There is no one-size-fits-all approach to determining the best media mix for your organization, or to know precisely how to allocate resources for the best ROI. "If you tried to measure everything, you wouldn't have the money to do anything," says Greg D'Andrea, account director at Cision. "You have to focus on the media that matter." Of course, the media that matter is different for every company and, even more challenging, different for each initiative within said company. There are several vendors that offer services that track, monitor, measure and analyze media coverage of their organization, which certainly helps guide decisions surrounding how much money to allocate to media outreach efforts across all segments (print, online, broadcast).
How To…Choose the Best Media Mix & Resource Allocation for Your Organization
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