Meltwater融文-现代公关指南：数字时代构建消费者信任- Guide to Modern PR Building consumer trust in the digital age

O)Meltwater

Guideto

ModernPR

Buildingconsumertrustinthedigitalage

TableofContents

03Introduction

04DataDrivenPR

09ctive

19MeasuringESG

BuildingConsumerTrustThrough ExecutivePositioning

30int

38rfirPR

47AbouttheMeltwaterSuite

2GuidetoModernPR<o)Meltwater

Introduction

ModernPRisnolongerjustaboutearningmediacoverage—it’saboutdrivingandstrengtheningvisibilityacrossanincreasinglycomplexdigitalecosystempoweredbysearch,socialmedia,andnowAI.

Theriseofsocialplatforms,blogs,podcasts,andinfluencermarketinghassteadilyreshapedhowbrandsearnattention.Today,AI-drivensearchexperiencesarereshapingitagain.Audiencesdon’tjustdiscoverbrandsthroughheadlines—theyencountertheminAIsummaries,conversational

searchresults,curatedfeeds,andalgorithmicrecommendations.ThatmeansPRteamsmustthinkbeyondplacementsandtowardpresence:how,where,andwhyabrand

showsupacrosstheentiredigitallandscape.

MediarelationsremainsfoundationalforPRsuccess,butitnowintersectsevenmorecloselywithcontentstrategy,socialmedia,influencermarketing,SEO,

andAIdiscoverability.Successrequiresmorethanstrongstorytelling—

itdemandsanunderstandingofhowalgorithmsandAImodelsaresurfacinginformationaboutyourbrand,leadership,products,andservices.

Advancedmonitoringtools,predictiveanalytics,andAI-poweredinsights

makeitpossibletotrackbrandvisibilityacrossnews,social,search,andAI-generatedresponses.Thesetoolsdon’tjustmeasureimpact—theyhelpidentifyopportunities,optimizemessaging,andextendthelifespanand

reachofearnedcontent.

ThisguideexplorestheforcesredefiningPRtodayandoutlinesthetools,

strategies,andmetricsthatwillenableasmarter,moredata-drivenapproachtomodernpublicrelations.

3GuidetoModernPR

DataDrivenPR

Adata-drivenapproachtakestheguessworkoutofPRacrosstheentirecampaignlifecycle.Attheplanningstage,socialdatahelpsbuildadeepunderstandingofaudiencesandmarkets,enablingcampaignstobe

targetedmoreeffectively.

Duringandaftertheexecutionphase,sociallisteningandmedia-

monitoringdataprovidesadetailedviewofperformance,enablingcampaignstobeoptimizedonthefly,andimprovingfutureactivity.

Datacanevenbeusedasakeycomponentinstorytelling,helpingPRteamstouncovernewtrendsandideaswithintheirsector,whichcanbeusedasthebasisofnewcampaigns.

Meltwaterprovidesthedataandtoolstoachieveallofthis.

4GuidetoModernPR<o)Meltwater

1

InPRtoday,we’reworkingina‘news-you-can-choose’environment;

constantlysiftingthroughanavalancheofcontenttofindwhat

weneed–whenweneedit—fromblogs,socialmedia,

podcasts,andtraditionalmedia.

It’smadethejobsofPRandcommunicationprofessionalsthatmuch

morechallengingbecauseweneedtomeetpeoplewheretheyare

—andwheretheyareisalwayschangingandevolving.

—EllenPresutti,VicePresident,RedHavas

5GuidetoModernPR

Whyisdata-drivenPRimportant?

Adata-drivenapproachtoPR

strengthensyourstorytelling.

Don’twastetimeonunfoundedintuitionwhenpitchingyournextPR

push.Backupyourinstinctsusingsociallisteningdatatoshowwhyacertainstoryorangleisanimportantfocusforyourbrand.

Whenyoucanstayontopofimportantindustrytrends,competitor

mentions,andconsumerconversations,youfindmoreopportunitiestoremaintopofmind.Andwhenyouusereal-timealertsyou’re

empoweredtomoreswiftlyaddressbrandorindustrycrisesthatarise.

ResearchingjournalistsandmediaoutletsisatthecoreofPR

responsibilities.Itcanalsobethemosttimeconsumingexercise,withveryuncertainROI,ifyoudon’thaveproperdirection.

