At the heart of everything anybody, or any company does, is so that others – the people, the stakeholders, the investors, publics – can know about them or what they’ve done, did, or going to do.
Which means, they need to use any, and all mediums, to communicate such with all their publics.
Which brings us to a media strategy: How are they going to do this in the most effective ways, considering cost within budget, impact and memorability.
Below is a typical media strategy used by RDL that’s typically presented to clients:
The following is a media strategy to get the maximum participation and exposure from related media around a proposed anchor event.
By following this strategy, a 85% to 92% realistic success rate is forecasted based on previous events of the same nature.
By success rate is meant: measured against the initial KPIs benchmarks set before the campaign.
Reasons for not achieving a 100% success varies from unrealistic expectations by client, unforeseen occurrences not in the organiser’s’ control (other news taking precedence in media like unrests), and relying on local professionals who were not exactly qualified for certain tasks (lesson learned + skills development is now part of the process).
Also take note:
News outlets, media houses and journalists cannot be controlled to always do exactly as expected or asked. But RDL surely can offer content as interestingly and newsworthy ready as far as possible for direct placement and media use.
RDL does this by capitalising on relationships with media + making it super easy for them to use already produced content, meaning drafting the articles for them, shooting and editing videos for them, and negotiating with their editors or superiors making the final decisions on whether it will be published or not.
Therefore you can expect a favourable outcome as always in the past.
KPIs + BENCHMARKS
The moment a client agrees to the campaign and strategy, all KPIs plus benchmarks are discussed and set – as this will give an indication of expectations – meaning how much exposure (and where) is mostly desired, and what would be considered a satisfactory outcome and good return on investment to make the event and campaign worthwhile and a huge success.
RDL, in other words, determines what it is exactly you looking to achieve with this campaign? Are you looking to increase business revenue, raise money from investors, improve employee recruiting, raise your company’s profile within an industry, generate sales, get more leads, introduce a new product, etc?
The answers to these questions will dictate the media houses to target, the kind of coverage, targets and messages that are most appropriate for the campaign, and the channels in which these will appear.
So in the case of any PR campaign RDL considers: time + expenditure + media exposure + whatever else the plan entails and requires = goal.
Every single one of the tactics and activities have a specific purpose in the campaign that ties to one of the overall goals.
But measuring outcomes against financial expenditures aren’t always clear-cut since goodwill and public opinion may not spur an immediate action, and may make a huge difference in future decisions.
For example: To determine an appropriate ROI and value, what is a news broadcast mention worth to you? A newspaper write-up? A magazine article? A talk show interview? A social media snippet?
Once RDL knows the value that you place on each of these metrics we can begin to calculate the TMV (Total media value) measured against the KPIs.
What Media? – Newspapers, magazines, TV news, talk shows, radio programs?
Once the contract starts, we investigate what media/mediums/channels/platforms exactly are right for this industry, company, event and desired outcomes.
We identify and find the most influential journalists and staff members at Tier-1 (mainstream media) ie newspapers, trade magazines, TV and radio stations. A broadcasting station needs a different approach to a print publisher and approaches and tools are tailored accordingly.
Normally Tier-1 exposure is limited in placement space, period exposure, but a larger group of people see it instantly.
In Tier-2 (media houses online channels, own websites, industry partner websites, bloggers and influencers and solo journalists) exposure is long lasting, period of exposure is forever if SEO was incorporated in the content, but it takes time for people to consume the information and eventually act upon it.
Off course RDL already has a complete list ready of media and has strong relationships with these media, but due to the various industries served and in many geo-locations, a thorough check is to be done to ensure all the right media is selected for client and the specific campaign – and which will be discussed with client once the KPIs and benchmarks are set in so to reach targets and goals.
It is a methodical selection process, as the company’s achievements should be drafted as significantly newsworthy and relevant to the media house and their audience as possible – or else we waste editors’ and journalists’ time and interest.
Only then do we compile the final media list by publication, market, beat, and journalist + profile after which we pitch the right story angles and hooks with the accurate information so it makes sense and is relevant to the media house and its audience to publish it.
RDL ensures that the company achievements (and anchor event with all its splinters) will be featured in (industry, topic, type, format, feature) publications and broadcasters with the same beat.
We work hard and strategically to achieve this right to get the maximum value as far as possible, and don’t stop until targets are met.
RETURN ON INVESTMENT (ROI)
PR campaigns have an immediate impact, mid-term, and long-term effects.
Generally the ROI (finance + perceived value + goodwill + brand equity) is calculated on how much exposure in media was achieved measured in TV and radio airtime, newspaper column space, magazine pages and online impressions + sharing.
Just understand the PR ROI cannot be reduced to a simple accounting equation as perceived value will take time before it becomes cash.
And in order to properly and more accurately calculate the ROI from media relation efforts, we need to know what value you received from those efforts.
TMV (Total Media Value) allows you to place a price tag on what you received and to see if it’s been a good use of your spend – ie the main measurement criteria being quantity of coverage, channel of delivery and media type.
That’s why we set the KPIs first.
Because PR and corporate communication strategies are actually deployed to achieve non-financial objectives, there are multiple ways to measure TMV just as there are multiple ways to evaluate whether or not a campaign worked.
Important metrics to consider…
Counting media placements – indicative of effort in getting coverage in various publications. Consider how many mentions are first-tier and how many are less popular, yet highly influential. Everything in these counts as a media mention but some carry less weight for ROI.
Assessing quality – will they influence behavioral changes in readers? Will these changes have a positive impact on their attitude towards the business? Are they credible? Do they feature your company exclusively? Is the tone positive? Do they convey your message accurately?
Behavioral impact – How many people called to inquire about the company afterwards? Are you generating more business? Is your site receiving more traffic from media placement, and how many of those visitors take action they way you intended for them to.
Loyalty, reputation and advocacy: PR should increase brand awareness, and generate goodwill towards a business. If this succeeds, it boosts brand loyalty, reputation and generates behavioral changes creating brand advocates. Are people still talking about you long after a campaign has ended? Do they recommend you? Are they returning to your business for more services?
Better market positioning: PR may help you become a recognised thought leader and influencer in your niche, giving you a clear advantage over competitors.
Even the greatest strategic minds cannot predict with absolute certainty how each tactic will unfold or how messaging will resonate across the wider landscape.
Smart and successful PR campaigns know this ahead of time, and continually evaluate tactics and messaging in real-time, refining and reacting as necessary.
Be assured that all possible efforts, strategies and tactics are employed to realise a successful outcome, no matter what that outcome means to you as our client.
Once again assuring you of our best intent of delivering the highest of excellence to reach goals and KPIs