Why is personalisation at scale important in public relations, and which of the 8,000 martech platforms will deliver your pitch?
Nobody likes to receive irrelevant information, but more than that McKinsey research and experience show that personalization, fully implemented, can unlock significant near-term value for businesses—such as 10 to 20 percent more efficient marketing and greater cost savings and a 10 to 30 percent uplift in revenue and retention.
So why doesn't everyone take advantage of what Scott Brinker calls the 'Second Golden Age of Martech' and the 8,000 services on offer to help them?
I discuss the importance of data, and how to collect it, the impact of triggers and when to recognize them, and how consumer sales strategies really are a parallel with media relations.
Then I share about 1/8000 which is to Muck Rack’s Public Relations Management (PRM) platform which gives journalists the ability to showcase their pitching preferences right on their free portfolios, and lets PR teams create a system of record for media contact preferences. With over 10,000 journalists on the platform, admittedly this looks to be largely USA as the firm is based in NYC, this is offering personalisation at scale for media relations; other platforms will follow.
At the end the day, data, technology and teams all require the stories which business owners have to tell; so I encourage entrepreneurs to use the technology but never lose focus on what makes their business human; that's the best pr of all.
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Jim James is the Founder and Managing Director of the EASTWEST Public Relations Group. He recently returned to the UK after 25 years in Asia where he was an entrepreneur. Whilst running EASTWEST PR, he was the Vice-Chairmanof the British Chamber of Commerce in China, he also he introduced Morgansports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars
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