By Michael Burke | October 16, 2019
In PR we often face a challenge when our clients or businesses ask us to identify the ‘most relevant’ media outlets. How would you rank the media outlets we should be pursuing based on importance? It’s not an easy question, because no single metric provides a satisfactory answer. Ranking them by circulation is easy enough, but we know all too well that having a high circulation does not mean that an article in the outlet will have a great impact for our brand. We can talk about social media reach, authority and other factors that play into it, and how it’s complicated, but here’s what marketing executives hear: “I don’t know which outlets are the most important.”
Fortunately, this is a problem that’s solvable with a machine learning technique called “clustering”, which can be carried out with software that does not cost anything to download or use.
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