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How PRTech Can Pump Up Your 2016 PR Planning

If you’re anything like us, you’re likely steeped in planning madness as the final weeks of 2015 come to a red and green infested close. In the midst of crafting strategies, brainstorming campaigns, and ideating stories, be sure to check out our recently refreshed PRTech Ecosystem. My, how far we’ve come! In just one year, […]


10 Ways PR Can Leverage LinkedIn

A few weeks ago I conducted an exclusive interview with two of LinkedIn’s leading tech ladies, Sarah Clatterbuck and Erica Lockheimer, alongside PR Manager Kenly Walker. We talked about everything from how to ensure your LinkedIn connections aren’t aware of your stalking habits, to how the company’s “women in tech” initiatives are setting an example […]


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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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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PR Search 2013 vs. 2014

Can you imagine a world without Search? Take a deep breath. Now think about all the things you search for in a day. Go on, do it. Now that you’ve thought about it, without Search… How would you know where to eat dinner in a new city? Or what your favorite celebrity is planning to […]


#MeasurePR + PRTech = PR’s Bright Future

Last Tuesday Rebekah co-hosted Shonali Burke’s first #measurePR Twitter chat of 2015 alongside Deirdre Breakenridge.

The topic? Why, PRTech of course.

Considering these are 3 of the smartest (not to mention loveliest) ladies to ever utter the letters PR, it’ll come as no surprise that the rousing chat was chock full of wisdom and key industry takeaways.

Curious about what hot topics were discussed, what PR pros should be paying attention to, and why PRTech is proving to a defining force in 2015?

Of course you are.

Below is a taste of the juicy chat tidbits as well as a few takeaways guaranteed to take your work to the next level.

Let’s get after it…

PR bright futureOn the importance of measuring PR:

  • “Understanding [PR] performance let’s you enhance, iterate.” – Julie Diaz-Asper
  • “If we want a seat at the ‘grown ups table’ we have to earn it via metrics.” – David Rockland
  • “We cannot say ‘PR drives bottom line’ and not embrace measurement. Either we’re integral or peripheral to business.” – John Friedman

In case it wasn’t clear from the astute observations above, PR measurement is a non negotiable. Proper measurement helps us optimize and improve, while clearly demonstrating the value PR. In regards to PR measurement, let’s make a pact here and now: We vow to be practical, produce great work, and measure our asses off. How about you?

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7 years of Intelligibility

Happy between week: the most highly anticipated time of year for yours truly. I’m not sure if it’s the lull in work tasks post Chrismukkah, or the anticipation for “starting anew”…but whatever the case, I love this particular time of the year.

I have jumped – no, leaped (more graceful if you are attempting to visualize) – to the assumption that, like me, you will spend an ample amount of time this week reading, organizing your Netflix queue, business planning for the New Year, and setting goals for how you are basically going to killit in 2015.

Oh, and obviously you are allocating a wee bit of time for “sale shopping,” because that is the economical thing to do.

If you’re not doing any of the above, and rather, you are sitting around lazily on the couch eating holiday leftovers, I commend you. You’re my hero. And please keep reading on because, despite your general lack of motivation at present, I believe you can still process the information.

This between week, I have momentarily set aside my PR hat and dug deep into the recesses of my Philosophy-degree trained brain, which I knew it would come in handy eventually. I would like to pose a theory about the next seven years (it takes balls to make long term predictions, high probability of being really really “off”) – mostly in terms of business and how it may affect us as communicators of digestible information rooted in data.

The initial philosophizing began a couple of weeks ago when I read a few particularly poignant excerpts from my current obsession: Small is Beautiful: Economics as if People Mattered. German Rhodes Scholar and economic advisor to a handful of governments, E.F. Schumacher, wrote the book and the original version was first published in 1973.

How’s that for evergreen? I highly recommend it.

Excerpt #1 (page 89):

When people ask for education they normally mean something more than mere training, something more than mere knowledge of facts, and something more than a mere diversion. Maybe they cannot themselves formulate precisely what they are looking for; but I think what they are really looking for is ideas that would make the world, and their own lives, intelligible to them.

When a thing is intelligible you have a sense of participation; when a thing is unintelligible you have a sense of estrangement. “Well, I don’t know,” you hear people say, as an impotent protest against the unintelligibility of the world as they meet it. If the mind cannot bring to the world a set – or, shall we say, a tool-box – of powerful ideas, the world must appear to it as chaos, a mass of unrelated phenomena, of meaningless events. Such a man is like a person in a strange land without any signs of civilization, without maps or signposts or indicators of any kind. Nothing has any meaning to him; nothing can hold his vital interest; he has no means of making anything intelligible to himself.

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5 PRedictions for 2015

With 2014 quickly rolling to a close, it’s about that time for everyone and their mother to bust out their crystal ball and make industry predictions for the coming year. Not one to buck the trend, we’re (#obviously) going to offer up our own take on what’s coming down the pipeline. However, much of the […]


9 Ways to Up Your PR Game

Whether you’re working in-house at a startup or running your own shop, you’ll discover one fundamental truth about PR: It’s changing faster than ever. These shifts include everything from the implications of brand journalism on the PR function to the dwindling number of journalists filling established newsrooms.

As someone sitting squarely in the midst of these seismic shifts, which include the bubbling up of an entire marketing category called PRTech, I’ve had the great pleasure of speaking with many of the industry’s leading minds and picking their brains for best “tips and tricks” for upping your PR game.

From automated-marketing tools to modern skill sets, check out what the best and brightest are using to keep them winning.

Gmail plugins that will have you embracing email

Ugh. Email: the bane of many business professionals’ existence. It’s not that email isn’t useful; it’s just that there is so darn much of it. So how can you turn your email, or shall I say Gmail, into a mecca of usefulness?

According to Kristen Tischhauser, managing partner at talkTECH, Rapportive is one of the greatest inventions to date for the PR pro.

“This free, social CRM tool plugs right into your Gmail and provides a photo of your contact, an overview of their LinkedIn profile, company, title, location, Twitter, and connections you have in common,” she says.

I’ve used it, and she’s right. Rapportive saves minutes (those precious minutes!) of time because you can get all the pertinent info directly in the sidebar of your email.

Nora Wolf, a New York-based publicist, makes a good point: “Being a good publicist means diligently following up and not allowing any emails to slip through the cracks.”

For her, it’s Boomerang that does the trick.

“Boomerang helps me keep track of the numerous emails I send every day by letting me set a date and time for the email to return back to me. It works really well for long lead stories, reminding me to check back three, four, six months later when an article finally is published. A lot happens in six months and I want to make sure I always send thank-you notes and get a copy of the publication.”

This is another one I can put my “stamp” on. Boomerang has literally saved me from myself on numerous occasions and has reduced my anxiety around forgetting to follow up.

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