Using Data in Your Daily PR Initiatives

Marketing and PR were once considered the hardest departments for a business to quantify because there was a lack of definitive return on investment (ROI). With the rise of digital marketing, this has become a slightly mitigated problem with pay-to-click data, Google Analytics, and other various tools used to track engagements digitally.

This is a far cry from trying to determine the sales impact of a billboard on the side of a highway, but it can still be challenging to prove that money invested in PR efforts has been felt by the company in one way or another.

Fortunately, at Dittoe PR, we’re left brained and right brained. We’re creative and resourceful, and we’re also analytical. We strive to show our clients both the tangible and intangible value of media coverage and we use hard data to fuel those efforts. Today, we’ll explore a couple ways that data and PR can go hand-in-hand.

Leveraging UMVs and ad dollars.
When working with clients, we want to ensure they can see the value in a piece of secured media coverage, whether it’s a splashy feature story in a national publication or a brief mention in a trade outlet. One of the ways we do this is by tracking the readership an outlet gets each month. For more on essential reporting tools, check out this blog post!

Once we know how many impressions a piece of coverage gets (i.e. the circulation of a print publication or the number of unique website visitors a website gets in a given month), we can quantify how much it would cost to purchase ad space to reach the same number of viewers or readers. We can also leverage ad rates available in publications’ media kits, when available.

Often times, these figures are far higher than what it costs a company each month to outsource PR efforts. We highlight these numbers for our clients in real time, as well as totaling our efforts at the end of each month, so they can see where their money is going and what the ROI is.

Using data to get coverage.
As much as we love providing data to clients after a piece of coverage is secured, we also love leveraging data to catch a reporter’s attention, especially if the data comes directly from the client.

Using statistics or demographics that are relevant to a clients’ industry always makes a pitch or story angle stronger. While the type of statistic and what is considered interesting will vary across the different trades, providing data to back up a claim such as “we’re the best in the business” will make it an easier sell to reporters and outlets.

For example, if you send out an annual survey to poll your customers on certain industry-related habits, we can leverage that data in our media outreach to earn additional credibility for your company.

Targeting the right audience.
When it comes to media relations, each client has a different reason for hiring a PR team. Some want to increase their brand awareness to an audience that was previously unaware or unengaged with their company. Others might want to strength relationships and move deeper into a certain demographic that’s already proven to resonate with the brand. Knowing these goals and understanding how to reach key demographics can help us determine the right outlets and reporters with whom to connect.

If a company is already trending well with women ages 25-45 and would like to continue that relationship, we research reporters and outlets that target that group. If they’re trending well with that same group of women but would like to increase sales or awareness with men ages 60-75, that often times directs our attention to different publications and different story angles.

Knowing a client’s customer base and their goals associated with growth is a key piece of data that Dittoe PR will revisit again and again to ensure that media relations is serving the need at hand.

Including links back to the website.
Whenever a client mention is secured on a digital platform, we’re always crossing our fingers (and toes) that the client’s website link is included in the story. While this doesn’t always happen, when it does, we’re able to use Google Analytics to determine if recent traffic to their website is driven from that mention. Not only does this show that our efforts are increasing brand awareness and engagement, but it helps us to know what kind of stories, outlets, and demographics are the most engaging to readers.

I’ve often found that while the trade publications might have a smaller number of impressions, they often times have the largest click-through rates. Getting a story in front of the right group of people can sometimes be more valuable than getting a story in front of the largest group of people.

At the end of the day, increasing brand awareness can seem very open-ended and in a lot of ways it is. However, there are plenty of tools, resources, and dedicated PR teams out there to help you achieve those results and back up the claims with data.

Interested in learning more about how we provide tangible value to our clients? Contact Lauryn Gray at lauryn@dittoepr.com to schedule a consultation today!


How to Amplify Coverage on Social Media

At Dittoe PR, we often say that media relations is our “bread and butter,” but what does that really mean? Typically, we win big for our clients in securing national, local, and trade media coverage, and we’re always hungry for that next piece of media interest. While we always make sure to show the value of a piece of coverage to our clients, we can also help our clients amplify that coverage on their social media channels, as well as ours.

Why share coverage on social media? For starters, studies show that in 2019 there will be an estimated 2.27 billion social media users around the globe. Yes, that is billion with a “B.” With that many people, you’d be amiss to risk losing out on even a fraction of that audience.

So, I’m breaking down the different social media channels and how sharing coverage on each can help boost your brand.

Facebook
Ah, Facebook. Full of distant relatives and people you went to high school with, it can seem impossible to be seen through the noise on this platform. The key here is to utilize the colorful images that populate when you share the link to that great piece of coverage your stellar PR firm helped you secure.

Keep the caption short and let the headline do the talking, but be sure to tag the media outlet! You can also boost or turn a piece of coverage into an ad, which is a tactic best used with high-caliber media hits. This will help drive new audiences back to your page as well as to the piece of coverage, increasing the chances of a click-thru to your website from multiple avenues.

