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Mapulatifomu a Media Relations Kuti Mupeze Ndi Kuyika Atolankhani ndi Othandizira

Pamene tikugwira ntchito ndi makampani kuti atithandizire kukulitsa mawonekedwe awo pa intaneti kuti adziwitse anthu ndikupeza makasitomala atsopano, pali njira zitatu zomwe timalimbikitsa:

  1. Maubale ndimakasitomala - kuyika zoulutsira nkhani zomwe zili kale ndi ubale ndi omvera omwe mukufuna, kaya ndi mtolankhani wachikhalidwe komanso wofalitsa, kapena chofalitsa (monga Martech Zone) yokhala ndi mphamvu yogwiritsa ntchito, ndiyothandiza pakugulitsa kwachindunji ndikumanga maulamuliro osalunjika kudzera pama backlink ndi kutchula.
  2. malonda - kutsatsa kumapereka mwayi wopita kumagulu omwe mwina sakudziwa zomwe mumagulitsa kapena zothetsera. Ngakhale kuti ndalama zogulira nthawi zambiri zimakhala zokwera kuposa njira zina, kutsatsa komwe kumapangidwa ndikuwongolera bwino kumatha kukhala kopambana kwambiri. Ngati tsamba lanu silimakopa chidwi chambiri kapena omwe akupikisana nawo akuyang'anira zotsatira zosaka, kutsatsa kumatha kukutsogolerani ku bizinesi yanu.
  3. Kusaka Magetsi Opangira (SEO) - Kumanga laibulale yazinthu zomwe zimapereka phindu kwa omwe akufuna kukhala makasitomala amakhala ndi kubweza kwakukulu pazachuma (ROI) kuposa njira zina koma zingatenge nthawi ndi khama kuti zikule bwino. Zomwe zili bwino zimatha kuyendetsa kuchuluka kwa anthu omwe ali patsamba lanu ndipo, mwanjira ina, zitha kupangitsa kuti anthu adziwe zambiri komanso kudziwa zambiri momwe alendowo amagawana zomwe mwalemba.
  4. Zowonjezera - palibe chomwe chimagwira ntchito ngati kasitomala wokondwa kufalitsa zamtundu wanu, malonda, kapena ntchito zanu. Kupereka mphotho komanso mayankho ogulitsa ogwirizana kwa makasitomala apano kuti afalitse mawu ndi njira yabwino yakukulira ndi kubweza kosangalatsa pazachuma.

Izi si njira zokhazo zopangira kuzindikira ndi kupeza makasitomala atsopano, okhawo omwe tawapeza akugwira ntchito kwambiri. Tsoka ilo, choyamba - ubale wapagulu (PR) - nthawi zambiri imanyalanyazidwa ngati njira yothandiza. Ndikuganiza kuti atsogoleri ambiri amabizinesi amakhulupilira kuti ndi okwera mtengo kwambiri kapena amaganiza za kufalitsa nkhani zakale zakusukulu, koma si njira yomwe tikukambirana.

Njira Zofikira Media

Njira yabwino yolankhulirana ndi atolankhani imaphatikizapo kupanga maubwenzi ndi atolankhani, olimbikitsa, ndi ma media kuti athe kufalitsa uthenga wabwino ndikukweza mtundu. Akatswiri a PR amagwiritsa ntchito njira zosiyanasiyana kuti awonetsetse kuti ntchito zawo zofalitsa nkhani zikuyenda bwino. Nazi zina mwa njira zazikulu komanso chifukwa chake zimagwira ntchito:

