Look before you leap
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Before you take your next big step into the world of digital and inbound PR there are important housekeeping task you must complete.
The next big thing in public relations is housekeeping. With the past few years squeezing the budgets and resources available to PR professionals, there is an increased need for efficiency borne of better work practices. This article will draw attention to 5 things you can start to do immediately to get your house in order.
1. Improved workflows
The industry average time to assemble one campaign with a single email and social posts to 3 channels is 90 minutes. For PR professionals, emails take considerably longer as they all need to be personalised. Much of this time is allocated to finding the right images and videos and verifying the subject matter, attribution, and usage rights. Advanced newsroom solutions with a digital asset management solution can dramatically streamline this process while reducing the risk of inaccurate information.
2. Repurposing content
On average, commissioned images and videos are used between 3 to 5 times. They can be used many more times. Many images that are not first choices have value when a journalist or influencer wants to crop or use them in different ways, allowing them to have their own unique content. If all your images and videos are curated in a digital asset management solution that is fully integrated into your newsroom, then creating more and better content faster is simple.
3. More practical ways of engaging with the media
When you allow journalists, media representatives, and influencers to secure and approve access to this content, you create many more opportunities for media coverage. A newsroom with an integrated digital asset management system (or photo library) allows the media to see examples of the visual content you have in your illustrated stories, then discover specific subject matter and formats to meet their story needs. Allowing 24/7 approved secure access to stories, digital assets, research materials, FAQs, and press releases provide traditional and new media with a destination for stories they will return to again and again.
Instant connection with journalists and influencers
Lookatmedia™
Immediacy is the secret weapon of PR. Lookatmedia™ includes features that allow journalists and influencers to instantly receive notification on your breaking news and new articles via notifications on their devices.
Instant connection with journalists and influencers
Lookatmedia™
Immediacy is the secret weapon of PR. Lookatmedia™ includes features that allow journalists and influencers to instantly receive notification on your breaking news and new articles via notifications on their devices.
4. Remove repetitive tasks
How many emails and phone calls centre around providing images and video to the media? How often do you miss out on coverage simply because a journalist doesn’t have the time or bandwidth to chase up this content? How frustrating is this process for all parties, and how much time is lost creating more content that could drive more media coverage across a broader and more diverse media landscape? Imagine having the online resources that make this thankless task unnecessary. Imagine replacing it with a workflow that fits better with the time constraints we all have today, a process that also builds and refreshes media contact databases. That’s what is possible with an advanced online newsroom solution like Lookatmedia™.
5. Harnessing the power of inbound PR
The diminishing returns of press releases have many in the PR sector looking for the ‘next big thing’ they can take ownership of. The answer is inbound PR. Like inbound marketing, inbound PR is centred around discoverable content through online searches; however, instead of targeting the public directly, it’s a practice best used to connect and engage with the media, influencers, and podcasters. When you have a stand-alone newsroom or media centre with workflows and digital asset management like Lookatmedia™, you create more opportunities for media coverage across a much broader and more diverse media landscape and take ownership of outcomes beyond the reach of marketers.
