How can you attract journalists to your venue?

Around 60% of press releases sent to journalists are never opened. So, to stand out, should you break away from traditional press release formats—or, on the contrary, keep things simple and concise? And beyond the press release itself, where should you focus your efforts to ensure journalists receive the best possible welcome at your venue? A specialist in public relations shares her expertise and practical advice.

After building her career in the luxury and fashion industries, Sophie Oliva founded the agency Somedias in 2021. Combining a keen sense for media opportunities with a passion for compelling stories, she now supports around twenty clients across the lifestyle sector—including gastronomy, hospitality, wine estates, and foodtech companies—alongside a team of six professionals.

The story of a partnership between a wine estate and a restaurant.

“We created a food-and-wine pairing lunch featuring a wine estate from a little-known PGI region and a Parisian restaurant with strong visibility. The event brought together 27 journalists and content creators around the table, generating excellent coverage across social media, print publications, and online media.”

Invite a guest expert to showcase a specific area of expertise, which can then become the basis for an activity or workshop. This might take the form of a mixology workshop designed to highlight a particular wine estate or beverage brand.

Capitalize on a topical event or cause. For example, creating a recipe for Breast Cancer Awareness Month (Pink October) earned one of Sophie’s clients coverage on two TV channels, while also generating genuine public enthusiasm for the recipe thanks to both its originality and the message it conveyed.

Best practices for mastering the art of the press release

Even though communication channels are multiplying and journalists’ attention spans are limited, the press release remains an essential tool. Here are a few tips for mastering its conventions and streamlining your writing efforts.

A clear and attention-grabbing headline

In a context where a journalist may receive as many as 300 to 400 pitches a day, the first battle is won—or lost—before the email is even opened: in the subject line. One remark from a journalist permanently changed Sophie’s approach to writing press releases: “She told me, ‘I sort my emails by subject line.’ Since then, I have always prioritized subject lines that are clear and easy to understand.”

In practice, a subject line such as Easter | Dupont Patisserie | New Entremets Collection will be more effective than a creative or overly abstract phrase.“There’s no need to be poetic. The clearer it is, the better it works,” the expert summarizes.

Content that fits on one page

Once you have overcome the first hurdle of getting the email opened, how do you keep a journalist’s attention? “A press release should be short, concise, and immediately provide all the useful information.” To achieve this, gather all the practical information in a boxed section at the beginning of the press release, allowing the journalist to quickly determine whether the event is relevant to their audience and whether it can fit into their schedule.

What Is the Difference Between a Press Release and a Press Kit?

A press release is used to announce a newsworthy event or development, whereas a press kit provides a more detailed overview of a project, such as a hotel group, brand, or company. The content of a press release should fit on a single page and focus on the essential information journalists need. A press kit, on the other hand, can be more comprehensive and include additional background information, visuals, company history, key figures, and detailed project information.

High-quality visuals

Visuals also play a decisive role: 48% of journalists report that the press releases they receive lack photographs and videos. As Sophie explains, “a great story accompanied by pixelated or poorly framed photos immediately loses a significant portion of its chances of being picked up by the media.” Images should therefore be professional, properly credited, and readily available without requiring any additional effort from journalists.

An appropriate format

When it comes to format, Sophie now advises against temporary download links. Her team prefers folders stored in the cloud with unlimited access over time. The initial email typically includes the press release text directly in the body of the message, along with a link to a Drive folder. By clicking on this link, journalists should be able to find the press release, the photo library, and, if necessary, the full press kit. This approach minimizes wasted time and missed opportunities, while offering one final advantage: “​It also allows us to see who clicks on the link. And someone who opens the photos is often someone we should prioritize for follow-up.” By identifying these signals, it becomes possible to prioritize follow-up efforts without multiplying unnecessary outreach.

Tips for making a great impression on the big day

Before: the right timing and the right targeting

In the run-up to organizing an event, and in addition to sending out the press release, Sophie highlights two key stages:

• 1 month before: send a Save the Date approximately one month in advance.
• 2 weeks before: send an official invitation with a detailed agenda.

This should be followed by several reminders: one week before, two days before, the day before, or even on the day itself: “Journalists should always have the time, address, and access information at hand.” However, be careful not to follow up too aggressively with journalists who have shown no interest: 42% say they block overly persistent sources. This is one of the reasons why overly broad targeting is counterproductive: “Mass mailing is pointless. Fifty well-targeted journalists is more than enough,” Sophie reminds us.

Sending information at the right time also means avoiding certain periods during the year with particularly busy times significantly reduce attendance rates.

During: be natural and authentic

Once the journalist is on site, the most important thing is not to overdo it. A common mistake is to completely change the service experience, which can put pressure on the team and create an uncomfortable atmosphere. One thing to keep in mind: “If a journalist has made the trip, it means the pitch has worked: 50% of the job is already done.”

For Sophie Oliva, the right level of attention is to provide an experience that remains true to what a regular guest would normally enjoy. The chef can still come and say hello, and spend a few minutes talking with the journalists.

After: strategic follow-up

Once the meal is over, a quick follow-up helps maintain the relationship. Sophie Oliva recommends sending a simple message: either a thank-you note or a request for feedback. To keep the interaction natural, you can also take the opportunity to share additional information if a journalist asked any questions during the event. One final misconception worth challenging: measuring the success of a PR campaign is not simply about counting the number of articles published. As Sophie points out: “Success is not measured by quantity, but by value creation.”

Success should be assessed through tangible, long-term outcomes: increased bookings or visits, as well as lasting and trusting relationships with journalists.

The expert’s 3 key tips

To conclude, here are three essential habits to incorporate into your PR strategy to ensure your press releases actually get read:

• Timing: schedule your event at the right time, send a Save the Date one month in advance, and follow up afterward.
• Storytelling: create a newsworthy story that offers journalists and guests a unique experience.
• Targeting: reach out to the right journalists (no more than 50) rather than relying on mass distribution.

All that’s left is to wish you a successful event!