audienceObjective
Think like a journalist
News-centeredCapitalize on current events
Don’t advertiseHeadline with primary keywordsPyramid-writing (important first)
• From product to people
• Short e-mail pitchesrather than pressreleases or long stories
• Moved pictures from e-mail to attachments
• Stopped attaching the key story
• Put the story in a public context / debate
• Looking for localstories and heroes
• Stopped using the word”omtale” (mention)
• Helped journalists identify ‘the good story’
SpecificMeasurableAttainableRealistic
Time-related
ResearchAction
CommunicationEvaluation
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