  1. Fufuzani ndikuyang'ana anthu olumikizana nawo oyenera: Akatswiri a PR amayamba ndi kuzindikira atolankhani oyenerera, olimbikitsa, ndi zoulutsira nkhani zomwe zimafalitsa malonda awo kapena niche. Mwa kulunjika olumikizana nawo oyenera, amawonjezera mwayi wankhani yawo kutengedwa ndikusindikizidwa.
  2. Pangani nkhani yosangalatsa: Nkhani yosangalatsa komanso yopatsa chidwi ndiyofunikira kuti ikope chidwi cha atolankhani ndi okopa chidwi. Akatswiri a PR amayang'ana kwambiri kupanga zomwe zikuwonetsa mawonekedwe apadera amtundu wawo, zomwe zimayang'ana zomwe zikuchitika kapena zovuta, kapena zimapereka chidziwitso chofunikira kwa omwe akutsata.
  3. Sinthani makonda anu: Akatswiri a PR amapewa kutumiza maimelo ambiri amtundu wamba. M'malo mwake, amatenga nthawi kuti afufuze mtolankhani aliyense kapena wolimbikitsa, kumvetsetsa zomwe amakonda komanso ntchito zam'mbuyomu, ndikusintha zomwe amakonda kuti zigwirizane ndi zomwe amakonda. Makonda okonda makonda kuonjezera mwayi wolandira yankho ndikumanga ubale wokhalitsa.
  4. Khalani anthawi yake komanso oyenera: Akatswiri a PR amayang'anira zochitika zamakono, zochitika zamakampani, ndi maulendo a nkhani kuti adziwe mipata yomwe nkhani ya mtundu wawo ingagwirizane. Amakhalanso ndi nthawi kuti agwirizane ndi zochitika zoyenera, maholide, kapena nyengo, zomwe zimapangitsa kuti nkhani yawo ikhale yosangalatsa komanso yanthawi yake kwa atolankhani.
  5. Limbikitsani Mgwirizano: Akatswiri a PR amaika ndalama pomanga ubale ndi atolankhani, olimbikitsa, komanso olumikizana nawo. Amapereka phindu powapatsa nkhani zokhazokha, zidziwitso za akatswiri, kapena mwayi wofunsa mafunso, zomwe zingapangitse kuti azifalitsa bwino komanso kulumikizana mwamphamvu.
  6. Tsatirani moyenera: Akatswiri a PR amatsata zomwe amasewera panthawi yoyenera, nthawi zambiri mkati mwa sabata imodzi kapena ziwiri, kukumbutsa atolankhani kapena olimbikitsa nkhani zawo. Komabe, amapewa kukhala aukali mopambanitsa kapena kutumizirana ma spam, chifukwa zimenezi zingawononge maubale.
  7. Yezerani kupambana ndikusintha: Akatswiri a PR amatsata zotsatira za zoyesayesa zawo zofalitsa nkhani kuti amvetsetse zomwe zimagwira ntchito ndi zomwe sizikugwira. Amasanthula zomwe zalandilidwa, mawonekedwe amtundu, kukhudzidwa kwa omvera, ndi njira zina zoyenera kukonza njira zawo ndikuwongolera zoyeserera zamtsogolo.

Pogwiritsa ntchito njirazi, akatswiri a PR atha kugwiritsa ntchito bwino njira zofalitsa nkhani kuti alimbikitse mtundu, kukulitsa kuwonekera, ndikukhazikitsa kukhulupirika m'mafakitale awo.

Media Databases

Chovuta chachikulu mukayika ma media ndikupeza atolankhani oyenera komanso olimbikitsa kuti mulumikizane nawo. Apa ndipamene ma PR kapena media database amaseweredwa. Mapulatifomuwa amakhala ndi zidziwitso zaposachedwa za zomwe mukufuna kufikirako, kutsimikizira zomwe mwakumana nazo, komanso kuperekanso malangizo oti mutumize kwa omwe akuwalandira. Ena mwa machitidwewa amaperekanso zida zodzipangira maimelo kuti muzitha kulumikizana mobwerezabwereza.

