akkanto - Media relations


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Contacts

Isabelle Hardy
Partner
isabelle.hardy@akkanto.com

Nathalie Mathieu
Senior Consultant
nathalie.mathieu@akkanto.com

Thierry Bouckaert
Partner
thierry.bouckaert@akkanto.com

Media relations

Skilful delivery of the right message to your target audience can mean the difference between winning acclaim for a product or position on an issue and negative coverage that can have damaging repercussions for years to come. akkanto therefore places effective media relations strategies at the core of every integrated communications programme. Finely tuned contact with the media begins with knowledge of and respect for the role of the press, and it certainly does not end with sending out press releases. Today's technology and the constant developments within the media environment (print, TV, radio and internet) have opened up a range of possibilities for organisations to voice their opinion and ideas. Good media relations are not an end in themselves, but are a crucial means to reach defined communication objectives.

In this area, akkanto advises and assists its clients with:

Developing and conducting quantitative and qualitative media audits
Conducting in-depth analysis of media coverage
Developing media relations policies and guidelines
Aligning media relations strategies with the overall communication and business strategy (choice of messages, media outlets and media tactics)
Pro-active and tailor-made media monitoring
Developing targeted media lists and materials
Organising interviews, press briefings and press conferences
Outsourced press office activities

Analysis of media coverage

Evaluating how the media reports on an organisation or issue is crucial in determining how a media relations strategy should be clarified or adjusted. akkanto has developed methods to effectively evaluate an organisation's presence in the media environment. With access to multiple high performing databases covering Belgian and European media, we use a combination of quantitative and qualitative criteria to analyse on and off -line media coverage. These analyses are often used as a zero-based measurement to benchmark an organisation's ongoing media relations efforts.

Media audits

akkanto media audits are used as an external measurement tool to probe, assess and evaluate at a certain moment in time the knowledge of relevant journalists regarding a particular issue, industry or organisation. Our methodology provides qualitative and quantitative insights into journalists' perceptions of organisations, as well as their appreciation and expectations regarding corporate communications and media relations. Media audits can also be used to benchmark the progress of media relations programmes.

Media monitoring

Thanks to our on-going in-house monitoring, akkanto is constantly following economic, political and societal evolutions apart from keeping track of an organisation's presence in the media. Available daily, including weekends, media monitoring products are tailor-made for each client. Reports can vary from summaries and translations to in-depth analyses, and can be delivered from basic press clippings to digital press overviews distributed through an intranet system. akkanto also provides early warning systems during crisis situations and for top-priority client issues.

Outsourced press office activities

akkanto is able to conduct all press office activities on behalf of its clients. We prepare and organise press events, draft press releases and other press materials, and also act as an intermediate channel between journalists and the client. In some circumstances, especially for crisis situations, our consultants can assist you on site by handling media calls and assuring a smooth and efficient follow-up of all types of media requests. However, apart from extraordinary circumstances, akkanto consultants will not act as spokespersons on behalf of an organisation.


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