What press relations tools appeal to influencers?
Press relations are crucial to the success of your marketing: 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 or internal communications, we've started by taking 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 the media in your sector, with the aim of getting your company talked about in a positive way, without having to buy advertising space. Please note the meaning of the word "relations", and appreciate its importance...
The business approach is essential, and requires a thorough knowledge of your sector, as well as a detailed analysis of the expectations of your communication target. If you want to make a success of every public appearance, you need communication consultancy skills. Your press relations advisor, usually the press officer, will act 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.
You may be familiar with the best-known press relations tools, such as press kits and event communications, but 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 so 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-personalised messages. Insipid press releases are legion in email inboxes and are treated as spam.
The notion of relationships, a core value, has taken a back seat to the quantity of contact points, with no real qualification, no relevant monitoring, and no mastery of analysis (the wrong indicators are being measured, as is often the case with social media).
This figure alone reveals the state of play:
3% of press releases received are read
Study carried out by the Gootenberg agency, published in April 2015
Putting human relations back at the heart of press relations
On the one hand, disillusioned journalists are no longer responding; on the other, media relations professionals feel helpless. Aware of the damage caused to the reputation of the press relations profession, and the need to change attitudes (and therefore behaviour), the founders of Babbler are offering 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 put 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, which simplifies exchanges and naturally encourages behaviour to evolve in the right direction.
It all starts with a simple, obvious and yet unexploited idea:
Enabling communications professionals and journalists to communicate more effectively.
The social network that integrates the best press relations tools
Babbler offers both the interactivity of a social network and the communication tools integrated into a digital platform dedicated to public relations. Any type of communicator can now stay focused on their areas of interest without being spammed or spamming!
Why more than 5,000 journalists like
No more emails that journalists and influencers never read, and no more spam: each subscriber can personalise their news feed according to their sector of activity and interests. Information and preferences are updated in real time. The content displayed is therefore 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 the PR managers.
How Babbler helps the press officer
Media relations professionals and communications agencies are simplifying and optimising their press relations. Here, too, the personalisation of interests enables a precise matching of interests: by filling in its profile page, the brand or company indicates its sector and its preferences on the news subjects that concern it.
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 optimise your press relations:
- Consult the profiles that correspond to your favourite subjects,
- find out more about influencers, their expectations and their preferences,
- create and organise your own circle of influence,
- broadcast your exclusive news in public or in private.
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 internet advertising in terms of the number of clicks and the 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 in particular :
- your interview requests
- media feedback
- your past and future actions,
- all the information about 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 relations with influencers is yours to answer, Babbler's mission is to help you devise the appropriate responses, taking advantage of the best practices and long-awaited innovation in the world of press relations.
Because beyond the 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 practise spreading the phrase: "Do you want to be my friend?
We're sure there will be plenty of positive responses waiting for you on Babbler.
Article translated from French