Sword and the Script

JANUARY 3, 2023

Marketing efforts often involve paid advertising, and the goal is to reach as many people as possible in order to increase sales. How is public relations measured? Public relations (PR) practitioners use a variety of methods to measure the effectiveness of their campaigns. The 10 Most Common Ways Comms Pros are Measuring PR.

Interviews 98

Interviews Publicity Technology Social Media 98

Sword and the Script

MAY 11, 2019

PR measurement can be a bit like a self-fulfilling prophecy. On one hand, it gets dinged for a lack of measurement. On the other hand, measuring some PR activities, like earned media , is far more challenging than other forms of marketing and communications. 3) Earned media improves advertising effectiveness.

Study 138

Study Media Relations Media Measurement 138

PR in High Definition

MAY 24, 2023

Those who are responsible for sales, by definition, have a huge impact on any business’s success. For example, many companies have been accused of greenwashing, being misleading in their advertising or having sales practices deemed out of sync with their values. However, this goes beyond revenue generation.

Reputation 62

Reputation Measurement Leadership Examples 62

Cision

JANUARY 2, 2018

This example is the definition of taking shortcuts. Journalism teaches writers to pivot and learn quickly when new technologies or angles change a story. This roadmap should include an editorial calendar, well-designed personas and content automation technology. Dan Curran is a seasoned marketing and advertising entrepreneur.

Facebook 0

Facebook Marketing Journalism Creativity 0

Waxing UnLyrical

MARCH 11, 2015

“If you can’t measure it, you can’t manage it.” Odds are that you’ve heard someone say that PR can’t be quantified, or social media ROI can’t be measured, or that a media impression or social post generated an advertising value equivalent (AVE) of hundreds of thousands (or millions) of dollars.

Measurement 40

Measurement How To Analytics Customer Service 40

ReimaginePR

JUNE 15, 2020

While you could most certainly run an entire social media campaign for free, paying for social media advertising (or Paid Social, as it’s called in the biz) is the best way to leverage social media technologies to your advantage. Social Media Marketing: Defining Your Business Goals.

Social Media 177

Social Media Brand Branding Marketing 177

Mindful Marketing

JANUARY 26, 2017

PR measurement has long been an outcast in marketing dashboards. Over the years, companies have almost created coping mechanisms for accepting weak PR reporting – either not measuring PR at all or relying on basic awareness metrics, like percentage increase of coverage and sentiment. By Seedepth. We hope so!

Measurement 25

Measurement Marketing Journalism Tools 25

Cision

NOVEMBER 7, 2017

The measurement of earned media needs a change. Compared with their paid media counterparts — who are able to report on exactly how each digital ad affected revenue, as well as definitive information about the audience the ad reached — earned media’s metrics often don’t stack up. Why is Earned Media so Difficult to Measure? .

Measurement 0

Measurement Media B2C B2B 0

Sword and the Script

SEPTEMBER 6, 2016

However, the tactics used have definitely transformed, thanks mostly to new technology, the metamorphosis of the news industry and the rise of social media.”. I think non-PR folks sometimes think of it like advertising or marketing where you can “pay to play” and see relatively immediate, measurable results.

Measurement 60

Measurement Course Advertising Advertising 60

Cision

OCTOBER 16, 2017

Chris Lynch: I think they are, and I think that’s being driven in part by just how granular we can look at communications now due to the technology that we have in place to measure it. And, we also have opinion pieces from Aflac’s Katherine Hernandez-Blades on monitoring and measuring media activity, and much much more.

Media 202

Media Storytelling Technology Data 202

Sword and the Script

MARCH 19, 2019

You only know that by measuring and analyzing performance, then iterating your approach. It has gotten easier due to the proliferation of marketing technology and the availability of data. With robust tracking, marketers can now measure what’s working and what’s not in order to iterate the approach.

Marketing 69

Marketing Measurement Analysis Data 69

Sword and the Script

MAY 14, 2019

Recently, I’ve begun looking more closely at PR technology , companies. This is an effort to illustrate some of the interesting innovations occurring within the PR vendor community – and provide an agnostic source of information on tools and technologies I believe PR professionals should have on their radar. Sentiment analysis.

Case Study 116

Case Study Software Data Web 116

Ethical Voices

AUGUST 22, 2022

If your audience hasn’t seen it, one thing I think is so amazing to watch to really realize what’s going on in the moment in time that we are in today and the ethical challenge that we’re all facing, is a tremendous documentary called The Social Dilemma that was created by the Center for Humane Technology.

