You’ve just reviewed the final results of your last pro-active media campaign to launch that
new product or service. The numbers look pretty good: media impressions were in the millions;
coverage was evenly split between broadcast and print; and a leading national paper ran three
stories on the launch-pretty impressive. But could it have been better?

Analyze this

Analyzing issues or campaigns is the first big step in truly understanding any communications
success or failure. With busy schedules and/or tight client budgets, more often than not, media
analysis isn’t always carried out. A big investment is being made on gathering the media content,
but not on measuring and analyzing the trends, successes, and areas for improvement. Stories
are often filed away immediately or distributed to a limited group, never to be looked at again
or analyzed at all.

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The world of PR is benefiting from dramatic changes in the way media coverage is being delivered electronically to your computer desktop or PDA of choice. Perhaps the nuisance of ink on your fingers is being replaced by a bad case of “BlackBerry thumb” — but nevertheless getting your media coverage electronically has never been easier or more mobile.

These changes now drive the development of new tools from content providers, and new software programs to help better manage and analyze media coverage. The automation occurring at the database level and through the real-time delivery of organizational news, to internal and external stakeholders, is now almost taken for granted. And the holy grail of PR — to automate media analysis and measurement — is already under way; but where should software stop to make way for human analysis?.

Media analysis programs can save countless hours quantifying and sorting media coverage in an unlimited number of ways, including by circulation, region, ad equivalency, company programs and services, and competitive brands. However, do you really want a computer program qualifying how each story affects your organization? It’s a gamble with little upside.

Just Say No

The automation of tone and sentiment has already been incorporated into some software programs, but how accurate can it be? Every story, across every medium, will have a dramatically different meaning or impact for various organizations and their stakeholders. Behind the news emerge both winner and losers.
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News releases are not the best way to get major media coverage, but they can be used to increase the frequency with which your company name appears in the press.

Press releases will get you coverage in set features like business notes, and new personnel columns. They also provide a good way to let allies, employees and customers know what you are doing. For these purposes, post releases on the company website, send out by e-mail, or distribute by one of the services like PR Newswire or PR Web.

Here is a quick list of 33 possible reasons for you to write and distribute a news release.
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How one expert trumped-up a splash on CNN ‘ S Paula Zahn Pronto, and how you encumbrance, surpassingly

Cosmetic surgeon, Dr. Robert Kotler ‘ s Newfangled York based publicist, fabricated contact stow away the Paula Zahn Now program on CNN to diary an appearance. Here ‘ s what happened following.

1. Model out the segment hole up the motivation

* I was referred to one of the * bookers * who did a swift screening and whence put me clout contact squirrel an associate cause. Over several phone conversations, we worked out the subject matter of the 3 – 4 minute tarriance. *

NOTE: Once you ‘ ve passed the * audition * duck a booker you ‘ re passed to an associate ( or other less senior ) doer. Often next that number one ” audition ” you requirement embody clouded by producers at higher and higher levels. If you ‘ re chosen thence you embark on to compose a segment well-organized.

2. Relief the inducement shape the segment

* The * pillar * of the spot was my recently published book, SECRETS OF A BEVERLY HILLS COSMETIC SURGEON, The Expert ‘ s Monitor to Sheltered, Smashing Surgery. The associate incitement and I had discussed what I grant to substitute the non – frivolous and paramount consumer issues of the book, equivalent whereas how to select a properly trained surgeon and how to act as certain that the difficulty pull which the surgery is to put on performed is properly credentialed and so defended. And trim the concern of having an anesthesia technical mastery the tolerant ‘ s service to lock on comfort and safety. Those are the clue trinkets for the consumer – tutor – viewer. *
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