There must therefore be a relationship of collaboration and dialogue between the two activities. One must not exclude the other.
How important are the contents and stories that companies tell?
A company that decides to tell its story and decides to do so mexico business email list in the most transparent way possible (and this means not hiding the difficulties and the most complex moments) can certainly have the opportunity to intercept the interest of those journalists who are most focused on these issues.
Not all journalists are interested in corporate stories , but there is a sphere of the media that is particularly receptive to such content.
We must then necessarily open a parenthesis regarding the degree of newsworthiness of the story: there are stories that are very newsworthy, mediatically interesting, while other narratives are less “journalistically suitable”.
The advice, in this juncture, is to collect and analyze the business stories told by certain target newspapers (e.g. Millionaire, Fortune Italia, Forbes, Business Insider – focusing for the evaluation only on organic, non-paid articles) to understand which are the most newsworthy elements.
Measuring PR actions in an absolute sense is extremely complex (probably impossible).
For example, if an article were to be published online, in an authoritative newspaper, but without a link to the company's website (let's assume it is an e-commerce site), it would be difficult to understand (exactly) how many purchases are completed starting from that article.
It may actually be that the last customer read 5-6 other (organic) articles before proceeding with the purchase.