When I started in marketing, PR involved measuring coverage with a ruler and looking in a directory to find out a journalist’s name and fax number.
In-house teams and PR agencies can no longer rely on old-fashioned practices including leisurely lunches wining and dining journalists. They must think more carefully about ensuring they build relationships with relevant media professionals to secure coverage.
Use these tips to ensure you don’t get lost in the ever-changing media landscape:
The power of social media
PR used the “smile and dial” approach before progressing onto email pitching. Emails are often the preferred way journalists like to be contacted (forget calling their landlines), but many will respond to direct messages through Twitter faster than any other platform.
Social media platforms also give PRs an insight into what journalists find most interesting. We’ve all heard horror stories about journalists naming and shaming PRs on social for pitching irrelevant or, worse, inappropriate stories.
Simply follow their daily Twitter feed or LinkedIn groups to quickly see whether your content is relevant and interesting to a particular journalist.
Social media can also highlight a journalist’s movements, enabling PRs to be mindful of their schedule and avoid contacting them at times they will find difficult to respond.
For example, if a journalist tweets that they are attending a conference, it is unlikely they will answer your calls or give feedback about a press release you have sent them.
‘Date’ your journalist
It’s pointless organizing a date unless you feel your potential partner has similar interests. The same can be said for finding your perfect match in a journalist.
It has never been more important to research their recent work to make sure your pitch is relevant. Remember, freelancers often work for more than one publication and will need fresh content for each title they work for.
If the journalist covers the same beat for a variety of outlets, reworking your story to match the voice of each title can result in more coverage, while giving the writer content to contribute to several titles. This is a great way to build a solid relationship with that journalist.
Embrace technology
PRs must figure out how to quickly and easily identify relevant journalists and bloggers to cover their story or brand.
VIRTUAL SUMMIT: The mobile revolution is here. Reach customers in 2016 and beyond on their mobile devices.
Technology should be embraced, not feared. At a time when writers are more stretched than ever, a PR pro can save hours of searching simply by using a good media contact database, rather than spending time Googling a journalist’s contact details.
Another benefit is that instead of having to keep your own list up to date, a database displays the most current lists of media contacts and can provide information on influential writers, often with links to their recent articles. That can ensure you are contacting the right person to pitch.
Research, research, research
By conducting research to find the most relevant contacts using key PR technology tools, communications pros can better shape their PR strategies and make more informed decisions about media outreach.
Agencies and in-house teams must rethink their PR strategies if they are to continue succeeding in today’s saturated media landscape. The PR pros who can meet the direct needs of journalists and editors by producing high-quality, reader-targeted work will survive and flourish.
Heidi Myers is the EMEA director of marketing at Meltwater.
(Image via)from PR Daily News Feed http://ift.tt/29K38Nt
No comments:
Post a Comment