What press relations tools appeal to influencers?
Press relations are crucial to your marketing success: it's all about asserting your identity, establishing your brand image and developing your reputation. What press relations tools do you use? Which platform do you use? How do you use them? Your reputation depends on your relationship with journalists and other influencers: are you sure you're communicating effectively? Discover a new perspective on PR tools.
Is your reputation up to scratch?
To help you find the best solutions for your corporate and internal communications, we've taken a look at the current state of press relations.
Reinventing public relations
Originally, the role of press relations was to forge special links and maintain privileged relationships with journalists and media in one's sector, with the aim of getting the word out about one's company in a positive way, without having to buy advertising space. Note the meaning of the word "relations", and appreciate its importance...
The business approach is essential, and requires a perfect knowledge of your sector, as well as a detailed analysis of the expectations of your communication target. To ensure the success of every public appearance, you need communication consulting skills. Your press relations advisor, usually the press attaché, acts as your company's spokesperson at events, and through every corporate communication tool. Writing, creativity and a qualified address book make him or her a key player.
If you're familiar with the best-known press relations tools, such as press kits and event communications, are you aware that poorly orchestrated global communications can quickly turn sour? It only takes one grain of sand in the operational application of your communication strategy to produce the Streisand Effect or a bad buzz that will flood the web, among many other press relations mistakes.
In the age of digital communication and social networks, the profusion of information and communication channels is exploding (even live): journalists, bloggers and influencers are over-solicited, and most of the time with non-personalized messages. Bland press releases are legion in email inboxes and are treated as spam.
The notion of relationship, a core value, has been relegated to the background, in favor of the quantity of contact points, with no real qualification, no relevant monitoring, and no mastery of analysis (we don't measure the right indicators, as is often the case with social media).
This figure alone reveals the state of play:
3% of press releases received are read
Study conducted by the Gootenberg agency, published in April 2015
Putting human relations back at the heart of press relations
On the one hand, disillusioned journalists no longer respond, on the other, media relations professionals feel helpless. Aware of the damage done to the reputation of the press relations profession, and of the need to change mindsets (and therefore behaviors), the founders of Babbler offer a unique digital platform linked to the uses of press relations tools, but going much further.
The platform's solutions solve the big question of proper use, because they place the relationship at the forefront, hence Babbler's current success in France, but also in the United States. Much more than a " press relations toolbox", Babbler positions itself as a neutral social network dedicated to PR, simplifying exchanges and naturally changing behavior in the right direction.
It all starts with a simple, obvious, yet untapped idea:
Enabling communications professionals and journalists to communicate more effectively.
The social network that integrates the best PR tools
Babbler combines the interactivity of a social network with the communication tools of a digital PR platform. Any type of communicator can now stay focused on his or her areas of interest without being spammed!
Why more than 5,000 journalists love
No more emails that journalists and influencers never read, no more spam: each subscriber personalizes his or her news feed according to his or her sector of activity and interests. Information and preferences are updated in real time. As a result, the content displayed is targeted, and only reaches those who are interested. The magic of the algorithm matches supply and demand according to the filters entered: journalists source and download relevant content, suggested by PR managers.
How Babbler helps the press officer
Media relations professionals and communications agencies simplify and optimize their press relations. Here, too, the personalization of interests enables a precise matching of interests: by filling in their profile page, the brand or company indicates their sector and their preferences on the news topics that concern them.
Successful PR community management
At Babbler, we don't sell qualified files: it's up to you to build your community! Everything you need to engage your media communities and optimize your press relations:
- consult profiles that correspond to your preferred topics,
- learn more about influencers, their expectations and preferences,
- create and organize your own circle of influence,
- broadcast your exclusive news publicly or privately.
Measuring the impact of your digital communications
To control your budget, you measure your ROI (return on investment). For example, we measure the effectiveness of advertising on the Internet in terms of number of clicks or cost per click.
With Babbler, you import your own data to evaluate your actions according to your own indicators. You measure your results in real time. Your history is available at all times and includes :
- interview requests,
- media feedback,
- your past and future actions,
- all information concerning your posts.
Babbler could be translated as "talkative". Are you talkative enough?
That's the question: exchange is essential, because it's at the heart of every relationship, every dialogue, every achievement.
If the strategic question of influencer relations is yours to answer, Babbler's mission is to help you devise the right answers, taking advantage of best practices and long-awaited innovation in the world of press relations.
Because beyond press relations tools, the social network offers above all the possibility of a permanent relationship. All the conditions are there. Don't be shy, and practice spreading the fetish phrase: "Do you want to be my friend?"
We're sure you'll find plenty of positive responses on Babbler.
Article translated from French