the future of b2b media

The Future of B2B Media

The future of B2B media is a topic worthy of a book. It’s a huge industry with a lot of moving parts, but there are a few trends that stand out to me as defining the future of the industry more strongly than any others.

In general, beyond just B2B, the most successful media companies have the full attention and trust of their audience. Regardless of what they promise – information, entertainment, perspective – they thrive when they capture time and attention better than anyone else.

In my last blog on the future of journalism, I dug into the monetization challenges facing online publishers battling the two-headed monster of Big Tech and the COVID pandemic. While I am confident that the best publishers will benefit, emerging from this inflection point stronger than ever, others are at risk of defeat.

As PR and communications professionals, it’s important for us to consider what the future of B2B media looks like, and how the roles and powerful voices within it will evolve over time.

The short answer is, media companies are finding new ways to stay competitive, while individual experts and corporate brands are simultaneously taking on characteristics of media companies to survive and thrive in the attention economy. We see it playing out something like this:

B2B media consolidates

In a market where revenue disappears overnight, only a few players will remain strong—mirroring the media industry at large. We’ll see the most trusted names in each market consolidate their influence by bringing in the lion’s share of the reduced available revenue.

Those who were already struggling will have to close. The big players will capitalize on the opportunity by investing in new services and staff who help them further monetize their attention share. They have the time and resources to wait out the storm.

Publications monetize new services

“Successful media companies have to have two things. They have to control their own distribution and they have to have their own programming. People that don’t have both either have to rectify that or go out of business,” said Michael Bloomberg, as shared in a great Twitter thread on Bloomberg’s experience.

With big tech platforms like Facebook and Google taking a larger role in distributing the media’s content, publications must quickly build out their own distribution methods. They need to shift from relying on search and social to reaching their own audiences where they are.

We talk about it all the time with our retail tech clients – retailers must be everywhere their shoppers are. It’s no different in media.

In terms of programming, we’re already seeing the most well-respected B2B publications scale services well beyond online and print articles. They host webinars, conduct sponsored research, curate multiple regular newsletters, create video, run conferences (and will find ways to take leadership roles in virtual events), award programs, and more. Those who continue this content mix and find ways to own the distribution will come out on top.

Independent experts change the game

Adding new services that go well beyond reporting the news isn’t the only reason the definition of ‘media company’ is changing.

New content creators are entering the mix, often without affiliation to any media brand. They’re not in it to compete for ad dollars; their currency is attention. They might be company executives, consultants, investors, academics or industry analysts. As long as they have deep expertise and a platform to share thoughts, they can play the game.

These high-relevance industry experts and brands are the thought leaders and entertainers that news organizations can never be. They can take positions that exist outside of pure fact; they can challenge conventional knowledge and accumulate loyal followers.

Social platforms like Twitter, LinkedIn and YouTube have given SMEs free platforms to become the go-to experts in any domain. They provide a “boots on the ground” sense of reporting objective truth.

influencers aren't truth-tellers

What’s more, these influencers don’t repute themselves as objective truth-tellers. That makes it easy for them to say what they think and use personality and entertainment to elevate their spot in the intellectual hierarchy.

These SMEs will challenge publications for the title of the most reliable and influential voices in the industry. As they do, they will continue to monetize their position. They will offer their own secondary services – selling products, services or time without the overhead or scrutiny that media companies deal with. As this proves an increasingly powerful sales tool, more players will enter the field.

Corporate brands double down on ‘content marketing’

The industry’s savviest entities won’t be left behind in this paradigm, either.

Digitally intelligent and highly engaging brand “publications” will increasingly become entertainment hubs for their industries. This will take the form of both robust blogs and brand-agnostic, semi-independent media entities.

publications become entertainment

Without the need to supplement content with advertising revenue, they will build platforms that offer cutting-edge storytelling experiences.

Funded by corporate profits, they can invest heavily in being at the forefront of every industry conversation. Eventually, corporate profits will help them be among the first to deploy new storytelling technologies such as augmented or virtual reality, or 360-degree video.

In the attention economy, pervasive brand awareness and affinity leads to sales of their core product or service offering. Their media platform can operate at a net-negative cost and still drive significant gains in corporate profit.

Communications professionals take control of audience engagement

Every company today, in some way, is (or should be) a media company. Everyone has an online presence, competes for views and attention, and wants to be a key voice in their industry.

As B2B media, corporate, and individual players compete for attention, they’ll overlap and collaborate more; we’ll continue to see the splintering of long-held industry roles.

But we can’t just wait and see how the future of B2B media affects our approach to brand building. The new market context demands that we also take control of our own content creation and distribution. We all need to be media companies now.

