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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. In this series, we’ll examine how to become a more data-driven PR professional. How to Pitch a Data-Driven Pitch with… Data!

PRTech Is Evolving. Is Your PR Strategy?

Deirdre Breakenridge

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. Equally as important is analyzing campaign data after it has run its course so that those findings can inform future work i.e., once you’ve garnered media hits, it’s then time to uncover the effectiveness (or lack thereof) of the work.

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PR and the Marketing Technology Skills Gap

Shift Communications

Keeping pace with the rate of change in marketing technology has become a full time job. Heck, just keeping up with the news is a challenge, never mind closing the gap on technological skill sets you need to execute effectively. Media Lab and Deloitte launched the joint project Data USA. So, how in this wave of ever changing technology do we keep our heads above water here at SHIFT? Want help integrating marketing technology into your strategy?

Transparency and accountability in digital advertising: can P&G make it happen?

Media Bullseye

They are also one of the largest spenders in advertising, paying as much as $7.2 billion on advertising last year alone. So, it stands to reason that with a budget that large, there are two things that can probably be said about P&G: one, they are serious about advertising; and two, decisions they make about spending have the potential to reverberate across the industry—sort of like Walmart’s ability to affect the food supply chain when they make a change.

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IBM Vision: The Future of AI and Public Relations

Shift Communications

We see this happening in the communications and PR industry. Legacy publications find themselves more under the gun every day, with declining subscribers and decreasing advertising revenues. One of the most impressive demonstrations of managing unstructured data was IBM Watson’s ability to read and interpret legal and financial regulations, then compare a company’s compliance with those regulations. The Data Science Shortage. Vice President, Marketing Technology.

How to build communities of social media influence

Shift Communications

As marketers and communicators, we have focused relentlessly on the single influencer. In old influence marketing, the biggest dots we pitched tended to cluster in one or two communities, but we want our message to reach many different communities. Vice President, Marketing Technology. The post How to build communities of social media influence appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

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. Build influence in advance of and at an event by identifying who you should be talking with and what you should be talking about through the use of data. Vice President, Marketing Technology.

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Top Public Relations Trends in 2018: Introduction

Shift Communications

In this series, we’ll examine some of the major trends we see ahead and how PR practitioners of all stripes should prepare. Thanks to technologies like cloud computing, ubiquitous Internet access, mobile devices, and machine learning, the pace of change will only increase. The 2018 PR Mega-Trends. Hyper-Segmentation of News Means Hyper-Segmentation of PR. PR Professionals Blindsided by Rich Media. AI-Powered Personalization of Advertising.

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Why CEOs Should Invest in PR Attribution and PR Measurement

Onclusive

In recent market estimates, digital online and ad spending is expected to grow at approximately 11% per year through 2021. 1 Paid search, display ads, social media, online video advertising and email marketing will grow to 46% of advertising budgets 2. To optimize the ROI on digital marketing spend, CEOs, CCOs, and CMOs need to invest in PRTech , in addition to MarTech. So what does digital marketing growth have to do with PR?

Opinion Out, Data In

Shift Communications

We trust our guts (and have an implicit bias) that our brilliant idea will work best to meet our marketing goals, rather than trusting the data to suggest what will and won’t work. The solution is simple: opinion out, data in. To make data-driven PR work, we must rely on data, not opinion or instinct, to make decisions and come up with ideas that lead us to success. We start with data from past campaigns, past events and past goals.

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Connecting PR To Business Results

Shift Communications

This question – and its many variations – is a disguise for a much simpler question: How does PR help me make money / not get fired? PR Isn’t Sales. If conversion is the problem, fix that with better sales training or better marketing. The Impact of PR. We use digital marketing tools in public relations to assess the quantitative impact of PR activity. No amount of quantitative data will ever answer the qualitative question, “ Why?

Are PR and Marketing Entering the Moneyball II Era?

