Creating a Strong Link To Positive Media Coverage

by Cat Timoney

Monday, October 30th, 2017

With two new members each second, LinkedIn’s ‘In The News’ feature requires your attention

THE RELATIONSHIP between social media and the “traditional media” is a complex one at best.

Once labelled as being the end of the media as we know it, the reality of social media has proven to be quite different.

LinkedIn’s continued success and one of its newer features encompasses this crucial bond perfectly.

While achieving consistent and regular positive media coverage is one of the most demanding aspects of communications in 2017, it remains the Holy Grail.

Positioning clients as thought leaders by scoring print and online media hits is such an important part of PR, and while the initial coverage plays an important role in increasing brand awareness – that *should* just be the beginning of the story.

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Mentioned In The News

The (still overlooked) business and employment orientated social media network, Linkedin has grown to a huge network – with 467 million users and growing steadily and two new members joining per second.

It has become an increasingly relevant platform with a number of useful features and functions to help businesses increase networks, reach out to new clients and customers – and recruit new members of staff.

In 2015, LinkedIn introduced its ‘Mentioned In the News’ feature which uses an algorithm to scan online news articles and matches names in those articles to LinkedIn members. It then notifies users when they have been in the news, and allows them to check the content is relevant to them, before sharing with connections.

This feature is incredibly useful as it brings news stories directly to the network of those most likely to be interested, notifying them through email- something they are likely to check and read.

It means that for those that may have missed the original story, or your sharing of it on newsfeeds, there is now a more direct opportunity, with a personalised link, to engage with the story.

What lends this feature credibility? It is the third party gatekeepers of the media – and the original requirement for high quality media relations to ensure the story makes the press.

What’s more, the ‘in the news feature’ spreads the story with connections via email, further increasing the chances of the article being read.

Still not convinced?

Recent email marketing statistics show the increasing importance of emails to business and to marketing, for example- 80% of retail professionals indicate that email marketing is their greatest driver of customer retention and 59% of B2B marketers say email is their most effective channel in terms of revenue generation.

Email marketing consistently outperforms the much heralded social media, with it being reported in June last year that email has a median return on investment of 122%- more than four times higher than many other marketing formats, including social media, direct mail and paid search.

Focus: Your network matters

In PR, although we love to generate coverage wide and far, sometimes it is not just about getting a story in front of 500,000 people, but instead getting the story to the right five people, who are the prime audience that will benefit from the story.

Those important people that can boost your bottom line.

This is something the In The News feature can offer. As it spreads the coverage with those in the direct LinkedIn Network, reaching out to the individuals and businesses you interact with most, therefore those most likely to engage with your coverage.

With so many unique and useful features to LinkedIn, the platform proves to be so much more than simply an online CV.

With this in mind, it pays to find out the ways your business can reap the benefits of its influential features. At Holyrood PR, we are equipped with all the right tools to help you increase your digital profile on platforms such as LinkedIn.

Our team of experts can help you with effective PR as well as excellent social media guidance to make sure your business stays in the news.

Want to find out more about how our team of Scottish PR Experts could help your business?

Our team are always happy to chat. Simply call us on 0131 561 2244 or fill in the contact form below:

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