Evaluating Your Media Relations and Your Roadmap
After contacting and establishing good relationship with any medium, analyze and evaluate your relation; check what positive and negative outcomes have come to your way in the process of establishing relationship with the medium in question, and update your media relations guideline table accordingly.
The feedback you receive from various media relations is of great importance. Estimate the benefit you have reaped from a relation and see what has been contributed to you by each medium. You may have fulfilled the medium's demands but haven’t gained anything in return.
In such cases, leave a question mark in your media guideline table and inspect the problem.
Negotiate with that certain medium so you can find out why your cooperation has been fruitless.
Evaluate what you have given and what you have been given. Maybe, you haven’t given anything, and that's why you have failed in your media relations.
Assessing sales after media relations depends on your advertising strategy and differs from your relations with media.
Reaching out to audiences is one of your objectives of media relations. Informing audiences must have an impact on your sales, but it's difficult and complicated to make assessment about how effective it has been. For example, determine a number of keywords in the content you send to media. Then, evaluate the reports based on those words. You realize that two words have been effective. Therefore, the corresponding medium has been useful.
Modern tracking tools can be of great help to you. Find a formula for tracking so you can see what have you gained.
In summary, the general scheme of your roadmap in media relations and cooperation is as follows:
In the first step, you prepare a table for media guideline.
To have media relations and provide proper media content, you apply the methods that have been explained in details.
You strengthen the circle of identifying media. The more your presence and media relations, the higher the chance of you being in the interest list of media.
Use a permanent email address to send your press releases so that permanent address can be a basis for recognizing you by media.
Eventually, you need to follow up to make sure the media have received the press release. This follow-up shouldn’t be so frequent to pester the media. In the process of follow-up, you must stick to its rules and principles and avoid calling over and over.