Definition
Press greetings are a special moment, usually organized at the beginning of the year, when a company, institution, or organization addresses journalists to extend its wishes and outline the key themes for the year ahead.
This tradition originated in political and institutional circles before being adopted by companies and associations. Today, press greetings can take many forms: a press conference, a breakfast meeting, a New Year cocktail, but also digital formats such as email greetings, videos, or online events.
What Are They For?
Far more than a polite formality, press greetings serve several strategic purposes:
- Maintaining relationships: reminding journalists that the company remains accessible and attentive to their needs.
- Setting the tone for the year: sharing a vision, strategic directions, or announcing upcoming projects.
- Humanizing communication: putting a face to the brand through its leaders and spokespersons.
- Creating a positive moment: offering a lighter, more convivial interaction in a busy media calendar.
Who Organizes Them and How?
- Companies, institutions, and local authorities: they initiate the event to nurture their media relations.
- Specialized Press Relations agencies: they design, plan, and manage the operation to maximize impact and avoid overexposure. Some are even recognized among the top 10 PR agencies.
- Executives and spokespersons: their role is central, as they embody the message through speeches, interviews, or direct interactions.
How Do Journalists Perceive Them?
Perceptions depend largely on content quality:
- Positively, when greetings are accompanied by useful information (projects, figures, sector insights).
- Negatively, if reduced to generic cards or empty messages with no editorial value.
At their best, press greetings are seen as a valuable networking opportunity, allowing for exchanges outside the usual rush of news cycles.
Limits and Risks
- Saturation: in January, everyone sends greetings. Without originality or substance, the message is quickly overlooked.
- Media noise: overly generic information struggles to capture attention.
- Context sensitivity: during crises, overly optimistic or disconnected greetings can appear tone-deaf.
- Crisis management: poorly calibrated greetings can backfire if they ignore the organization’s sensitive context.
Best Practices
- Personalize messages: avoid one-size-fits-all formats, tailor them to recipients.
- Add value: share announcements, sector insights, or a forward-looking vision.
- Mix formats: combine physical or hybrid events with digital formats (videos, press emails, infographics).
- Watch the timing: plan early to avoid the January overload.
Future Trends
- Digitalization: rise of e-greetings, interactive videos, and social media messages.
- Impact measurement: integration of KPIs (open rates, press coverage generated, online engagement).
- Sustainability: simpler, less paper-based formats, more hybrid events.
- Personalization: growing use of CRM tools and data to tailor messages to journalists’ expectations.
Conclusion
Press greetings are not just protocol. When well designed, they are a strategic opportunity to strengthen relationships with journalists, reaffirm media positioning, and set the tone for the year ahead.
In an information-saturated environment, it’s not the loudest greetings that stand out, but those that combine authenticity, relevance, and vision.
FAQ – Press Greetings
What are press greetings?
Press greetings are annual communications sent at the beginning of the year by companies, institutions, or associations to journalists. They may take the form of events, written messages, or digital formats, and are designed to nurture media relationships.
Why are press greetings important in PR?
They help strengthen ties with journalists, present the company’s projects for the year, and humanize communication. Well-prepared greetings contribute to credibility and visibility in the media.
Who organizes press greetings?
Press greetings are organized by companies, institutions, and local authorities, often with the support of a specialized PR agency. Executives and spokespersons play a key role by embodying the message.
How do journalists perceive press greetings?
Positively, when greetings deliver useful and relevant information. Negatively, when they are too generic, irrelevant, or purely ceremonial.
What are the limits of press greetings?
They can suffer from saturation (too many greetings at the same time), lack of substance, or appear tone-deaf during crises. Personalization and preparation are essential to avoid these pitfalls.
How are press greetings evolving today?
They are increasingly digital (e-greetings, videos, hybrid events), rely more on KPIs to measure effectiveness, and use CRM/data tools to personalize messages to journalists.