Usingaudiencedataandmediamonitoring,youcanidentifymorerelevanttargetsandmorecloselyalignyourpitchtotheirreaderbase,industry,andtopicspecialty.Bydemonstratingthatyou

understandtheiraudience,aswellasyourown,youengendermore

trustandinterestinyourstoryfromtheget-go.

6GuidetoModernPR<o>Meltwater

7GuidetoModernPR<o)Meltwater

WillAItakeoverPR?

TherapidadvancementofAItechnologyhassomePR

andmarketingprosfeelingantsyaboutautomation.And

understandablyso;thewayAIandfeatureslikeChatGPTarepermeatingworkandpersonallifeisnothingtoignore.

Butthesetoolsstillneedhumanstodrivethemandtoformulatethestrategyaroundhowtheyareappliedinbusiness.

Sofornowatleasttherobotsaren’ttakingoverandPR&

commsteamscanbecreativeabouthowtoimproveworkflowsanduseAItotheiradvantage.

10PromptsPRProsCanUsetoIncorporateAI

•Writea500-wordpressreleaseaboutanewproductlaunch

•Usea(friendly/stern/authoritative/humorous/etc.)toneofvoice

•Draftaheadlineannouncinganewexecutivehire

•Createatemplatepressreleasethatcanbemodifiedtosuitdifferentindustries

•Generateafollow-upemailtojournalistswhoexpressinterestinapitch

•Writeablogpostdetailingacurrenteventin(industry)

•Createalandingpagetoannounceanewstrategicpartnership

•Writeakeynotespeechforaclient’sCEO

•Writeamediaalertforanupcomingevent

•Composeanemailtoinvestorsoutliningquarterlyperformancemetrics

GeneralTips

•Beasclearanddescriptiveaspossible

•Avoid“yes”or“no”questions

•Useexamples

•Alwaysfactchecktheoutput

8GuidetoModernPR<o)Meltwater

MediaMonitoring

HowtheMeltwaterSuiteservesPR

WithMeltwateryoudon’tneedto

manuallyhuntforusefuldatatofuelyourPRengine,whetherforcrisis

responseorpitchingjournalists.

Strikewhiletheironishot!Gettheinsidescooponindustry-relevantnews,trends,andtopicsinrealtime.Contributetoanddrivetheconversationforward.

ReputationManagement

Don’tletaspikeinnegativesentimenthaveanegativeimpactonyourcustomerloyalty.Bysettingupalertsandmonitoringmentionsofyourexecutiveleadershipteamand

campaignsinreal-timeyoucankeepyourcompanyinapositivelight.

JournalistRelationships

Scaleyouroutreachandcultivatestrongerrelationshipswithmediaoutlets,influencers,journalists,andeditorswithaGDPR-friendlyglobaldatabase.

CustomReporting

Whenyouknowwhichmediaeffortsaremakingthebiggestimpact,youcansteerthedirectionofyourPRteamwithmoreconfidence.Ourprofessionalservicesandanalystteamcanhelpyoufindtheseinsightsandillustratesuccesseswithshareable,

executive-levelreports.

LLMVisibility

MakesureyourbrandbecomesareliablesourcethatAIenginestrustenoughtoinclude

REQUESTADEMO

whentheyanswerquestionsinyourcategory.ToolslikeMeltwater’GenAILenshelpyougaindirectinsightintohowyourbrandisrepresentedacrossmajorAIassistants,includingwhichnarrativesappear,whichsourcesarecited,andhowyoucomparetocompetitors.

CraftingEffectivePRMessages

EffectivePRmessagesaretailored,impactful,andsentwithintention.PaintingwithbroadstrokesisnolongeraviableorstrategicwaytoexecuteonPRpushes.

Know&refineyourtargetaudience

Whenyoufullyunderstandyourtargetaudience,andmakeitspecific,youcancraftmessagingthatwillmakeagreaterimpactthanifyoutakeablanketapproach.

Withthegreatervarietyofmediasourcesavailabletous,audiencetargetingcanbesomuchmorerelevanttoday.

FromaPRperspective,youcouldtailoryouroutreachbasedonthetypeofmediayouraudienceconsumes.Forexample,don’twastevaluabletimehoundingjournalistswhenyoushouldbegoingafterpodcasthosts.