Malingaliro anga a yankho lathunthu la PR ndi nkhokwe yapa media ndi Mack Rack. Muck Rack ndi pulogalamu ya PR yopangidwira makamaka atolankhani ndi akatswiri a PR. Imakhala ndi nkhokwe yapa media yokhala ndi mbiri ya atolankhani, kuphatikiza mbiri yawo pawailesi yakanema, zolemba zaposachedwa, ndi zidziwitso zolumikizana nazo.

Muck Rack imaperekanso zida zowunikira zomwe zikuwonetsedwa pawailesi yakanema, kupanga mindandanda yazowonera, ndikutumiza makonda anu. Muck Rack imaperekanso kuthekera kwa aliyense wosonkhezera kapena wofalitsa nkhani kuti asamalire mbiri yawo.

Lowani pa Muck Rack View Douglas KarrMbiri ya Muck Rack

  • Malangizo a Agility PR: Mayankho a Agility PR amapereka mndandanda wazinthu zofalitsa nkhani zomwe zimakhala ndi zofalitsa zambiri, atolankhani, olemba mabulogu, ndi osonkhezera padziko lonse lapansi. Imaperekanso zida za PR monga kuwunika kwa media, kugawa atolankhani, ndi kusanthula.
  • nkhani: Anewstip ndi nkhokwe yapa media ndi chida cha PR chomwe chimathandiza ogwiritsa ntchito kupeza atolankhani ofunikira komanso olimbikitsa kutengera ma tweet ndi zolemba zawo. Imaperekanso kuwunika kwa media ndi ma analytics.
  • BuzzStream: BuzzStream ndi nsanja yotsatsa ya PR komanso yolimbikitsa yomwe imayang'ana kwambiri kufikitsa kwa digito. Imakhala ndi nkhokwe ya olimbikitsa ndi atolankhani, komanso zida zofikira anthu, kasamalidwe ka ubale, ndi kumanga maulalo.
  • Cision: Cision ndi pulogalamu yotsogola ya PR yomwe imapereka nkhokwe yazama media, komanso kugawa atolankhani, kuyang'anira ma media azachikhalidwe, ndi zida zowunikira. Zimaphatikizapo atolankhani osiyanasiyana, olemba mabulogu, ndi olimbikitsa ochokera m'mafakitale ndi zigawo zosiyanasiyana.
  • Cision Gorkana: Gorkana imapereka mndandanda wazofalitsa wokhudza ku UK womwe umaphatikizapo atolankhani, olemba mabulogu, ndi olimbikitsa m'mafakitale osiyanasiyana. Imaperekanso kuwunika kwa media, kusanthula kwapa media media, ndi zidziwitso zopempha atolankhani.
  • Kutchula Kwambiri: Critical Mention ndi nthawi yeniyeni yowunikira media yomwe imaperekanso database yolumikizirana ndi media. Ogwiritsa ntchito amatha kusaka atolankhani, atolankhani, okonza, ndi opanga pama media osiyanasiyana, kuphatikiza wailesi yakanema, wailesi, pa intaneti, ndi zosindikiza.
  • EIN Presswire: EIN Presswire ndi nsanja yogawa atolankhani yomwe imaperekanso database yolumikizirana ndi media. Ogwiritsa ntchito amatha kufufuza atolankhani ndi zofalitsa m'mafakitale ndi zigawo zomwe akufuna.
  • madzi osungunuka: Meltwater ndi nsanja yazanzeru zapa media yomwe imapereka nkhokwe zambiri za anthu olumikizana nawo, kugawa atolankhani, kuwunika kwazama media, ndi zida zowunikira. Zimathandizira akatswiri a PR kulumikizana ndi atolankhani ofunikira komanso olimbikitsa mu niche yawo.
  • mynewsdesk - yankho la mabungwe kuti azichita nawo atsogoleri amalingaliro, makasitomala, olemba mabulogu ndi omvera ena oyenerera - ndiye yesani zotsatira zake. 
  • pr.co - Sonkhanitsani zinthu zanu zonse mchipinda chochezera chokongola ndikuchotsa choletsa chilichonse chawayilesi. Khalani odziwika bwino kwambiri omwe atolankhani amabwereranso mobwerezabwereza- ndikusunga gulu lanu nthawi yambiri kuti liyambe.
  • Pressbase - Sindikizani nkhani, zida zapa media, onetsani zowonera, pangani malo olembetsa, tumizani makalata, phatikizani ndi mautumiki ena - chilichonse chomwe mungafune pachipinda chamakono chapaintaneti.
  • PressPage - Zida zamphamvu zowongolera zipinda zanu zapaintaneti, kugawa nkhani, nkhokwe zama media, ndi zina zambiri.
  • Prezly: Prezly ndi chida choyang'anira PR chomwe chimaphatikizapo nkhokwe ya media, CRM yoyang'anira maubwenzi ndi atolankhani, komanso wopanga atolankhani. Zimathandizira akatswiri a PR kupanga ndikugawa zofalitsa ndikukhalabe olumikizana ndi atolankhani komanso olimbikitsa.
  • Prowly
    : Prowly ndi pulogalamu ya PR ndi media media yomwe imapereka nkhokwe yapa media, kugawa atolankhani, kuyang'anira media, ndi zida zowunikira. Malo ake osungirako zofalitsa amaphatikizapo atolankhani, olimbikitsa, ndi olemba mabulogu ochokera m'mafakitale osiyanasiyana.
  • YankhoSource: ResponseSource ndi nsanja ya PR yochokera ku UK yomwe imaphatikizapo zosungira zofalitsa, ntchito zofunsira atolankhani, ndi zida zogawa atolankhani. Zimathandizira kulumikiza akatswiri a PR ndi atolankhani oyenera komanso zofalitsa.

