Communications professionals understand the importance of collecting as much relevant information as possible to stay ahead of the competition. Whether you are simply monitoring your company's brand across media platforms or preparing a press release for distribution, media intelligence is a vital consideration.
Here are five tips to help your company make the most of communications and PR:
1. Know who you are dealing with
In some companies, getting the brand's name and message out into the world is the most important consideration. However, blindly sending your press release to every journalist and posting on sites you are unsure of can have dire consequences.
Research is the key here - knowing who is reporting on the company and which sites can best support your message is crucial to ensure you can approach the right audiences and achieve the most effective press release distribution.
2. Always have a comment
When news breaks in your industry, it is important that you are able to add your company's voice into the mix. Even if you are just posting a short opinion piece on social media, having a quote in the media's vision could see your company being mentioned and considered a thought leader.
Staying silent on the matter, while protecting your brand from association, may result in audiences assuming your company is not informed and up-to-date.
3. Be knowledgeable but humble
While you want to come across as an industry leader, it is important that you do not put your competitors into a bad light or claim anything beyond your capabilities.
Your press releases and social media profiles can be used to promote your products, services and research, but avoid statements that imply your brand is better than everyone else. This is likely to lead to difficulties if competitors challenge your views, or consumers publish complaints in response.
4. Measure everything
Understandably, media analysis is vital for communications professionals. Staying on top of mentions of your band, industry trends and media influencers can help you get your message to the right people at the right time.
However, the most important consideration is to ensure you are monitoring every relevant channel. This includes online and offline platforms, as each channel can attract a unique audience.
5. Understand the difference between quantity and quality
Many people assume that a social media profile with millions of followers will connect with a larger audience than that with only a few thousand.
However, 1 million disengaged individuals can easily be outweighed by a few hundred active followers. Rather than counting the number of audience members, it is vital to track the engagement and effectiveness of your interactions with them.