Check our latest video which highlights the media monitoring expectations of PR professionals. While social media, big data and multimedia monitoring broaden the horizon, Press Index, a Kantar Media Company, extends and refines its media monitoring solutions in order to meet the needs of the most demanding PR Pros.
Press Index – a Kantar Media Company – conducted a study of PR agencies via the Internet and social media, to better understand their approaches to media monitoring.
During the first two quarters of 2012, answers were collected through an online web collector (SurveyMonkey) and by active telemarketing, with the results compiled in June 2012.
More than 240 PR professionals in four different countries (the UK, France, Italy and Spain) responded to the survey. In total, this represents some 116 Public Relations agencies. This is the first survey of European public opinion based on the responses of professionals in the sector: it addresses media sources and methods of monitoring, the quality and effectiveness of available services and, finally, the important issue of social media.
As with any study, it has its limits. We focused on the opinions of professionals in PR agencies only, although we went beyond our client market to survey the larger PR market. For more than ten years, Press Index has been a leader in media monitoring and analysis for PR professionals, especially in France and the UK. Press Index meets
the needs of its customers, whose measurement requirements evolve with the development of new technologies and information networks.
As PR practitioners, we’re getting to grips with social media, and in many cases, getting our hands dirty. But how many of us are going beyond token, tactical use of social media and developing a real strategy? In her book PR 2.0: New Media, New Tools, New Audiences, Deirdre Breakenridge warns: “when constructing your PR plan, or strategising for your campaign, you need to proceed with a fine balance; that of a traditional PR strategy and that of your new social media approach.”
Here are some practical steps towards developing a successful PR 2.0 strategy.
- listen to your audience – find out where they are and what they care about
- identify opportunities – avoid crowded conversations and find a place where your voice can resonate
- PRO TIP: use this time to connect with your audience – interact with their content, and they are more likely to share yours
- create content around your client or company, not about it – avoid promotional messaging and create interesting, original content
- create content worth sharing – visuals like images, videos and infographics are usually shared more widely
- PRO TIP: customise content for different channels and audience sub-sets to ensure optimal performance
- choose a web platform that supports all content types and allows for complete Search Engine Optimisation
- select a set of popular, relevant keywords and optimise all your content towards them
- PRO TIP: don’t forget the images. Images rank well in search engines if everything is optimised, from title to caption to ALT text to file name, etc.
- use your own social media presence to give your content an initial push
- promote all the angles – your content should contain multiple, shareable ideas to be communicated across different channels
- PRO TIP: use traditional PR to support your 2.0 strategy – for example, by using a press release to boost traffic to a blog post
- enable and encourage sharing – with buttons for sharing to major social sites, embed codes, and calls to action prompting people to share
- choose the correct channels for your content – entertainment works well on Facebook, but informative content is better suited to LinkedIn and SlideShare
- PRO TIP: bookmark. Social bookmarking sites like Digg and StumbleUpon can open up new audiences for your content
- measure the reach of your content – who saw, shared and interacted with it
- record the results of your communication – in click-throughs, registrations, downloads, etc.
- PRO TIP: report the ROI of your PR 2.0 strategy to prove its worth to your company or client