By Alan Mariasch
Whenever we talk about the concept of media relations and how it can collaborate with the strategy of the client’s business, an interesting question comes up. How can we relate positive stories published in the media with effective results for a specific organization, such as increased sales?
When we prepare a media relations proposal, it is fundamental to bear in mind a focus on the client, on its organizational objectives and on the reality of the market. It does not help to propose generic strategies, since each company has its specific reality, its target audience and its goals. And it is the press officer’s job to analyse this whole scenario before drawing up a budget or a communications plan, evaluating which actions with journalists can bring not only good stories, but effective results in the future, such as new leads and clients as well as the expansion of the client’s market share.
This means that we need to relate and align the client’s strategic objectives, for example to grow in a specific market and increase its number of customers, with the practical actions of the press office (announcing press releases, meeting with journalists, etc). And, as far as possible, search for metrics to measure the impact of external communications work on company results.
According to the Brazilian journalist Wilson da Costa Bueno, specialist in corporative communication, “it’s always possible to have indicators that show the effectiveness and efficiency of an accomplished work. With communication, it cannot be different and it’s possible to evaluate. If it weren’t so, we, communicators, would be in a bad position, because in a society that preaches and practices the so-called Benefit x Cost ratio, it’s not reasonable to invest in anything that cannot be assessed”.
The theme is extensive, but I would like to propose a few practical tips. Try to prepare comparative reports and cross information. If you have been working for a company for some time and have already got several positive articles published, try to understand how the clients of this organization are reaching it. If the press office is the only tool for an announcement, this indicates the success of your work.
Analysing the impact of the actions from the press office over the client’s results is complex, but increasingly important. If the results are not satisfactory, it’s possible to change the strategy in time. And, on the other hand, if we prove the success of the communication actions, we will be in a better position to negotiate an increase of the budget, expanding our activities and develop new projects.
If you are looking for a PR Agency in Brazil, please check this page or contact us on this link.
