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Demystifying PR ROI

Demystifying PR ROI

MarTech forever changed the way that marketers work, what they report as success and how they do their jobs. PR professionals and communicators, however, have not, as a whole, significantly changed how they measure their success. CMOs and CEOs are starting to ask: Why can’t PR be measured and attributed the way that marketing efforts […]


Why It’s Hard to Measure PR in the First Place

Our in-house data scientist, Fletcher Stump Smith, spends his days building machine learning models that identify news articles relevant to AirPR customers and predict the business impact of those articles. In layman’s terms, Fletcher’s work allows us to solve a pretty itchy problem: the problem of proper PR measurement. Recently, Fletcher gave a presentation about what […]


Customer Spotlight: Kiva’s Powerful Earned Media Strategy

customer spotlight

As director of customer success for a PRTech company, I work hand in hand with some of today’s most innovative brands to help them overcome today’s PR challenges. Since these challenges are not limited to the AirPR community, we’re kicking off a series highlighting how our customers are leveraging the power of data, analytics, and […]


PR Data Insights: How to Benchmark Engagement

PR’s access to data has grown exponentially in the past few years, however one of the most frustrating aspects about measuring PR is the lack of industry benchmarks available. It’s challenging to set measurement goals without an understanding of how others in your field are faring. In fact, PR may be the last business function […]


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.

Continue reading…


The PR Measurement Challenge

Albert Einstein once said, “We cannot solve our problems with the same level of thinking that created them.” Imagine trying to invent a light bulb with a match. Or cure malaria with a rampant mosquito. The “problem” with PR has always been, and will always be, understanding how on earth the investments made in it […]


Getting inside the brain of Shonali Burke

There are PR folks who get it; then there are PR folks who get it. Shonali Burke falls into the latter category.

As the CEO of a PR business, Shonali is:

#1 – A self-professed measurement + social media geek and constantly champions PR measurement (no wonder we love her).

#1 – An educator dropping knowledge on future public relations pros at Johns Hopkins University.

#2 – A PR conversationalist extraordinaire: as such she hosts the monthly Twitter   chat (on which I will be the featured guest tomorrow from 12-1pm ET #shamelessplug).

After running into Shonali at nearly every PR Measurement related event in 2014, I figured it was high time to transfer the knowledge from her brain onto digital paper and share accordingly.

So sit back, relax, and enjoy a peek into the wonderfully informed mind of Shonali Burke.

Shonali_Burke_fullshot-2
Photo by Cade Martin Photography

Rebekah Iliff: You’ve talked for years about “smart measurement” that is outcome focused. Give us a peek into the Burke brain: What’s an example of a recent objective you and your team identified and how did you work backwards from that goal to identify the associated KPI?

Shonali Burke: We recently wrapped a project with a client in the education space; they were launching a new online offering. Registrations were the ultimate goal, and they were using campaign tracking in Google Analytics very well. What we did was to ensure the creation of tracking links to the relevant page, so that we could attribute visits and conversions from our efforts – our strategy had a mix of earned, owned and paid media – as accurately as possible.

Based on traffic and conversion trends, we could see what worked (social and paid) and what didn’t so much (focusing on location too narrowly as opposed to niche and interest). That allowed us to pivot our strategy midway through the campaign and put more muscle behind what *was* working as opposed to what wasn’t… and ultimately reach the goal.

RI: Love the integrated approach. It is so important for PR peeps (and clients for that matter) to think beyond earned media. Given your propensity for metrics, what’s the one thing every PR pro needs to know about PR measurement as 2014 rolls to a close?

SB: There is no silver bullet.

RI: True dat. With that in mind, PR pros need to think carefully about how they measure and quantify their efforts. What are 2 of your favorite tools that assist you in providing your clients with smart measurement?

SB: I actually have three: Microsoft Excel (or Google Spreadsheets), Google Analytics… and the one thing we all have and should use – a brain.

RI: Ahhhh, yes. The almighty brain. Since you are constantly talking about PR measurement and metrics, what’s one thing you keep hearing yourself say over and over again that you wish the industry would just “get”?

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