It’stimetothinkbeyondtraditionaldemographics.Forgetbroadgeneralizationssuchas“women”or“ages25-40”.

9GuidetoModernPR<o)Meltwater

2

UsingatoollikeRadarlyconsumerinsightsfrom

Meltwater,youcandrilldowntothedetails,segmentingaudiencesmoreintelligentlythansimpledemographics.

Radarlyallowsyoutolookatthingslikesharedvalues,behaviorsandinfluencesofdifferentonlinecommunities.Byunderstandingthembetter,youcanbuildmessagesthatwillresonate,andidentifywhichmediatypesor

influencersaremostlikelytoreachthem.

10GuidetoModernPR

Crafting,pitching&extendingacompellingPRmessage

Asidefrombeingtenaciousdriversofbrandmessaging,PRandcommsprosarealsoexpertstorytellers.

Yestheyarepitchingtopicstothepeoplewhowillactuallywriteorproducethestoriesseenbythousandsofconsumers,butit’suptothePRproto

illustratewhythestoryisworthtelling.

Usinga

mediamonitoringtool

suchasExplore,youcanidentifytrends,relatedtopics,locations,andmoretouncoveruniqueanglestopitch.

Example

ofanExploresearchfor

NFTsin2023

11GuidetoModernPR<o>Meltwater

12GuidetoModernPR<o)Meltwater

r

e

t

u

p

m

o

C

e

c

an

n

i

F

i

s

u

B

t

n

e

m

n

i

a

t

r

e

t

n

E

d

n

a

s

t

r

A

G

a

m

e

s

C

o

m

O

n

m

l

i

u

n

n

e

i

t

i

e

s

Makeyourpitchstandout

Usingtopicaldatagleanedfromsociallisteningand

mediamonitoringyoucanhoneinonuniqueaspects

forthepromotionofyourproductsandservices.Oratahigherlevel,youmayuncovernewwaystohighlightyourbrandpositioning.

Establishingastrongbrandperspectiveresultsin

consumerattention,encouragesloyalty,andaboveallkeepsyoutop-of-mind.

Example:NFTs&theArts

Inthisexample,wecanseethatartsandentertainmenttopicsoccupythelargestshareofconversationsaroundNFTsso

farin2023.Thiscouldbeaninterestingangletopitchtoartsoutletsasopposedtowritersinthetechspace.

ness

Topics

Pitchwithintention

UsingMediaListsfromdirectlywithinExplore,youcanseamlesslyhonetheoriginalsearchqueryandthenaccessalistoftargetedjournalistswhohavewrittenarticlesinthisintersection.

Thisincreasesthelikelihoodthatoneofthemwillbeinterestedinyourpitchandsavesyoufromreachingouttoirrelevantcontacts.

13GuidetoModernPR

ChoosingthechannelsforyourPRmessage

AcrucialstepinmodernPRstrategyischoosingtherightchannelstoamplifyyourmessagetoitsfullestpotential.

Traditionalmedia,suchasbroadcast,radio,andnewspapers

arestillextremelyimportantsources,butthevalueofnon-traditionalmediacannotbeunderstated.

Usingmediamonitoring,yourteamcandeterminewhere

14GuidetoModernPR<o)Meltwater

relevantconversationsaretakingplace.IfyourproductsarebeingtalkedaboutonPinterest,oranichepodcastorblogiscoveringtopicspertinenttoyourindustry,thenyouknowit’sworthgettingyourmessageoutonthosechannels.

Searchtheonlineworldandtheworldonline

•Twitter

•Blogs

•Broadcast

•Comments

•Douyin

•Facebook

•Forums

•Instagram

•LinkedIn

•News

•Pinterest

•Podcasts

•ProductReviews

•Reddit

•RSS

•SinaWeibo

•TikTok

•Twitch

•WeChat

•YouTube

15GuidetoModernPR<o)Meltwater

Increasethelongevity&reachofPRcontent

Onceastoryisrunorapressreleasehasgoneoutisnotthetimetosimplymoveontothenexthustle.Atleastnotexclusively.Youcanalwayscontinuetobreathelifeintoastory:

Repurposethecontentintoa

podcastepisode,video,orblogseries

Partnerwithinfluencerstospreadthemessagetonewrelevantaudiences

Whydopeopleusesocialmedia?

