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Email: info@airpr.com

Leveraging 4 key types of PR data

Are you sick of talking about PR data yet? Good. Neither are we.   Data collection and evaluation are (or, at least, should be) integrated into the daily rituals of PR pros. With the bajillions of measurable actions consumers take every day, the massive amount of information PR pros must sift through grows exponentially, which, […]


The PR Optimization Pie

Ever have one of those late afternoons where you stop to take a breath and realize your desk has become a complete disaster area in the past week? Yeah, that was me last Friday around 5:50pm. Since most everyone else had left for the weekend, I decided to take advantage of the peace and quiet […]


8 Elements To Transform Your Press Page Into A Newsroom

During a recent PR Council webinar Marissa Aydlett, Chief Marketing Officer at Appboy, challenged businesses to think like marketers, but operate like a newsroom. After reflecting on the insights Marissa provided on how to go about this (which you can hear by streaming video from 10:35-12:30 and 27:44-31:22), I got to thinking about other areas […]


Marketing + PR = Happy Customers

As part of her contribution to the PR Council’s PR Genome Education Series, our brilliant Chief Strategy Officer (Rebekah Iliff) recently engaged a panel of communication heavy weights to discuss how Marketing and PR should work together to reach customers. Needless to say the conversation was illuminating. Not only did Rebekah cull together some of […]


Content Marketing: Building A Web of Influence

Can you name the last time you stopped to look at a spider’s web? Chances are, if you hate spiders, it was not recently. But there is much to be learned from these intricately designed feats of art and engineering. Every part of the web is connected, making it both complex and powerful. If any […]


Math: PR Style

Who remembers sitting in your [insert preferred mathematics class here] thinking, “When in the name of Merlin’s beard am I ever going to use this absurd theorem in real life? This feels like a gigantic waste of time.

I can honestly say that there were many an afternoon where that exact thought went through my head. Which may explain why I chose a less numerically minded career path.

But here’s the rub.

The closer I look at everything we do here at AirPR (and everything PR pros do in general), the more I realize just how intertwined Math is in our day-to-day. From time management to data visualizations that allow audiences to extract meaning from numbers, math is everywhere.

Why PR should love mathPR measurement guru, Shonali Burke, sums it up nicely: “If you’re managing a client’s budget, you’re doing Math. If you’re using data points to pitch a story, you’re doing Math. If you’re managing a research project which comprises surveys, you’re doing Math. If you’re running your own PR business, you’re absolutely doing Math.” she asserts.

“And when measuring PR, even if your metrics are primarily output metrics, you’re doing Math. What else would you call counting all those impressions, hits, and followers? I think many [PR] pros think ‘differential calculus’ or other complicated functions when they hear ‘Math’. However, regular Math? Everyone does it without even knowing it, so it’s time to stop being frightened of it!”

We couldn’t have said it better ourselves, Shonali.

In order to boost your computational confidence, we tapped a few mathematically minded folks to help uncover 5 hidden ways PR pros are using math.

1. Probability Theory & Classification

To see these two principles in action, look at the intrinsic ranking methods used to identify priorities and hierarchies before, during, and after PR campaigns. Not every PR activity gets the same amount of attention or time dedicated to it. By weighting outputs, ranking outlets, and making explicit choices to use some words or messages more than others, you’re totally enacting the underlying principles of Probability Theory and Classification. Go you!

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Rick Liebling On The Power of 3: PR + Social + Tech

It’s been said that three is a magic number and when you stop to think about it, some of the best things in life really do come in 3’s.

Three-piece suits…three little pigs…three sheets to the wind…ok, maybe not that last one, but you get my drift.

In an effort to channel the power of three, we’re taking you on video exploration of the convergence of PR, social media, and technology.

To lead our triumvirate travels, we enlisted Unmetric’s Head of Global Marketing, Rick Liebling. A veteran marketer with more than 15 years of agency experience, Rick currently heads Unmetric’s marketing initiatives across the brand, product, and content communication strategies.

The long-time former PR practitioner turned global marketer is rocking at the center of social, PR, and tech, which make him uniquely qualified to speak on the shifts driving the landscape.

Rick operates under the firm belief that the vast amounts of PR and social media data available can be used to not only optimize all current efforts, but should also inform future decision-making across marketing. HEAR HEAR!

