[How To] Use Your PR 'Results' In-Box

Consider this to be your very own JD Supra In-Box in which you hear directly from reporters, editors, publishers, and other members of the media  – and respond to the PR opportunities these communications represent.

What's included?

Notes and next steps

Next steps for any particular message depend on its type and source:

1. Speaking opportunities/media queries/republishing requests

• If the specific query is a good fit for your firm, respond promptly as editors, journalists are often on a tight deadline and will be reaching out to experts at other firms simultaneously.
• If the opportunity is not a good fit (e.g. a conflict related to the subject matter of the inquiry), but you would be interested in other opportunities with the entity or individual submitting the request, let them know! Also connect with the individual on social media to ensure you remain top of mind for future opportunities.
• In either case, these inquiries provide valuable insight into market and media interest and can serve as a guide for future writing.

2. General questions or feedback on your content

If the sender is potentially a valuable media connection going forward:

• Respond promptly not only to cultivate a relationship, but to assess the need behind the question. The question may well be a clue that the sender has an immediate need for your insights, but hadn't made a direct connection to your organization as a source
• Use this direct evidence of current media concerns and interests to frame your next piece of thought leadership.

 3. Media shares/likes/comments online

• Thank & connect: If the person who has engaged with your work on social media is a prospective media connection, make sure the author(s) thank them for their engagement and connect with them on social media to stay top of mind (this is particularly effective in combination with the JD Supra social sync tools, to automate network updates with your authors’ latest content).
• Enlighten us: These social engagement alerts involve, among other things, our assessment of whether a particular engagement will be notable to your firm. However, you are the ultimate expert on your particular firm’s goals. Let us know if we’ve missed the mark on the engagement we’ve sent so that we can do better next time!

4. Referrals/links to your content from JD Supra partners, media outlets, and related websites

• Include this pickup in your internal PR Visibility Reports: the 'Referrals' included in your Results in-box exist because editors/writers have chosen to link to your thought leadership from within their publications (and JD Supra editors have deemed this visibility as noteworthy, and worth your attention.) Share these great wins with your authors, and in any regular PR reports to firm leadership. These are terrific examples of your valuable thought leadership earning additional, targeted readership, often among niche, industry-specific media outlets and blogs.
• Visit and evaluate the Referral Source: familiarize yourself with the media source that deems your content worthy of inclusion in its publications. Often, by visiting the site that has linked to your work, you can identify additional media opportunities. For example, does the platform offer webinars with guest experts, or opportunities for additional bylined thought leadership? Reach out to editors, thank them for the references/links, and pitch your authors as sources for new content. (*see note below)
• Use this pickup as a guide for new work: every referral in your in-box is, in a nutshell, an example of proven reader interest. Your thought leadership has earned the attention of an editor/writer who recognizes its value and chooses to share it with their own audience. Use this reader feedback to develop new content in a similar vein. Along with distribution via JD Supra, consider sending it directly to the editor(s) who highlighted your initial piece.
  
  

*Note – given the variety of media sources and platforms linking to your content, we cannot always include the URL linking directly to your content. (For example, some media sites – such as business intelligence sources – are behind login screens, or are on proprietary networks, and direct, public-facing URLs are unavailable.) In these cases, we include the main domain URL. Visit and explore the source in order to understand the context and on-target value of your new visibility, even if you are unable to see the direct reference itself.

Who receives these messages in your organization?

• Direct communications from readers: are emailed directly to admins who have subscribed to receive them. Messages submitted from an author profile or article are also sent to the author.
• Opt-in to receive these direct messages by email in your Subscriptions page (available under the Account drop down).
• Alerts from JD Supra: we send these messages to admins who have requested to receive them. Contact Client Services to be added to the list!