We need a change
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One of the most important takeaways for PR over the past few years is that the media still has the power to drive the narrative and influence how we perceive the world... and our place in it.
The ‘State of PR 2021’ Muck Rack survey found that 82% of brands expressed confidence in their PR strategies, yet nearly half said their biggest challenge during COVID was getting coverage in the news cycle. There’s clearly a gap between the potential of PR strategies and the daily realities of PR professionals. Lookatmedia™ was designed to bridge those gaps.
Getting responses from journalists
In the same survey, 59% of PR specialists said their biggest challenge was getting responses from journalists. Managing this process has become increasingly difficult, as journalists need to focus on posting more news content across more channels. It's why when faced with an email box full of Press Releases and pitches daily, they ignore most and don't return calls.
Lessons PR should learn from the seismic shifts in the advertising world
15 years ago, the advertising sector was focused on mediums pushing 'solutions looking for an audience'. Today they have accepted the new paradigm of 'audiences looking for a solution'. In simpler terms, the information journey is driven by the user, not the advertiser.
Advertisers have had to embrace the fact that browsers and social algorithms rank their content based on criteria set by the user. Programmatic advertising uses the big data views created by these browsers and social platforms to drive their paid advertising strategies.
Time to get moving
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Einstein once said that “Insanity is doing the same thing over and over and expecting different results.” To Change media outcomes, brands, organisations, and PR departments need to re-evaluate the techniques they use to engage with the media.
Time to get moving
Getty Images/iStockphoto
Einstein once said that “Insanity is doing the same thing over and over and expecting different results.” To Change media outcomes, brands, organisations, and PR departments need to re-evaluate the techniques they use to engage with the media.
Apply that knowledge in the new media environment
PR departments and businesses can apply these learnings from the advertising sector by creating spaces that inspire journalists and provide them with the resources to complete the work. Put simply, the more value the media place on the resources you provide in your media centre, the more your stories get media exposure.
Adding a Lookatmedia centre to your PR strategy
In the 'State of PR 2021' Muck Rack survey, 94% of organisations said their PR focus was media relations. More than half of those surveyed said media measurement and reporting was also a priority. Lookatmedia™ was designed as a next-generation media centre that delivers new and innovative ways to engage and communicate with journalists. It was also designed to provide more granular ways of measuring how the media engage with your newsworthy content.
TO CHANGE THE WORLD, FIRST CHANGE YOURSELF
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The media is not defined by national boundaries. Stories that influence the success of your PR mission can come from anywhere, at any time. Lookatmedia™ delivers a solution that allows your brand to connect with journalists, across the globe 24/7.
TO CHANGE THE WORLD, FIRST CHANGE YOURSELF
Getty Images/iStockphoto
The media is not defined by national boundaries. Stories that influence the success of your PR mission can come from anywhere, at any time. Lookatmedia™ delivers a solution that allows your brand to connect with journalists, across the globe 24/7.
A quiet place for journalists to work
Writing good content requires clear air and quiet. It's a luxury for journalists, but one that your new Lookatmedia™ centre can provide. Lookatmedia™ is a space where you can create your media pitches and journeys using pre-approved illustrated stories you've created and vetted. Journalists can visit and work in your new media centre whenever and however they want. At the end of the journey, they can walk away with fully developed and researched story ideas, with the approved images and videos they need to illustrate them. It's a space that incentivises journalists to visit again and again.
Capturing more and better-quality media contacts
Your new Lookatmedia™ centre provides compelling reasons for journalists to provide their contact details. It allows free access to written content, but they need to register to access the images and videos that illustrate this content.
The registration process is simple. Once registered, they can freely and intuitively navigate through an entire library of pre-approved images and videos with attached titles, descriptions, and attributions. The promise is no more delays in access to the assets they need to meet their deadlines.
Organic growth
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Stories and media pitches published on Lookatmedia™ can be discovered by journalist through searches on browsers, allowing you to easily grow your media contact lists.
Organic growth
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Stories and media pitches published on Lookatmedia™ can be discovered by journalist through searches on browsers, allowing you to easily grow your media contact lists.
Organic research
Journalists use browser searches to research their stories. The content you create and publish on Lookatmedia™ is designed to be discoverable through organic searches. It’s an opportunity to get on the radar of journalists who are not in your media database, and an opportunity to reconnect with those who are. It’s also a proven technique of growing the depth and breadth of your media contacts.
Push messages to journalists' mobile devices
Whereas Media Releases sent by email are still important, Lookatmedia™ provides an option to push media notifications directly into the hands of journalists. Lookatmedia™ uses a new technology that allows journalists to click on a link and install an app of your media centre directly to the device they are using. Once a journalist has done this, you can send them push notifications on anything you want, even when the app on their device is not active.
Stand out, even in a storm
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Lookatmedia™ delivers a solution that allows your voice to be heard in the media more clearly, in both good and bad times. Lookatmedia™ includes a feature to put news updates onto journalists’ smartphones, tablets, and desktops instantly.
Stand out, even in a storm
Getty Images/iStockphoto
Lookatmedia™ delivers a solution that allows your voice to be heard in the media more clearly, in both good and bad times. Lookatmedia™ includes a feature to put news updates onto journalists’ smartphones, tablets, and desktops instantly.
