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PR Tips: Taking Control of the Conversation in a Digital World
By: Meltwater
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Public relations is about communications: the message, the medium, and the content. However, the channels are changing and so is the technology. Today, communication is messy, splintered, and in real time. It’s amplified by the social web and has made everyone a publisher and a virtual reporter. Nonetheless, the message still needs to touch hearts and minds.

If you think it was hard to get your message out before the social web showed up, you were right. But now the challenge is even harder.

So how do companies, PR agencies and communications professionals transition from a world of the 7 o’clock news cycle and column inches to a noisy and distracted 24/7 digital world that never sleeps?

#1: Get Smarter with Your Press Release.
You need to be more creative with your communications. Let’s imagine a PR firm that specializes in beauty and personal care sends out multiple press releases for the same product over time. A media intelligence platform provides the tools needed to compare the performance of each release and benchmarking their impact on reach, share of voice, keyword themes associated with the brand. The company can now track impact and ROI by asking and answering questions like:
  • How did various releases compare in reaching our target audience?
  • Which releases succeeded in changing the conversation in the way we wanted?
  • Were the media lists different?
  • Was the language different?
  • Did timing play a role?

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About the Author
This article was first published by Meltwater.com. A link to the original article follows the post. www.meltwater.com/blog
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