THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE

HOME  |  BRANDS
Brands urged play the freelance card or risk missing out on press coverage

Brands managing their own publicity campaigns are failing to keep up with the most influential press contacts, many of which are now freelancers, according PR Agency Media Jems.

BRANDS

Brands urged play the freelance card or risk missing out on press coverage

Big changes in the media world fuelled by the recession have caused significant changes in the way journalists are working in both trade and consumer titles and freelance journalists are becoming an increasingly important asset in the communications mix.

The trouble is, many brands using traditional media databases which don’t extensively cover freelance journalists could be missing a trick and losing out on valuable coverage as a result, claims Jenna Gould, MD of Media Jems.

“Over the past twelve months, we have seen a huge rise in the percentage of client coverage being secured in national newspapers, glossy magazines and trade newspapers as a result of working with a freelance journalist. It is no longer enough to rely on traditional in-house contacts alone, you need to be wise to who can give you the most likelihood of getting the coverage you want, where you want,” says Ms. Gould.

Gould recommends that brands take a step back and conduct a Media Stakeholder Analysis to identify the most influential journalists for their particular sector, product or service.
Media Stakeholder Analysis goes much further than just producing contacts from a list by patch; it explores which journalists are writing about certain key words, the frequency of which they are writing, the tone and also their wider influence – so for freelancers this includes other publications they’ve written for.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
National Minimum Wage Breakfast Briefing
National Minimum Wage Breakfast Briefing
20 September 2018
6th Floor 1, St. Martin's Le Grand London, EC1A 4AS
National Minimum Wage Breakfast Briefing