PR ON THE GO August 21, 2024

Are you aware of the data traditional media provides to unlock opportunities?

In the PR industry, we say that traditional media is the original influencer. Traditional media from large publishing houses have the greatest resources for research into relevant trends from the world online and in real life.

Through traditional media monitoring, startups can understand behavioral, local and global consumer and market trends. We asked our PR and growth experts to provide a brief analysis of the industry expertise and cultural trends that traditional media can offer startups. Leveraging data from traditional media monitoring can be a game-changer. Our experts identify the most valuable data types and how to uncover them.

• The most up-to-date information in any industry
• Deep dives into market shifts and expert opinions
• Emerging trends and context to market sentiment
• Industry sales figures and industry opinion editorials
• Special interest media for access to customer preferences
• Societal changes, consumer behaviors, and burgeoning interests
• Frequency and sentiment of mentions related to your industry

The most up-to-date information in any industry

Emily Reynolds-Bergh, Owner at R Public Relations

"Even traditional media publications have online versions now. Any traditional media can be collected using popular media monitoring tools like Cision. I also recommend setting highly specific Google alerts for certain publications, journalists, and keywords to stay abreast of the most up-to-date information in any industry. You can also use this technique to monitor competitors and how they’re being covered in the media."

Deep dives into market shifts and expert opinions

Kate Ross, Hair and Beauty PR Specialist at Irresistible Me

"Traditional media can be a goldmine for startups, as it offers insights into industry expertise and cultural trends. Established publications often provide deep dives into market shifts and expert opinions that can help you shape your business strategy.

Here’s how to start monitoring and collecting this data:

Follow industry Publications: Subscribe to key trade journals and magazines in your field. They often have articles about market trends and expert interviews that can guide your approach.

Set up Google Alerts: Use Google Alerts for specific keywords related to your industry. You’ll get notifications when new articles are published, so you can stay in the loop with the latest news.

Engage on Social Media: Follow journalists and industry leaders on platforms like Twitter and LinkedIn. Interacting with their content can give you insight into current trends and conversations.

Create a content calendar: Keep track of the articles and topics that interest you. A simple spreadsheet can help you organize your findings and spot patterns over time.

Network with journalists: Building relationships with journalists can provide you with valuable insights. Attend industry events, webinars, and networking opportunities to connect with them.

By keeping an eye on these resources, startups can better understand their industry and cultural shifts, helping them make informed decisions and craft effective messaging."

Emerging trends and context to market sentiment

Mark Hayes, Head of Growth at TASK Group

"Traditional media is a treasure trove of industry expertise and cultural trends for startups. It provides context, historical data, and expert opinions - all very crucial to making informed decisions.

My advice to startups? Begin by using media monitoring tools like Meltwater, Cision, and Google Alerts. They’ll help you keep an eye on industry news, trends, and what your competitors are up to. Also consider subscribing to industry publications, attending relevant webinars, and engaging in LinkedIn groups - these can also provide valuable insights.

Regularly analyzing media data helps you spot emerging trends, understand market sentiment, and craft targeted PR campaigns. Staying on top of this ensures your startup remains agile and informed, turning media insights into strategic opportunities."

Industry sales figures and industry opinion editorials

Craig Sandeman, Founder at Engine Finder

"Traditional media outlets are filled with information and offer key insights, from industry expertise to cultural trends. Consider the case of the automotive trade publications: from current, in-depth sales figures to opinion editorials by experts within the industry, even innovative technology reports from the likes of Automotive News and Motor Trend. Such information can help pin down market lacuna, competitors, and consumer tastes. Subscriptions to relevant publications, Google Alerts for industry keywords, and significant activity on social media with journalists should characterize any startup. After that, tools like Meltwater or Cision can track all the coverage and allow one to measure sentiment analysis, getting a full view of what's happening in the industry."

Special interest media for access to customer preferences

Ashley Connell, Founder at Lease Extensions.org.uk

"Traditional media, particularly through industry-focused specialist journals, provides entrepreneurs with insightful information. A publication devoted to house insurance, for instance, might assist companies in identifying a committed consumer base within that market. This kind of journalistic research helps businesses develop their sales strategy by highlighting customer preferences and highlighting market trends.

Businesses could subscribe to pertinent periodicals and set up notifications for stories about their sector to begin tracking this data. Engaging the public with surveys or feedback forms included in the magazine is a novel approach. In this manner, businesses may obtain firsthand knowledge about consumer preferences and modify their sales strategy appropriately."

Societal changes, consumer behaviors, and burgeoning interests

Will Yang, Head of Growth & Marketing at Instrumental

"Traditional media offers a deep well of cultural insights and trends, essential for startups aiming to stay relevant. Through reputable news outlets, industry-specific reports, and thought leadership articles, startups can track societal changes, consumer behaviors, and burgeoning interests. This information helps shape product development, refine marketing strategies, and enhance customer engagement, ensuring startups are in tune with their audience and ahead of their competitors.

To effectively monitor and collect this data, use specific tools and strategies. Start with Google Alerts to get real-time updates on your industry. Utilize RSS feeds to aggregate news from multiple sources in one place. Leverage social media listening platforms like Hootsuite or Brandwatch to gauge consumer sentiments and trending topics. Subscribe to publications relevant to your field, such as industry journals or major newspapers, and review their content regularly.

Create a centralized document or database to store snippets, links, and your insights on these trends. Dedicate time daily or weekly to analyze and reflect on this information. Over time, you’ll notice recurring themes, which can guide your strategic decisions and keep your startup aligned with current cultural trends."

Frequency and sentiment of mentions related to your industry

Craig Bird, Managing Director at CloudTech24

"During the launch of our AI-powered design tool, we faced a unique challenge: "How to demonstrate its capabilities in a tangible, memorable way?" Our solution was an immersive art installation that blended physical and digital elements, pushing the boundaries of experiential marketing. We transformed an empty warehouse into a living canvas. Visitors wore AR glasses that overlaid digital art onto physical sculptures. As they moved through the space, their movements triggered our AI to generate new artwork in real-time, creating a constantly evolving exhibition. The centerpiece was a massive blank wall where visitors could sketch ideas. Our AI tool would instantly transform these sketches into fully-realized digital artworks projected onto the wall. This visceral demonstration of AI-augmented creativity left a lasting impression on attendees.

I'd say, to extend the experience beyond the physical space, we created a companion app that allowed users to capture and modify elements from the installation This digital souvenir encouraged continued engagement with our brand long after the event. This installation received significant media attention, leading to a 300% increase in product sign-ups. Importantly, it sparked discussions about the future of AI in creative fields, establishing us as thought leaders in the industry. This BLEND OF PHYSICAL AND DIGITAL showcased our product's capabilities and created an unforgettable brand experience that really resonates with our target audience of creative professionals."

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