creating connections

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The future of media relations is unlikely to be won by the team that sends the most emails. It will be won by teams that can identify the right journalists, understand what matters to them and create connections built on relevance.

So perhaps campaign reporting needs to evolve too.

Alongside reach and volume, we should be asking:

• Did we reach the journalists who actually mattered to this story?
• Was our outreach relevant to what they cover?
• Did journalists engage with us?
• Did the campaign strengthen relationships we can build on next time?
• Did that engagement contribute to the communications outcome we were trying to achieve?