Why building an Influencer Graph will change your media relations strategy

Why building an Influencer Graph will change your media relations strategy

 

When communicators implement the media relations aspect of their campaigns, they will always have target publications from which they need to secure coverage.

Whether these are the big national newspapers, key consumer and trade titles or the local publications at the heart of their communities, PR professionals will have identified these key wins based on a number of factors, such as the number of readers they have.

However, basing a media outreach strategy on quantitative figures like this means that while communicators could reach a vast number of potential consumers, there is no way to determine the how many people your message will really resonate with.

With smaller online titles and a vast array of influencers now a key part of any media relations strategy, qualitative measures, such as how the target title’s audience overlaps with a campaign’s target audience, must become as important as traditional quantitative metrics.

This is where the Influencer Graph comes into play.

A tenet of Earned Media Management, the Influencer Graph reverses the traditional outreach process in media relations, where communicators choose their favoured outlets and hope they reach their target audience.

Instead, PRs identify who they actually want their campaign to reach, then determine which outlets and influencers have the best overlap with that audience, rather than just simply aiming for the highest reach.

Cision’s latest white paper – Building an Influencer Graph: an Earned Media Management strategy – explores why identifying your target audience first, then finding the journalists and influencers whose content is consumed by this demographic – is crucial.


Discover how adopting the Influencer Graph concept can make your media outreach more efficient and effective by filling in the form below and downloading the white paper now.

By submitting the information in this form, I confirm that Cision may communicate with me regarding their products and services. If you wish to update your marketing subscription preferences, please do so by visiting our GDPR pages.

About Alister Houghton

Alister writes about the PR and comms industry as content marketing manager at Cision. Send press releases, interview pitches, Inside the Campaign/PR case study examples and thought leadership pieces to alister.houghton@cision.com.

Recent Posts

  • DOWNLOAD THE 2019 STATE OF THE MEDIA REPORT

Cision Blog

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.