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How do you manage stakeholder expectations for media coverage?

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Media coverage is a powerful way to raise awareness, influence opinions, and generate leads for your organization. But it can also be unpredictable, competitive, and challenging to measure. How do you manage stakeholder expectations for media coverage, especially if you work in a specific sector or audience that has unique needs and goals? Here are some tips to help you plan, communicate, and evaluate your media relations efforts.

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1 Know your stakeholders

Your stakeholders are the people who have an interest or influence in your organization, such as clients, partners, funders, employees, board members, regulators, and media outlets. Each stakeholder group may have different expectations for media coverage, such as the frequency, quality, tone, and impact of your stories. To manage their expectations, you need to know who they are, what they care about, and how they communicate. You can use tools like stakeholder mapping, surveys, interviews, and focus groups to identify and prioritize your stakeholders, and to understand their perspectives and preferences.

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Sahil Sachdeva

I help Top 1% of Entrepreneurs secure Press, Podcasts, TV & Speaking Engagements!
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Managing stakeholder expectations for media coverage involves clear communication, careful planning, and focusing on shared goals. It's important to make sure everyone understands how good media coverage helps the organization. - Regular updates and honest conversations help keep expectations realistic. - Setting achievable goals based on the story, audience, and resources available is vital. - Giving stakeholders insights into media trends and potential results can also help them understand better. - Being flexible and ready to adapt based on feedback is key.

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NATALIA BARCLAY

Senior Director of Communications at Crowe PR (Public Relations) | Media or PR professional interested in networking? Brands looking to build awareness and garner traction? Let’s connect!
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It starts before they are even a client. It's important to set realistic objectives when discussing bringing on a client, defining how they define success and how that combines with PR. Our agency stands by delivering ROI for the client but starts by defining how we measure success in the proposal stage. Reminding them that success comes in both qualitative and quantitative data and being transparent from the jump.

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Ankush Jadhav

Helping Brands Grow | Talks about SEO | Digital Strategy and Branding | Passionate Digital Marketer | MBA
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Managing stakeholder expectations for media coverage involves clear communication, setting realistic goals, providing regular updates, and aligning strategies with stakeholders' objectives.

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Silvana Cardoso do Espirito Santo

*Especialista em Comunica??o *Gest?o de eventos corporativos sustentáveis *Consultora em ESG *Membro do Instituto Brasileiro de ESG *Consultora em cultura e indústria do entretenimento
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Quando inicio um projeto pergunto: qual sua expectativa para o resultado? Quais pontos s?o relevantes para patrocinadores e marcas apoiadoras do projeto ou evento? O que pode ser real e relevante e o que pode ser gastar energia sem retorno, pois o projeto n?o se encaixa em determinado veiculo de mídia. Defino as possibilidaes, principalmente em virtude do tempo para a execu??o do mesmo. Pautas mais elaboradas demandam tempo para conquista.

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Rohit Babbar
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Managing stakeholder expectations for media coverage requires clear communication and strategic planning. Start by understanding stakeholders' goals and setting realistic expectations. Develop a strategy focusing on target audiences, messaging, and channels. Provide regular updates, addressing challenges proactively. Measure results using metrics like reach and sentiment analysis. Adapt strategies based on feedback and emerging trends. Continuous improvement ensures effective media coverage aligned with stakeholder objectives.

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2 Set realistic objectives

Once you know your stakeholders, you can set realistic objectives for your media relations strategy. Objectives are the specific, measurable, achievable, relevant, and time-bound outcomes that you want to achieve through media coverage. For example, you may want to increase brand awareness, change public perception, or drive traffic to your website. Your objectives should align with your organization's mission, vision, and values, as well as the needs and goals of your specific sector or audience. You should also consider the external factors that may affect your media coverage, such as the news cycle, the media landscape, and the competition.

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Silvana Cardoso do Espirito Santo

*Especialista em Comunica??o *Gest?o de eventos corporativos sustentáveis *Consultora em ESG *Membro do Instituto Brasileiro de ESG *Consultora em cultura e indústria do entretenimento
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Planejamento, prazos e follow up s?o necessários para a apresenta??o de retornos da execu??o junto ao cliente. Vale entender que o planejamento deve ser objetivo e dentro da realidade do projeto e do tempo dispensado ao mesmo para a realiza??o do retorno da divulga??o.