Do you want to propel your company’s growth by adopting a media company mindset, but don’t know where to start?

We’re offering a free 30-minute conversation to help get you started. We’d love to brainstorm with you! Just get in touch.

Media Training

The Media Training Playbook

Every organization needs to make big decisions about their media relations approach. You must determine who within your organization will own the program and identify the conversations you want to lead. Once you’ve done this, you need to ensure your spokespeople are media trained and ready to take an interview on short notice.

Building muscle memory through media training

You wouldn’t send your sports team out to compete against their rival without practicing plays. The team has to build muscle memory and develop chemistry. Media training works exactly the same way. It builds your spokesperson’s muscle memory and familiarizes them with the process. With practice and coaching, they will know a series of plays to implement based on the type of interview.

media training is like sports

Types of interviews:

Your spokesperson may need to take an interview in the following formats:

  • Written responses via email that quote them directly in print or digital articles;
  • A phone interview or on-camera conference call that will quote the spokesperson throughout digital and print articles;
  • A podcast recording that will feature a Q&A style interview that turns into the basis for an article or is printed as submitted;
  • Broadcast interview in which the journalist will utilize an (on average) 30-second video segment of the spokesperson’s interview – sometimes these segments are live.

It’s important to note that each medium brings nuances in the way your spokesperson needs to deliver their message to be effective. Therefore, as you begin your organization’s media training journey it’s important to emphasize the differences in interview formats. The spokesperson’s technique will have to change with each.

For example, broadcast requires an additional set of skills as the spokesperson has to convey key messages via body language in addition to speaking. For broadcast, we usually like to bring in additional partners that solely focus on this medium in order to really help the spokesperson prepare for all of the nuances that broadcast demands.

Every time I advise clients on preparing for a broadcast interview, I kindly ask them to stay away from sounding and looking like Ricky Bobby on this now iconic scene from the film Talladega Nights: The Ballad of Ricky Bobby. Take a look, and you’ll see why!

Developing a media training process for each type of interview – whether creating an internal training process or bringing in an outside professional – is key.

media training plays

Media training – how to get started

As you build a media training program or work with an agency such as ours to get your spokespeople trained, we recommend the following “plays” to build out your media training playbook:

Play #1 – Knowing why to prepare for a media interview

In coordinating with spokespeople for media interviews, it’s important to discuss the importance of training. They need to know why training matters and how it will help them in the long run. Getting your spokespeople bought in early on in the process is critical to ensuring future interview success.

Play #2 – Spokesperson Do’s and Don’ts

A critical part of media training involves walking spokespeople through things they should and should not do during the interview. For example, letting your spokesperson know which customers they can or cannot name publicly, as well as which facts and figures they can reference versus ones they cannot speak to, is key.

Everything a spokesperson tells the journalist is deemed “on the record”. If something they say isn’t fit for print, the spokesperson must explicitly get the journalist to agree that the information is strictly “off the record” before sharing. This can be very helpful to help them understand context without revealing private info publicly.

Play #3 – Different methods of answering questions

It’s important to identify different ways and tactics spokespeople can use to respond to questions. For example, at times, a journalist’s question may be long winded and a spokesperson’s natural tendency may be to go off on a tangent.

Identify these characteristics and walk the spokesperson through various ways of answering a question. The goal is to deliver quotable soundbites that stand out within the journalist’s report.

You should also practice scenarios in which the spokesperson must politely decline to answer a question if they do not have an answer for it or cannot publicly speak to it.

Play #4 – Practice, Practice, Practice

Once you’ve run through the initial plays, it’s time to put all of that muscle memory into gear and walk through several mock interviews. The spokesperson should be walked through interview exercises designed specifically for the kind of stories and reporters they’ll speak to.

As you do so, identify each reporter’s interview and reporting style and discuss what they respond to and how the spokesperson can adjust their messaging to be more effective for each journalist.

Practice makes perfect! As you start media training your spokesperson, ensure you are going over the above plays and getting them prepared to perform “on the field.”

If you need additional help, Ketner Group is available to help your spokespeople hit the ground running and achieve success! Contact us today to get started on your media training journey.

product or business launch

The Five Steps to a Great Product or Business Launch

Unless you’re Amazon, a new product or business idea probably doesn’t start with a press release. And it probably shouldn’t. When it comes to a product or business launch or announcing the business itself, a more methodological approach is more likely to ensure that the offering and messaging are solid and ready for market.

With a public launch as your end goal, you should start by focusing on some behind-the-scenes work.

