Are you reaching the right audiences? In today’s crowded media landscape, PR and marketing professionals need media intelligence into the best influencers and channels for telling your story. Get our eBook, “Engagement 101: Find & Keep Your Ideal Media Matches,” for useful tips for identifying journalists and bloggers aligned with your messages and your target audiences. Read on for a sample.
Research shows that public trust in traditional media has fallen to an all-time low.1 In addition, traditional media’s hold on consumers has weakened. According to a GlobalWebIndex Insight Report published earlier this year, offline media consumption behavior has shown declines for broadcast television, broadcast radio, and print press while online media consumption of streaming television, online radio, online press, and social networks has risen significantly since 2011.2 Given stagnation in traditional media consumption and double-digit growth in online media consumption, PR and marketing professionals must focus on identifying trusted, relevant media contacts to share the content being created.
You have messages to get out, but it will take more than serendipity to connect with the right media contacts. In an increasingly diverse media landscape, PR and marketing professionals can no longer rely on pitches and press releases aimed at traditional media outlets alone.
How do you cultivate and nurture media relationships that give voice to your brand?
Earlier this year, LexisNexis teamed up with Agility PR Solutions to share their insights and tips for successful media matches. Here’s what we learned.
Critical Components of the Communications Lifecyle
The best PR and marketing doesn’t start with an idea: it starts with listening. But with the cacophony of news, blogs posts, and social shares, you need to know that you’re listening to everything from everywhere, all media types. What’s more, you need to pinpoint specific conversations that impact your organization and confirm that your PR and marketing efforts help shape the conversation and the messages that are out there.
STEP 1: MONITOR THE MEDIA—Up your listening game. It’s not enough to follow select media channels. Today’s influencers may speak through traditional outlets or their own channels—Twitter®, Facebook®, YouTube®, Instagram® and others. Of course, the sheer volume of social media shares poses a challenge. The amount of news and social media expands from minute to minute.3
In just 60 seconds, there are:
- 3.3 million Facebook posts
- More than 448,000 tweets
- Nearly 66,000 Instagram photos
- 1,440 blogs posts
- 500 hours of YouTube video uploads
Add an average of 250 to 500 news stories and videos published per day per publication, plus newswires and broadcast media, and it’s clear that spotting nuggets of insight amid mountains of information is nearly impossible.4
Fill out the form at the right to keep reading the next three steps:
- Media monitoring and analysis
- Targeting the right influencers
- Amplifying PR & marketing messages
Plus, expert advice on approaching desirable media contacts so they want to swipe right on your pitches. Get your copy now!
- 1“2017 Edelman TRUST BAROMETER Reveals Global Implosion of Trust,” Edelman.com, last modified January 15, 2017, https://www.edelman.com/news/2017-edelman-trust-barometer-reveals-global-implosion
- 2Mander, Jason and Young, Katie, “Digital vs. Traditional Media Consumption,” GlobalWebIndex Insight Report Summary, last modified Q1 2017, https://cdn2.hubspot.net/hubfs/304927/Downloads/Digital%20vs%20Traditional%20Summary%20-%20Q1%202017.pdf
- 3Allen, Robert, “What happens online in 60 seconds?” SmartInsights.com, last modified February 6, 2017, https://www.smartinsights.com/internet-marketing-statistics/happens-online-60-seconds/
- 4Meyer, Robinson, “How Many Stories Do Newspapers Publish Per Day?” The Atlantic, last modified May 26, 2016, https://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-newspapers-publish-per-day/483845/