Target-rich environment
Getty Images/iStockphoto
Lookatmedia™ newsrooms allow PR professionals to experiment with a target-rich library of story ideas to attract relevant journalists and media representatives.
The most successful organisations and people in the world are innovators. They accept that failure is a critical component of the experimentation process that continues to drive success. The PR sector exists in an environment where experimentation is not encouraged. PR is losing ground to marketers, who utilise technologies that allow experimentation and learning at the level of a single person.
Preparing for the last war
Winston Churchill said 'Generals are always prepared to fight the last war.' The same could be true of many PR professionals. They are using old campaigns and knowledge to drive their subsequent campaigns rather than working in an environment that allows them to test new and more innovative media pitches with journalists continually. The nature of press releases means it can take a long time for feedback on success. This issue is compounded when you factor in how few press releases the average PR professional sends each year.
Causation
Getty Images/iStockphoto
Lookatmedia™ online newsrooms allow your team to expand the reach and frequency of your messaging in the media with workflows and resources PR professionals and journalists need to publish.
Causation
Getty Images/iStockphoto
Lookatmedia™ online newsrooms allow your team to expand the reach and frequency of your messaging in the media with workflows and resources PR professionals and journalists need to publish.
A working environment that rewards experimentation
The key role of PR professionals is storytelling. An online newsroom management solution like Lookatmedia™ allows PR professionals more room for creativity and innovation and rewards them with greater discoverability and access to relevant journalists. Instead of creating a single story on a subject, Lookatmedia™ provides an environment where PR professionals can experiment with different spins and angles on stories while making it simple to test which images and videos attract the media's attention.
Innovation
Getty Images/iStockphoto
Lookatmedia™ newsrooms allow your team to conduct more ongoing experimentation, building the resource libraries and knowledge essential to create measurable results in a constantly evolving media environment.
Innovation
Getty Images/iStockphoto
Lookatmedia™ newsrooms allow your team to conduct more ongoing experimentation, building the resource libraries and knowledge essential to create measurable results in a constantly evolving media environment.
Feedback and analysis
The scientific model for experimentation involves testing a hypothesis. Lookatmedia™ provides this opportunity for PR professionals. When a story is published on Lookatmedia™, we provide feedback on the traffic source to a page. We also provide feedback on what content is popular and which digital assets journalists download. These reports allow PR professionals to develop a much deeper and broader understanding of what works for an individual subject, issue, brand, or organisation.
Evaluation
Getty Images/iStockphoto
Sherlock Holmes creator Arthur Conan Doyle is quoted as saying, “Data! Data Data! I can’t make bricks without clay!” Lookatmedia™ newsrooms provide the insights for PR professionals to create more compelling and successful stories.
Evaluation
Getty Images/iStockphoto
Sherlock Holmes creator Arthur Conan Doyle is quoted as saying, “Data! Data Data! I can’t make bricks without clay!” Lookatmedia™ newsrooms provide the insights for PR professionals to create more compelling and successful stories.
Collecting relevant journalists
As the definition of media expands and fragments, it has become increasingly difficult for PR professionals to build relevant media contact lists. Lookatmedia™ newsrooms incentivise the right journalists and media representatives to provide and keep up to date their contact details, making it simpler to target the right journalists with the right messages.
Lookatmedia™ newsrooms also have features that allow one-click opt-in features for journalists and media representatives to instantly receive updates on breaking news and story ideas through browser and app notifications. This provides another way PR professionals experiment with alternative story ideas and see how the media responds.
Aggregation
Getty Images/iStockphoto
78% of journalists still consider press releases necessary; however, few ever reach publication because they are not relevant to those who receive them. Aligning content with journalists is what Lookatmedia™ newsrooms do best.
Aggregation
Getty Images/iStockphoto
78% of journalists still consider press releases necessary; however, few ever reach publication because they are not relevant to those who receive them. Aligning content with journalists is what Lookatmedia™ newsrooms do best.
Low cost, high reward
Many of the most significant issues for the PR sector exists around access to resources and return on investment. Experimentation would seem an unnecessary and inefficient use of resources at the very time when PR professionals struggle to justify their existence when the exact opposite is true. Journalists are not only looking for breaking news, but they're also looking for new and innovative angles on stories they have covered in the past. They're looking for new and innovative ways to tell their own stories and have easy access to the visual content they need to illustrate those stories. Lookatmedia™ newsrooms allow you to build libraries of easily discoverable content, with many angles and pitches on familiar stories, creating a dynamic and inspiring working environment that keeps journalists returning again and again. It's where your PR team feel safe to experiment and innovate, driving more frequent and better-quality media coverage on the stories that matter to you.