LinkedIn
Similar to Facebook, LinkedIn is great for sharing coverage as a status update. You can utilize the same tactics by creating a snappy caption and letting the link, photo and the headline do the talking. You can also use LinkedIn’s targeted ads to share coverage directly to your target audiences and potential customers, helping to increase your brand recognition and showcase accomplishments.

As an executive or company spokesperson, you can also share any media interviews you’ve conducted on your personal LinkedIn page under your current job description, allowing the coverage to live permanently on your profile.

Twitter
Twitter is one my personal favorite places to share coverage because you can mix it up. You can oftentimes tag not only the publication, but the reporter as well, increasing your chances of a retweet and getting your content in front of more people. If the outlet or reporter that covered you shares the story, make sure to retweet them. This helps build a great relationship with outlets and reporters and can help generate coverage in the future if they know you’ll help them boost their own engagement numbers as well.

You can also share coverage more than once, using the ICYMI (in case you missed it) tactic, as Twitter still runs off a chronological order timeline, or break down some of the top quotes from the story into a Twitter thread.

Instagram
Instagram might seem a little tricky for sharing coverage, since you can’t link out to a story in your caption. Not to worry, there are plenty of ways around this. If you monitor your social media accounts daily, you can update the link in your bio to a recent piece of coverage. Posting a photo of the article in your feed and using #linkinbio will tell your followers how to find that specific media story.

Our favorite method though, is Instagram stories. If you run a verified account (or have 10,000+ followers), you can add a link to your stories that will direct people to a piece of coverage. If not, feel free to post photos or videos of the article in your story for your users to see your company name in the spotlight. Just seeing your name in the press is enough to strengthen and increase brand awareness.

In the end, social media will never be a “one-size-fits-all” game. What works on Twitter won’t necessarily work on Facebook, and what works on Facebook may still need tweaked in order to be impactful on LinkedIn. Take time to customize each post for the audience and platform to ensure the best results.

Now that you know how to share great media coverage, perhaps you need help securing some? Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation today!








How to Prep a Client for a Media Interview

At Dittoe Public Relations, we offer a variety of services that all help our clients put their best foot forward in their respective industries. You may have heard us refer to media relations as our “bread and butter,” and while it falls on us to secure the opportunities for coverage, it falls on our clients to execute a great interview (with a little help from us).

 

Let me start by saying that some clients are rockstar interviewees and love an opportunity to speak with media. To those clients, we salute you.

 

To the clients that don’t love the spotlight, we feel you. There is a reason we PR pros chose to be behind the camera instead of in front of it. We know you still love your companies but add in the lights, questions and the difference between a live shot and a look-live shot and all of a sudden, the thing you do every single day – talk about your goods and services – becomes incredibly complicated.

 

That’s where Dittoe PR comes in. We’re here to guide clients through the process, even the ones that are confident in their abilities, because, let’s face it, no one can ever be over-prepared. We make sure that no matter the outlet, format or interviewer, each of our clients are ready to knock every single interview out of the park.

 

Research.

Whenever we secure an interview, the first thing we do is research both the outlet and the reporter conducting the interview. Providing a synopsis of the target market of a publication can help frame the type of conversation. Is this a national publication or a specialized trade magazine? This knowledge can help shape the direction of the interview and set expectations.

 

Prior to pitching, we research reporter bios, beats and writing history. Fast forward to securing an opportunity and this knowledge gives us a feel for how they may conduct an interview, reducing the amount of potential surprises to our clients. We share all this information with our clients, so they feel at ease with the person (and media outlet) they’re conversing with.

 

Prep.

In addition to a thorough summary of who they’re going to be talking to, we also provide our clients with a detailed analysis of what topics will be addressed in the interview. This summary includes the story angle that secured the interview as well as key messages to support the client’s side of conversation.

 

We make sure that significant stats are top of mind and offer advice on how to give the perfect soundbite. We also offer suggestions on how to deliver flawless messaging, reduce background noise in phone interviews, and how to come across like an Emmy winner when on camera. We’ll even hold media training sessions with clients, as needed, to keep interview tips and tricks top of mind.

 

Execution.

When our clients go on interviews, we go on interviews. We listen it on phone interviews to provide introductions and take note of key information and necessary follow ups. With local TV interviews or larger national interviews, we accompany clients to the station, assist in visual setup and teardown, handle any final coordination with producers and reporters, and snap behind-the-scenes footage. Often times, we’re also helping with any last-minute prep – answering questions before going live – for the reporter conducting the interviews.

 

Trust us, as badly as we want the interview to go well, reporters want it to go well even more. Knowing that we’re there to take care of any issue that might arise lets our clients know that they, and we, have the situation under control. We also are committed to being visible and build real relationships with reporters outside of our email or phone exchanges.

 

At the end of the day, talking on live television or live radio can be daunting. At Dittoe PR, we put our clients at ease and help them navigate each individual interview as it comes along, leading to spectacular segments, articles, reports and coverage of all kinds.

 

Interested in getting more media coverage for your brand or company? Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation and learn more about our services.