Cision2022媒体数据库买家指南英文版21页.pdf

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2022

MEDIA

DATABASE

BUYER’S

GUIDE

Contents

AboutThisGuide1

WhyEveryCompanyNeedsaMediaDatabase–andHowtoChoosetheRightOne2

KeyFeaturestoLookFor4

10QuestionstoAskWhenEvaluatingaMediaDatabase6

GettingC-SuiteBuy-InForYourMediaDatabase11

FinalThoughts18

AboutThisGuide

Ifyou’relikethevastmajorityofcommunicationsinthemediaorthosewhoareinfluencerswithabuilt-

professionals,identifyingtherightjournaliststoreachinaudience.Itcouldbeasbasicasaspreadsheetthat

outtoforPRpurposesis…well,let’sputitthisway:youcreateinhouseandupdatemanually;however,

You’renotlistingitamongyourtopskillsonyourforcommunicatorsandbrandexpertslookingto

LinkedInprofile.(We’reparaphrasing,ofcourse,butstreamlinetheirefforts,facilitatemorepersonalized

accordingtothe2021GlobalCommsReport,only25%(read:moreeffective)mediaoutreachandtrack

ofcommsleadersfeeltheycan“always”identifytheresults,amediadatabase,whichoffersmoreadvanced

rightjournaliststoreachoutto.Goodforthem,right?)capabilitiesisacriticalcomponentofsuccess.

Butwithsomuchmovementintheindustry,keeping

trackofwhichjournalistscoverwhichtopicsforwhichOfcourse,notallmediadatabasesarecreatedequal.

audiencesisafull-timejob.WhohasthetimeorThisguideisdesignedtohelpyoufindtheright

resources(or–let’sbehonest–thepatience)forthat?solutionforyourteam’sspecificneeds,challenges

That’swherehavingtherighttechnologycanhelp.andgoals.Itwalksyoustep-by-stepthrough:the

valueofamediadatabase,thequestionstoaskwhen

Enterthemediadatabase.

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