June 13, 2016
/ by Maria Materise
Your audience’s attention is more fractured than ever. With so many platforms, channels and devices, reaching them can be a challenge. But if you use disparate tools, you won’t reach your audience or connect with them effectively.
You need to embrace a converged media workflow.
At her recent webinar, “Making PR Pop: Is Your Brand Standing Out In The Crowd?” Cision’s Heidi Sullivan discussed the importance of integrating your communication efforts. You need to go out and find your target audience, engage with them and motivate them to action by connecting across platforms and through a variety of media.
How? Here are four ways to get started:
“There is no more silver bullet,” says Heidi. The silver bullet used to be earned media, but now PR is more complex.
Getting your brand’s name in a newspaper doesn’t cut it anymore. In fact, getting mentioned by the big name celebrities and outlets may not even be getting you the results your brand needs. You need to focus more on the influencer’s audience, rather than the influencer herself.
Use your media database to identify and learn about the influencers who have the right audience for your brand. These are often organic advocates who are already interested in your brand and have an engaged audience who will be more likely to become your customers. Integrated platforms, like Cision’s, will allow you to engage with these influencers so you can build a relationship with them and grow your audience.
“We live in a content economy. If you don’t have content out there about your brand, no one will find you,” says Heidi.
Content helps establish your brand as a thought leader and get your audience interested in your brand and what you have to say. But creating good content is only the first step. You need to deliver the content on the platforms and channels where your audience is.
Carry your message across all mediums with a multi-channel approach. To do so, incorporate the PESO model. Promote your content on social and other platforms and amplify it using sponsored and paid opportunities.
“It used to be that PR pros had two or three mentions a week. It was trackable. Today, it’s hard to sift through all of the content,” says Heidi.
Once you’ve distributed your content, how do you know if your message is resonating? You need to be tuned in to the conversation surrounding your brand. Monitoring software can help you sort through all your mentions and find the insights.
Monitoring can also help you manage your brand’s reputation, stay on top of trends and spot looming crises. The best technology can give you insights in real time, so you know exactly what’s going on in the moment and can respond accordingly.
“As PR pros, we’re seen as a cost center instead of a profit center. Tying it back to the bottom line is key,” says Heidi.
Executives and stakeholders prefer to see tangible results, but often, PR offers intangibles instead. With the right measurement tool, you can report on the success of your communication and pinpoint what’s working and what’s not. That way, you can make adjustments to your strategy and continue to improve.
With an integrated tool, you’ll get a holistic view of your communication strategy that allows for more accurate measurement. Then, you’ll be able to tie your efforts back to your overall business objectives and prove ROI to your executives and stakeholders.
Images via Pixabay: 1, 2, 3
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