Five steps to a great product or business launch

Create a Go-to-Market Strategy

Once you’ve established the need for a new offering and have developed a prototype, the first step towards a public launch is creating a go-to-market (GTM) strategy. TechTarget defines a GTM strategy as:

A go-to-market strategy (GTM strategy) is an action plan that specifies how a company will reach target customers and achieve competitive advantage. The purpose of a GTM strategy is to provide a blueprint for delivering a product or service to the end customer, taking into account such factors as pricing and distribution. A GTM strategy is somewhat similar to a business plan, although the latter is broader in scope and considers additional factors like funding.

A GTM strategy outlines:

  1. A market definition
  2. Target customers
  3. Your distribution model
  4. Product messaging and positioning
  5. Price

With these five components established, you’re ready to move to the next phase of a public launch.

Vet Your Strategy and Messaging

Now that you have a GTM strategy in place, it’s time to vet it with third-party experts. First, review it with your outside PR agency. They can help you tweak your messaging and understand how each key audience will receive it before it’s put under any further scrutiny.

Start your launch by focusing on behind-the-scenes work.

Once you feel your strategy and messaging are solid, turn to the analyst community. If you’re in a position to pay for some additional outside advice, we recommend doing a full messaging review with an analyst.

If not, a round of analyst briefings will do the trick. While analysts are not able to provide robust advice during a complimentary briefing, many will still provide candid feedback. Pay close attention to the questions analysts ask during these briefings, as prospects and customers will likely have the same questions.

Finalize Messaging and Draft a Release

Now that you have spoken with key third parties, use any feedback to refine and finalize your messaging. Once you’ve done so, you’ll be in a good place to draft a press release announcing your offering.

To really strengthen your announcement, we always recommend including a use case from a beta customer. At the very least, source a forward-looking quote from a customer about why they selected the solution.

With strong messaging and a customer testimonial, you have the baseline for a strong release.

Pre-brief Key Media

When you’ve drafted a release, it’s time to begin media outreach. When launching a new product or company, we always recommend that you brief key media contacts ahead of the announcement. You’ll want to start this process the a week or two before your target PR launch date. By pre-briefing the media, you’ll ensure you have coverage the day of your announcement. To prepare for media briefings, review our best practices.

There are two options when it comes to pre-briefing the media:

1. An exclusive

In this scenario, you’re offering the story to just a single high-profile media contact. This approach works best if you have a strong customer use case and the customer is willing to speak with the media.

Remember: With an exclusive, you’re at the mercy of the reporter and any breaking news. That means you might have to be flexible with your launch date and be ready to announce your news as soon as the story publishes.

2. Pre-pitch a wider range of media contacts

A good number of targets is around 10-12; you don’t want to pre-pitch EVERYONE, rather focus on key contacts.

Remember: Make sure that all of your contacts agree to your embargo date. You don’t want the news to leak before your launch.

It’s Launch Day

Finally, it’s launch day! Today, you’ll distribute your product or business launch press release over the wire and conduct day of outreach to media contacts you didn’t pre-brief. You’ll also want to follow up with any media contacts you previously reached out to who haven’t yet covered the news.

During launch day, and throughout the following week, ensure key spokespeople are available to speak with media. If needed, block some time on calendars in anticipation of these requests.

As coverage appears, be sure to post to your website and share on your social media channels.

Mission Accomplished

Once you’ve successfully launched your product or business, there’s still a ton of work to be done. Your broader marketing strategy, from social media to email campaigns, should also support your new product or business launch and continue to reiterate the key advantages you provide by tying them into ongoing conversations.

If you’re planning a product or business launch but don’t know where to begin, reach out. Ketner Group has decades of experience doing just that. We’re here to help.

Broadcast Media Relations During COVID-19

Note: We published this blog post in preparation for Justin Goldstein’s webinar on broadcasting. Since publishing, the webinar is live, and you can catch it on demand!


Broadcast media is booming as the Coronavirus pandemic restrictions only begin to loosen and everyone searches for sources that can provide reliable and timely information. Consider, recent findings from Nielsen show that 83% of consumers are listening to as much if not more radio than before the pandemic.

Clearly, if you’re looking to secure television, radio or podcast placements, now is the time to do so. But, be aware that producers and reporters are just like us and mainly working from home due to the virus. A refined approach is more important than ever to break through your contact’s inbox and earn their interest in an interview. 

Here are a few recommendations to consider:

Provide Key Assets Upfront

Are you in the process of developing assets like b-roll, headshots and bios for your spokesperson(s)? If so, hold on pitching until you have these elements so that you can include them in your first pitch to producers and reporters.

