eCRM for Press/Media Relations

The fast paced and fragmented media channels of the information economy have made it much harder for organisations to gain ‘share of voice’ and manage what is being said about them. Both journalists and other interested individuals have access to a much wider range of potential sources of information and, in the digital age, both good and bad news spreads fast.

 

These changes have forced companies and media relations professionals alike to adapt their tactics and fundamentally transform the way they communicate from one-way broadcasting to two-way exchange or conversation.

 

Not only do organisations have to reach a diverse, global audience of media outlets, thought leaders and influencers, including bloggers and podcasters, they can no longer simply dictate to these audiences and have to interact and listen to them as well.

 

In addition to identifying the different members of this large, disparate audience, organisations and media relations professionals also face the challenge of catering to their varying needs. Not every journalist or member of the media is the same and each individual requires different information based on their publications, subject areas, audiences and preferences.

 

So how can media relations professionals satisfy the voracious information appetite of such a large, diverse and increasingly globalised audience in a way that is not only relevant enough to produce the required results, but is also cost-effective?

 

For perhaps the first time, there is a compelling solution: eCRM.

 

eCRM is intelligent, data-driven marketing in the online environment. The next evolution of conventional CRM (Customer Relationship Management), eCRM enables media relations professionals to cost-effectively communicate with large audiences and successfully manage who receives what information when.

 

eCRM also enables you to profile members of the media and find out what their changing informational needs and preferences are. This information can then be used to: