The power of a media database in the digital age with Telum Media's David Skapinker
“You’re never able to measure the value you saved because of the stories you stopped.” -David Skapinker, Telum, ANZ Head
This week, It’s PR Darlings Jo Stone and Greer Quinn chat with David Skapinker who heads up live media database company Telum Media.
A live media database is an essential tool in the PR and communications toolkit. Public relations professionals use Telum Media's subscription-based service to access media contact information. On the flip side, it also provides opportunities for journalists to reach out with requests for interviews or case studies.
As well as discussing the power of a comprehensive database, David chats about PR as a profession and why it's so often misunderstood.
“For the first 12-15 years of my doing public relations and corporate affairs career, my parents had no idea what I did for a living," David says.
“There is a reason why PR is a profession - you need skills, you need contacts, you need experience and you need to understand newsrooms.”
This It’s PR Darlings episode is brought to you by the journo jargon gem “talent”. Listen until the end to find out what it means.
REFERENCES:
https://www.telummedia.com/
It’s PR Darlings is produced by Greer Quinn from Forward Communications and Jo Stone from Sticks and Stones PR.
It’s PR Darlings:
www.Itsprdarlings.com
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