30.3%

50.2%

findingcontent

(e.g.articles,videos)

39.7%

keepingintouchwithfriendsandfamily

35.4%

fillingsparetime

readingnewsstories

2026GlobalDigitalReport

Sources:Kepiosanalysisof(1)companyannouncementsofmonthlyactiveusers;(2)Platforms’self-serviceadvertisingresources;(3)Analysis.CN.

Advisory:Usersmaynotrepresentuniqueindividuals.

Comparability:Platformsidentifiedby(*)Havenotpublishedupdateduserfiguresinthepast12months,sofiguresarelessrepresentative.

Basechangesandmethodologychangesinsourcedatameanthatfiguresmaynotbedirectlycomparablewiththosepublishedinpreviousreports.

Findadifferentangleforafollow-upstoryusingsociallisteningandrelatedkeywords

Peopleareusingsocialmediamorethaneverbefore

togetinformationaboutbrandsandproducts,so

PRprofessionalsneedtobeeverywhereallatonce–

usingsocialmediaasaspringboardtoincreasethe

lifecycleofatraditionalmediahit.

—EllenPresutti,VicePresident,RedHavas

16GuidetoModernPR

CaseStudy:Domino’s

Asoneofthelargestinternationalfastfoodcompanieswith16,000pointsofsalearoundtheworld,Domino’sneededanengaging,highly-

responsiveonlinepresence.Outsourcedsocialmediacontent,monitoring,andreportinghamperedthebrand’sconnectionwithfansanddidn’tleveragethecommercialgrowthopportunitiessocialmarketingcanoffer.

MeltwaterletsDomino’sbuildaknowledgebaseaboutitsaudiencethatgrowswitheverybrandmentionandsocialmediapost.Withsocialintelligencedataatitsfingertips,itcanevolvealongsideitscustomersinsteadofplayingcatch-up.

5,000%

increaseinengagement

onsocialmedia

50,000

Meltwateroffersusanall-in-onesoftwarewherewe

canrespondtoallofourfollowersonallplatforms,

buildreports,andmonitorwhatissaidonsocial

media,plustheinfluencerpart.It’smorepractical.

It’satotalpackage.

—ChloéAllègre,SocialMedia

ProjectManager,Domino’s

likesononeTweetalone

MeltwaterenablesDomino’sPizzato:

Savetimeandmoneybyconsolidatingsocialmediaworkflows

Drivea5,000%increaseinsocialmediaengagementinasinglecampaignManageinfluencerpartnerships

17GuidetoModernPR<o)Meltwater

Measuringsuccess

Beforetheinternet,thevalueofmediacoveragewas

calculatedbasedonthesizeoftheaudiencereached,oftenascribingacashvalueinlinewitheachchannel’sadvertisingrates(knownasAdvertisingValueEquivalency).Thisapproachhaslargelybeenabandonedbytheindustry.

Today,thebreadthofdataanalyticsavailabletousmeansthatafundamentalshiftneedstooccurinthemindsof

executives.Measuringsuccessbythequantityofcoverageisnolongerthebeallandendall.Instead,successneedstobeconsideredbythequalityofcoverage.

Ifyouweretoonlyreportonquantity,youriskpresentinganinflatedandinaccuratepictureofreality.Whileon

thesurface“mentionedin10articles”mightsoundbetterthan“mentionedin5”,there’salotmoretoit.

ImprovePRreportingaccuracywithCustomScoring

CustomscoringcanapplyadifferentweighttovariouslevelsofcoveragesoyougetamuchmoreaccurateviewofhowyourPReffortsarepayingoff,specifictoyourbusinessgoals:

Forexample,youcouldassignahighscoreforaqualitybacklinkfromanarticle,adifferentscoreforbeingmentionedalongsideacompetitor,andadifferentscoreforbeingmentionedinanimagecreditbutnotinthemainarticle.

TogetshareablePRinsightsquickly,youcanalsoask

Mira

,yourAI

assistantwithinMeltwater.UsingapowerfulblendofAI-drivenanalysisandaconversationalinterface,PRproscaneasilysurfacetrends,

monitorimpact,andrespondtomediashiftsinrealtime.

18GuidetoModernPR

PRmetricsforthemodernage

TrackingthevalueofPRcoveragecomesfrommanydifferentplaces,bothqualitativeandquantitative.Havingarobustreportingsysteminplacewillhelpyouseethefullpictureanddemonstratetheeffortsthatarehavingthebiggestimpact.

