Of course, public relations activity is based on communications sent to journalists, and is measured largely by press coverage obtained as a result. But in reality, it goes far beyond that.
Articles and/or reporting are one of the indicators of PR performance, of course, but while some are directly linked to a specific PR communications activity, others are more general and less immediate, and usually emerge from a set of communications with a journalist (sending information, telephone calls and/or email exchanges, interviews, etc.).
To showcase and highlight PR activity for your company or client, it is important to take into account all the different activities you have undertaken in relation to journalists.
This means that while the dissemination of a PR campaign should be highlighted and taken into account, all relationships and communications must be organised, tracked and analysed.
Designed for press officers and optimised with their support over many years, the Augure solution combines all the necessary tools for full and effective PR management. Key PR activities that require rigorous tracking include the following in particular:
- outgoing communications (press campaigns): subject category (corporate communications, product, performance, expertise, etc.), type (press release, press pack, newsletter, event invitation, etc.), mailing title, available visuals, production date, communication date (initial, then follow-up if applicable), questions, reminders (including responses and comments), dedicated articles, etc.
- any email exchange with a journalist, even if it takes place individually, without dispatch via the software, can also be included in the software (specific meeting proposal, discussion following an article, information sent as part of editorial planning, etc.)
- press requests: context (following receipt of a press release, topical issue, in conjunction with a previous meeting, etc.), subject matter (specific press release, product, expertise, corporation information, etc.), object (visual, additional information, product test, interview, etc.), date and mode (email/telephone) of request, date of response, content of response (documents sent, which interview set up when, etc.), status (pending/ongoing/completed), prospects (article planned on which date, contact at a later date, etc.)
- interviews/meetings with journalists: source of request (incoming or outgoing), type of exchange (individual or group, telephone interview, in-person meeting, etc.), context (following receipt of a news item, editorial on a topical issue requiring expertise and/or presentation specific to the company or its products, etc.), issues covered, questions asked, takeaways (sending visuals, providing specific details, additional interview to be planned, etc.), media prospects (article planned for specific date, anticipating a specific news item, to remind later, etc.)
- client relations (agency): calls and meetings (dates, participants, subject matter, etc.), sending summaries and press reviews, topical and upcoming issues, etc.
Augure brings together all key PR activities in one piece of software. This makes the press officer’s work much simpler, boosting their efficiency and productivity thanks to an organisational and tracking tool tailored to their work with a range of players.