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Eddie Tabakman ???

Eddie the Media Trainer ???
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Knowing what stories are newsworthy and get media attention is something I find many people fail to understand. Part of your job with your stakeholders is to help them understand what journalists find valuable, and - more importantly - develop those valuable stories / angles. So, when you're telling your stakeholder that the story angle they came up with isn't the most appealing to a reporter, its incumbent on you to take that angle and turn it into something that WOULD resonate.

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3 Communicate your strategy

After you set your objectives, you need to communicate your media relations strategy to your stakeholders. Your strategy is the plan of action that outlines how you will achieve your objectives, such as the key messages, target audiences, media channels, tactics, and resources that you will use. You should communicate your strategy clearly, consistently, and transparently to your stakeholders, using the appropriate methods and channels. For example, you may use a media kit, a newsletter, a presentation, or a report to share your strategy. You should also invite feedback and input from your stakeholders, and address any questions or concerns that they may have.

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Vicki Wilson Bohlsen

President of Bohlsen Group and Host of "Taking Care in Business" Podcast
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Nothing educates a stakeholder more quickly than asking them to participate in a media training session. You can take this as an opportunity to explain that you understand the objectives, explain strategy and involve them in being a key contributor to the effort's success.

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4 Monitor and measure your results

As you implement your media relations strategy, you need to monitor and measure your results. Monitoring is the process of tracking and analyzing your media coverage, such as the number, type, and tone of your stories, the reach and engagement of your audience, and the sentiment and reputation of your organization. Measuring is the process of evaluating your media coverage against your objectives, such as the impact and value of your stories, the changes in awareness, perception, or behavior of your audience, and the return on investment of your resources. You should use tools like media monitoring services, analytics software, surveys, and case studies to monitor and measure your results.

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Sharif Sahraoui

Chief Revenue Officer @ Maple | B2B Marketing & Growth Expert
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Managing stakeholder expectations for media coverage requires a strategic approach that relies on monitoring and measuring results. Start by establishing clear objectives and key performance indicators (KPIs) that align with stakeholder expectations. Regularly track media coverage metrics such as reach, impressions, and sentiment analysis to gauge the effectiveness of your efforts. Provide stakeholders with transparent and detailed reports that highlight both successes and areas for improvement. Use data-driven insights to iterate and optimize your media strategies, ensuring alignment with stakeholder goals and maximizing ROI. Additionally, always maintain open communication channels with stakeholders throughout the process.

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5 Report and celebrate your achievements

Finally, you need to report and celebrate your achievements with your stakeholders. Reporting is the process of sharing and explaining your results, such as the highlights, challenges, and learnings of your media relations strategy, the outcomes and outputs of your media coverage, and the recommendations and actions for improvement. Celebrating is the process of acknowledging and rewarding your successes, such as the recognition, appreciation, and gratitude of your stakeholders, the positive feedback and testimonials of your audience, and the incentives and incentives for your team. You should use tools like media clippings, infographics, videos, and events to report and celebrate your achievements.

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Silvana Cardoso do Espirito Santo

*Especialista em Comunica??o *Gest?o de eventos corporativos sustentáveis *Consultora em ESG *Membro do Instituto Brasileiro de ESG *Consultora em cultura e indústria do entretenimento
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Costumo atuar com a clipagem diária, bem como com valora??o da mídia conquistada. Ter agilidade com a distribui??o dos espa?os conquistados é importante para a valoriza??o do trabalho realizado, mas também uma ferramenta positiva a ser utilizada nas redes sociais do cliente.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you manage stakeholder expectations for media coverage?

1

2

3

4

5

6

1 Know your stakeholders

2 Set realistic objectives

3 Communicate your strategy

4 Monitor and measure your results

5 Report and celebrate your achievements

6 Here’s what else to consider

Public Relations

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How do you manage stakeholder expectations for media coverage?

1

2

3

4

5

6

1 Know your stakeholders

2 Set realistic objectives

3 Communicate your strategy

4 Monitor and measure your results

5 Report and celebrate your achievements

6 Here’s what else to consider

Public Relations

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