Lowani pa Muck Rack

Zowonjezera Zapulogalamu ya PR

Mapulogalamu apagulu samangopeza ndikungotulutsa atolankhani. Kutengera nsanja yomwe mwasankha, pali zina zambiri zomwe mungafune kutengerapo mwayi.

  • Nzeru zochita kupanga: Mapulatifomu ambiri a PR tsopano akuphatikiza AI-othandizira olemba kuti athandizire kukonza ndikusintha makonda kuti azilumikizana ndi atolankhani komanso olimbikitsa.
  • Kuyang'anira zofalitsa: Mayankho ambiri a PR amapereka zida zowunikira zomwe zimalola ogwiritsa ntchito kutsata zomwe zatchulidwa, nkhani zamakampani, komanso kuwulutsa kwa omwe akupikisana nawo pa intaneti, kusindikiza, kuwulutsa, ndi malo ochezera. Izi zimathandiza akatswiri a PR kuwunika momwe ntchito zawo zimagwirira ntchito ndikuzindikira mwayi watsopano wofalitsa nkhani.
  • Kugawidwa kwa atolankhani: Mapulatifomu ambiri a PR amapereka ntchito zogawa atolankhani, zomwe zimathandiza ogwiritsa ntchito kutumiza zofalitsa zawo kumawayilesi omwe akuwunikiridwa, atolankhani, ndi olimbikitsa. Ntchitozi nthawi zambiri zimakhala ndi zida zotsatirira ndi kusanthula zomwe zimalola ogwiritsa ntchito kuyeza momwe angafikire komanso zomwe amafalitsa.
  • Kuyang'anira ndi kusanthula kwapa media media: Mayankho ena a PR akuphatikiza kuwunika kwapa TV ndi zida zowunikira zomwe zimathandiza ogwiritsa ntchito kutsatira zomwe atchulidwa, kucheza ndi omvera awo, ndikuyesa kuchita bwino kwamakampeni awo ochezera.
  • Analytics ndi malipoti: Mapulatifomu a PR nthawi zambiri amapereka kusanthula kwatsatanetsatane ndi mawonekedwe amalipoti, kulola ogwiritsa ntchito kuyang'anira momwe makampeni awo amagwirira ntchito, kuyeza ma metrics ofunikira monga kufikira ndi kuchitapo kanthu, ndikupanga malipoti oti agwiritse ntchito mkati kapena makasitomala.
  • CRM ndi kasamalidwe ka ubale: Zida zina za PR zimapereka CRM zinthu zomwe zimathandiza ogwiritsa ntchito kuyang'anira maubwenzi awo ndi atolankhani, olimbikitsa, ndi ena ochezera pawailesi. Zida izi nthawi zambiri zimakhala ndi zinthu monga kasamalidwe ka anthu, kutsata zokambirana, ndi kasamalidwe ka ntchito, zomwe zimathandiza akatswiri a PR kukhala okonzeka komanso kukhala ndi ubale wolimba ndi omwe amalumikizana nawo.