Ethics 75

Ethics Communications Agency Technology 75

Sword and the Script

DECEMBER 4, 2018

As a vertical, technology companies invest 9.7% On one hand, competition is fierce (56%), people are increasingly intolerant of advertising (46%) and “information overload” is a genuine problem (44%). CMOs also choose to define it more broadly across technology (48%), content (44%), distribution channels (41%) and data (38%).

Survey 103

Survey Marketing B2B Content Marketing 103

Shift Communications

DECEMBER 11, 2015

It feels like the definition of integrated is moving to a business term vs. marketing one. Measurement Continues to Evolve. Tools are getting smarter and faster, but there still is no one source of truth for measurement – and we shouldn’t expect it to magically arrive. PR and Marketing finds itself living “in interesting times.”

Marketing 60

Marketing Mobile Pinterest Analysis 60

Contently - Strategy

SEPTEMBER 25, 2018

People are definitely becoming more aware of using video in their marketing. People have different goals and different measures of success. Do the explainer video first because you can use it in so many different ways: email, social media, advertising, retargeting, or ads that are not even on social, like Google ads or display ads.

Marketing 90

Marketing Video Product Launch YouTube 90

wiredPRworks

AUGUST 2, 2016

As technology, culture, media and marketing converge, it’s an intriguing time to be a marketer. Conducted by American Marketing Association [AMA] and Millard Brown Vermeer , the survey measures the degree of 1,028 U.S. I definitely believe behavior is predictive of future outcomes. Happiness is a choice. Does this cut its power?

Leadership 40

Leadership Survey Enterprise Conference 40

PR in High Definition

AUGUST 30, 2017

Make sure you use a trackable link to measure impact on the website and see what people do once they land there. When you have a chunky piece of content like a whitepaper or a research study, it may be worth investing some money into paid search advertising against certain keywords relevant to that piece of content.

How To 48

How To Media LinkedIn Retail 48

Sword and the Script

MAY 14, 2016

A cloud technology vendor told me that trade shows were the number one source of leads for his company. For technology companies that sell cloud solutions, a majority (61%) said IT was the top influencer. Whether buying or selling cloud technology, this data suggests IT wields considerable influence on the decision.

Marketing 60

Marketing B2B Local Customer Service 60

Buzzstream

JANUARY 22, 2024

Check Traffic Organic traffic is one metric that most tools can provide, though they are estimations of traffic, not exact measures. However, some sites may be open to guest posts even if they don’t advertise. A site can be highly authoritative, but if it’s irrelevant, it will not be valuable.

Analysis 90

Analysis SEO Guidelines Google 90

Critical Mention

JUNE 22, 2017

Search for the definition of copyright, and you’ll find that it’s “the exclusive legal right, given to an originator or an assignee to print, publish, perform, film, or record literary, artistic, or musical material, and to authorize others to do the same.” Look to technology to understand why. Share” buttons appear everywhere online.

Film 60

Film Print Creativity Internal 60

Critical Mention

JUNE 21, 2017

Search for the definition of copyright, and you’ll find that it’s “the exclusive legal right, given to an originator or an assignee to print, publish, perform, film, or record literary, artistic, or musical material, and to authorize others to do the same.” Look to technology to understand why. Share” buttons appear everywhere online.

Film 60

Film Print Creativity Internal 60

ImPRessions - Crenshaw Communications

APRIL 8, 2021

For years, the enormous role technology plays in our lives and our reverence for brands like Apple and Amazon shielded the sector from greater taxation and regulation. As a sector, technology has lost its luster. It’s the lowest point for technology in the 11-year life of the survey in 17 of 27 countries, including the U.S.

Reputation 305

Reputation Privacy Data Advertising 305

Waxing UnLyrical

JANUARY 24, 2011

(Wait for it…) Relax, I’m not going to re-list what’s already been written all over the Interwebz about affordable technology available to non-profits. As smart WUL readers know, technology does not equal strategy, and it won’t solve all your organization’s problems. Image: Brad Stabler via Flickr, CC 2.0

Tools 99

Tools Marketing Nonprofit Mobile 99

PR in High Definition

FEBRUARY 18, 2019

Companies that prioritise activities towards voice technology now have the chance to get ahead. The search engine will accept a lower bid from an advertiser if what’s being advertised is more likely to be clicked by the user. In fact, Gartner predicts 30% of all searches will be done without a screen by 2020.

