Inbound PR – The next level
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The right newsroom solution can elevate your earned media strategy to an entirely new level
Earned media once meant publication on broadcast and print media. Now it’s a catch-all phrase for everything from a shared social post to amplification across broadcast media. While increased social media coverage is a crucial arrow in the PR arsenal, the main goal is still mainstream media coverage. While it seems this type of coverage is increasingly elusive, the reality is more channels, and media brands are seeking more content more often. The disconnect occurs when PR professionals deploy the same technologies that deliver diminishing returns, expecting better outcomes.
The secret to more media coverage revealed
Rather than waiting until the end of this article to reveal the secret to increasing the quality of earned media outcomes, we will tell you right now. Understanding the environment and pressure in which journalists work and responding with online resources that help them publish more and better content in less time.
A winning formula
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The right newsroom workflows can clear the way for more journalists to create winning content
A winning formula
Getty Images/iStockphoto
The right newsroom workflows can clear the way for more journalists to create winning content
Discoverability
You dramatically increase your chances of more media coverage if you can make your story ideas more discoverable for a broader range of journalists, media representatives, podcasters, and influencers.
Keep in mind that discovery is just the start of this process. Your stories will never achieve the media coverage they deserve without completing the following steps.
Self-service, self-publishing
Think of the journey’s journalists take today when looking for story ideas. They may start with the kernel of an idea, but discovery through social and organic searches often see them taking different paths. These discovery journeys are your opportunity to create more media coverage and where the next generation of newsrooms come into play. Solutions like Lookatmedia™ deliver user experiences that keep journalists immersed in your story. By providing a self-service platform that helps journalists achieve their goals, you achieve your PR goals.
Unlocking the mystery of earned media
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There’s no great mystery to developing an effective earned media strategy. It’s simply a combination of the right illustrated content and simple self service workflows to help journalist do their job.
Unlocking the mystery of earned media
Getty Images/iStockphoto
There’s no great mystery to developing an effective earned media strategy. It’s simply a combination of the right illustrated content and simple self service workflows to help journalist do their job.
Integrated workflows for the media
Journalists are professionals. They don’t visit your newsroom or media centre for their own pleasure. They are seeking new and visually captivating story ideas. They’re also hoping to find images and videos to help them illustrate their content and other support documentation.
Managing these workflows with low friction but media compliance requires equal parts of science and art. Balancing the need for ease of access while ensuring content can be published without risk of repercussion for inaccuracy and copyright infringement is essential in the 24/7 news cycle. It’s what Lookatmedia™ is designed to do.
Putting in the work
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As they say, ‘nothing comes from nothing’. If you want your earned media strategy to work you need to make changes now, starting with your newsroom or media centre solution.
Putting in the work
Getty Images/iStockphoto
As they say, ‘nothing comes from nothing’. If you want your earned media strategy to work you need to make changes now, starting with your newsroom or media centre solution.
Don’t hold back
While great story ideas and discovery are essential, there’s more to elevating your earned media to the next level…choice. While your team may recommend what they feel is appropriate for a journalist to illustrate a story, the real power comes when you allow journalists to make their own choices. Your Lookatmedia™ centre is built around a full-feature, enterprise-level Digital Asset Management solution that enables you to provide automated authorised access to your entire pre-approved media image and video library.
Lookatmedia™ includes workflows that collect journalist contact information and content downloads while providing them access to a pre-approved library of images and videos, complete with all the compliance information required for publishing.
Add to this advanced intuitive and visual search capabilities, plus channel optimised derivatives, and you’ve created a resource centre and workflows that helps journalists create and illustrate stories in a single, uninterrupted session.
