“Not all media coverage is good!” Insights from _SOUTHSTART with the eloquent Caroline Shawyer, Bronwen Clune, Rohit Bhargava and Orsolya Tóth-Pál. This was a dense topic, the speakers went deep explaining theory and specific tactics so I’ll do my best to summarise.
⭐️ Mastering media and PR is more than just media relations. It's about understanding its role in driving business outcomes. Consistency is key for long-term results, and building a public profile is essential for attracting talent and investors.
How do you justify PR spending? Caroline shared that for founders, alignment with their vision is crucial. Metrics for measuring PR success include driving awareness, share of voice compared to competitors, and quality of media coverage.
Bronwen confirmed building relationships with journalists is important, emphasising a two-way, non-transactional approach. Exclusivity is prized by the press but there is a time and place for Embargos. Timing is crucial for maximising PR impact, and objectives should be clear from the start. Understanding the news agenda and finding meaningful hooks is essential in a saturated market.
Credibility is paramount, and sponsored content should be approached cautiously as it can dilute the brand's message.
*Thanks for sharing your insights into the PR process and News. Loved getting a chance to speak to you all during the conference.
