Again and again we are asked in product demos why we have not yet integrated tracking. In times of Big Data, Google, Facebook and Co., it seems to be absolutely old-fashioned to send e-mails and then not record everything that happens on the addressee’s side. To anticipate: The next PressFile version will offer press info tracking. But not because we think it makes sense, but because the market demands it. And: Tracking is integrated as an option and only enabled at the customer’s request. Because we believe that a PR software like PressFile does not need this function.
Monitor open rates, capture click-through rates, support automatic profiling based on personal interests: These are all features that have become a must for modern e-marketing systems. The marketer wants to know everything about his customer and especially about his potential customers. Consequently, he also demands this functionality from PR software like PressFile. For the marketer, PressFile ends up being just a CRM that is supposed to offer similar functions – including a newsletter function. After all, an editor or blogger is just a customer, right?
At this point, we always say loud and clear in a demo: Stop! Because anyone who reduces editors or other multipliers interested in content to the role of a customer has not understood the basic principles of media relations. The goal of any press and media work is to provide the target groups with content that is relevant and interesting for them. But that also means you have to know what the addressee wants before you communicate with them. It’s completely different in email marketing: here, of course, it would also be nice to know what the customer wants. But you usually don’t know that. And that’s exactly why it needs all these functionalities that analyze its behavior as accurately as possible. With each campaign, you get to know him better and can target him more effectively.
In media relations, such an approach would be fatal. Because the counterpart already suffers from information overflow. Because many media workers do not always communicate in a truly focused manner, numerous press releases end up in the in-box that are completely uninteresting to the specific editor. If this happens more often, the reputation of the sender drops rapidly, because editors are also capable of learning.
MRM instead of CRM
That’s why PR software is not just another kind of CRM. In “Media Relationship Management” – an MRM – the approach is completely different. Subject-specific distribution lists are the be-all and end-all here. The more differentiated these distribution lists are, the better the content can be targeted. The rule here is: better one distributor more than one too few. Even if some distribution lists have only four or five addressees. The MRM must therefore offer the possibility of combining different distributors with each other. And it’s simple and transparent. In this way, you can always precisely compile the target group depending on the topic and minimize wastage. The construction of these differentiated distributors is quite complex. But if you only use the relevant address publishers as a data source, you can quickly separate the wheat from the chaff.
Communication at eye level
Media work is always successful when communication is based on trust and the editor is reliably supplied with exciting content that is interesting for him and his medium, you make his life easier. Over time, a relationship develops that goes far beyond a supplier/customer relationship. Of course, such a partnership is also the ideal in marketing. But because it is somewhat easier in media work to build very specific press distribution lists, communication can also take place at eye level right from the start.
Tracking press releases is pointless
What insight do I gain by knowing how many editors have opened my press mailing? In principle, none at all! Analyses of click behavior or similar are also completely superfluous. After all, we are usually communicating a theme. The only thing of interest here is the question: will it be published or not? The answer to this question can only be obtained directly from the addressee, it cannot be deduced from his behavior.
However, tracking press releases is not only pointless, but also dangerous. Because when a journalist realizes that his or her behavior is being closely monitored, trusting cooperation is no longer guaranteed. This makes tracking absolutely counterproductive. And what’s more: While communication with journalists is “in the legitimate interest” according to the GDPR, the consent of the counterpart must always be obtained for tracking. The question is: Who wants to do that to themselves?
We will add the feature to the PR software anyway. However, we will also advise every customer not to activate it.