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Kate Johnson

The Content Analysis Process in PR Research

By B2B PR Insights No Comments

Building a successful PR strategy and plan consists of various components like research, brainstorming and a consistent cadence of communication. But one of the most critical aspects of the initial research stage is content analysis. According to the Public Relations Society of America (PRSA), content analysis is “objective, systematic and quantitative,” and includes a description and evaluation of the content of documents for both the brand and its competitors, including media coverage.

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SaaS customer stories

3 Examples of How to Use Customer Stories to Secure Media Coverage

By Client Successes No Comments

At BLASTmedia, we often discuss the various options to capture media coverage for our clients, such as thought leadership, leveraging a data report and reactive opportunities. However, one of the most effective ways to secure valuable media coverage is with an informed and interesting SaaS customer story. SaaS customer stories add another layer to a media relations strategy by offering real-world examples of the pain points our clients solve for their customers.

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5 Tips to Effectively Use Media Coverage in Social Selling

By Industry Perspective No Comments

Social selling is the process of developing relationships as part of the overall sales process using common social networks such as LinkedIn, Twitter and Facebook. While there are numerous relationship-building tactics used throughout the entire sales process, social media can be an especially effective platform to engage with prospects during the early stages of the customer journey.

However, it’s important to remember that content used in social selling needs to be compelling and not loaded with self-serving, marketing messages. There’s a difference between effective social selling and simply pushing an advertisement. An effective way to make your messaging impactful is to utilize media coverage as a touchpoint with your target audience. Using media coverage works in social selling because it not only provides more opportunities to leverage and fully exhaust a campaign but also showcases your business and thought leaders’ industry expertise or product know-how through third-party validation. Read More