The report focuses on two essential metrics to support your PR work:
- individuals and organizations within media who have read your content, and
- your most popular content with readers in the media.
Notes and next steps
- Scan your list of media readers to identify any individual or organization with whom you'd like to connect and/or begin a relationship.
- Click a name on the list to see which particular piece of content they read, including the total number of times they read it
- Research that individual on the wider web: see what stories they have covered recently, and if any intersect with your current or ongoing PR efforts.
- Media members are constantly looking for valuable connections. Consider following the individual on LinkedIn or Twitter. Leave it to them to connect the dots back to your organization and content; as a start, you are merely making an introductory connection.
- Look at the media organizations listed within your readers. Are any specialized or niche outlets with additional opportunities? For example, do any offer guest columnist opportunities, or host webinars with guest experts? Reach out where applicable and let editors know you have subject matter experts on hand (those editors have likely already read their work)
- Evaluate your top content earning the most readership among media members for the period. Look for connections to active PR campaigns within the firm, or to broader, strategic marketing efforts.
- Do any popular pieces represent unexpected opportunities? Act on them by, at a minimum, producing additional content on the same subject(s).
- If you are working to bring specific media visibility to one of the authors of a popular post, encourage that individual to keep writing on the matter. Feed the media interest with additional work. Research how news outlets are writing about the issue; work with your author to frame their next piece based on what you learn – encourage them to respond to the editorial direction with their own added insights and commentary.
- For additional guidance, watch this short video on turning media readers into media connections!