By Keith Warden, VP of Insights & Analytics, Atomik Research, a part of 4media group
As a PR and comms pro, you remain under constant pressure to maximize budgets in good economic times and even more so in bad. To make the most of every dollar budgeted, you leverage a solid strategy that guides your communications effort. But what’s guiding your strategy? Gut instinct? Or do you use insights rooted in great data?
Insights can serve as the compass for your strategy, guiding you in where to turn, when to pivot, how to flex your message and where new targets may be – just to name a few functions. So, if insights represent the compass, then data is the needle on that compass. The way to better success with broadcast PR projects is here with Insights-Driven Broadcast from 4media group.
Satellite Media Tours (SMTs), Radio Media Tours (RMTs) and Audio News Releases (ANRs) represent essential public relations and communications tactics for efficiently securing coverage, reaching key audiences and driving brand impact.
4media group and its in-house Insights and Analytics division, Atomik Research, now offer a new solution to sharpen broadcast PR projects strategies with Insights-Driven Broadcast (I-DB).
THE WAYPOINT FOR SUCCESS: I-DB EXPLAINED
I-DB helps ensure you’re reaching the right audiences with new and relevant data-driven brand stories. The approach leverages three elements that help maximize your tactical broadcast executions:
- An Insights Map to help validate and illuminate current and new media and consumer audiences. This provides better narrative-to-audience alignment in conjunction with improved media target selection of TV and/or radio outlets. Audience targeting is based on two standard consumer demographic data points combined with one lifestyle data point (as available in Atomik’s preferred geo-informational system). Access to the resulting interactive Insights Map is provided via a secure online link, allowing for unlimited access for 60 days.
- A Media Scan to identify similar survey topics or related topical content in the media within the last 45 days. This can uncover whitespace opportunities for a brand or refine existing message strategies so your brand narrative cuts through the clutter and connects with target consumers. Results of the Media Scan are provided in a single-page, easily understood summary report complete with links to relevant content and accompanied by recommendations on whitespace opportunities.
- A PR Survey to provide bespoke data-backed insights that create mediagenic and shareworthy brand stories for paid, earned, shared and owned channels. The brief survey consists of a three-question online survey to 1,000 general population U.S. respondents in English or Spanish. Results are provided in a narrative-ready summary of the top data points so that you can put insights into action quickly.
THE PATH TO GREATER SUCCESS: WHAT TO KNOW ABOUT I-DB
The beauty of I-DB is in how easy it is to incorporate it into your next broadcast PR project and how effective it can be in elevating brand narratives. Here are some essential things to know:
- I-DB is only available in conjunction with an SMT, RMT, ANR or other broadcast-focused media tour. This includes media tours that are a blend of broadcast as well, such as a combined TV and radio media tour focused on the same brand narrative.
- The typical timeline for I-DB start to finish is five to seven business days. This timeline does not include the execution and reporting of the media tour phase of the overall communications effort.
- I-DB provides high-value insights as a low-cost addition to a media tour project. The affordable investment provides insights that help refine and strengthen breakthrough strategies to ensure every marketing dollar spent is spent wisely.
THE FIRST STEP OF THE JOURNEY: GET ACQUAINTED WITH I-DB
The first step is simple. Contact your current 4media group account representative or contact us to learn more about other 4media group services or communications strategy-focused services from Atomik Research.