Journalistic PR

Recherche, Stil, Sprache - passt!

The contrast

Journalism and public relations (PR) are generally regarded as opposites: While journalism is supposed to uncover facts in all their truthfulness, PR usually tries to filter things, often even to disguise them - and thus becomes the antagonist of journalism. So what is "journalistic PR"? Why do we offer it and how can it help you communicate your content?

The problem? Relationship difficulties ...

Public relations, i.e. the relationship with the public, is usually shaped by the relationship with journalists. And this relationship is often fraught with misunderstandings. Especially in a crisis situation, the prevailing feeling in many press offices and company managements is often nervousness. In unstressed times, it is often mistrust: Entrepreneurs in particular, but of course also public institutions and public figures, fear that journalists want one thing above all - to find something that could harm them in the public eye. Even those who are not nervous or distrustful are not infrequently uncertain about how complicated content can be communicated clearly 

What I can do for you as a journalist

As a journalist, who works mainly for daily newspapers and press agencies, I will remain a journalist when I work for you. I am not "Spin-Doctor", who tries to manipulate the media. Rather, I see myself as an expert who can help your Relationship with the media on a healthy basis by clearing up misunderstandings, checking and, if necessary, correcting expectations and supporting you in the selection of your content.

I write a text for you that is cleanly researched, linguistically and stylistically corresponds to the style of the newspaper and stands up to the relevance criteria of the editors.

Tilman Lochmüller, Journalist & Founder

Another aspect is the content itself: Let's take the example of a conference you are organising and to which you have invited a speaker who also has things to say that are relevant to the public. Regional daily newspapers today often no longer have the resources to give such appointments to trained reporters. Most of the time the newspapers send freelancers, often no one at all.

I write a text for you that is neatly researchedLinguistically and stylistically the style of the newspaper corresponds and the Relevance criteria of the editorial offices. This significantly increases the chances of a presence in the media; moreover, such texts are perfect for communicating competently on your own website. As an ad-hoc team, we can also provide internationally active companies with ready-to-print material in English and French 

Communicate competently with good images

The same applies to your picture communication. Regional newspapers employ only a few trained photo reporters; in many cases, the freelancer takes the photo with his amateur camera. Yet it is precisely an professional picture help to promote the image of the entire event - in which you have, after all, invested time and money. So avoid letting a bad image compromise the effectiveness of that investment. As an experienced photojournalist I can help you with this.

Who we do not work for

Since as a journalist I am also committed to the press code and truthfulness when working for a company and I do not want to expose myself to any conflict of interest, I have to exclude a number of industries as clients: These basically include companies that deal with controversial products or means of production. Manufacturers or distributors of alcohol, tobacco and weapons are just as much a part of this as certain companies in the pharmaceutical, food or agricultural industries.