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What’s news? That should be one of the most important
questions a PR person asks. Many times stories are
pitched and press releases are sent that have no legs.
Why? Because what the company thinks is earth-shaking
news is actually less than a blip on the public’s radar.
Companies today need to know what their target audience
wants to know.
How do you take the pulse of your target market?
Networking with the relevant media for your target
market can serve this tactical need and long-term media
relations objectives. Getting in front of the people who
cover your beat and sharing information, while asking
what’s important to them, can help you get coverage over
the short term while building a valuable resource.
Many companies overlook their most fundamental
communication with their customers – their customer
service department. There should be an analysis done at
least monthly that brings to the executive office a
briefing on what the customers are discussing the most.
By accurately taking the pulse of the market, a PR
person can help the company present accurate information
that resonates with interested parties while effectively
managing expectations. The result -- more productive
media relations and positive, targeted press for the
company. |
