Comment pouvez-vous choisir les meilleurs canaux et formats médias pour vos activités de relations publiques?

The choice of media channels and formats depends on product, business purpose and audience. Top-3 tips on how to make the right selection for media mix: 1. Use Media Monitoring. Find mentions of products in same category: - in what media are they published? - what formats do they use? - in what topics are they mentioned? 2. Define goal: - To increase brand awareness, use wide-coverage media and high frequency of mentions, mix channels and formats, many touch points with the brand at events, TV, outdoors, digital and social media; - To boost sales, use reviews, digital promo; - To generate demand, involve Influencers on social media. 3. Look for new channels for your audience: where do your customers hang out? Just be closer to your users

The uniqueness of your message and the nuances of your audience should guide your choices. Conduct audience analysis, A/B testing, and monitor metrics meticulously to refine your approach continually. In this dynamic digital era, the ability to harmonize your PR strategy across diverse channels will determine the resonance and impact of your message

What I teach my students is to focus on 1) the goal you want to achieve, and 2) the audience(s) you want to reach. Personally, I steer them away from the "raise awareness" goal, because it's unmeasurable and too vague. My professional experience taught me that PR executives want measurable markers of success, so do benchmark communication audits of existing outreach platforms--traditional media, social, podcasts, etc--and see what's working and what isn't, then set reasonable goals for improvement.

What resonates with media is telling stories. Make it human and relatable. Reporters and writers know that their viewers and/or readers will tune in for something that touches their emotions. How you convey that is done with visuals and copy that can be adjusted to suit the various platforms.

Understanding the media landscape is vital when choosing PR platforms. Staying updated with industry trends and adapting to shifting contexts is essential. Each media ecosystem has its unique challenges and opportunities, emphasizing the need to grasp these subtleties. By immersing oneself in diverse contexts, professionals can enhance their PR management skills and make informed decisions. Effective PR activities depend on a profound understanding of underlying systems and dynamics, allowing tailored strategies for optimal success. For example, launching a new tech product requires knowledge of current tech trends and the preferred social media platforms of tech enthusiasts to impact PR outcomes positively.

People are going to interact and engage where, when, and how they prefer to do so. It’s best to know your audience’s tendencies - demographics, psychographics, etc. help - but also to blanket as widely as possible to grab attention from where ever your targeted audience frequents most. Knowing when to post is a matter of understanding emotional and psychological states of your audience as well. Research will tell you where to aim the media cannon but not what kind of ammo to fire.

For me to navigate the PR intricate landscape, communicators must hone their ability to understand and engage with their audience. In the world of PR, knowing your audience is not just a suggestion; it's a fundamental necessity. For example, power dynamics play a significant role in PR. Whether you're communicating with stakeholders, the media, or the general public, it's essential to recognize the dynamics at play. Who holds influence? Who has the upper hand in the conversation? These questions are crucial for crafting messages that are not only persuasive but also respectful of the audience's perspective. Lastly, finding the delicate balance between promoting your own business interests and the interests of your audience is paramount.

Once you've got your audience in mind, start digging into media kits! Trust me, media outlets have a treasure trove of data waiting for you. It's all about making sure you're connecting with your audience where they hang out. This step is crucial for tailoring your message just right. Keep this in mind: quality beats quantity. One killer media placement that resonates with your dream customer beats out ten that seem to disappear into thin air. Aim for impact! 💥

As a sales person by day and entertainer by night, knowing and understanding your audience is absolutely key to the success of any presentation or performance. Marketing or public facing activities is no different. By knowing what is not only relevant but also resonates with your target audience, you can better inspire not only interest, but true advocacy.

Both objectives and audience are the masters of your media channels priorities. Knowing where exactly you can find your audience, and how they consume media content, which media that they trust, and which that they entertain, are key factors of building a successful target media list for your media relations strategy. It's not only about their channel preferences, but also their preferred tone of voice, content format, messaging convenience, trending interests, and engagement preferences. So, it's not enough to know the demographics of your target audience, you have to study all their behaviours, emotions, and reactions.

Different mediums are better for certain messages. If you want to convey complexity, print may be a more compelling option. If it's more of "a picture is worth a thousand words" situation, video is going to be a much better option. It's todays digital world there is always PR placement available, but you also have to consider if the outlet or person broadcasting your message is going to be helpful in the long-run.

Your message must be consistent, but remember you can have more than one message across various media channels. Depending on your objectives and audience groups, build your own message house that serves achieving your objectives, and distribute your messages across all your target channels. But know where exactly to place each of your messages, as you don't want to miscommunicate your messages with your target audience. This means that, some specific messages won't be communicated across all channels, just be picky!

Even organic earned media relations campaigns require a budget, and you won't work on only earned coverage. Balance between paid, earned, and owned coverage, and master the art of using each channel to achieve the right objective. Accordingly, set your action plan, define the required resources, and your cost factors, then get your budget ready to go. Your cost factors could vary from media production, advertorials, TV placements, press conferences, paid conference speaking slots, etc.

PR is one of the hardest things to budget. We live in a world where a lot of media is "pay-to-play." Alternatively, if you want to get something placed in a high-value publication, you're often going to have to pay a fee to a specialist who has the network to get it across the finish line. Sometimes, PR happens organically based on merit. Either way, your return-on-investment in the world of PR is always going to be difficult to measure.

Act. Don't react. This mantra has been on my PR desk for years. Own your truth and tell your own story. The competitors will do what they will, you can't control their actions, only yours.

Are you telling the story from an offensive or defensive position? Is this crisis or sales communications? Are you ahead of your competition or in response to them? Timing is essential and typically governed by our competitors. Our brand/company voice mimics a personal one when you are in a stressed time frame. Step back, assess, breathe and stick to the plan. It won't matter what your competitors do (or say) if you hold true to your mission and values, regardless of how much you need to "tweak" your messaging.

Don't be afraid to test. It's very difficult to know exactly what will work for you and your business. Of course, having a strategy, the audience and the goals is critical. But there's no 100% sure recipe to follow. Especially if you're a startup - test, adjust, iterate. Stay focused on your goal and mission, but be willing to try new approaches when it comes to your PR tactics.

There is nothing worse than approaching a media person/broadcaster asking for help, and then not knowing about their programme. Be aware and research the journalist too..know where they work! I've been asked where I work and what the address is...it does not make a good impression.