RMP Media Analysis

PRIME Research – An Introduction

In Measurement on September 2, 2014 at 2:46 pm

PRIME

Who?

Most public relations and corporate communications prospects and clients I speak to don’t know who PRIME Research is let alone have an opinion about the work they perform. However that is not to say they are an unknown, after all I’ve been following PRIME for years ever since I met CEO Mark Wiener at an industry event when I first started my company, RMP Media Analysis.  As an organization they participate and sponsor industry events and speakers regularly. From their own website, in their own words, here is how PRIME pitches their services:

PRIME Research is a global leader in strategic communication research, making a difference at over 500 companies and brands around the globe.

100 project managers and 600 analysts in nine research centers in the Americas, Europe and Asia/Pacific constantly monitor, analyze and consult on communication trends in more than 35 markets around the globe in 15 business sectors in 64 languages. The company seeks to marry the speed and consistency of technology with accuracy, insights and guidance provided only through human expertise.

Looking at these stats alone it is apparent that the company has a true global reach. Many measurement organizations touting a “global” reach have a few people sprinkled in India or Asia or Europe (England mostly). Not many come to mind that have a true global reach though in the same league as PRIME.

For years PRIME has been “under the radar” largely due to its focus in the German automotive industry where it got its start. In Germany measurement is a high science – PRIME started as an academic institute and that academic experience has molded the company. Their push into the US was prompted by an automotive client seeking to expand its scope of analysis internationally.. From there the company has continued it’s expansion over the years filling the need clients have.

According to Mark clients look to PRIME when “..they are evolving faster than their current provider. This is the primary reason clients reach out to PRIME.”

Beyond Simple Listening

PRIME employs a consultative approach. In this way RMP Media Analysis  is very similar and Mark asked me why I would choose to write up a competitor. We both leverage the automated side of technology to facilitate the human analysis which is a key differentiation in the market when executed properly. The answer is very simple – An educated consumer helps move measurement forward. When a consumer moves beyond simple listening they are ready for measuring and evaluating outcomes. That helps the entire industry.

 

PS: This is Part One in a Two part post featuring PRIME Research. After speaking at length with Mark Weiner there was just too much good stuff to share in a single post. You can find PRIME here www.prime-research.com or email them here info@prime-research.com for more information.

Public Relations Pitching is not Spam

In General Analysis on August 27, 2014 at 11:06 am

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” -the definition of public relations as set forth by the PRSA.

NoSpamI came across this post from Adam Yamada in my Twitter feed today and my initial reaction to the title was “Seriously? Cision is not spam. Period.” Having worked on the vendor side of the equation at Vocus, I have a soft spot here – I admit it. However these media databases are tools and a tool is only as good as the person wielding it. Quoting Spiderman’s Uncle Ben – “With great power comes great responsibility.”  It was early in the morning and I had to make myself pause, get out of defensive mode and read on.

The post starts out with a courteous and informative note from Cision sent to the author which includes publicly available information about the author furnished by the author. The exception being his e-mail address which one only has to look at the contact page to guess what it might be – so not all of it provided upfront. So far I am sticking to my defensive stance. Getting pitched about stuff you put out on the web is not invasive or out of bounds. At this point I continue to question why he is upset – I’m feeling very self righteous right up until it hits.

The main point:  Adam makes the valid and often heard complaint that getting unsolicited pitches about topics, products and issues that have nothing to do with his area of focus is a huge waste of time. I agree 100%.

Vocus, MyMediaInfo and Meltwater are all called out in this piece, but the same logic applies. It isn’t the company providing the service who is at fault here but the user.

Don’t like that you are in these media databases – ask to be removed. Admittedly it isn’t easy to get this done AND there is no guarantee you won’t be added back during another review of the database.  Remember though – all of them offer the opportunity for the user to add private contacts just as they might have in their Rolodex in days gone by.

