At a time when targeting and engaging with the right influencers is more critical than ever, Cision’s 2017 State of the Media Report reveals key findings that show a growing opportunity for journalists and PR professionals to work together to bring credible and compelling news stories to the public.
Based on the report’s findings, the Cision team put together this infographic that provides the latest media industry statistics and tips for communicators looking to improve their relationships and success rates with influencers as well as their earned media opportunities. Insights on what makes journalists pursue pitched stories come directly from the more than 1,500 polled for the 2017 research report.
The report’s findings indicate a trend that most communicators may already anecdotally be aware of:
As brand leaders, they must refine their focus and better target their outreach to influencers if they expect better results with their earned media campaigns.
That credibility starts by becoming a resource to the influencer community first, delivering them authentic messages and data that helps them do their jobs better. Rather than starting with a pitch related to a product or service, it’s important to understand what types of stories and narratives will help influencers deliver strong, credible coverage, and deliver them data points that help support their vision for a story.
That concept actually guides much of our strategy at Cision. We’re designing our products to help communicators identify influencers, craft campaigns and attribute value for those efforts. Platforms like the Cision Communications Cloud™ seek to streamline the workflow and processes to make data-driven communications more achievable at every company.
But it requires as much strategy as it does technology. If you want to learn more, please read our report on building a better influencer targeting program.
Chris Lynch oversees Cision’s global marketing teams. Serving as Chief Marketing Officer, Lynch is responsible for Cision’s global marketing strategy — spanning communications, product and digital marketing. Previously, he ran product marketing and go-to-market strategy for Oracle’s Marketing Cloud business and also held leadership positions at companies like Badgeville and TIBCO. Based in San Francisco, Lynch attended Northeastern University where he received his Bachelor of Arts in Journalism. Follow him on Twitter @cglynch.