How can you optimize PR strategies to increase your organization's media visibility?

It is important to remember that PR is not a flick the switch activity, you need to invest for the long term, momentum takes time to build. Studies have shown people need to hear about an organisation up to seven times before they may be compelled to purchase or engage with the brand.

It can assist to obtain help from a PR who specialises in your field. They will know who the right journalists are and often will have relationships already with them to help you cut through and achieve success. Examine your chosen PR agency or freelancers background closely, do they have a proven track record in your industry with similar clients?

It's important to do your research before you begin. The world of news has changed a lot, as "beat" reporters are often a thing of the past. Be sure to look at different types of media -- reporters, bloggers, influencers (paid and nonpaid), podcasters, and so on. Know where the audience you want to reach gets their information and meet them there. Also, be sure to update your media list regularly as change is constant and work to build relationships that are based on both the expertise of your corporate brand and you as the PR person.

Finding a great hook for your story is important to stand out and cut through the inbox of hundreds of other story ideas journalists receive each day and achieve coverage. Like any great idea, the hook needs to be conceived, tested, developed, refined and retested until you’re certain it’s right. There’s no magic formula for what’s right. It is much more effective to target your message and spend your time and resources on ensuring that the key decision-makers you need to reach are the ones you reach. One hundred of the right eyeballs is more valuable than thousands of the wrong ones.

Research the outlet you want to pitch -- and the reporter. What do they write about? What seems to be of interest to their readers. Do your research - include relevant and tailored facts, examples, etc. that show you've paid attention. From their craft a story that meets their specific needs -- and yours. Taking the time to tailor your story -- one-size does not fit all -- can go a long way. As a former boss of mine used to say, "Go slow to go fast."

Pitching and crafting your story go hand-in-hand. Tailor your story to your outlet of choice and vice versa. The more you know about what your chosen media outlet wants and needs, the more successful you should be. The days of sending the same pitch to each outlet are long over. Personalize, personalize, personalize.

When evaluating the effectiveness of your media, be sure to also track how many of your key messages were used; if the tone was positive, negative or neutral; etc. Impressions are great, but gather as much information as you can about your efforts -- good and bad -- and learn from it. Keep honing your storytelling and pitching skills. Every one of us can keep getting better -- no matter how long we've been doing this!

Cultivate relationships with journalists who cover your industry. Establishing a rapport with key media contacts increases the likelihood of your news being covered. Attend industry events, engage on social media, and provide valuable insights to journalists.

Spend time training your subject matter experts in speaking and interacting with the media. It's always more desirable to have them share information than you as the PR person. Help them by doing some legwork in advance: develop messages, possible questions and run them through a mock interview. Proper preparation prevents poor performance -- something I've been taught and have never forgotten.