Media placement and ANRs

Increasing the impact of a media placement, creating a desirable event gift bag, and more

Increasing the impact of a media placement, creating a desirable event gift bag, and more

Measurement

What media placements achieve the greatest effect?

Determining the best media placement depends on many factors, including the company's products, size, vertical focus, location, customers, and target demographic, says Cindy Sullivan of Cymfony.

"The first step is to conduct a media audit and set up a measurement strategy early on to help determine if the resulting media placement produces the desired outcome," she adds.

It is important to understand the target audience you are trying to reach, Sullivan says. One way of doing this is to organize and group media types into buckets, such as broadcast, traditional print, or online. Identify who your targets are in each of these segmented groups.

Sullivan says PR pros who don't put a solid goals/measurement plan in place might not be able to answer the hard questions when management asks to see the increased visibility, website traffic, or sales leads generated from the media placements. "Based on client discussions, PR agencies and companies can differ on quality versus quantity of media placements," she says.

"Some consider a high number of company or brand impressions as having the greatest media effect. Others deem an article in a 'tier one' publication as having the greatest media effect," Sullivan adds. "With the increasing focus on blogs, others consider a high-profile mention with an A-list blogger as having the greatest impact."

Events

Everyone has heard about the elaborate giveaway bags at the Oscars and the Emmys. How can I thank guests for attending our event on a more realistic budget?

The Oscars and Emmys have the unique ability to obtain expensive gifts from high-end manufacturers and retailers because consumer demand is driven by associating a product with a star, says Jodi Wolf of Paulette Wolf Events & Entertainment.

She adds that if you're unable to demonstrate to a company that its gift will establish brand loyalty, then be prepared to buy your gift.

"If you have a tight budget, you should purchase one item," she says. "People would rather walk away with one quality item than a bag full of junk."

Such giveaways include a Tiffany photo frame engraved with the event name and date, a cashmere blanket, or a Nike workout bag filled with Nike products.

"Retailers are often more interested in participating if they are able to measure the ROI," Wolf says. "If they donate a gift certificate, the recipient will have to visit the store to take advantage of the gift. The key is to have your gift be substantial enough to say something positive about your event and continue the buzz long after your event is over."

Monitoring

Why are so many monitoring providers now offering measurement solutions as well?

Over the years, monitoring companies have grown savvy with their ability to capture, index, search, and filter the news, says Multivision's Brent Bamberger.

"By aggregating large volumes of content, monitoring services have access to unique metrics and data points that can provide additional value to customers," he says. "A monitoring service can now tell a customer the 'where, why, when, and how much?' in addition to simply the 'what happened?"

Bamberger adds that this data mining comes at a time when marketing functions have been under more scrutiny to provide better return and more meaningful data points, hence the explosion of measurement solutions in the marketplace.

ANRs

We recently conducted an ANR in Spanish, targeting Spanish-language stations, and had little success in placement. How can we make sure that we have better success next time?

Close to 8% of the radio stations in the US are Spanish-language format, says Carmen Cruz of News Generation.

"Clients who wish to reach out to this powerful growing consumer base should make sure that their firm really knows and understands the composition of the Spanish-speaking audience in their target markets," she adds.

Proper planning, studying the market, knowing how to pitch the story, and an ability to deliver supporting materials in Spanish makes a difference in determining if the story will make it on the air, says Cruz.

PR Toolbox is edited by Erica Iacono, New York-based reporter for PRWeek. Submit questions to her at toolbox@prweek.commailto:toolbox@prweek.com">toolbox@prweek.com>. Also, please contact her if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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