Shift Communications

For the general sports fan, statistics and data have been making their way into the mainstream for some time, similar to how online has brought measurement to marketing in a new way over the past 5+ years. And like sports, marketing is now going through a tremendous shift that feels momentous, the way Moneyball and its ilk were to sports. Let’s parallel that to PR and marketing. There is a similar push coming to marketing and PR in the not too distant future.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

In fact, of those who use a mobile device to access Facebook, nearly half use ONLY a mobile device to access Facebook, as shown by the red bars below: For half of Facebook’s users, your mobile marketing strategy is synonymous with your Facebook strategy. CEO Mark Zuckerberg reiterated that VR will be the firm’s focus in 2016 with the launch of its Oculus VR headset and technology in Q1; Samsung’s VR technology will integrate with Oculus by the 2015 holiday season.

Find your Brand’s Optimum Facebook Strategy

Shift Communications

It’s never a surprise when another ‘update’ materializes in the daily news scan, making the maintenance of a successful social media strategy difficult for marketers and communicators. For those who aren’t as familiar with Facebook’s paid options, here are the differences: Boosting Posts is an advertising strategy where you pay to have your post seen by a larger percentage of your audience (than with organic, unpaid reach alone). Overall, our experiment gave us nine weeks of data.

How DOES Mobile Change The Brandscape?

Shift Communications

In the PR and marketing space, we hear a lot of talk about how mobile devices change the “brandscape” as we know it. Localized Marketing. It certainly is convenient that nearly everyone carries a mobile device with built-in GPS, devices that are constantly communicating that location data to outside parties. Marketers and advertisers pay attention to this. Marketing Coordinator.

Breaching 140: Who’s Using Twitter’s 280 Characters?

Shift Communications

Some observations we noted: Marketing and PR aren’t making significant use of the new character limits. We’ll look at the data again in a few months to see if adoption of the 280 character limit continues to increase, where users settle on length overall, and whether the level of engagement increases in relation to tweet length. Vice President, Marketing Technology. B2B technology. Consumer technology. Marketing and advertising.

The Most Important Metric in PR Today

Shift Communications

I was asked recently what the most important metric, the most important thing to measure in PR is. So, what measurable trait helps us determine the effectiveness of PR? The Most Important Metric in PR Today is Branded Non-Negative Search. Advertising creates mindshare. A final caveat is that branded non-negative search is the best metric for PR to measure today. Vice President, Marketing Technology.

Data doesn’t have to be scary

Shift Communications

Big data is a buzzword thrown around in every industry. Companies of all shapes and sizes collect data that can be used to make strategic decisions at every level. petabytes of data. The data available to PR professionals and marketers today has the potential to answer so many questions, but the problem is: lots of people don’t know what to do with the data they have. Social Media Data. PR pros, want a deeper dive? Marketing Analyst.

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Privacy vs. progress: protecting users from data-gathering

Media Bullseye

With the development of insightful analytic tools in recent years, experts have begun to consider how to implement big data in PR efforts. Despite the potential for using data to improve PR efforts, it is important to consider the impact this information can have on the average consumer, as this gathering of data could blossom into a personal privacy issue. Specific policies and protections must be implemented to ensure safe, proper use of data.

Share your data for a better PR program

Shift Communications

If you’re working with a data-driven PR firm, chances are at some point in your relationship you will be asked to grant access to a variety of marketing and data systems. To understand how systems access informs your PR program, we’ll reference the SHIFT Earned Media Hub Strategy as the base framework. Chances are you’ll be asked for any existing market research that’s you’ve done. Marketing and Sales.

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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. I was already starting to see the need to integrate our traditional PR practices with marketing tech.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

In fact, of those who use a mobile device to access Facebook, nearly half use ONLY a mobile device to access Facebook, as shown by the red bars below: For half of Facebook’s users, your mobile marketing strategy is synonymous with your Facebook strategy. CEO Mark Zuckerberg reiterated that VR will be the firm’s focus in 2016 with the launch of its Oculus VR headset and technology in Q1; Samsung’s VR technology will integrate with Oculus by the 2015 holiday season.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

In fact, of those who use a mobile device to access Facebook, nearly half use ONLY a mobile device to access Facebook, as shown by the red bars below: For half of Facebook’s users, your mobile marketing strategy is synonymous with your Facebook strategy. CEO Mark Zuckerberg reiterated that VR will be the firm’s focus in 2016 with the launch of its Oculus VR headset and technology in Q1; Samsung’s VR technology will integrate with Oculus by the 2015 holiday season.

