Roughly five years ago, AirPR set out on a journey to change the way the PR industry thinks about and measures the impact of PR. Along with my co-founder Raj Sathyamurthi, my founding team members Rebekah Iliff and Patrick Liang, and a growing team of more than thirty engineers, sales people, customer success managers, and […]
Nearly five years ago to date, when I was still in my twenties and San Francisco rent didn’t eat up half of one’s salary (imagine that!), I set out to solve a problem that many said would be “nearly impossible to do.” As any entrepreneur would, I thought: “PERFECT! I’m in.” I managed to convince […]
Company Institutes Mandatory “CSO” Position For All In an effort to fight for one of the most controversial equality issues of modern day tech culture, Title Equality, technology company AirPR has announced it will change all employee titles to CSO. “This was not an easy decision to make, because at first glance it seems to […]
This week we bring you a guest post from Dell’s managing editor, the incomparable Ms. Stephanie Losee. Ms. Losee has been leading the brand journalism/content marketing charge for quite some time, so it only seemed fitting that we turn her loose on two of our favorite CEOs. We hope you enjoy this illuminating exchange!
How much longer are PR teams going to talk about “getting a seat at the table” of their organizations’ leadership? Steve Sachs, CEO of OneSpot, and Sharam Fouladgar-Mercer, CEO of AirPR are trying to put an end to that conversation. Both companies have launched platforms that attempt to give communications teams the numbers they need to prove their value once and for all.
Stephanie Losee: What do your platforms do? How do they compare to each other?
Sharam Fouladgar-Mercer: AirPR is a technology platform to increase and measure PR performance. We currently have two products. Marketplace matches technology companies and innovative brands with the top PR professionals and small ﬁrms in the country. AirPR’s ﬁrst-to-market measurement solution, Analyst, uses machine learning and proprietary technology to measure the ROI of PR. The product analyzes digital media activities from trafﬁc to conversion to projected and/or actual revenue in addition to a variety of factors about your brand.
Steve Sachs: OneSpot is a content advertising platform. Many brands have done a great job of creating incredibly valuable, beautiful content, but they often find it’s extraordinarily difficult to get it in front of the right people. We help brands build meaningful audiences for their owned and earned content to drive business results by promoting their content in a very unique way. Our specialty is not just distributing content, but serially placing multiple pieces of content in front of the same user, individually targeted to their demonstrated interests. We call this capability Content Sequencing, and it’s something that only we offer. We’re complementary to AirPR in that we’re focused more on content distribution and sequencing.
SL: Which problem is your platform trying to solve?
Have you ever had a moment in time where you’re thinking “wow, I’m on top of the world, I really know my $h!t” only to have your ego (rightly) deflated after a serendipitous brush with someone who, in actuality, is much more on top of it than you?
If that had ever happened to me, it would have likely happened when I came Twitter-face to Twitter-face with one Gini Dietrich.
Gini is the Angelina Jolie of the PR world IMHO.
She makes us all look like slackers. Just when you think she can’t possibly do ONE MORE THING a conversation like this happens:
Me: Hey Gini, whatcha doing?
Gini: Hi! So great to hear from you! I’m getting ready to speak on a panel in about 5 minutes on the future of PR.
Me: Oh geeez, should I call you back?
Gini: No, no, it’s totally fine. Right after that I have to jump on a plane and go to my book signing in New York.
Me: Oh wow, ok, well thanks for taking the time to speak with me.
Gini: No problem! It’s absolutely my pleasure. Can you hold for one second please…my husband is on the other line and he’s calling because my son is having this thing, and I need to conduct an emergency tracheotomy via satellite before I jump on stage. BRB.
Me: (Inner dialogue: I’m a loser) Sure, oh my God, no problem.
All (slight joking) aside, I caught up with Gini fresh on the heels of her Spin Sucks book launch…a book I highly recommend to anyone looking to get up to speed on this crazy PR evolution we’re experiencing.
Soak up Gini’s wise words, she’s a class PR act….
Rebekah Iliff: Let’s start with an simple one: What makes you so passionate about PR?
Gini Dietrich: I suppose it’s just from being in the industry as long as I have. I mean, what? I’ve only been out of college for five years. 🙂 Truly it’s because I don’t think we do a great job of doing our own PR. There are so many misconceptions about what we do (and don’t do) that it makes me a little nuts. I come from the line of thinking that if you don’t like something, you should do something about it.