These contacts are sifting through hundreds of emails while trying to coordinate interviews via platforms like Zoom and Skype that they normally don’t work with. There’s a good chance that if a reporter opens your email and doesn’t see at least one or two of these assets listed, he or she will delete your email and move on to the next opportunity. If for no other reason, moving on reduces the stress of sending a follow-up email to ask questions. 

How can you best incorporate this information into your pitch?

  1. In your subject line, note that you’re offering an interview and these assets.
  2. Provide a link to download your b-roll and headshots via Dropbox or a similar platform to avoid your message going to spam.
  3. Include your spokesperson(s) bio towards the end of your pitch so that it doesn’t take away from the story that you’re trying to tell at the top. 

Use Your Voice

Phone pitching is critical in broadcast media relations, especially during COVID. Newsrooms are overwhelmed with pitches, coordinating segments with their producers from afar and receiving updates on Coronavirus-related stories from the public. So, the chances of them responding to email outreach are less than the print/online reporters that you might be more familiar with. 

It will likely be harder to reach reporters and producers directly. Your next step is to call a network or station’s assignment desk and speak with an assignment editor. They are well-positioned to coordinate interviews or connect you with a contact that can do so. You can also leave a voicemail on a producer or reporter’s phone. They often check to make sure that they’re not missing any important messages while away from the office.

Be Flexible

Many broadcast contacts are doing their best to adapt to navigate the pressures of virtual planning meetings and interviews. While you can certainly share your spokesperson(s) platform preference for connecting, try to be flexible.

If a reporter asks to connect via Skype and your spokesperson(s) is hesitant to pursue because they’re not used to the platform, try to schedule a quick training session. Get them to feel confident and comfortable going into an interview rather than push back on the reporter. 

Consider creating video-conference meeting invites for reporters and producers and offering your willingness to do so in your pitch. This removes one extra step in coordinating an interview that they don’t have to manage.

Be aware that if you’re staffing interviews on Zoom video, your video box will appear, so it would be best to confirm with your contact that he or she can have their team edit you out before finalizing their segment. 

Broadcast media is a powerful tool that should be leveraged for your media relations program. But, it’s crucial to approach your contacts in a strategic manner to garner their interest. Your results depend on it.

Attend June’s KG Connects Webinar to learn more

Want to hear directly from Justin about the state of broadcast media and both evergreen and timely best practices for securing coverage?

Join us on Friday, June 26 at 10:00 a.m. ET for the next edition of KG Connects! Learn more and register here.

About Justin Goldstein

justin-goldstein-press-records

Justin is president and founder of Press Record Communications, a strategic media relations agency with expertise in broadcast media. He is an award-winning media relations pro, voted an Exceptional Under 35 by the Public Relations Society of America. He has developed and implemented broadcast media relations programs that have supported clients like General Motors, Best Buy and the Clinton Global Initiative.

In recent years, Justin has coordinated event broadcast press campaigns for the Consumer Electronics Show, Detroit Auto Show and Conference of Mayors. Justin also served as morning drive producer at WRHU-FM, New York’s number one non-commercial radio station. His work has been recognized by PR News, PR Newswire and the Hermes Creative Awards.

developing a media relations strategy

How to Launch a Media Relations Program: SoGal Webinar Recap

This past month, Ketner Group president Catherine Seeds and I had the pleasure of hosting a media relations strategy webinar with SoGal, a global platform for the education and empowerment of diverse entrepreneurs and investors. During this webinar, we provided attendees with key tactics and strategies to consider as they look to launch a media relations program.

We discussed:

  • Why businesses across verticals should consider a media relations program
  • The value of media coverage
  • The key steps to launch a media relations program

The top takeaways:

  • Do your research
  • Get to know your media targets
  • Personalize your conversation with each.

Here are some of the highlights from the webinar:

Why have a media relations program?

A media relations program can drive external awareness for your company through validated third-party sources.  Let’s say your company just landed its first round of funding or launched a new product in the market. If you do not tell your story, someone else will.

By creating a media relations program, you have the ability to tell your story to a member of the media community and reach multiple audiences beyond your own network.

What’s more, a media relations program can help bolster your company’s cache among a particular audience. Let’s say your chief data officer is well-versed in a particular technology within the healthcare industry.

You can generate media coverage by having them provide commentary for a relevant story a reporter is working on. Securing exposure for him/her as an expert on related hot button conversations positions your company as trustworthy and informed. Ultimately, it helps elevate your brand recognition and brings a sense that you can solve tough challenges.

Last but not least, a media relations program can build your company’s digital breadcrumbs. Highly relevant coverage helps you to rise through the ranks of engine search algorithms for your business’ key terms.

