PR doesn’t stop when sending out a release. In this article we provide low-cost and time-efficient methods to manage media relations, monitor results and use feedback to improve your press release strategy.
- Decide in advance how to deal with questions from the media and who picks up the phone (and make sure this person is available for comment when the press release goes out).
- You could use a Q&A to help prepare for difficult questions from journalists (and ask critical questions and be the smartest guy in the room during internal meetings). If you want to receive more tips and tricks about Q&As, please let us know via email.
- Is your company a well-known brand? Great! If not, be sure to have a 30-second pitch ready to introduce your company to journalists. How would you describe your company, target audience, and product benefits in one sentence (e.g. “we’re the leading provider of PR workflows that help small and mid-sized businesses save time and money on writing press releases”). Expand your pitch by also covering the following questions: what problem are you solving, why is that a burning pain for your customers, why should we care (particularly right now) and what makes your company unique?
2.Monitor PR results
- Set Google Alerts in advance. Go to Google Alerts here and create alerts for your company name and the topic and/or most important names mentioned in your press release.
- Use Google and Google News to monitor whether your press release has been picked up by the media. Simply go to google.com and google.com/news and search for your company and and the topic and/or most important names mentioned in your press release (e.g. “Publiqly” + “media management course”).
- Go to Twitter and search for your company name and the topic and/or most important names mentioned in your press release.
- Manually check the websites of the most important media outlets on your target list.
- If you have the budget available, you might want to use a media monitoring service. Check out this blog about tools for monitoring and managing media relations.
3. Use feedback to improve your strategy
- If a journalist or blogger is kind enough to give you feedback, make sure you use it to fine tune and/or customize your press release strategy. Are they looking for news on different topics? Or maybe they want to receive press releases in a different file format? Rule of thumb: honor their requests as much as you can.
- Ask yourself the following simple questions: which media picked up our News, which didn’t and what can we do to get better results with specific outlets in the future?
As we said in the beginning, this article is focused on providing easy-to-follow and low-cost steps to manage media relations, measure your success and use feedback to improve your press release strategy. If you have a comprehensive strategy in place with SMART-formulated goals, measurement will become a tool for driving incremental improvements in the areas that matter most to your business.
We plan to soon launch a separate strategic course entirely dedicated to media management and measurement here on Publiqly.com, please let us know via email if you would be interested and we’ll keep you in the loop.
To get the most out of Publiqly, be sure to also take a look at our full Resource Library here for more tips and tricks.