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5 Steps to Better Manage Your Company Branding in the News

December 12, 2013 03:33 AM
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Matt Allison: Founder, Chief Strategy Officer

Matt Allison: Founder, Chief Strategy Officer

Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.

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Have you thought about company branding yet?

What You Say = What You Do

Your company branding is the lifeblood of your business. The way it is perceived determines whether your customers choose to buy from you or your competitors. It dictates the caliber of new employees attracted to working at your company and in many cases controls the retention of the employees you already have.

What’s written about your company in the news often makes the largest impact on the way your company branding is perceived and although you can’t always control what is written, there are steps you can take to make sure you can act quickly to news as it comes out and better control the conversation landscape in your industry.

Monitor

Whether you use a light and free news tracking service or a comprehensive media monitoring solution – track the news that is relevant to your company and industry. There’s no better way to position yourself to quickly react to important stories (both in traditional press and social media) as they come out, than to setup some kind of alert that notifies you of breaking news.

Build and maintain relationships

If you want to effectively react to stories about your company and increase your company’s visibility in major publications, you must be proactive in building and maintaining relationships with the journalists and bloggers that are relevant to your industry. If you want pointers on how to build these relationships check out this article from the ipra.

Engage

Once you’ve put an effective system in place to monitor relevant news and you’ve put in the work to build relationships with relevant journalists and bloggers, it’s time to engage with them… frequently. Stay active on twitter and comment on stories that are interesting to you.

Contribute content

Proactively following the steps above will give you a great sense of the content you want to contribute. For tips on contributing content check out Hubspot’s white paper on creating a content machine.

Analyze

Now that you have a comprehensive system in place to track news and push content out, take a step back and analyze how your marketing and communications efforts are affecting your bottom line. Put a good analytics system in place to see what kind of traffic and most importantly conversions are resulting from your company being mentioned in the news. Analyze the headlines, keywords, journalists, and publications that are leading to your highest conversions and pour some gas on the fire. Your company branding will reap the benefits!

Matt Allison: Founder, Chief Strategy Officer

Matt Allison: Founder, Chief Strategy Officer

Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.

All POSTS

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