Career Woman

How to effectively manage your public relations


No matter what industry you’re in or what products or services you sell, you will have to deal with the media in some way. Managing your brand’s relationship with the media can be challenging, but it doesn’t have to be. Learn how to get a grip on and effectively manage your media relations with these tips:

Take advantage of various tools

There are a number of tools that make managing media relations much easier, so it’s  important that you take advantage of these tools to simplify your life. Meltwater, which is a PR and social media monitoring tool, is one of the most popular. Using Meltwater, you can post social media content, monitor other conversations on social media, and track what your competitors are doing. This allows you to stay on top of who is talking about your brand and whether you are getting more attention than your competitors.

Mention is another incredibly useful tool. Simply type in your brand name or anything else that you would like to monitor, such as the name of an executive or new product, and you will start to receive mobile and email notifications every time the subject is mentioned. This is a great tool for those who are part of the mobile workforce since the notifications are sent directly to your phone.

Don’t respond to every mention in the media

Responding to every mention in the media is a full-time job, but you don’t have to waste this much time and energy. Instead, adopt a selective engagement approach to media relations. Selective engagement means you don’t have to respond to each mention, instead you should focus only on those that are worthwhile. You may feel tempted to respond to every critic who says something negative about your brand, but this is not necessary. If you let critics talk long enough, they will prove to the public why they should not be trusted, so let them talk while you stay silent.

Always listen

Your eyes and ears should be focused on the media at all times to look for opportunities that may benefit your company. Follow relevant journalists and bloggers on social media so you can jump at the opportunity to help them with a story they’re working on. Even if these individuals are not soliciting stories, you should still read and watch their work on a regular basis. For example, let’s say you see a blogger posting something about how she was not satisfied with a competitor’s product. Use this as an opportunity to send her one of you brand’s products, and let her know how your product is superior to competitors. If you are always listening to what’s going on in the media, you will be able to spot invaluable opportunities for your brand.

Report on your own news

Journalists aren’t the only ones who should be reporting on the news—you should, too. Use your social media channels to share information about your brand on a regular basis. Not only does this keep all of your followers informed, but it also lets journalists get to know more about your brand. In some cases, journalists may be inspired to do their own story after reading something that you have produced about your brand.

If you follow these tips, you will be able to finally take control of your relationship with the media and use it to benefit your brand.

About Mark Kirkpatrick

Mark Kirkpatrick is a blogger and tech enthusiast in Santa Clara, California. He has found that productivity starts with healthy habits and hopes to help others achieve their goals through positive reinforcement. He has a love of all things technologic and specializing in business, health and technology.

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