Establishing key performance indicators (KPIs) for media is no longer optional—it's essential. Without reliable metrics, businesses risk wasting time, energy, and budget on media that simply don't deliver.

Application stories play a crucial role in the PR mix. Unlike product PR, which can be difficult to sustain on a monthly or more frequent basis due to the limited number of product innovations, application stories provide a consistent stream of content for trade media.

The question of centralizing public relations (PR) and advertising is crucial. Twenty years ago, when Mepax started offering international PR services, most companies managed these activities locally, either through their own teams or by hiring local agencies in each country. While this model still exists, the current trend is clearly shifting towards the centralization of international communications activities.

Analyzing media coverage is not a straightforward task. The key objective is to ensure that your brand is featured in the right publications and that coverage remains consistent across different countries.