Make the Most of Media Contacts to Drive PR & Marketing Success
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.1 In just 60 seconds, there are:
- 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 the flood of information is nearly impossible.2
Step 2: Analyze the Media
That’s where analytics can help. Media analytics help you filter out the noise, so you can understand media reach, sentiment, and effectiveness. In addition, by monitoring and analyzing licensed news and publicly available print, broadcast, and online news, along with the blog sphere, social media networks, you gain a more accurate understanding of what’s being said in real time. This allows you to confirm the sources and influencers that pick up your key messages. Of course, it doesn’t hurt that analytics can also help you tell more relevant, compelling stories AND prove the ROI of your PR and marketing efforts.
Step 3: Target Influencers
How do you identify the right influencers? How do you know what makes them tick? One option is to spend half your day—every day—reading RSS feeds and articles, calling publications to confirm media contact information, and manually updating your CRM or spreadsheet with contacts you find relevant. It leaves you less time for the important work you do, such as:
- Planning communications strategies
- Crafting key messages and the assets to support them
- Enabling positive coverage
- Strengthening your media relationships
With a media contact solution, you can more easily discover and maintain media relationships. Rather than a constant pursuit of the basics—beat and topic, job role, language, and geography—built-in filters enable you to set criteria based on your specific needs to find the right media contacts. Understanding what individual media contacts are looking for allows you to fine-tune your pitch to match a contact’s preferences.
Step 4: Amplify Your Messages
By targeting the right media contacts with the right messages, you boost the reach and impact of your PR and marketing. And then, of course, you start the process again—monitoring and analyzing media to evaluate the effectiveness of your campaigns, confirm you’re connecting with influencers and possibly spot new voices to add to your collection.