A PR specialist can use data and analytics throughout the entire cycle of their activities: from planning to reporting. We have divided this cycle into four stages: planning, daily work, anti-crisis, reporting. Let's consider each of these points separately.
We are planning PR activities
1. Selecting media
Let's look at the two fastest ways to select a media platform for publication in SKAN.
Method one : search for sources in the library (there are currently about 66 thousand of them, and more than three hundred new ones are added every month). In the search, you can set filters: subject, region, level and category of sources.
In metallurgy topics, the newspaper "Magnitogorsk Metall" turned out to be the most comprehensive
In metallurgy topics, the newspaper "Magnitogorsk Metall" turned out to be the most comprehensive
Method two : search for sources in the Analytics section. Select a topic of interest to you, for example, cybersecurity, and rank the results by coverage. In just a few clicks, you get a list of precisely uruguay mobile database selected TOP-50 media outlets, which PR specialists used to pass from hand to hand, and only out of great friendship. Paid news feeds, the audience of which is impossible to count, are marked with an asterisk in the list. But publication in such a feed practically guarantees citation of your material, because it is from here that news flies to other media.
RBC is much more interested in the topic of cybersecurity than other media outlets
RBC is much more interested in the topic of cybersecurity than other media outlets
2. Compare the tone and choice of topics in different media outlets
The same news item may sound different on different media platforms. If you adapt the presentation of the material to the tone of a specific media outlet, then the chances of it being published are higher. To conduct a content analysis of selected sources, it is not necessary to scrupulously study their materials - SKAN algorithms do it for you.
Let's imagine that you work in metallurgy and are considering two publications for publishing a press release - Interfax. Metals and Metal Supply and Sales. We search for publications in each publication for seven days and look at the results. Judging by the headlines, it is better to go to Interfax. Metals with clear business indicators, figures and dates, while Metal Supply and Sales likes to write about regional initiatives, conferences and other industry events.