02/03/2012 // Market Harborough, Leics , UK // emilie.legrand // Ben Leuty
Obtaining media coverage is the principle objective in 99 per cent of all public relations campaigns so to ensure that no opportunity is missed, having a rolling list of up-to-date features from primary publications is essential in securing a long-term and fruitful client relationship, says traditional and online PR agency, Punch Communications.
Feature lists are often planned on an annual or bi-annual basis and allow PR, and even SEO agencies, to identify, plan and input to upcoming features in various fashions including press releases, thought leadership articles, case studies or simply to just provide comment.
Ben Leuty, account manager at PR Company, Punch Communications, commented: “Knowing what a publication is planning to write about is a huge advantage and allows agencies to plan activity ahead in advance. However, before creating any collateral, it’s essential that the publication is approached with a variety of potential topics. Not only can this be helpful to the journalist at hand, it also confirms that input is actually required and therefore avoids any time being wasted. One some occasions the topics may not be appropriate but the conversion can often lead to other opportunities.
“Gaining coverage is never a simple task so to ensure maximum exposure brands need to grab all opportunities with both hands. Clients judge on results, and without them any relationships are going to be fraught with complications and more often than not, short-lived.
“In this time of economic uncertainty, businesses are watching company outgoings more than ever and when times get hard, marketing budgets are often one of the first to suffer. As such, being able to demonstrate a good return on investment is absolutely vital and keeping abreast of and inputting to features can be the difference between keeping and losing a client.”
For more information about Punch Communications and its PR, SEO and social media services, please visit www.punchcomms.com
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