We sat down for a candid (and enlightening) conversation with Rick where he graciously shared his thoughts around how social analytics, PR measurement, and innovative technology can work together to demonstrate bottom line business impact.

Here are just a few of the tasty tidbits Rick offered up. All the videos are under 3 minutes and chock full insightful takeaways from one of the best in the biz.

Enjoy!

On integrating social media into the greater PR/comms strategy:

Rick Tip #1: Bring social media into the conversation early and involve them in the entire process from creative brief to ideation.

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6 Marketing and Sales Tactics to Avoid Like the Plague

When you’re a busy entrepreneur, there’s nothing worse than having your time wasted. A lot of frustration can occur as a result of others’ carelessness and disregard for your busy schedule and crowded inbox.

Many sales and marketing professionals continually miss the mark when it comes to outreach practices. From sub-par sales pitches to irrelevant follow up emails, these misfires can result in radio silence, bad word of mouth, or even worse, lost revenue.

So how can you be sure you’re not wasting a potential customer’s valuable time (or worse: pissing them off!) while still accomplishing your sales or marketing agenda?

First and foremost, take a good hard look at every communication you send through a “utility lens”. Is what you’re sending actually helpful or is it just adding to the noise?

Next, think about everything you’ve encountered that secretly made you seethe inside…then do the opposite. You’ll be amazed what you uncover when you turn a critical eye to your own experiences.

Since we’re big believers of putting our money where our mouth is, we decided to cull together 6 sales and marketing tactics we’ve recently endured. Real talk: we’ve experienced EVERY SINGLE ONE OF THESE at some point in the last 60 days.

If you’re the one calling the shots in terms of sales and marketing content, or you are squarely positioned in front of the customer, do yourself a favor and avoid these at all costs…

1. Distracting pop ups during demos

I think it’s awesome your team does Happy Hour on Wednesday at 4pm, but please keep calendar reminders, text messages, or other distracting notifications from popping up during a screen share demo. It’s unprofessional and let’s be real, I’m more apt to be nosy about your social life than pay attention to your product. Don’t let digital distractions steal the show.

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7 PRTech Solutions Every PR Pro Needs

Upgrade your PRWe’ve got a massive crush on everything PRTech, and why not? Nothing has changed our industry more than technological innovation. This evolution has ushered in an era where PR pros must commit to researching new platforms and learning new skills that allow us to communicate better and measure PR smarter.

It can be a bit daunting to know where to start, so we’re taking the guesswork out of the equation and distilling down the ecosystem to bring you 7 PRTech solutions guaranteed to make your life easier and your work better.

Each of these solutions maps to an important PR objective and implementing these solutions will move us all closer to a programmatic approach to PR.

Let’s get after it, shall we?

PR Objective: Increase Visual Storytelling

PRTech Solution: Canva

Canva does an incredible job empowering everyone to be creative. Touted as the world’s easiest design program, Canva democratizes one of the more elusive (and often expensive) aspects of PR.

How to gauge success: Everyone agrees that visual content is a major media trend that will continue to have prominence. Aim to tell compelling narratives through infographics, ensure visual branding is consistent across all marketing collateral, and integrate more imagery into everything you push out.

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8 Brand Voices We ♥ Like Whoa

I woke up today thinking about the amount of passion, time and energy that goes into building something you truly care about. The sheer volume of attention, commitment, and care entrepreneurs must demonstrate day in and day out to realize their visions is staggering. And really what it all boils down to, is love.

How fitting given the impending holiday where chocolate, roses, and winged cherubs rein supreme!

Business professionals don’t typically use the word “Love” very much. As Gapingvoid’s Hugh MacLeod astutely asserts:

“It embarrasses the grownups.”

But then, if love isn’t a part of the daily equation, how do we accomplish anything truly meaningful? Love is everything. It’s an emotion underpinned by thoughtfulness, empathy, and selflessness…all stellar qualities for any business to personify.

If Valentine’s Day is all about showing your love and appreciation, we’d like to take this opportunity to shout out 8 brands and business that make us swoon. They inspire us, give us insight, make us think differently, and encourage us to be the best versions of ourselves!

Not only do they care deeply about what they do, they are also ever mindful AND just plain delightful.

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