Tactics for building the program

As you consider creating the program, you must decide whether to run the program in-house or work with a public relations agency. Depending on what path you choose, we always advise that your company dedicate a single in-house lead. That person, often the CMO, can make sure the agency and internal stakeholders work together seamlessly.

When budget is tight or you’re just starting out, there are many easy and free tools available to help. For media opportunities, HARO and Qwoted are two platforms where reporters look for sources for stories they are working on.

As well, Twitter is an important platform to keep in mind. Identify and follow relevant reporters and engage with them regularly. Plus, they often post to Twitter when they need sources for a story. Sometimes even better, Twitter lets you avoid annoying pitches by keeping up with what they vent about.

Three best practices to launch a media relations program

Once you’ve done your research, it’s time to begin. We often advise these top three best practices to get started:

  • Identify your target audience
  • Identify key conversations you want to drive
  • Do your research and build your top 20 list of media contacts and publications you would like to work with

After that, it’s time to begin your outreach and prepare for interviews!

Get to know your media targets

Many attendees emphasized the value of not just tracking journalists, but building an effective relationship with them. Really, the art of media relations is all about differentiating your company in the eyes of the journalist.

Take the time to really personalize your outreach to each of the media members you connect with. And make sure that the story you offer is relevant. We can’t overstate how much this helps you build an effective relationship in the long run.

As Catherine best put it, “nurturing those relationships will always pay off in the end!”

To learn more, download the complete webinar presentation.

The New York Times Building at Night

The Future of Journalism

The future of journalism will be defined by two parallel forces: algorithms and trust.

Online media has been in constant evolution since print newspapers and periodicals first moved online.

Industry innovation since then has mainly delivered new ways to cover and share news: podcasts; webinars; video; social media.

But the non-stop battle for readers and revenue never disrupted the fundamental business model of publishing. Outlets continue to generate revenue through either subscription-based or ad-supported coverage.

More recently, powerful new forces have put this model into question – one slowly and one suddenly. The response will define who maintains their positions as the gatekeepers of information moving forward.

Big Tech is poaching ad revenues

One major financial burden for digital publishers is Big Tech. Google and Facebook, in particular, have built their own news distribution and advertising platforms that offer larger audiences and more personalization options.

Quote with image of wrinkled newspaper: It's more appealing for advertisers to circumvent the publishers

It’s a natural if not inevitable evolution. Newspapers and periodicals curated and distributed great writing to a broader audience than the writers could reach alone. Big Tech simply does the same at a greater scale. It curates the best of the best for the biggest audience.

The publishing industry model has always financially rewarded the organizations with the biggest audiences and best ROI for advertisers. Big tech now wears that crown.

In response, many of the biggest publishers are lobbying to require tech companies to pay for the news they use. This would provide some relief for content producers but doesn’t address the competitive disadvantage of the model itself. It’s a band-aid option that prevents the industry from addressing larger issues at hand.

Money flowed from inefficient print newspapers to online publications because it delivered a better user experience and better ROI for advertisers. Even if regulators force Big Tech to share revenue with publishers, the same forces will continue to disrupt the online news industry from within.

The pandemic effect

The throes of a pandemic offer a fascinating glimpse into the true state and future of media and journalism.

Decision-makers and stakeholders need answers, guidance and insight into the factors influencing their livelihoods and lifestyles. That’s why many reliable publishers are experiencing huge surges in web traffic and engagement.

Publications like RIS News have built a reputation in their industries as being the gatekeepers of great content – and are rewarded for doing so, especially in times of increased need for information.

In a vacuum, this would be a harbinger of a revenue windfall.

However, the pandemic has led many brands to cut back on their ad buys with publications. This has resulted in a slew of media layoffs and furloughs, a cruel irony at a time when public interest in consuming content is high and the need is great.

Ultimately, a protracted pandemic and its economic fallout will accelerate the trends already underway. Ownership groups will consolidate risk, stack premier writing talent within fewer publications and double down on making sure those few outlets maintain profitability – at the expense of the rest.

The industry will get more top-heavy.

A symbiotic relationship

Although the pandemic will continue inflicting pain on the publishing industry, it eventually will come to an end. Similarly, Google and Facebook aren’t in the business of putting media out of business. In fact, it’s the worst thing they could do.

These tech platforms can’t – and don’t want to – create their own content. They prefer to identify and elevate the best content for each audience. Their algorithms do just that. And that’s why they’re so successful.

