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Adapting to a Data-Driven PR World

Cision

Today more than ever before, communication professionals have the ability to understand their audiences and the channels and messaging that will engage them…and it’s all thanks to data. Data provides brands insights that inform their campaigns and strategies and show what’s working and what isn’t. You need to do more than find data; you need to find the right data.

What is Data-Driven PR? Part 1 of 9

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. What It Means to Be Data-Driven.

What is Data-Driven PR, Part 9: Pitching With Data

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. How to Pitch a Data-Driven Pitch with… Data!

What is Data-Driven PR, Part 8: Crafting the Pitch

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. Crafting the Data-Driven Pitch.

What is Data-Driven PR, Part 7: Refinement

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. What if we looked at our data more granularly?

Data-Driven PR Milestone: SHIFT Becomes Google Analytics Certified Partner

Shift Communications

One of the greatest challenges to public relations as an industry since the advent of digital marketing and communications is how to measure the effectiveness of PR. These qualitative benefits of PR are as old as the marketing funnel itself. How do you measure in reasonably objective numbers the impact of the PR you’ve received? This is a core challenge of data-driven PR.

What is Data-Driven PR, Part 5: Testing

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. Data Data-Driven PR Public Relations

What Is Data-Driven PR, Part 2: Question Development

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. Data Data-Driven PR Public Relations

Embracing the Data-Driven PR Future (And Math)

Shift Communications

As communications becomes more digital, more quantified, and more data-driven, the pressure is on for pros to be as comfortable with data collection, metrics and measurement as they are at writing and creativity. To explore why this is important, let’s look at an example of how data helps PR get press for clients. It seemed like a pretty safe bet. No longer.

What is Data-Driven PR, Part 3: Defining Data

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. Defining Data. Data Sources.

How to Empower Data-Driven PR Leaders

AirPR

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.

PRTech Is Evolving. Is Your PR Strategy?

PR Expanded

In a recent post , I suggested leveraging Nielsen’s research in order to create data-driven marketing and communications plans. That’s the front-end work every successful campaign entails, but the data cycle doesn’t end there. This is the challenge my friends at AirPR are solving, one data dashboard at a time. You can’t argue with the data. Interview PR 2.0 PR 2.0

Data-driven PR: How PR Professionals Can Use Data to Accelerate their Strategies

TrendKite

Business leaders across the board are increasingly demanding that decisions be made based on data, rather than experience or judgment calls. In fact every area of most organizations, from manufacturing to sales, are becoming increasingly scientific and looking for empirical data to support decisions. PR is no exception. Here are a few of the ways this can be accomplished.

Three Public Relations Mega-Trends in 2017

Shift Communications

How can we use data, analytics, and algorithms to achieve awareness at scale? Globally, social media software company Radium One estimates 82% of social media sharing now happens in apps like Snapchat, Kik, WhatsApp, WeChat, and private groups where digital marketers receive no analytics data at all. Analytics Data-Driven PR Marketing Media Public Relations

How to Get Comfortable With Data Even If You Don’t Love Math

PR Expanded

A Guest Post By Kelly Byrd, PR Engineer, AirPR. With the growth of PRTech options for Big Data tracking and measurement, a knowledge of and comfort with that science has become imperative for leading PR professionals. Being an employee of AirPR , I strongly believe that thoughtful use of data is essential to success. Decide What to Focus on Before You View the Data.

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3 Multi-Touch Attribution Models for a Data-Driven PR Strategy

Cision

Data-driven PR may sound like a foreign language, but it’s not as complicated as we often make it out to be. As a result, more data needs to be sifted and analyzed to pinpoint which efforts are succeeding and why. Don’t let the volume of data overwhelm you. Instead, make data your friend. Multi-touch attribution models provide PR professionals with insights by evaluating all touch points. But before you try to impress executives by showcasing PR’s value, you should understand the basics of multi-touch attribution. Linear. Position-based.

