What is a position paper?

By Núbia Neves

Often in the media relations, proactive work and reactive work walk side by side. It is always very important to expect for the best but to be prepared for the worst. In most cases the journalist always looks for more than one spokesperson for its stories and, for this reason, controversial opinions or even wrong information about your client or area may arise. It is very important to be ready to answer if it occurs, but how?

The Position Paper (PP) can be a great tool to be in touch with the journalist.

Through the PP is possible to stand ourselves regarding a story, requesting a change or only presenting other information to the journalist for a next time. Sometimes, especially when the story is published in printed media, the change of information is more difficult to happen, but with a good material followed by a good follow-up, the effectiveness is proven when the mistake simply does not happen again.

How to elaborate a good Position Paper:

–       You must explain the reason for the contact. Most journalists write more than one story per day and may not remember the subject matter. Make sure that the name, the date and the editorship of the publication are clear;

–       Provide basic information about the topic. Always start the subject explaining, even though again, the assignment worked. It will help the journalist to remember the issue;

–       Show the importance of the issue for society and for your company so that the journalist still gives more attention to your request;

–       Be straightforward. There is no need for you to glitter and display more arguments than the necessary. Focus on what you want to change without fear of being too succinct, because journalists have little time and when the text is too dense they will pay less attention to it;

–       Include bibliography. Depending on the subject, is important that there are reasons for it. It is better when you can put an article, opinion or a study of any expert on the subject.

All these points are important, but the follow-up after sending the press release is an activity that must be respected. The journalists receive thousands of emails daily and yours may not be noticed. To make a simple call to make sure that your email has been received can be decisive in the effectiveness of the Position Paper.

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