One of the great things about being a PR consultant, at least in our view, is exploring different sectors, companies and the media coverage around them. Progress Communications works across several industries and occasionally enters a new one, immersing itself fully. For the past few months, we have worked with one of the largest asset managers, so we are now exploring the financial markets too.
What is happening in the market?
Every day, and really everything, starts with thorough monitoring of online and print media. That is how you build relevant knowledge of a market. We track not only coverage of clients but also discussion of their sector and competitors.
Knowing what matters in an industry and its media helps you understand what will interest journalists. That is how we make a difference: offering relevant information, context for a financial trend or a distinctive view on a current issue. It is an effective way to raise a company’s profile and demonstrate its expertise.
Different habits, different language
Knowledge of the media, their interests and a strong press list are essential, but do not guarantee success. You also need to speak journalists’ language and understand their working practices and deadlines. A financial journalist naturally wants different information, presented differently, from a lifestyle writer.
Alongside tailoring copy, we study editorial calendars, opportunities for opinion articles, editorial meeting schedules and deadlines. Financial media often react quickly, which means adapting internal processes too. A response to an unexpected stock-market development may need urgent translation to make tomorrow’s newspaper.
While rushing to meet that deadline for one client, you may already be preparing another client’s Christmas campaign and finding ways to put its products in the spotlight. A great job, wouldn’t you say?
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