Webinar recording with Landau Media and Mynewsdesk
Tools and strategies for effective media relations
Media relations: Many PR professionals are not yet sufficiently familiar with tools
The integration of multiple tools allows communications teams to make their media work more efficient and measurable. This requires not only the appropriate technologies, but also strategic topic management from planning to analysis. Scompler, Mynewsdesk and Landau Media explain the tips for achieving this.
Successful media work today requires a finely tuned orchestration of content on more and more channels in order to reach the target group with strong messages. But how do we know if our communication is resonating? A key role is played by the integration of modern technologies and platforms that make it possible to optimally combine data on owned, shared and earned content, avoid data silos and thus create a coherent communication picture.
However, a survey conducted in a webinar on strategic media relations has shown that the majority of PR professionals are unable to assess which tools they need for their work and what the respective technologies are capable of. In a joint webinar, Scompler, Mynewsdesk, and Landau Media pick up on precisely this point and explain the coordinated use of tools in strategic media relations in 60 minutes.
Centralize PR & media relations and strengthen corporate impact
Scompler aligns press relations with strategic narratives, ensuring consistent, effective media presence.
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Strategic media relations with connected technologies in our webinar
Watch the session as a recording
"If teams want to work in a topic-centered way, they also need to consider which tools they can use to monitor and evaluate their communication in a topic-centered way."
Oliver Plauschinat, Head of Business Development at Landau Media C Solutions
Topic architecture as a strategic anchor point in media work
Data-based insights are therefore indispensable for future PR work.
However, the prerequisite for strategic media relations using various technologies remains topic-centered communication planning, says Michael Schmitz, Head Partner & Solutions at Scompler. Only with a uniform topic structure can different analysis tools and metrics be linked together to create an overall picture of communication performance and enable PR measures to be managed more effectively.
To achieve this, communications and PR professionals must not only define the relevant topics for their strategy, but also prioritize, score, and evaluate which KPIs certain topics . After all, departments still fail to agree on specific goals and to make it clear to management what contribution communications and public relations make to the success and visibility of a brand. Instead of being the market leader on individual channels, the focus should be topics top of mind for the previously defined topics : just as Dove stands for women's self-esteem and body positivity, or AirBnB for the feeling of home while traveling.
"We shouldn't ask ourselves what we want to write for a Facebook post, but what story we want to tell. This is a change in mindset, that the channel is no longer the main focus."
Michael Schmitz, Head of Business Development & Partnerships at Scompler
"Best of breed" solution instead of all-in-one utopia
The digital transformation requires an integrated communication strategy. Only by bundling media relations, media monitoring, research and analytics into a uniform strategy can companies ensure that their communication not only resonates, but is also measurable.
Companies have to say goodbye to the utopia of an all-in-one solution. All too often, these often pitifully plugged-together all-rounders turn out to be a dystopia that does not achieve the functional depth of individual solutions. What is needed is a best-of-breed strategy that combines the best functions of the technologies and platforms to create a comprehensive solution.