Prior to launching a new public relations campaign, evaluate the media coverage you've gained and dig deep into the coverage your competition has received.
One of the first steps in defining a public relations strategy is to understand how you and your competition stack up in terms of media coverage. Taking the time to document and analyze press announcements, bylines, sourcing, thought-leadership, and overall media relations helps to focus and streamline PR campaign tactics.
In the audio book, "Sound Advice on Public Relations," author Susan Misukanis says it is important to "identify who, in your marketplace, is winning in terms of positive press coverage." Evaluate who distributes the most press releases, and whether they are actually picked up by the media.
"Know who is continuously being quoted as an expert source within stories," says Misukanis. "Quantify how many articles are being contributed, or bylined, by your competitors." From this, you begin to identify whether the companies being bylined are considered thought-leaders.
Finally, obtain media kits from the publications in your market space, and study their circulation and reader profiles. "You can understand with whom your competition is building mindshare ? which constituents' categories your competition is reaching," says Misukanis.
Weighing these findings, you'll be surprised how focused your PR campaign will become, and how clearly you can position your company's public relations vis-?-vis the competition.
Susan Misukanis offers advice on public relations strategies each week in the free audio newsletter from What's Working in Biz, http://www.whatsworking.biz/full_story.asp?artid=92
About The Author
Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz/full_story.asp?artid=92, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.
Ashton group transportation logistics management ..One portion of your marketing plan that you probably don't... Read More
Writing a press (or media) release is quite an art... Read More
News releases (also called press releases) are an important part... Read More
In a media interview, always stick to your main points... Read More
Personnel mentions in the newspaper and product plugs on radio... Read More
It seems difficult to believe at the dawn of the... Read More
At the core of any successful public relations campaign is... Read More
Recently someone asked me why so many restaurants go out... Read More
There is something newsworthy happening at your organization right now.... Read More
True, because department, division or subsidiary managers for a business,... Read More
Better check out the public relations fundamental premise, then take... Read More
If you get the hang of speaking to the press... Read More
Although, as a business, non-profit or association manager, you may... Read More
Not a single reporter showed up at our news event.... Read More
As the year starts to wind down, many businesses and... Read More
Are you working as hard as you can in your... Read More
Are you launching a new product or website? Announcing a... Read More
What do your customers say about your company?Would you let... Read More
Business to Business relationships come to expect a certain level... Read More
Corporations are willing to pay substantial amounts of money to... Read More
A great way to celebrate your achievements and capitalize on... Read More
Have you ever noticed how the same people's names always... Read More
As a business, non-profit or association manager, you have a... Read More
So you have spent hours and hours writing, shaping and... Read More
Want to get radio interviews and coverage in print publications... Read More
group transportation logistics management Highland ..We rely on all kinds of tools and advice to... Read More
It's the time of year when calendars crowd out the... Read More
Press reviews are a common and basic feature for surveying... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
New business owners often miss out on publicity opportunities because... Read More
Although it seems less common these days, there are still... Read More
Prior to launching a new public relations campaign, evaluate the... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
Why You Should Write Press Releases: A press release is... Read More
The words are pop culture heroes.Movies such as "The Insider,"... Read More
When you are planning to call a reporter for the... Read More
Don't assume that a reporter understands financial planning. If anything,... Read More
A PR product or service launching is a perfect way... Read More
As a business, non-profit or association manager, your public relations... Read More
You know, where you do something positive about the behaviors... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
Have you fantasized about spreading word of your business on... Read More
Public relations changes minds in the process of delivering what... Read More
Stripped down to its core, publicity is little more than... Read More
As if making sure your company runs smoothly on an... Read More
This guide to "SEOing" your PR efforts can help you... Read More
Writing an effective press release is a way to draw... Read More
How you answer questions depends on many factors. Example what... Read More
Many of our clients are in service businesses, such as... Read More
If you leave a star player sitting on the bench,... Read More
Public Relations |