Early this morning I sat on a dock in the Sausalito bay near my house and watched – not the clouds roll in, but rather – three elderly gentlemen go about their morning boat routines. One was probably 80ish years old, the other two likely in their 70s. As they curiously carried large rocks on […]
In case you were too busy last month doing one of the following…
#1 – tending to client antics
#2 – chasing journalists around
#3 – attempting to disconnect only to find that (ironically) a phone call or email you’ve been waiting for only comes through once you’ve decided to walk away from technology for two hours
#4 – getting your nails done
Don’t feel bad, release those feelings of FOMO, because we’ve got you covered.
In a world where very few things actually matter, yet we believe that we are required to read, filter, and digest every RSS feed, annoying Facebook post, and breaking news story, we bring you:
“News you can use.” Or you can just read it and disregard it, but in the very least it will give you insights into high level trends and prime exemplars of PR at its best – and worst.
Happy information consumption…
- Great insights from Cision’s SVP of Digital Content, Heidi Sullivan, during The Hub Convene on March 31, 2014:
“We need to shift the thinking from PR as a cost center to PR as a profit center. In the cost center model we are using AVEs, social media followers and a variety of ‘vanity metrics’ with no real data. In the profit center model, we correlate PR efforts with sales, revenue, and metrics that measure awareness and action.”
Well Heidi, we just couldn’t agree more. Soft sell, check out our Analyst product.
- Virgin America literally ups their coolness ante by offering exclusive Humphrey Slocombe ice cream flavors in first class cabins. Additionally, any traveler can score a free scoop by flashing their boarding pass at either HS location in San Francisco through June 30th. NOM.
They say a picture is worth a 1,000 words. I say:
In a world where lengthy emails reign supreme, it behooves us all to recognize just how much a single image can convey. If storytelling is at the core of PR, than the ability to tell an entire bite-sized story in a few seconds is pure potency.
My favored type of visual content bridges the best of photo and video: it’s the GIF. Here are a few reasons why I’m gaga for GIFs and why we could all benefit from integrating them into our communication strategies:
- Visual content is easier and faster to process
- There are endless options to express yo’self
- Does a better job of communicating a point than any acronym (LOL)
- Keeps emails short, succinct and entertaining
Let’s shake up the monotony of text-only responses and inject some always-appreciated humor into our business relationships.
Below are the Top 10 GIFs for your clients and colleagues when there just.are.no.words.
NOTE: Not all of these are meant for public circulation. Some are merely an affirmation that you’re NOT losing your mind. 😉
1. When your super smart, hilarious client or colleague one ups you during an email exchange:
This week, The Holmes Report cited us in a post entitled: Are PR engineers the next big ‘thing’?
Growth hackers and data scientists step aside puuhleeease.
As fortuitous but somewhat strategic luck would have it, the journalist also cited Helen Phung of Optimizely in the article – who just so happens (let’s be clear though, nothing “just so happens” – #PRblackbox) to be our interview of the week.
Truth #1 – When Sharam introduced us a few months ago I was immediately intrigued by her “PR Prowess” and fundamental understanding of the nuances and nuisances of PR’s evolutionary future.
Truth #2 – We like totally stole her Twitter bio (PR Engineer) title and are now championing it like it ain’t nobody’s bidness.
Read on to find out why she’s the A/Bees knees and why Optimizely is making major PR waves.
One of the best albeit ironic quotes I ever heard was during the Costume Guild Awards in 2007, (where I may or may not have been sitting two feet away from Helen Mirren, staring at her roughly 50% of the evening)…
“If the costume design is great, you never even notice it.”
The same can be said about PR. Unless the campaign is an epic fail or some politician has (yet again) done something inane, the term “PR” is rarely uttered or brought into the conversation.
It’s important to take the time to applaud the “PR WINS” that are often overlooked because companies are busy getting all the praise – assuming PR has done its job.
This week we kick off our monthly “PR Hack”, which provides a digest of sorts, highlighting important trends and celebrating some of the best PR moves we’ve culled from the month. We’ve also added some things we hope you find entertaining.
Let’s get to it!