CRELIX’s Other Client: The Media (Yes!)
December 15, 2020
We don’t get paid by them, but the media is CRELIX’s “other client.” That’s why we listen so carefully to media feedback and how we help clients get more media attention and love for their stories.
Cision, a media software service, just published their annual “State of the Media Report.” It includes some insights that affirm much of what we counsel clients, notably:
- A press release isn’t always the best way to pitch or communicate a story to media. Only 36% of journalists consider press releases the most useful information source.
- The #1 request of journalists to PR people: Make pitches relevant to their audience.
- The competition for press attention is intense. 49% of journalists receive over 50 pitches a week. 14% receive over 150.
CRELIX helps clients navigate in this environment to craft and implement earned media campaigns that break through. In 2020 alone, CRELIX clients have been featured in The New York Times, The Wall Street Journal, Forbes, Business Insider, Chicago Tribune, The Dallas Morning News, Bisnow, GlobeSt., Commercial Observer, The Real Deal, Chain Store Age, Shopping Center Business, Greentech and more.
Socialize It? Read this Report Before You Do
Social media continues to present incredible challenges and opportunities to marketers. But notwithstanding the maturing of the medium, Jessica Liu of Forrester says “brands have no sense of purpose on social networks or of how to cater to the audiences they’re trying to woo.” This is reflected in the fact that 68% of people don’t think companies share interesting content, according to Forrester.
So before you socialize the piece of content you’re working on now, read Hootsuite’s “2021 Social Trends Report” from which these insights are gleaned. (Hootsuite is industry-leading social media management software. We are certified users at CRELIX.)
In business-to-business marketing, social media remains primarily an influencer channel. That is, a way to influence people who either make buying decisions or influence buying decisions. This is in contrast to a sales channel, though the lines are becoming blurred.
Election Maps Tell Different Stories
How divided were Americans in the 2020 U.S. presidential election? Different maps tell different stories.
Some maps accentuate the divisions, while others show a more complex picture. These two maps from USA Today (pictured) use different criteria, color and gradations to tell different stories about people and the popular vote.
CRELIX helps clients visualize their stories in the context of brand identity and everyday marketing communications, and create graphics that support media relations. In many cases drama makes visuals better. In other cases, it’s subtlety. Depends on the story.