  • Kasamalidwe ka Newsroom: Mayankho angapo a PR amapereka zida zopangira ndikuwongolera zipinda zankhani zapaintaneti, komwe ogwiritsa ntchito amatha kufalitsa zofalitsa, nkhani, zida zapa media, ndi zinthu zina zamtundu. Zipinda zankhanizi zitha kusinthidwa kuti zigwirizane ndi mawonekedwe amtundu ndikukhala malo apakati ankhani zonse zokhudzana ndi mtundu.
  • Kutsatsa kwa imelo ndi kugawa kwamakalata: Mapulatifomu ena a PR amaphatikizanso kutsatsa kwa maimelo ndi zogawa zamakalata, kuthandizira ogwiritsa ntchito kutumiza maimelo omwe akutsata kwa omwe amalumikizana nawo ndi olembetsa, kutsatira zomwe akuchita, ndikuyesa kuyesetsa kwawo kutsatsa maimelo.
  • Kuwongolera mndandanda wazofalitsa: Mayankho ambiri a PR amapereka zida zowongolera mndandanda wazofalitsa zomwe zimathandiza ogwiritsa ntchito kupanga, kukonza, ndikusunga mindandanda yazowunikira pamisonkhano yawo yofikira anthu. Zida izi nthawi zambiri zimakhala ndi zosankha zosefera ndi magawo, zomwe zimapangitsa kuti zikhale zosavuta kupanga mindandanda yokhazikika potengera zomwe mukufuna.

Pogwiritsa ntchito zowonjezera izi, akatswiri a PR amatha kuwongolera kayendetsedwe kawo, kuwongolera magwiridwe antchito a kampeni yawo, ndipo pamapeto pake amapeza zotsatira zabwino kwa makasitomala kapena mabungwe awo.

Muck Rack ndi nkhokwe yapa media yosavuta kugwiritsa ntchito. Kumene zida zina zimakhala zolimba, Muck Rack ndiyosavuta komanso yachangu. Ndimakonda kuti nsanjayi ikuphatikizidwa ndi Twitter, ndipo ndi yaposachedwa kwambiri kuposa ma database ena omwe ndagwiritsa ntchito.

Jacqui Wimberly, Woyang'anira Akaunti Bizinesi Ya Atsikana Aang'ono

Lowani pa Muck Rack

Douglas Karr

Douglas Karr ndi CMO OpenINSIGHTS ndi woyambitsa wa Martech Zone. Douglas wathandizira oyambitsa ambiri opambana a MarTech, wathandizira kulimbikira kopitilira $ 5 bil pakugula ndi kuyika kwa Martech, ndipo akupitiliza kuthandiza makampani kukhazikitsa ndikusintha njira zawo zogulitsa ndi zotsatsa. Douglas ndi katswiri wodziwika padziko lonse lapansi wosinthira digito komanso katswiri komanso wokamba nkhani wa MarTech. Douglas ndi mlembi wofalitsidwa wa kalozera wa Dummie komanso buku la utsogoleri wabizinesi.

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