Want to explore how to maximise Arkreach for all your PR planning and strategy needs? Follow these pointers to become a PR professional with an audience-first data planning approach.

Before you begin, try to answer the following questions:

• Identify your target audience. Tip: Consult with your client or make an initial assumption.
• Compile a sample list of news outlets that would ideally suit your target audience.
• Determine the content formats that resonates best with your audience.
• Identify the media category where such content is readily available.
• Note down a few journalists who you would ideally want to approach.

Ready?

Step 1: Navigate to the Media Planning module

1. Enter the demographic details of the targeted audience persona, and psychographic details (if available in your subscription plan).
2. Select the media category.
3. Specify the country for which you want insights.
4. Click on ‘Create media list’.

Consider these key data points: Ark Score, Predictive Potential Reach, top or niche news outlets, and available Category Audience Size.

Expected Outcomes:

1. Determine where your target audiences are in substantial numbers.
2. Estimate the potential reach if your content is published on these outlets, given the defined category.
3. Use the Ark Score to determine the impact of media outlets for the defined category.
4. Identify the journalists with the most significant reach within this media category. (This feature is in the early beta phase.)

Step 2: Navigate to the Measurement Module

1. Select the sector or category upon which you’d like to create a dashboard. To create a sector-specific dashboard, add top competitors or the sector name.
2. Customize the query. Ensure to add exclusions. For instance, the ‘Tech’ category could be broad, so eliminate mentions such as mobile phones, IT, etc.
3. Choose the language, country, and duration (preferably less than 2 weeks).
4. Click ‘Create Dashboard’.

Key Data Points to Consider: Share of Voice, Languages, Audience Persona, Sentiment

Expected Outcomes:

1. Identify content themes and formats that align with your requirements.
2. Determine the audience persona that your content could potentially resonate with.
3. Assess the share of voice and Potential reach, i.e., the proportion of the total available category audience size reached by your content. This information will aid you in setting client expectations for the category and adjusting your content strategy as needed.
4. Determine the languages in which your campaign will be most effective.
5. Investigate sentiment to preempt potential communication pitfalls.

Step 3: Navigate to the Journalist Search module

(Please note, this module is still in the early beta phase. Access may be limited)

1. Search for the most impactful categories and identify their top journalists based on article reach.
2. Search using category, brand names, keywords, or concepts to find relevant journalists by impact.
3. Once you have finalized your list, click on Export.

Next step: You are prepared with everything from data to insights, using progressive metrics for your next PR plan. Let’s go!

Add-on Step 4: Navigate to the Content Optimization module.

(Please note, this module is in its early beta phase and may have limited access)

1. Get acquainted with the Optimization module by uploading your release content.
2. Enhance the relevance and discoverability of your content by following provided recommendations.
3. After achieving a high score for the headline and content body copy, export the content.

Aim:

1. Ensure your content achieves the maximum share of voice and visibility.