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Most PR professionals lament the diminishing returns they now receive from press releases delivered only by email. ‘Yes’, the one-on-one email engagements with journalists still deliver strong results; however, the same cannot be said of disseminating messages across a network.
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Playing catch up
Is there a disconnect between the press releases being delivered, or is it the technology used to deliver the message? If you asked journalists how they now work, the reasons become clearer; firstly, journalists are frustrated with PR professionals sending press releases that don’t relate to their beats or publications. If you asked them, they would also tell you they don’t have the time to troll through the hundreds of email press releases each week to see which ones they should write about. They’re now focused on more direct, faster communication technologies to discover new story ideas.
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Media pitches that can’t be ignored
If you want to create a media pitch that can’t be ignored, you need technology to move your breaking story or story idea directly into the line of sight of journalists. A technology they’ve already embraced to alert them to breaking news and stories they need to follow. It’s in browsers and app notifications.
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Adopting this new notification paradigm
Lookatmedia™ utilises 2 distinct forms of notifications for journalists, media representatives and influencers. The first is ‘in browser’ notifications. When the media visit your website, they are asked if they want to receive notifications. When they opt-in, you can send them browser-based notices on breaking or new stories, even when they are not in your newsroom.
On average, click rates of web push notifications is 12%, which can be improved to 15% through push notification automation. Sending push notifications with rich media (e.g., images) improves this number to 18%.
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App notifications
Your Lookatmedia™ newsroom has another form of instant notification to journalists and influencers. It starts when the media visits your newsroom and click on a feature in the URL that instantly creates an app version on the device they are using. This app version of your newsroom sits with their other apps (e.g., banking and news apps), keeping it front of mind. It also allows you to send notifications on their devices even when the app is not active. Research indicates that these notifications have an average 10.3% click rate and increase app engagement by 88%.
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Automated and manual notifications
Your Lookatmedia™ newsroom allows you to automatically send notifications on news, events, and story ideas. It also allows you to choose a manual option, only sending notifications that you want. It provides you with options that fit your specific needs and goals.
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Media pitches for a new publishing paradigm
The push notifications provided by your new Lookatmedia™ newsroom embraced the technologies now used by the media to learn of newsworthy stories. These technologies can allow you to reinvent your media pitching strategies to capture a more diverse range of media opportunities faster and with a fraction of the effort of traditional press release strategies.