Three Public Relations Mega-Trends in 2017

Shift Communications

How can we use data, analytics, and algorithms to achieve awareness at scale? For those brands and professionals who do not engage machine learning technologies in their work, they will see their relative share of voice decline. We cannot afford to advertise to everyone on the one network that reaches everyone – Facebook – and the reach of individual publications continues to decline. Vice President, Marketing Technology.

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? The answer to this question circles back to Tom Foremski’s earlier question about why there isn’t innovation in scalable persuasion technologies. Want to know the secret to becoming a trusted PR professional?

Digital Advertising and Public Relations, Part 1: Introduction

Shift Communications

The way is paid media: digital advertising. Advertising and public relations share a common goal: more attention. Forward-thinking public relations professionals know that advertising and public relations together often generate greater impact than each channel separately. In this series, we will explore how public relations professionals can become adept at digital advertising. Join us as we explore the power of digital advertising and public relations together!

What is the value of an impression?

Shift Communications

One of the most common PR measurement questions we receive is, “What is the value of an impression?” Impressions are a diagnostic metric; if your earned media placement or advertisement isn’t seen by anyone, then we know its impact to your business is also zero. For example, I drive past billboards and advertisements every morning on my commute to work. Vice President, Marketing Technology. Analytics Data-Driven PR Public Relations

PR and Marketing in 2015: The Road Ahead

Shift Communications

When marketers think about SEO, many think about random link building, spamming webmasters, stuffing words and phrases onto a page repeatedly. All of these new channels present challenges, but also opportunities: the savvy PR practitioner will focus on mastering a few of them and gaining influence in those communities to ensure great results. Email marketing will continue to experience the renaissance it’s enjoyed over the last couple of years as social becomes noisier and noisier.

What is the value of an impression?

Shift Communications

One of the most common PR measurement questions we receive is, “What is the value of an impression?” Impressions are a diagnostic metric; if your earned media placement or advertisement is seen by zero people, then for certain we can determine that its impact to your business is also zero. For example, I drive past billboards and advertisements every morning on the commute to work. Vice President, Marketing Technology.

What is the open rate of SMS text messaging?

Shift Communications

Friend of SHIFT and professional marketing BS detector Scott Stratten asked recently: Doing some talk research, and I just saw a post that said “SMS (text messages) have an open rate of 95%. I don’t know where the original citation came from, but as data-driven PR professionals, we’d like the data too. Fortunately, getting the data is easier than ever. Vice President, Marketing Technology.

What’s the New “Norm” for B2B Marketing?

Shift Communications

At SHIFT we’re big proponents of data-driven PR. We’re constantly pushing clients and prospects to embrace elements such as Google Analytics, Twitter advertising, measurement beyond pure clicks and the like. Living on the B2B side of the house, I’ve been thrilled by the enthusiasm we’re seeing for deeper understanding on how these elements play into our PR programs and the RFP’s we’re receiving. Here are my findings: Marketing Technology.

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Budweiser donates Super Bowl ad to COVID-19 campaign, ‘Star Wars’ denounces racism on Twitter, and Pinterest launches ‘try on’ feature

PR Daily

Monica Rustgi, vice president of marketing at Budweiser, said in a press release partially titled, “ Trading One Tradition for Another ”: Like everyone else, we are eager to get people back together, reopen restaurants and bars, and be able to gather to cheers with friends and family.

Announcing PR Daily’s 2019 Digital PR & Social Media Awards finalists

PR Daily

The impressive finalists for our Digital Marketing & Social Media Awards checked all the boxes. Stony Brook News Website, Stony Brook University Office of Communications and Marketing. The Flack Pack PR podcast, Washington Media Group. Social Media customer support, Dell Technologies. Pork Rind Appreciation Day, RMD Advertising and Rudolph Foods. Marketing On Pointe: Awakening a Community to the Magic of Local Ballet, Benecomms. PR Campaign.