How to Measure the Success of Video Communications

Shift Communications

However, one area where video-minded PR professionals fall short is how to measure the success of video communications. Once we’ve got our data compiled in an orderly fashion, we need to understand what drives the actions we care about. As we mentioned in our recent webinar on Google Data Studio™ , many of our stakeholders don’t need every scrap of data we can provide.

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Building the Plane Mid-Flight: SHIFT’s New Website

Shift Communications

The important thing for us, beyond the upgraded look and feel, was to hammer on the data-driven PR aspect. We are not only the first and only PR agency to stake a claim as a Google Analytics Certified Partner, we are doing stuff with data behind the scenes that is wowing us, and our clients, with everything from influencer identification to advanced ROI calculations.

What PR Professionals Should Have Learned at IBM World of Watson

Shift Communications

During that time, I met exactly four PR professionals, all of them IBM employees. Out of almost 20,000 people, I was the only person I knew of representing a PR firm. Because AI and cognitive computing are the future of PR. PR isn’t just press releases and bylines. And as an information industry, we are powered by data. Tell Better Data Stories.

Why automated sentiment analysis is broken and how to fix it

Shift Communications

If you have hours or even days before reporting is due, then perform a human-driven sampled sentiment analysis. Using the data analysis tool of your choice, understand the size of the data you’re dealing with, then calculate how many samples you’ll need to examine. Analytics Data Data-Driven PR Metrics Public RelationsHere’s why.

Should you stop using hashtags in social media content?

Shift Communications

This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Rather than guess, let’s take a data-driven approach. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Analytics Data Data-Driven PR Marketing Social Media StrategyDo hashtags matter? Berkshire Hathaway. Chevron.

How to build communities of social media influence

Shift Communications

The post How to build communities of social media influence appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Advertising Data-Driven PR Influence Marketing Marketing Technology Public Relations Strategy As marketers and communicators, we have focused relentlessly on the single influencer. This synchronicity is important!

PR and the Marketing Technology Skills Gap

Shift Communications

Media Lab and Deloitte launched the joint project Data USA. Our Marketing Technology team regularly publishes eBooks and Whitepapers on issues and trends clients and staff must be aware of, including trends in Google Analytics, SEO, Influencer Research, such as “ Google Analytics Basics for PR Professionals ” and “ The Future of Marketing.”. Prioritize and Share…. Prioritize Learning.

The secret to becoming a trusted PR professional

Shift Communications

Shel Israel followed up in our discussion last week about the automation (or lack thereof) of persuasion technologies and public relations by asking: Since you are in the business of building trust for clients, why are so many PR people not trusted by the media? Part of the reason is intent and motivation; a journalist knows that any PR person is approaching them with an agenda.

Key Marketing Lessons for PR Pros

Shift Communications

In the spring of 2015, SHIFT launched its cutting-edge Marketing Technology Immersion (MTI) program to help the agency develop a better understanding of SHIFT’s data-driven approach to communications and client services. cta] The post Key Marketing Lessons for PR Pros appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

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Does social media sharing matter?

Shift Communications

Let’s first get our data. I’ll use data from my personal website so as to avoid revealing anything under NDA. The data cannot answer this question for us. We see that for this data set, LinkedIn matters the most (r of.71), followed by Facebook (r of.65), then by Twitter (r of.39, a moderate positive relationship), and finally Google+ (r of.32). Share! Tweet!

From PR to Marketing: Why You Should Expand Your Skill Set

Shift Communications

It’s hard to miss all the articles and blog posts about how the PR industry is changing, how it’s integrating with new skill sets. Today, I wanted to dive a little more into my personal experience on the subject – including why PR pros should honestly start thinking about expanding their skill sets (and where to start). years working on the technology PR team. Analytics!

How to Build a Data-Driven Public Speaking Program

Shift Communications

Rather than just wing it or have a purely canned talk that may not be relevant to the audience and the event, we can look to data. Let’s dig into what a data-driven public speaking strategy would look like as part of your overall data-driven PR program. Advertising Data Data-Driven PR Marketing Metrics StrategyMeasurement.

