Media relations


  • Press releases
  • When drafting a press release, we rely on several favorite postulates:

    1. We are trying to convince clients that the more informed the media are about their activities, the more reduced the risk journalists would believe an attack conducted by a malicious third party.
    2. We believe that we have to be storytellers, not sellers. Our role is to help the media find a good story rather than sell product placement, to be useful rather than annoying.
    3. We never send out press releases on a Friday afternoon. This is the surest way to kill a story.


  • Press conferences
  • It is pretty “heavy artillery” in media relations and should not be used for its own sake. Therefore:

    1. We encourage clients to hold press conferences only when they have a really significant news story or an important occasion.
    2. From practice we know that it is not only possible, but mandatory to try and guess in advance 99% of the questions that will be asked.
    3. When we make a list of the anticipated questions, we rehearse because we like Raymond Poincaré’s thought that each improvisation is successful only if it is well prepared in advance


  • Working meetings with media
  • We like this format for sharing news items that are important but not enough to expect them to remain for posterity. These meetings provide opportunities for exchange of information, but free of the heavy clothing of institutionality. E.g.:

    1. The atmosphere at these meetings most often implies no hierarchy in communication and creates an opportunity for a less formal conversation.
    2. During the working meetings, the media representatives are very often the ones who become the real hosts of the event - they set the pace and direction of the conversation and take the initiative, which enhances mutual trust. Ergo:
    3. In this form of communication, it becomes even more necessary to have gone through the process of guessing any questions in advance.