Annoyed that someone is profiting by selling your contact information? Don’t put your information in the public domain. Don’t perform a job that requires/elicits public interaction.

Public Relations professionals are constantly working together to promote positive and productive relationships with the media. PRSA has an entire resource library which among other topics reviews the basics of pitching properly. Bloggers will tell you outright how to pitch them – see how Shonali Burke provides her outline here.

1. Regardless of how a public relations professional contacts a journalist or blogger they had better do their homework to ensure their list is targeted to those who are interested in what they have to say/share.

2. Emails are free to send but can cost you in reputation. Your “pitch” should be personalized and focused on the individual you are writing to. Remember you are the person asking for their time – respect it.

3. Use tools like these to connect with journalists who are looking for sources:

  • HARO – Help A Reporter Out – “…a social networking tool for sources and reporters alike”
  • Profnet – “Connects journalist to expert sources” This service focuses on Experts (subscription) and Journalists (free) alike.

Spam is out there and it will continue to be be out there. Peers and professional trade organizations call this thing out all the time and offer ways to keep from being an unintentional spammer.

How do we as an industry solve this issue?

Big Data might be one way. What I would like to see is a method by which these media database providers use the data available to them to help curb what I see as  laziness on behalf of users. I no longer accept that someone doesn’t know how to pitch when there is such a wealth of information out there on how to do it properly.

So to the media database vendors out there:

Have you considered analyzing the success rates of the pitches issued from your system? A thorny question since I suspect a good hard look will show the success rate to be in the single digits.

How often does this user (or users of your Db) hit a general e-mail address  (editor@amediaoutlet.com) at a media outlet? Based on my experience in reviewing client

Are any stories generated by that hit?

Should that e-mail address even be available in your Db?

Can an individual (someone one who doesn’t consider themselves a blogger, journalist or public entity who should be pitched) be permanently removed from your Db?

Do you have any programs in place to proactively inform customers that they are doing more harm than good to their own reputation (and by extension your own)?

It irks me when someone labels the tool as the problem when in reality it is how the tool is employed that is the real issue. (Stepping off my soap box now.)

Double Dipping Copyright Fees

In Licensing, PR Vendors on July 29, 2014 at 11:22 am

Chips and DipAt my core I am a rule follower. Always have been, always will be. However in order to follow a rule or set of rules they need to be logical or else I feel compelled speak up. Double dipping is one of those rules I follow without a second thought. Dip your chip once – finish said chip – use new chip to dip again. Simple!

Double dipping is not something you do in polite company – heck, it isn’t even something you do with friends. In business however double dipping is not only practiced openly it is upheld by the law of the land…sort of.

NLA-logo In the UK, the NLA media access Limited (NLA) collects fees from news aggregators as well as the companies using those services to view the news provided to them as part of the service. What? When you subscribe to a service like Meltwater News for example – Meltwater pays the NLA a license fee to provide you with their content. No problem there. However as a Public Relations professional subscribing to this service your company also has to pay a fee to the NLA to view and share that content within your organization, provided to you by your vendor. This is where the details make a difference. If you are a web-only consumer, meaning, you only view the content online and don’t share it…then no second fee is required. If you are creating newsletters to share relevant content within your organization – ding! another fee applies.

In Public Relations, Corporate Communications and Marketing – sharing news stories is essential. While I understand there is a need to protect copyrighted material I question why an industry which is struggling (publishers) to maintain market share and revenues seeks to penalize the very viewership they require.

In early June, a major ruling by the Court of Justice of the European Union declared internet users who look at copyrighted material online aren’t breaking copyright by doing so. This ruling however makes no difference in the “double dip” fee the NLA charges – charging the vendor to provide the content and the reader to view it depending on the format in which is is delivered. Oh and did I mention the vendor can only scan and store the content for 28 days… I have to think there is a better way and publishers need to work with the media monitoring industry so both can benefit without making the customer eat a double dipped chip.

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