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SHIFT Communications: 12 Years and Counting

Shift Communications

If you’re a regular reader of this blog, you’re already starting to grow familiar with the term “Data-Driven PR.” The stuff we’ve been doing behind the scenes for some clients has major ramifications for how EVERYONE ought to be thinking about PR. Agency Life Data-Driven PR News agency news anniversay And what a ride it’s been! It has served us well.

Digital Advertising and Public Relations, Part 1: Introduction

Shift Communications

In the final part of the series, we’ll review measurement methods for both advertising and public relations to guide our data-driven efforts. cta] The post Digital Advertising and Public Relations, Part 1: Introduction appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Advertising Data-Driven PR Public Relations

Boring Press Release Bingo is Back!

Shift Communications

We’ve done blog posts and infographics in the past, but last year we wanted to do something a little more fun with our ‘Top 50 Most Overused Words in PR’ report. For 2016’s most overused words in PR, we’re making bingo cool again – with new words, new graphics and a new look! appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

Using Data from Google Tools to Boost Your PR Pitches

Shift Communications

If you’re an avid (or even a sometimes) reader of the SHIFT blog, then you already know data-driven public relations is something we know well. Our PR teams have been taking an analytical approach to forming their account strategies for some time, and our clients have been very pleased with the results. Here’s a quick overview of how each can help support your PR program.

New SHIFT Webinar: Getting Started with Google Data Studio™

Shift Communications

Google Data Studio™ made a splash when it was first revealed to Google Partners in 2015 as a potential solution for client reporting and dashboards. It’s now available to marketers and communicators globally, and it’s a potent new tool for the data-driven PR practitioner, communicator, or marketer. What is Data Studio? Who Needs Data Studio?

The State of the Press Release in 2015

Shift Communications

The topic of press releases and when or when not to put one out over the wire is one that is all too popular in PR. First, we analyzed the distribution patterns of over 100,000 press releases published via Marketwired, PRWeb and PR Newswire in 2015. Data was collected using Sysomos and is set to the Eastern Time Zone (UTC -5). Data-Driven PR Press Release press release

How to measure the quality of your audience

Shift Communications

You don’t need to be as popular as Taylor Swift in order for PR to deliver real results to the bottom line as long as you have the right audience. Certainly, you can look downfunnel and see how many closed deals you’re getting in your sales CRM, but if your website is broken or your retail staff are surly, you may not see the results you want no matter how good your PR is.

Social Media Game of Thrones: A Song of PR and Social

Shift Communications

We took published user base data for as many social networks as we could round up, loaded them into analytics software, and turned the data into treemaps. The post Social Media Game of Thrones: A Song of PR and Social appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Analytics Data Data-Driven PR Infographic

Find your Brand’s Optimum Facebook Strategy

Shift Communications

To answer that question, we did our homework using our own data in a research experiment to determine what strategy worked best for our audience (i.e. if you want to replicate this for your own purposes, use your data, not our conclusions ). Overall, our experiment gave us nine weeks of data. The Facebook news feed algorithm is in constant flux. September + October. Conclusion.

PR and the Google Customer Journey to Online Purchase

Shift Communications

What if a company’s data doesn’t exactly map to the generic model? We applied Google’s Customer Journey idea and paired it with data-driven models to help you understand what’s really working in your digital marketing plans. Our Data-Driven Customer Journey model helps you: Understand what channels deliver results. Learn whether a channel has the right messaging.

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Public Relations Metrics Are Like Apples for Pie

Shift Communications

As part of the AMEC Measurement Week, I’ve been asked to prepare some quick thoughts on how to explain PR metrics to stakeholders and executives. So to answer the question of what PR should be measured by, it’s about our ability to generate the right audiences. If PR is generating the wrong audience, it’s creating the equivalent of rotten apples. The little girl, right?

Getting Your PR Measurement Program in Shape for 2016

Shift Communications

That does not mean we are left without resources to help define PR success and set the agenda for an even more data-driven PR program in the New Year. You have gathered the data to defend your program, you’ve run data-driven analysis and you’re ready to create an even better PR plan for 2016. How do you make the most of that data?