Jun 28, 2016 Beyond Ad Value: An Alternative for PR Measurement
PR professionals have traditionally used ad value as a quick and easy way to demonstrate the success of their earned media campaigns. While this may once have held weight, today’s agencies and brands must shift focus to impact.
Mar 24, 2016 How to Prove Your PR’s ROI with the Right Reporting
Discover what journalists and customers consider newsworthy by tapping into your press release reporting. Learn how to decipher previous press releases’ data to deliver and distribute better content.
When measuring the fruits of your earned media efforts, are you tracking what you should? It’s not always about volume. It’s about impact. Here are 10 questions you should ask to ensure you’re focused on the right PR benchmarks.
Mar 05, 2015 How Brand Monitoring Informs the C-Suite
The growth of online and offline communication channels has placed companies under a public microscope, and as a result consumers are more fickle about the brands they choose to support. Media fragmentation and information overload has made it much more difficult for communicators to single-handedly keep track of all the information that is publicly available […]
Mar 03, 2015 How to Keep Calm and Prepare for a Crisis
An organization’s greatest asset is their reputation. It greatly influences consumer purchase decisions and what brands they will devote their loyalty to. Should a brand fail to carefully prepare for a crisis, it can take months or even years to bounce back and regain that trust. Access to instant news via social media and mobile […]
PR Newswire and the Content Marketing Institute (CMI) recently conducted a survey of marketing professionals to gain insight into content promotion tactics and strategies. The results will be discussed in a webinar on December 3, 2014. I caught up with CMI’s Chief Strategy Officer Robert Rose, to discuss some of the trends from the survey […]
We’ve focused previous posts on some emerging—and to some, surprising—themes in the PR world: – Data is good. – PR professionals, contrary to popular opinion, like AND use data on a regular basis to both inform and evaluate their efforts. Now we come to: data is challenging. The good news? You don’t have to go […]
PR News recently released the findings of a survey conducted with PR Newswire into the alignment of PR, marketing and advertising. At the highest level, our joint survey revealed a true movement toward alignment across the three disciplines—but it is important that we take a deeper look at the results and not “call it a […]
Mike Buckley, vice president of global business communications, Facebook, was the closing keynote at PRSA’s 2014 International Conference. With nary a hoodie or Adidas slide sandal in sight (I’m looking at you, Mark Zuckerberg), Big Data and Analytics for Communications Pros: Why the Math Matters pulled no punches. While you might assume right off […]
Oct 16, 2014 It’s Time to Up the Ante: Highlights from PRSA 2014
The closing remark of Fred Cooke, CEO of Golin, upon accepting the 2014 PRSA Gold Anvil Award truly summed up the challenge for the industry today: “I think that the PR industry needs more balls.” For a long time there’s been the perception that PR doesn’t believe in data, PR doesn’t have accurate reporting—and in […]
When measuring campaign results, the most important metric is ultimately the business outcome. However, assessing program analytics measuring the relative success of campaign elements can reveal important details about performance. Additionally, savvy communicators can use conclusions from these analyses to improve the results of future campaigns. Individual message performance, whether we’re talking about press releases, […]
We’ve been talking about PR measurement a lot lately, and we’re not alone – corralling and quantifying PR results is an ongoing challenge for anyone in the business. However, we’ve also noted (quite often, in fact) that today’s digital environment makes it possible to communicate directly with audiences, understand how a message resonated with them, […]
When assessing the ROI of a publicity campaign, it’s standard practice to assess high-level results, such as the number of reads a message has received and the number of times a message was shared on social networks: these metrics are good measures of how well a message resonated with the audience. But PR measurement shouldn’t […]
An indicator of content quality, the “long click” reveals whether or not audiences are truly engaging with your content. Digital communications are incredibly measurable. Marketers know which websites refer the highest quality traffic to their own sites, and they know which pages on their websites do better job of converting visitors into customers. Many details […]
Nov 14, 2013 Interest vs Attention. Which is Your Goal?
A conversation I had with a peer yesterday got me thinking about press release outcomes, specifically, generating interest versus generating attention. My colleague, a senior VP at an integrated communications agency, was telling me about a news release his PR team wrote, promoting a presentation he was giving at an industry event. Instead of leading with […]
This year’s PRSA International Conference in Philadelphia reprised many themes common to public relations, but with a new twist. The influences of social media, content marketing and digital marketing measurement were common threads, linking discussions about pitching, strategy and measurement. There’s a good reason for this – digital activities are incredibly measurable, and our peers […]
Oct 28, 2013 The Media Evolution: Is Your Content Keeping Up?
In response to sea changes in how people find, consume and share information, traditional media outlets are retooling their newsrooms and evolving their coverage. Despite the still-challenging economic environment, many outlets are investing heavily on people and technology, in order to deliver a news product that satisfies audience appetites for rich visuals, tablet-friendly design and […]
The lines between marketing and PR are blurring, as social media and content marketing continue grow in importance. The reasons for these changes are many, including the evolution of the media environment, changes in how people find and consume information, how search engines index and serve up results and the swift adoption of mobile devices […]
According to Google’s Eric Schmidt, every two days we create as much information as we did from the dawn of recorded human history up to 2003. For communicators, the implication is clear – there’s an infinite amount of information available, however, audience attention if finite. We’ve been talking a lot this summer about new tactics […]