Your potential buyer personas are diverse on how they inform themselves - this means that your brand should be as diverse when it comes to reaching them.
Traditional and digital PR should not be considered mutually exclusive, seeing them as separate entities rather than global spheres is failing to market your brand in the modern world. To reach potential buyers, make sure you are visible in the places where they are looking for information.
The use of traditional media today, gives your audience another side of the content, and adds weight and validity to what is shared, gives credibility of reputable third parties - even those seeking news online recognize and prefer news that comes from established news sources (e.g. Alto Nivel, Forbes, Reforma, etc.)
Our successful practices of over more than 25 years of experience are based around the concept of our Media Relations Program (MRP): Segmenting, knowing, educating, informing and dialoguing allows us to help organizations achieve goals, reach their target audiences / buyer personas and spread your messages through the appropriate traditional channels of communication.
Traditional PR Metrics (KPIs)
Measuring traditional PR campaigns demonstrates trends of how the company is perceived by the media, key messages, reach of niche audiences, prominence and share of ink - output measures that can have the same level of granularity as sales data- proving the value of an investment well spent. We consider these initial data points to indicate where to further measure campaign initiatives against business objectives.
Traditional media remains key to any communication strategy, so if your participation in them is not measured, it will not be possible to plan our actions and ensure the success of the communication objectives. Winning a space in traditional media will make the audience pay attention to your brand.
In this sense, innovative and strategic metrics, which go beyond the number of publications, must be used to qualitatively and in depth assess the differentiators of your company's products and / or services.
Increasing awareness and visibility of the brand to generate engagement, and increase traffic to owned media are the main objectives of an integrated (holistic) communication campaign where the correct use of different communication channels must be deployed, and measuring results is vital to ensure their effectiveness.
One of the objectives of measuring, when certain milestones have been reached, is to know what was achieved and most importantly how and what areas can be improved, evaluate if key messages were sent to the target audience and if the objectives planned from the beginning are being achieved.
These are the key elements that we consider important to measure in a traditional media strategy:
- Share of ink: Your earned media vs. your competitors.
- Messages / differentiators: Attributes highlighted in your publications by a trusted third party.
- Media type distribution: Target niche media to demonstrate that content is reaching the channels where your buyer personas read, listen, or see your information.
- Trends / markets watch: Ranking vs. other industry players -competitors- communicating their solutions.
PR is a powerful tool to influence and impact opinions. See just a hint of its possibilities in this success story.