Rachael Dolan

  • Posted in Public Relations , Tracking & Measurement
  • Tagged in Measurement , PR measurement
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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.

Shannon Ramlochan

  • Posted in Public Relations , Demand Generation , Tracking & Measurement
  • Tagged in PR measurement , Brand Monitoring , Media Monitoring , Media Relations
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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 […]

Chelsea Kiko

  • Posted in Public Relations , Tracking & Measurement
  • Tagged in Measurement , PR measurement , crisis communications
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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 […]

Caitlin Carragee

  • Posted in Content Marketing , Public Relations , Tracking & Measurement
  • Tagged in Measurement , PR measurement
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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 […]

Caitlin Carragee

  • Posted in Tracking & Measurement
  • Tagged in Measurement , PR measurement
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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 […]

Caitlin Carragee

  • Posted in Content Marketing , Tracking & Measurement
  • Tagged in Measurement , PR measurement
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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 […]

Caitlin Carragee

  • Posted in Tracking & Measurement
  • Tagged in Measurement , PR measurement
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  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 […]

Caitlin Carragee

  • Posted in Public Relations , Tracking & Measurement
  • Tagged in Measurement , PR measurement
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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 […]

Sarah Skerik

  • Posted in Content Marketing , Public Relations , Demand Generation , Tracking & Measurement
  • Tagged in Measurement , PR measurement
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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, […]

Sarah Skerik

  • Posted in Tracking & Measurement
  • Tagged in Measurement , PR measurement
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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, […]

Sarah Skerik

  • Posted in Public Relations , Demand Generation , Tracking & Measurement
  • Tagged in Measurement , PR measurement
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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 […]

Sarah Skerik

  • Posted in Content Marketing , Public Relations
  • Tagged in Measurement , PR measurement , Press Release Tips , SEO
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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 […]

Sarah Skerik

  • Posted in Content Marketing , Public Relations
  • Tagged in Measurement , PR measurement , Press Release Tips
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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 […]

Sarah Skerik

  • Tagged in Measurement , PR measurement
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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 […]

Sarah Skerik

  • Tagged in Measurement , PR measurement
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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 […]

Sarah Skerik

  • Tagged in Measurement , PR measurement
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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 […]

Sarah Skerik

  • Posted in Press Release Quick Tips
  • Tagged in Measurement , PR measurement , Press Release Tips
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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 […]

PR Newswire

  • Posted in Press Release Quick Tips
  • Tagged in Measurement , PR measurement , Press Release Tips
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Much of the discussion about press releases lately has centered on the role they (may or may not) play in influencing search results, and Google’s new guidelines for links within press releases. Over the weekend, PR Newswire made an important change to our feed, implementing no-follow links in all press releases distributed to third-party web […]

Sarah Skerik

  • Posted in Press Release Quick Tips
  • Tagged in Measurement , PR measurement , Marketing Strategy
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Listening to the webinar with David Meerman Scott (@dmscott) hosted by MarketingProfs today reinforced the speed of change in the PR and marketing arenas.  Over the course of the discussion, David offered his perspective on how the communications arena has changed since he published the first edition of  The New Rules of Marketing & PR in 2007 (and […]

Sarah Skerik

  • Tagged in PR measurement , Press Release Tips , SEO
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Yesterday we discussed how PR Newswire optimizes press releases. Today, we’ll focus on the role the content’s author plays in the whole optimization equation. The search engines’ focus on the actual on-page content puts a lot of responsibility on the author of the content.  In fact, the content itself plays the most significant role in […]

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