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Media and Measurement: Experts offer strategic tips for PR pros

Bayer video

In the first of a two-part video series, Cision CEO Kevin Akeroyd sits down with Bayer’s SVP of comms, government relations, and policy, Ray Kerins, and VP of external comms Chris Loder to offer insights on two key areas every PR pro must master today – media and measurement. Some of the tips they share include:

What your true objective with influencer outreach should be:

“Influencers are a way to get to an end user. It’s all about the end user, driving an outcome with a target audience, and not about reaching influencers for reaching influencers’ sake.”
Kevin Akeroyd


The first rule of media relations:

“We spend so much time strategizing program plans and developing content. Why then is the media relations portion of it handed off to most junior person on the team? Scary. We won’t allow that to happen.”
Ray Kerins


Avoiding a common misstep:

“The biggest mistake PR professionals make is to not understand the journalists. You need to know what that [media person] has written about [in his or her] last five stories.”
Chris Loder


For more insights from this trio on topics including breaking down silos and providing metrics the C-suite cares about, check back for the second video in early September.


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