Have you recently started to create a business or is your company at cruising speed? And you’ll surely want to ride this wave! Like all companies, you want the most effective way to increase your business income in the long run. Stepping up your sales force or word-of-mouth are important steps, but they don’t seem to be able to reach a large, perfectly targeted audience with certainty. Therefore, the press seems to be a good solution to convey your brand image in the media. How can you work closely with your press secretary?
Try this table template to track the media coverage
Press relations are based on a winning pair
Without a relationship of trust between the marketing manager and the press secretary, effective communication may suffer. This is a crucial condition to get good communication results. There are lots of marketing actions you can take, but they sometimes need to be done by different stakeholders in the company. In order to promote optimal brand communication, the marketing manager and the press secretary need to be moving in the same direction by forming a true partnership. Weekly meetings are a good way to promote communication under the right conditions: reflecting on targeted communication actions, identifying potential contributors internally depending on the approach, analyzing past publicity campaigns, etc. In order to create effective editorial content (press releases, press kits, opinion columns, etc.), the press secretary needs to have access to the company’s information. Communication can be facilitated by setting up a shared dashboard that summarizes all of the press secretary’s exhaustive questions. The marketing manager can then answer them as they come in by filling in the table.