In a way, big tech is bringing rigid order to the Wild West of online publishing. They are the new gatekeepers of ‘good journalism’. And for better or worse, they don’t define winners subjectively. Behavior and preference data and search ranking algorithms leave no room for those who don’t follow the rules.

The role of trust in an open internet

There is another important factor working in publishers’ favor: platforms have issues of their own when it comes to policing their pages. Facebook especially has been battered by the fake new phenomenon. 

In an unregulated and open internet, trust comes at a premium. Ethical publishers will have a monopoly on trust that advertisers and brands will gravitate towards.

This does not mean that all online publishers will recoup the revenues they pulled in before big tech stole the show. Rather, well-defined and highly loyal audiences will continue to rely on digital publishers who exemplify those characteristics.

A new playing field defines the future of journalism

The importance and role of high-value content are the same as they have ever been. In fact, with questions about fake news and overt bias running rampant, it’s more critical to media sustainability than ever.

Publishers are just operating on a new playing field where new referees have reset the rules.

This game, like any game, will have winners and losers. But the players who create the best content for their audience’s needs will forever have a key role in defining the future of journalism. And readers and advertisers will reward them for it.

Person reviewing printed survey results at computer

How to Create a Research Survey Press Release That Gets Results

As part of our new webinar series, KG Connects, we recently invited Jeffrey Henning and Tony Cheevers of Researchscape to give attendees an overview of the types of PR surveys and custom research they have been working on during the COVID-19 crisis, as well as their best practices for conducting newsworthy surveys.

As PR practitioners, we know that some of the best media coverage is powered by data that can tell a unique story. In other words, it’s a PR goldmine if you can find those one-of-a-kind nuggets of data that will generate the publicity you are looking for.

According to the Researchscape team – and PR people all over the world – stories that can place a company in the larger context of sweeping changes, backed by recent data, will resonate best with journalists.

There is never a bad time to field a PR survey. In fact, Researchscape has conducted 21,000 surveys since March 1. Three out of four research surveys today have a COVID-19 angle.

But, how can you ensure that you are putting the right information from a survey into your press release or proactive pitch? Better yet, what are the best practices for setting up your survey for long-term success?

According to Researchscape, focusing on the following five processes will set you on the right track:

Set Goals

As with any PR and communications campaign, setting a goal focuses your efforts and saves time and budget that might have gone to extraneous details.

Companies should develop long term goals such as building brand awareness, generating leads or developing content for a content marketing strategy. Executing a PR survey should also have short term goals such as providing support for a product launch or leveraging a holiday or trending story/event for coverage.

Remember this critical first step or risk losing the overall vision of your campaign.

Design and Field the Survey

Now that you have your goals set, the next step is to brainstorm possible headlines that you would love to see – kind of an “in a perfect world” exercise with your team! Researchscape suggests you “let your team’s imagination go wild, envisioning the results that would best drive coverage.”

Once you come up with your dream headlines, now is the time to come up with the questions. This is where academic discipline and a little bit of art in surveys comes to play.  According to Researchscape, the main problems that lead to inaccurate survey results and will reduce credibility with reporters are asking leading questions or encouraging acquiescence bias.

A good rule of thumb: a well-designed questionnaire can provide material for two or three news releases. As outlined in a Researchscape whitepaper, the average survey news release typically reports the findings from five questions (not including demographic questions).

A 15- to 20-question survey can easily provide content for three or four news releases.

Develop Campaign Assets

Most survey news releases simply include a summary of key findings of the survey, without commentary or context. But, with additional effort and detail, you can get far better results.

How to get survey results covered by media:

Include:

  • Exhibits: These include high-quality charts and graphs that can be used by reporters. Don’t forget to put your company’s name in the graphic!
  • Topline Results: These should accompany the press release and include the full list of complete questions and the answers selected for each question. As one reporter says, “I want to see what the questions are and what order they are asked in.”
  • Methodology FAQ: Don’t push the methodology summary to the last paragraph of the release. Create a methodology document or section in the release that answers the questions that journalists are trained to look for in surveys.

Write the News Release

Once you develop campaign assets, it’s time to write your killer press release(s) and make your push to key media.

Rule of thumb: Journalists prefer timely content. Announce your findings as soon as you can.

When writing your survey press releases, pay attention to these common mistakes as reported by Researchscape:

  • Overgeneralizing
  • Being overly precise
  • Claiming a margin of sampling error
  • Reporting on questions with too few respondents
  • Failing to disclose the basics
  • Not linking to resources
  • MISSING THE POINT!

Adapt and Re-Use

You’ve drafted a strong press release, pitched it to your key media targets and have secured press all while building brand awareness and generating leads – now what?

