Time 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 when you send emails and then don't capture everything that happens on the addressee's page. To say the first thing, the next PressFile version will provide tracking of press information. But not because we think it makes sense, but because the market demands it. And: Tracking is integrated as an option and is only activated at the customer's request. Because we believe that a PR software like PressFile does not need this function.
Monitor opening rates, record 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 customers and especially about his potential customers. Consequently, it also requires this functionality from a PR software such as PressFile. For the marketer, PressFile is ultimately just a CRM that is supposed to offer similar functions – including a newsletter function. After all, an editor or blogger is just a customer, isn't it?
At this point we always say loud and clear in a demo: Stop! After all, anyone who reduces editors or other multipliers interested in content to the role of a customer has not understood the basic principles of media work. The aim of any press and media work is to supply the target groups with the content that is relevant and interesting to them. But that also means knowing what the addressee wants before communicating with him. This is completely different in e-mail marketing: It would of course also be nice if you knew what the customer wanted. But you don't usually know that. And that is precisely why all these functionalities are needed to analyse his behaviour as accurately as possible. With each campaign you get to know him better and can respond to him more specifically.
Such an approach would be fatal in the media. Because the other person is already suffering from an information overflow. Because many media workers do not always communicate in a really focused way, a lot of press information ends up in the in-box, which is completely uninteresting for the specific editor. If this happens more often, the reputation of the sender decreases rapidly, because editors are also capable of learning.
MRM instead of CRM
That's why PR software isn't just another type of CRM. In a "media relationship management" – an MRM – you take a completely different view. Specialist distributors are the A & O. The more differentiated these distributors are, the more targeted the content can be brought to the woman or to the man. The rule is: It is better to have a distributor more than one too little. Even if some distributors have only four or five addressees. The MRM must therefore offer the possibility to combine different distributors. And this is simple and transparent. Depending on the topic, you can always put together the target group exactly and minimize scatter losses. 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 chaff from the wheat.
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 of interest to him and his medium, making life easier for him. Over time, a relationship develops that goes far beyond a supplier/customer relationship. Of course, such a partnership is also the ideal idea in marketing. But because it is a little easier in media work to build very specific press distributors, communication can also take place from the start on an equal footing.
Tracking press information is pointless
What insight do I have when I know how many editors have opened my press? In principle, none at all! Also analyses of click behavior or the like are completely unnecessary. After all, we usually communicate a topic. The only thing that interests us here is the question: will it be published or not? Again, I can only get the answer to this question directly from the addressee, it is indeducible from his behaviour.
Tracking press information is not only pointless, but also dangerous. After all, if a journalist notices that his or her behaviour is being closely monitored, trusting cooperation is no longer guaranteed. This makes tracking absolutely counterproductive. What is more, while communication with journalists is "in the legitimate interest" according to the GDPR, the consent of the other person must always be obtained for tracking. The question is: who wants to do this?
We will still incorporate the function into the PR software. However, we will also advise every customer not to activate them.