Archive for June, 2014

Throw out PR measurement relics for more relevant metrics

Thursday, June 26th, 2014

When a client asks for advertising equivalencies to justify pr, I always try to explain the inaccuracy of this measurement for many reasons, not the least of which is that editorial is several times more trustworthy and authentic and has a great deal more pass-on value. PR Newswire’s free webinar entitled How to Tie PR Metrics and Reporting to Business Results is a great resource for finding a mix of metrics that make more sense for today’s landscape, including measurements of social conversation, mentions and search term use. Here is the webinar and you can also just view the slides if you don’t have an hour to sit through the presentation.    

Media Outreach Tips for Social Media

Tuesday, June 10th, 2014

i-family guyMedia relations for a company today should take advantage of contact through social media.  Bulldog Reporter offers a great at- glance guideline including:

Twitter: Most reporters prefer a pitch via email since Twitter can’t offer enough meat. But if you do use it, for example, to invite the media to an event, make sure your outreach is individualized since it will show up on your page. Also check the number of followers a reporter has. If it’s low it probably means they don’t rely on it.  A higher number indicates a more engaged editor.

LinkedIn: Use it more to build relationships and make the effort to do a personalized message when you ask for a connection instead of the automated “I’d like to add you to my network”

Facebook: Pretty much a no-no unless the reporter has a business page.  This is for their friends and family only so it’s best to respect their privacy

A couple of great tools are Hootsuite for tracking media twitter accounts; and HARO (Help a reporter out) a free-to-premium service that brings sources and reporters together.

Here’s the Bulldog Reporter article.