Do it all again next year, of course!

At Ketner Group, we have had clients conduct the same survey for consecutive years with great success. It allows us to do year-over-year comparisons so we can give reporters “trend reports” that provide more than just a snapshot in time. This is one of the best ways to become a go-to expert and thought leader on a given topic.

For more information about the process of creating newsworthy PR surveys, I encourage you to read the Best Practices for Newsmaker Surveys whitepaper from Researchscape that analyzes more than 3,000 surveys done over seven years.

Put Your Ideas in Motion

If you need help designing or getting the most out of your next PR survey project, connect with me at [email protected] to set up a free 30-minute consultation.

Person holding microphone for media interview

Media Interviews: Best Practices for Spokespeople

If your company has ramped up its public relations and marketing program, chances are, your company has been asked to take media interviews.

Whether this is the spokesperson’s first time or their 100th time to take a media interview, their ability to successfully drive the interview is critical to achieving the desired coverage.

When it comes to media interviews, each spokesperson must find their own unique style. After all, a journalist is typically reaching out to a particular spokesperson because they need a subject matter expert. Therefore, exuding confidence and knowledge during the interview process is a must.

Tips for nailing the interview

Though each spokesperson should have their own unique interview style, there are a few things you can do prior to the interview to prepare and nail the talking points.

Do your research

Just as the journalist did his/her research before reaching out, the spokesperson should do the same. Getting to know the journalist’s reporting style will help the spokesperson provide relevant points during the interview. Doing the research will also provide the spokesperson with additional fodder to create a connection with the journalist during their chat.

Keep in mind that journalists receive more than 100 emails a day and take about 3-5 interviews on a daily basis. Therefore, ensuring that you are providing a differentiated point of view and unique data points, will help the journalist explore different angles to the story they are working on.

As well, if you are currently working with a PR agency, the agency should work to gather sample questions ahead of time and provide the spokesperson with a media profile that highlights the journalist’s experience to help the spokesperson prepare.

Talk it out

Keep in mind that the interview can happen in a variety of ways; via phone, in-person, podcast recording or over live broadcast. We recommend having the spokesperson undergo a mock interview training process to identify areas of improvement and hone their unique interview style.

Keep in mind that public speaking is not everyone’s forte and therefore, practice makes perfect. Having the spokesperson run through several mock interviews that go over the nuances of all these forms will only help the spokesperson perfect their style.

For example, if the spokesperson plans to do a live broadcast interview, taping the person during the mock interview process and then reviewing the tape will help the spokesperson identify areas of improvement in clarity, tone and body language. This will help the spokesperson ace the 15-30 second segment that will eventually make it on air.

This will help avoid the scenario Ricky Bobby from Talladega Nights found himself in when being interviewed live and he kept raising his hands up to his face, saying to the broadcaster, “I don’t know what to do with my hands.” With a little practice, you can avoid this problem during your spokesperson’s interview process.

During the interview

It’s go time! As your spokesperson speaks to the journalist remind them that everything they say to them should be deemed “on the record.” Key tips to keep in mind include:

  • Provide soundbites. Remember that the journalist may only use a portion of the interview in their story. Therefore, ensure that your comments quickly relay the key messages you want to be published.
  • Provide unique data points, numbers and statistics that you can reference publicly.
  • Be energetic, honest, transparent and yourself.
  • Do not answer a question you do not know. It’s ok to not know the answer to every question.
  • Do not comment on speculation.
  • Do not name any customers that you cannot reference publicly.

After the interview

As the term states, media relations is about building a relationship with each media contact. Therefore, ensure your spokesperson connects with the journalist to thank them for the interview. Additionally, connecting with the journalist via Twitter and LinkedIn will not only help the spokesperson keep the relationship going with the journalist, but will also help to keep a pulse on their ongoing coverage.

As we’ve mentioned before, practice makes perfect! If you have an upcoming media interview, now is the time to start preparing. Utilize the above helpful tips to get started, but don’t be afraid to call in the pros once your program really takes off!

analysis-of-market

The Data Formula: How Unique Data Drives Top-Tier Coverage

Clients often ask me, “How can we achieve top-tier coverage in publications like CNBC or The Wall Street Journal?” While there are a variety of ways to achieve this goal, one of the best ways to drive top-tier coverage is by collecting and sharing data.

However, you must remember that not all data is created equal. Let’s take a look at the factors you should consider to provide reporters relevant and useful stats worthy of top-tier placement.

