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THE 5 TRUTHSOF MODERNMEDIA TARGETING

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With an ever-growing sphere of

influence, it’s never been more

complicated for communicators

and PR professionals to

understand who impacts the

opinions of their audience most.

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of influencers complain about

receiving irrelevant pitches from

brands

80%

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THE CUSTOMER INFORMS THE TARGETING

STRATEGY, NOT THE OTHER WAY AROUND

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CHALLENGEUnderstand who customers are, what

they want and what they need

TECH RECIPEMake sure PR professionals are

targeting vetted, relevant contacts in

areas of interest

APPROACHWork backwards to try to identify a

brand’s target audience

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GOOGLE CAN’T FIND THE

BEST INFLUENCERS

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CHALLENGEBuilding or management of media list and

influencer data

APPROACHDevelop a centralized influencer database that has detailed

insights, such as topics of coverage, outlet, audience

demographics and more

TECH RECIPEOffer access to nearly a million global, vetted media contacts

across hundreds of thousands of outlets

• 20,000 average updates per day

• Keyword, hashtag, topic search

• Filter the right influencers to engage

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A HIGH VOLUME OF OUTREACH MIGHT

NOT BE EFFECTIVE

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CHALLENGEMore pitches do not equal more results

APPROACHAnalyze data from previous successful campaigns to

better understand what messages were most

effective

TECH RECIPEWebsite analytics can show what’s driving traffic to

earned media outreach programs

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USE TARGET DATA TO TAILOR THE

BRAND MESSAGE

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CHALLENGEKnowing your influencer

APPROACHGather data on the right influencer to target

• Topics of interest

• Recent articles they’ve written

• Demographics of their followers

• Audience reach

• Best time to contact them

TECH RECIPETrack engagement and pitching strategies within the

Cision Communications Cloud™

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NOT ALL MEDIA CONTACTS ARE

CREATED EQUAL

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NOT ALL MEDIA CONTACTS

ARE CREATED EQUAL

CHALLENGEConsider if high-visibility influencers lead to

the right audience for the brand

TECH RECIPEDigital Reach methodology

• Measures sharing frequency in social channels

• More than 400,000 bloggers in Cision’s database

• Uncovers niche influencersAPPROACHLook at metrics beyond reach

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Want to learn more about how the Cision

Communications Cloud can transform your

PR?

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