Tricky questions and how to answer them
Some of the most common questions we are asked by B2B technology companies investing (or revising their investment) in media relations support in the European market are:
- Where should we base that support?
- Which titles do we target?
- How do we prioritise investment to maximise the return?
There are 44 European countries, 24 official languages and significant differences in the media landscape across the region and so, unless budgets are unlimited, compromises have to be made. A range of models can be adopted, from focusing on a single priority market to on-the-ground support in multiple markets. If it’s the former, the questions are relatively easy to answer but any variation beyond that requires an understanding of where the influential media are based and what reach those media titles might have across the entire region.
In our latest whitepaper, ‘European Media Relations – Where should B2B technology companies invest?‘, we’ve provided some guidance by using RUMA, Babel’s proprietary ranking news analysis platform. RUMA was designed to gather, amalgamate and analyse ranking news from search engine results pages (SERPs). It delivers valuable intelligence to inform and enhance media outreach campaigns, to examine the competitive environment for companies, to identify issues driving the news agenda and to identify which media sources are likely to deliver ranking results.