Type of Data

By definition, data means “facts and statistics that are collected together for reference or analysis.” As you look to land interviews with top media contacts like Bloomberg or Business Insider, remember your data should serve as a reference or validation point for the reporter. For example, if the reporter’s beat focuses on how AI is influencing the workplace, you should point to key trends within that subject, adding further context to that particular topic.

A good example in this instance could be results from a survey of employees from various organizations and verticals about their opinions on AI. Whatever the subject, ensure your data is robust enough to answer key questions on current trends. As well, always avoid any promotional or self-serving message. Think of the data that you are providing as the greatest asset you have to highlight your expertise within the particular subject you are validating.

Know Your Audience

Now that you’ve identified the type of data, it’s time to ‘get to talking!’ What I mean by this is that you must do your due diligence and speak with each reporter you are looking to work with and identify the relevant data. For example, if you are working with a reporter who has extensively covered holiday sales outcomes in previous years, reach out to them prior to the start of holiday sales this year. Your goal should be to come away with a full understanding of what the reporter will be focusing on during each season and how your data can add third-party validation to their reports.

Timing is Everything

As you plan to send each journalist the stats you’ve collected, remember that timing is everything. For example, let’s say you own a financial services company that helps consumers file their taxes by the Tax Day deadline. The best practice here is to begin compiling relevant data about six-to-four weeks out from the deadline in order to showcase major trends that will emerge during Tax Day. As well, having the ability to provide key stats to reporters in real-time will also help you win at the coverage game.

Learn From Data Success Stories

Let’s take a look at a top example of a company who has owned the data success game recently, Adobe. If you can recall 2018’s Cyber Week sales coverage, chances are you saw the name Adobe everywhere you looked. Adobe achieved this by providing key statistics on popular trends, such as online conversions and voice assisted shopping to top reporters. It also shared this data in both real-time and as a recap, earning recognition in Fortune, Reuters and many other tier-one publications.

The Data Formula

So, remember, if top-tier coverage is a top-tier goal for you, the best way to get it is by following the data formula. It’s all about providing authentic value and unbiased third-party analysis to help a reporter write a compelling story. The process starts early as you identify the type of data you can provide and make initial connections with your journalist base. This preparation makes execution easy, and once you know which audience and data findings are a match, you’ll just need to hit ‘send’ when the time is right.

planning a strategy

Three Best Practices to Create a Meaningful Media Relations Strategy

One of the first questions we ask clients is “what does media relations success look like to you?”

As you may expect, the answers vary throughout – and with good reason. When it comes to media relations goals, not all strategies are created equal. Why? It’s because clients across the board have different goals, which makes each media strategy highly unique. As we work with clients on their media strategies, we use the following key points to get the planning started:

Media Relations Question #1: Identify Your Target Audience

Whether you are a B2B or B2C company, identifying your target audience should be the first step. Who do you want to connect with? The publications you go after will vary depending on if your desired audience is the C-suite, baby boomers or Gen Z. While top-tier publications such as WSJ, CNBC and USA Today should be a top goal, it’s important to not discount the trade publications.

Trade publications reach a particular audience that may be interested in learning more about your niche or product. As such, it’s important to identify the exact audience you wish to reach in order to move the needle for your business.

Media Relations Question #2: Identify Your Key Conversation

The next question we ask clients is to identify the conversations they would like to own, be a part of and even stay away from. In the world of media relations, thought leadership is key. Companies can drive thought leadership by offering compelling insights that journalists cannot attain anywhere else.

As a best practice, we ask our clients to be highly targeted within their thought leadership approach. As American philosopher Nicholas M. Butler best put it, “an expert is one who knows more and more about less and less.” By identifying their key conversations, clients can highlight their expertise and garner the type of media coverage that will drive positive exposure.

Media Relations Question #3: Identify Your Top Publications & Media Contacts

The final step is to narrow down the journalists and publications your company will build a relationship with. As the term ‘media relations’ infers, thought leaders should build genuine relationships with key media contacts that cover their space.

Receiving an average of 300 media pitches per day, journalists have limited capacity to sift through every email and pitch. As a best practice, we recommend working with our clients to build a list of the top 20 journalists that they will build a relationship with beyond just a single pitch. For example, going beyond the pitch means that our clients will work to actively follow their columns, connect with them on social and whenever possible, meet with them in-person to discuss different industry trends. The more a journalist knows about a company and its thought leaders, the likelier they are to reach out next time they need a source.

Working Toward Meaningful Coverage

Cracking the media relations world can be a tough task without the proper knowledge and direction. However, by working to answer the first initial questions, companies can set the foundation for a strong media relations strategy that drives meaningful coverage. Learn how to drive meaningful coverage for your business by asking these three questions about your media relations strategy.