PR Response Strategy

 

For agile and strategic PR teams and agencies, TrendKite’s Spike Alerts uses artificial intelligence to navigate millions of articles and detect unusual spikes in your brand, competitor, or industry coverage. If a spike occurs, we’ll email you with intel around the media spike and curate all the articles involved.

 

But what’s the use in being alerted of important patterns and trends if you don’t know what to do with the data? Below we’ve pulled together a response guide to offer different strategic actions you can take to react to a major media disruption or capitalize on important trends.

 

 

Competitive Product Launch

If you receive a Spike Alert around a competitive product launch, that means it’s really picked up momentum since you first learned of their launch. There are a few things you can do here to take full advantage of the large press cycle around your competitor.

  • Advertise on your competitor’s highest impact coverage (think PPC advertising)
    • How do I use TrendKite for this? Sort the articles from the spike by Article Impact to find good articles to target for advertisements
  • Reach out to journalists that are writing about the product launch
    • Target journalists who are already writing about your competitor’s product launch and tack on to the press cycle with coverage about your own company that is related to product launch
    • Or, add the journalists you find that are writing about your competitors (and industry) to your list for future communication
      • How do I use TrendKite for this? Look for high Article Impact coverage , particularly highly socially shared articles.
  • Make a dashboard to track how their product launch performed (reach out to CSM for help setting this up) and compare this to how one of your product launches performed 

 

Major Industry Conference Announcement

If you get a Spike Alert about a conference, that means it’s a BIG topic of conversation, and you should pay close attention. For a major industry conference announcement, you should look at how often you are appearing in event-related coverage, and capitalize on any opportunity to join in on the conversation about the conference. Here are a few tips:

  • Track how your brand versus your competitors are doing at getting mentioned along with conference coverage
  • Set up a dashboard to compare your coverage before, during, after the conference (reach out to your CSM for help with this)
  • Track anyone from your brand that is speaking or presenting at the event
    • If your competitors have speakers or presenters, you can compare them as well 

 

Large Industry Reveal

Some examples of a large industry reveal that come through in a Spike Alert could be an FDA restriction that would impact a food company, or government legislation impacting companies that work with solar power. It’s important to track the progress of these conversations because they could have major implications for your business, and if you have in-house experts on the topic, it could also be a great opportunity to get involved in the conversation.

  • How do I use TrendKite for this?
    • Find coverage with high Article Impact and target the journalists and publishers and reach out to them
    • Additionally, look for high SEO Impact publications to target to not only increase your own brand’s SEO, but to get your brand in articles that will be surfacing at the top of search results when people are searching for news around the industry reveal.
    • Target journalists who haven’t written about the topic yet but who usually write for publications with high SEO Impact.
      • Reach out to us via chat for help creating a search to find these journalists
  • This is also a great time to get involved in the social conversation happening around the industry reveal

 

Brand Crisis

There has been a crisis involving your brand. At what point do you need to do something and what should you do? This is a very powerful use case for Spike Alerts, because it serves as the green light for you to kick off a reactive Crisis Comms plan. In many cases, you don’t want to do anything about a crisis because it could die down, but if you get a Spike Alert that means coverage is massively trending, and it’s time for you to speak up.

  • The guiding principle in Crisis Comms is to keep your stakeholders informed, so you might forward the Spike Alert to your teammates, or create a newsletter to send out that includes tagged articles from the spike.
  • If you decide to respond, here are some things you can do:
    • Find the most impactful negative coverage affecting your brand
      • How do I use TrendKite for this? Search for negative articles that have been heavily shared and reach out to those journalists to give them your side of the story
  • During and after the crisis, monitor how your response affects the news cycle
    • How do I use TrendKite for this? Create a report on the crisis and the aftermath of the crisis. Take a look at our Chipotle report for an example of this.

 

Positive Viral Story about Brand

A great, positive story just broke involving your brand and it looks like it’s going viral. Here are some things you can do to capitalize on the positive coverage.

  • Create a Newsletter and share out the articles with high Article Impact from the viral story
  • Publish some owned media, like a blog post, talking about the positive event to drive people back to your own website
  • Find positive articles that have been heavily shared and reach out to those journalists to get them to write about you more in the future
  • Discover potential blogs that are writing about you or your industry that you might not have been aware of before
  • Email mom and dad. Post on your grandma’s Facebook wall. Don’t forget to mention TrendKite ;)