December 8, 2016

Helping PR pros make smarter decisions

Using industry news briefings to build your brand and make connections

Using industry news briefings to build your brand and make connections

Finding ways to use a media monitoring platform outside of the daily task of monitoring is a great way to get the most out of the tool you are paying for—not only does it make the most out of your investment, it can also help meet internal goals beyond PR.

Industry news briefings are a great way to use the content that you are probably already collecting, but formatted in a new way to highlight activity in your broader industry.

What should you include?

Preparing an industry news briefing is fairly straightforward: use your monitoring tool to gather news and trade content, and then build a briefing document highlighting the best information. Industry briefings are an ideal place to link to content on industry-specific sites and publications. Essentially, what you are looking to create is a news digest of topics, articles, and blog content that will help your readers quickly learn what’s happening in the industry.

What should you leave out?

It may be tempting to salt the briefing with pieces about your company, but try and resist this. The goal of an industry news briefing is to get others in the industry to read and share the content—and people won’t do that if it’s overly promotional. This is the time to think big picture.

What should you do with it?

You can then turn this content into an email newsletter, blog content, or into an “Industry News” widget on your corporate website—or all of the above. Make sharing easy, and make sure there’s a way for people to sign up to receive the content directly. While the content shouldn’t be overly promotional for your company, do make sure it is branded.

How frequently should you publish a briefing?

This will probably vary depending on the industry category you are in, how much news there is to cover, and how much time it takes your team to create the briefing. For some fast-moving industries, a short daily briefing is ideal. If you’re in a technical field, an industry briefing may rely heavily on the timeline of releases—so you should time the release of industry briefings to coincide with those schedules. If your focus is state or federal public affairs, you may want to consider more frequent briefings when the legislative body you monitor is in session, with less-frequent briefings when they are out. In short, the publication schedule should map logically back to when your industry has news to cover.

Once you’ve established a regular schedule and begin publishing the industry briefing, share it with influencers within your industry. By identifying the right content and sharing your findings with others, you’ll discover that a simple briefing document can quickly become a resource that people depend on to get up to speed quickly on the issues and news that matters most to your industry.

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About The Author

Jennifer Zingsheim Phillips is the founder of 4L Strategies, and has worked in communications and public affairs for just over 20 years. Her background includes work in politics, government, lobbying, public affairs PR work, content creation, and digital and social communications and media analysis.

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