ThesemetricsarewhateverymodernPRproshouldbeusingtomeasureROI:

•MediaExposure:howmuchcoverageasearchisgettingoveraselectedperiodoftime

•TopSocialPosts:socialcontentwiththehighestreach

•PotentialReach:numberofpotentialviewerswhohavebeenexposedtoabrand,product,event,ortopic

•Sentiment:coveragebrokendownbytonality

•SocialMediaReachvsVolume:comparingmediaexposureforsocialcontentagainstthesocialreachofpostsources

•TopPostersbyVolume:howcoverageisbrokendownbyposters

•TopPostersbyReach:prominentprofilespostingaboutabrandorindustry

•SocialEcho:real-timenumberofsocialshares

•SocialMediaReach:numberofpotentialviewsthathavebeenexposedtoaparticularmessageonsocial

•ShareofVoice:amountofmediacoverageabrand,campaign,orproductreceivescomparedtoacompetitor

•TrendingThemes:keywordsandphrasesmostfrequentlyassociatedwithabrand,product,event,ortopic.

•AIcitationpresence:TrackwhetherAIsystemsexplicitlyreferencesourcesthatincludeyourbrand.Useanarrativeaccuracyscoretoassessthecontextandsentimentofthosementions.TakestepstocorrectinaccuracieswithaGEOstrategy.Learnmoreinour

blog:

GEOforPRGuide

.

Meltwaterisabsolutelyessentialforreportingforour

clients.Notonlyareweabletoprovideincrediblyin-depth

analysis—whetherit’scomparingchangestoSOVover

timeorunderstandingkeytrendingthemesandmessages

fromourmediacoverage–we’realsoabletotellamore

impactfulstorythroughthebreadthanddepthofdata

thatwehaveatourfingertips.

—EllenPresutti,VicePresident,RedHavasUS

ESGMeasurement

OneofthemorerecentacronymsthatallPRprosshouldbefamiliarwithis“ESG.”StandingforEnvironmental,Social,andGovernanceitisameasurementofstandardsoftenusedbyinvestmentfirmstoguideresponsibleinvestmentsandbenchmarkthehealthoftheirportfolio.Itisalsousedtohelpensureamore“stakeholder-centricapproachtodoingbusiness”(Diligent).

ESGencompassesacompany’sapproachtovariouscausesthatareofextremelyhighimporttothemajorityofconsumerstoday.SobeinghyperawareofESGcriteria,yourbrand’sposition,andhowitinformsyourmessagingiscrucialforPRsuccess.

Usingacomparisonsearch,yourPRteamcanclearlyseeSOVbenchmarkedtoyourcompetitorsforvariousESGcriteria.

Quicklyunderstandwhereconversationsarehappening,hownewsisspreading,sentiment,andmore.

19GuidetoModernPR<o)Meltwater

3

20GuidetoModernPR<o)Meltwater

ShareofVoicebySentiment

NotRatedNegativePositiveNeutral100%

75%

50%

25%

0%

Hermiston-Mitchell

HarberLTD.GreenfelderPLC.

LebsackInc

Legros

Group

ShareofVoicebySource

100%

75%

50%

25%

0%

TwitterBlogsRedditMessageCommentsPodcastsPinterestTikTok

Boards

Hermiston-MitchellGreenfelderPLC.

LegrosGroup

LebsackInc.

HarberLTD.

21GuidetoModernPR

ESGataglance

SojustwhatareESGcriteria?Herearesomeofthemajorpointstobeawareof:

Environmental:

•Climatechangeawareness

•Wastemanagement

•Energyefficiency

Social:

•Genderandracialdiversity&equality

•Fairlaborpractices

•Dataprotection

Governance:

•Boardcomposition

•Politicalcontributions

•Lobbying

HavingperformanceindicatorsrelatedtoESGiskeytoPRsuccesswhenpromoting,highlighting,ordefendingESGbusinessinitiatives.

Metricscouldinclude:

Carbonemissions,safetyrecords,howoftenyouupdate

environmentalpolicies,diversityreports,numberofESG+brandnamementions

LearnhowMeltwatercanhelpyourorganization

withearningconsumertrustthroughESGPR.

