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What We Think

Quality Over Quantity

4/24/2018

3 Comments

 
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Press coverage of your company is important for a variety of reasons. Living in a data driven society, however, we tend to look only at the numbers, in this case, the number of articles and not what's in those articles. 

We need to shift our thinking away from quantity and focus more on the quality. 

Focus needs to be put on several factors including:
  • Tone, type and positioning - As we've discussed previously, not all press is good press. It is important to ask yourself and your team questions on the tone, type and positioning of the article: Is it a positive or negative story? Is your company being positioned in a good light or surrounded by a controversial or negative news hook? Is your company being featured in the story or just mentioned (mentions are necessarily a bad thing, especially when you are mentioned with other strong companies)
  • Message pull-through - With earned media, you aren't guaranteed to have the story told the way you want. But it is important to understand which of your messages are coming across in the stories that you appear in and which messages may need more work for future interviews and articles. 
  • Resonating with your audience - Everyone wants a story in a top tier newspaper or magazine like Wall Street Journal, New York Times or Fortune, but it is important to ask whether that type of story will actually help achieve your business objectives and if it is appropriate for this particular time for the company. This starts with knowing your audience and targeting the publications that these decision makers read regularly. 

You might be stoked for a front page feature article in the business section of a top tier daily newspaper, magazine or blog but if your company/product/executive is being associated with a negative topic, does it deserve the same value as a positive mention in a smaller, more targeted publication that all of your prospective customers, partners and investors read?

​It's time to focus on quality over quantity.
3 Comments
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5/15/2018 01:32:13 am

Quality over quantity is such a powerful statement that greatly affects our work. It is an important point that everyone has to keep in mind. However, the quantity of our work must not affect its quality. I think the point there is, is the importance of being effective and efficient at the same time. They were different because, being effective is about doing the right things, while being efficient is about doing things right. Thank you!

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5/22/2018 03:40:50 pm

I beg to differ. For me, sometimes it just had to be quantity. Often times we are too busy being editors that we forget that sometimes we just need to get off this writer's block or something. We end up criticising our work too much. There will be instances when we just need to finish as much as we were expected to do. It does not mean we will not put quality into consideration, but we need to spend less time deciding if it's good enough already or needs to improve. That way we can discard rejects faster and make room for more items to check until we hit our target.

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