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 […]
In recent market estimates, digital online and ad spending is expected to grow at approximately 11% per year through 2021. Paid search, display ads, social media, online video advertising and email marketing will grow to 46% of advertising budgets. To optimize the ROI on digital marketing spend, CEOs, CCOs, and CMOs need to invest in […]
We consider it one of our missions to help strip away the fear PR and communications strategists feel when their executives or clients ask for proof that what they’re doing is working. The PR metrics and PR data that are available to us today can help us do just that, but dealing with analytics is still […]
Public relations is undoubtedly an art, but it’s also a science. Knowing how to collect, analyze, and interpret data allows you to identify key PR metrics rather than rely on subjective determinations of success. While all the PR data that’s now available to us via the PRTech ecosystem may seem daunting to those who are […]
The thing about PR reporting is that it’s really fun when you have positive results to share and the opposite when you don’t. But it doesn’t have to be this way. Even when a campaign doesn’t work out the way you’d hoped it would, valuable learnings always lie between the lines. That’s why, this week, we’re sharing […]
When it comes to marketing analysis, public relations has been known for output — media relationships developed, placements gained, awareness garnered, and perceptions changed. In-depth analysis and measurement of PR outcomes is a fairly new practice. Thus, standards around this measurement are still in development. Often, when a PR professional views data that shows the […]
Last month, AirPR Chief Strategy Officer Rebekah Iliff moderated a webinar panel for CommPRO on empowering data-driven PR professionals. She led a discussion about the traits of the successful PR leader of tomorrow with panelists Jennefer Witter of The Boreland Group, Julia Monti of Mastercard, and KayAnn Schoeneman of Ketchum. There are tremendous opportunities to […]
POP QUIZ, Y’ALL! Ok, so if that sentence brought on mental flashbacks of repressed high school memories, fret not. This quiz isn’t meant to make you sweat, agonize, or relive painful 16 year-old nightmares. In fact, its sole purpose is to provide some honest feedback on where your PR data strengths lie and where you may need a […]
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, […]
Last week was a whirlwind of PR awesomeness. We had the pleasure of attending the 5th annual PR Summit in San Francisco (thank you Shaun Saunders), the Publicity Club of New York’s New Media Influencers Luncheon (thank you Peter Himler), and the first round of AirPR’s PRTech Awards in NYC (thank you Mediabistro and Porter Gale).
Curious about what hot topics are being discussed across the country by PR pros, media, marketers, and technologists alike?
Of course you are.
Below you will find three PR trends that permeated every event, oh-so-tweet-worthy PR tidbits, and the individuals leading the PRTech evolution that should definitely be on your radar.
Let’s kick it off with the trends, shall we?
#1 – Data must be used to drive marketing and PR decisions
No longer can PR rely on purely anecdotal or observed data. For the first time ever, companies and publishers have insights into what is working in terms of content and messages and PR professionals across the globe are now required to use data to drive and optimize their efforts.
#2 – The role of PR is finally getting the credit it deserves due to technological innovation
The lines are blurring between social, content, media relations, media buying, and analytics with PR assuming more responsibility in all of these areas. PR is breaking out of its silo and establishing itself as one of the most important layers in any organization. Technology and measurement is helping cement PR’s seat the table as a key business driver and decision maker.
#3 – Social, content, and measurement are the 3 elements shaping the future of the PR
This trifecta demands that PR rock at the intersection of the strategic insight and creative thought. From social and blogging, to partnerships, thought leadership, contributory writing and beyond, PR pros must create relevant communication in real time and ensure all pieces of content marketing are connected, supportive and of course, driven by data.
And now, in case you’re looking to quote bomb Twitter this week, we’ve got you covered.
From PR Summit in San Francisco
- “To better relate to people…Write an amazing story first and then fit your company in later.” – John Rampton
- People don’t buy what you do, they buy why you do it. Start with the “Why?” not the “What?” – Jill Rowley
- “We are programmed to pay attention to things that violate our expectations.” – Ben Parr