There are on average only nine journalists in your sector you can trust

There's no magic number for how many times someone needs to see or interact with a brand before buying, but understanding the factors that influence ad exposure and purchase decisions can help you frame your PR campaign effectively.  So if we start at the beginning you can understand why it is important to and why you need to find your nine core journalists.

Here are some key points to take into account

1. The "rule of seven" and beyond: The old marketing adage of the "Rule of Seven" suggests people need to interact with a brand a minimum of seven times before taking action. This is more of a guideline than a rule, and research suggests the number varies widely depending on factors like product type, brand awareness, and marketing strategy.  However, there is powerful evidence to show that when you have a minimum of nine independent journalists/content creators and pundits covering your story, you have a great chance of connectivity and brand awareness.  However, the trick is to know which are the initial best journalists for your sector, business, and product.

2. Different stages of the buyer’s journey: Consider the buyer's journey. Early exposure might focus on building brand awareness and familiarity, while later exposures could highlight specific product features or address purchase concerns.

3. Personalisation and targeting: In today's eco-system public relations goes beyond repetition. Positioned editorial based on demographics, interests, and media behaviour can significantly increase the amount of exposure you need through other forms of marketing.

4. Aligning ad creative with PR: The quality and relevance of the ad itself matters. Attention-grabbing visuals, compelling messages, and clear calls to action can trigger memory of an article read or an interview listened to.

However, with today's diverse media landscape, this number can vary greatly. Consumers encounter brands through various channels (social media, ads, articles, reviews) in a fragmented way. They might see glimpses of a brand on social media before reading a deeper article, potentially reducing the total number of necessary "reads.".

Factors influencing frequency of PR:  The number of needed reads depends on several factors:

* Brand familiarity: Established brands require fewer exposures than unknown ones.

* Product complexity: High-involvement products (cars, software) need more reads for understanding and comparison

* Consumer intent: Actively researching consumers need fewer reads than browsing ones

* Content quality: Engaging, informative articles can be more impactful than generic ones

* Unlock your PR goldmine: Discover  how to find the 9 hidden gems – journalists waiting to tell your story! Download the guide and join the PR Club for insider access. (Link to access the download)