Loading ...Vocus: Four Keys to PR Success
Software developer Vocus (NASDAQ: VOCS) has written a white paper that outlines four key ways to create an effective strategy to help you achieve public relations success (Link). Despite being a form of marketing communication promoting some of the company’s solutions and products, Vocus offers four solid recommendations for late adopters of platform-based PR systems.
Cut Costs and Expand Distribution
An effective press release strategy relies on multiple releases, meaning your organization may be spending upwards of $50,000 or more per year on wire distribution using traditional newswires that cost anywhere from $500 to $1,500. Fortunately, techniques exist that can help organizations greatly reduce their dependency on expensive wire services while increasing the value and visibility of their press releases. You can save a substantial amount by taking advantage of online distribution services designed to send your news throughout the Internet.
Improve Productivity by Automating Tasks
With a 24/7 news cycle and a growing list of outlets to track, monitoring the news can be a daunting (and expensive) task. PR management systems provide much needed relief. Enabling you to automatically search on your keywords, many of these solutions search print, online and broadcasts outlets worldwide to bring you the news that is important to you. Clips can also be collected and archived within the PR system for future reference and for measurement and reporting. PR Management systems, also give you full control of which search terms you use at anytime and some have virtually no limit to the number of competitors, products or message search terms you can monitor. Instead of hours being spent each morning building a clip book, online news monitoring services help provide a timely and accurate assessment of your coverage in just a few minutes.
Increase Impact by Evaluating Performance
It’s important that your analytic tools can measure more than just how many clips you receive. Not all outlets and articles are created equal, the prominence and tone of your coverage makes all the difference. With the sophisticated measurement functionality available in leading PR management tools, you can now track where and how your news appears in an article, rank or score the impact of the outlet by assigning a weight based on importance to you and determine if the stories are positive, negative or neutral.
Ensure Success by Choosing Partners Wisely
In order to support your organization’s goals, consider the company’s own success. The vendor you choose must have a common understanding of your industry and what factors into success to help you achieve your goals. If the company does not seem successful to you, you may have different measures of success and should consider a partner whose goals are similar to your own.
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