PR minus fluff | Founder - StrategyVerse Consulting | We help startups gain organic publicity faster
Is The Wall Street Journal a relevant publication for an unlisted grocery store chain in Detroit with no immediate plans of going public? No. Metro Times may be relevant. Is The Economic Times relevant for a B2B courier service in Delhi? No. Smart Logistics, a B2B magazine covering news on the logistics industry, may be relevant. Is The Times of India relevant for a hosiery store chain in Kerala? No. A regional publication like Manorama or Mathrabhoomi may be relevant. There is a difference between our personal aspirations and business needs. I may aspire to see my name in The Times of India tomorrow but it would not translate into business gains as my target audience would not even read that. The purpose of PR is to get the attention of your target audience. Therefore, it is necessary to be present on platforms where the target audience goes for authentic information. Let's look at 'relevance' from another angle. Journalists don't write on any and every topic. They decide based on what's relevant for their core readers. Editors spike news left, right and centre in producing a newspaper valued by their readers. You don't want your news to be part of the 'spiked' deck. Or, do you? Now, the question is how to decipher relevance while planning a PR campaign. Every case is different and a thorough assessment is needed to decide the relevant publications. That said, the following parameters help in making a decision. 1. The sector you operate in. 2. Nature of news you want to share. 3. Intended impact of the news on the target audience or a segment of the target audience. Remember, relevance is the soul of PR. The target audience wants to read relevant information. Journalists want to supply relevant information. And you can't be an irrelevant cog in this wheel. #PublicRelations #StrategyVerse #Marketing
Auwal Sani
1w
You're a reservoir of PR knowledge. Thank you for keeping us informed.
Relevance. Context. And the right platform. Beautifully put Praveen Singh
I agree!
Account Director/Head-Client Servicing & Digital
1wTotally agree! My entire life has gone in counseling clients that they need to move beyond those 5 mainlines and 5 financials! But they just have those 10 publications in their mind space! No coverage in those means no coverage achieved!