REQUESTADEMO

22GuidetoModernPR<o)Meltwater

RegionalexamplesofhowESGcriteriacouldinformyourPRstrategy

Europe&Americas:

Dataprotection&compliance

WiththenewlawssurroundingGDPR,3rd-partycookies,anddataprivacyineffect,companiesoperatingintheAmericasandEuropeanregionswillwanttobeextremelycognizantofhowtheydemonstratetheircomplianceandcommitmenttocustomers’privacy.

Asia-Pacific:

Pollution

InAsiancountries,particularlyChina,pollutionisbotha

local&globalconcern.EnterprisingandmodernbusinesseswantingtoexpandintoWesternmarketscouldusetheirPReffortstoillustrateadedicationtominimizingairpollution,therebydoingmoretoearnconsumerandinvestorrespect.

CaseStudy:Cyberport

Housingover1,650startupsandtechcompanies,CyberportishometoHongKong’sinnovativedigitaltechnologycommunity.Wholly-ownedbytheHongKongSARgovernment,theorganizationaimstorealizeHongKong’svision

tobecomeaninnovationanddigitaltechnologyhub.

Cyberportneededaservicethatcouldhelpmonitoraswellasanalyzeitspublicityeffortsandtheoveralllandscapeinfourkeyareas:brandreputation,campaignsuccess,awarenessofitsincubationprograms,andupdatesonHongKong’sregulatoryframework.

Bytrackinginternationalcoverage,Cyberportwantedtobetterpositionitsbrandtoattractthe

besttechcompaniestofurtherboostthetechecosysteminHongKong.ThenewssourceswererelevanttoCyberportbecausetheteamwantedtoidentifymediapartnerswhichwould

helpamplifytheireventsandcampaignstoawideraudience.

Meltwater’sproprietaryAI-poweredgradingofnewsreportsgaveCyberportabroadunderstandingofhowthebrandisreportedinthenews.ThesemeasureshelpedCyberportimprovecampaignmanagementandfurtheroptimized

recommendationsforupcomingevents.

AwarenessofCyberport’sinitiativesanditsimpacttosocietyiscriticaltothe

developmentofHongKong’svisionasaninternationalInnovationandTechnology

Hub,andmediacoverageservesasanintegralpartoftheorganizationin

achievingitsgoalsforthesector.

—RebeccaTam,SeniorManager,

CorporateCommunications,Cyberport

23

23GuidetoModernPR

24

GuidetoModernPR

MetricstomeasureESG

•IndustryKeywords

BealertedtoallconversationsrelatedtoESGinyourindustry.Forexamplethetechsectorwillwanttotrackbuzzarounddataprivacy,healthsectorshouldtrackmentionsofvaccinesoroutbreaks,financialsectorshouldtrackbank

mentions,IPOs,andpopularvolatileindustriessuchasbitcoin.

•Sentiment

Followtrendsinconsumersentiment.Bealertedwhenaspikeoccursthat

couldindicateacrisisrelatedtoESGwhichimpactsyourappealtoinvestors,stockholders,andconsumers.

•SOV

MonitoryourSOVasitrelatestoESGinitiatives.Thiswayyoucancompareyourefforts,fromaPRperspective,againstyourcompetitors.

•Brand&CEOMentions

YoushouldalwaysbetrackingmentionsofyourbrandandCEO,butit’s

especiallyimportanttoESG.You’llbeabletoseequicklyhowallyour

stakeholdersandpotentialcustomersfeelaboutyourbrandandflagissuesthatcouldbecomecrisesifnotresolved.

•LLMvisibility&sentiment

area.or

misinformationyoushouldaddressthisswiftlyespeciallyifyouarepursingastrategytomakemembersofyourC-suiteverypublicfacesofthecompany.

<o)Meltwater

UsingGenAIlens,monitormajorAImodelstomakesureyourexecutivesshowninpositivelightIfAIissurfacinginaccurate,outdated,

BuildingConsumerTrustThrough

ExecutivePositioning

ESGisabigpartofthepuzzlewhenitcomestodevelopingapositive

perceptionofyourbrandthroughPR.Butit’snottheonlyfactortoconsiderwhenyouthinkaboutyourstrategyforbuildingtrustwithconsumers.

TheothercrucialaspectcomesfromexecutivepositioninginPRandcommunications.

Executivepositioningi