Engineering 67

Engineering Reputation Social Media SEO 67

MaccaPR

JUNE 1, 2016

The speed of technological advancement continues to drive rapid change across many vertical markets. We used to measure TV ratings by 15-minute increments, but those didn’t really tell us how long viewers were watching (or if they were in front of their TVs at all) and why they chose to watch a specific program.

Brand 48

Brand Branding Storytelling Healthcare 48

Beyond PR

NOVEMBER 7, 2017

The measurement of earned media needs a change. Compared with their paid media counterparts — who are able to report on exactly how each digital ad affected revenue, as well as definitive information about the audience the ad reached — earned media’s metrics often don’t stack up. Why is Earned Media so Difficult to Measure? .

Measurement 72

Measurement Media B2C B2B 72

Maxim Behar

OCTOBER 15, 2023

And the other big difference is that for the first time in all of history, social media is measurable. You can measure how many people have read your article, how many have liked it, and how many have shared it. Maxim: I decided to do advertising. Nobody knew what it was and I thought it might be interesting to do advertising.

Newspapers 59

Newspapers Meeting Ethics Social Media 59

Sword and the Script

MARCH 1, 2022

One thing that separates PR, and specifically media relations, from marketing and advertising is third-party validation: there’s nothing you can say about yourself that’s as powerful as someone else saying it about you. Old fashioned press releases and advertising can lead to bona fide editorial coverage. Million and Eyes the U.S.

Software 118

Software Case Study Advertising Advertising 118

Maxim Behar

MAY 31, 2021

So, I started my small one-man show advertising agency that produced souvenirs, business cards, and calendars. They gave me a big book about advertising and public relations and said there was no other public relations company in my country, so I shall do my best to learn the business. I was asking what is this? Host: Big-ups!

Newspapers 52

Newspapers Social Media Ethics Travel 52

Sword and the Script

FEBRUARY 16, 2019

Where every business has data, perhaps even the same data, we cannot have, by definition, the same creativity. The company surveyed 500 marketers in Europe and the US and found many admit to struggling to marry “digital advertising and powerful creative work.”. We all want to be part of something.

Creativity 76

Creativity Study Survey Advertising 76

wiredPRworks

APRIL 29, 2020

Yeah, definitely. In the early internet, if people wanted to advertise, they had to contact the website owner and create deals to advertise. When major advertising networks and DSPs came along, they consolidated all the inventory. It’s a much more efficient advertising ecosystem for both advertisers and consumers.

Creativity 52

Creativity How To Engineering Advertising 52

wiredPRworks

APRIL 29, 2020

Yeah, definitely. In the early internet, if people wanted to advertise, they had to contact the website owner and create deals to advertise. When major advertising networks and DSPs came along, they consolidated all the inventory. It’s a much more efficient advertising ecosystem for both advertisers and consumers.

Creativity 52

Creativity How To Engineering Advertising 52

5W PR

JULY 15, 2020

An Apple media kit from 1993 even included physical slides showcasing their newest technologies. While this is a definite perk, it also means that the media kit needs to be the best possible representation of the brand. Measuring Media Kit Success. A media kit can be a make or break opportunity for the brand.

How To 176

How To Media Guidelines Pitching 176

Sword and the Script

APRIL 27, 2019

65% of journalists said audience metrics have changed the way they evaluate stories”; additionally, “43% of journalists globally reported their organization’s primary measure of success for their content is readership or viewers.”. How do you measure influencer marketing results? 2% said “personal safety and security issues.”.

Survey 90

Survey Journalism Study Pitching 90

Shift Communications

DECEMBER 1, 2014

First, let’s begin with definitions. You know what your purpose is and you know what the outcome should look like, so now you have to pick what methods you’re going to use to reach those goals and how you’ll measure your progress to them. Vice President, Marketing Technology. Christopher S.

Strategy 157

Strategy Airlines Exercises Corporate 157

Sword and the Script

AUGUST 6, 2019

There’s a lot that’s happened over the last month among vendors that make technology for public relations (PR) professionals – and I can’t wait to show you this month’s summary of news from the PR technology community. TrendKite has become the primary technology for the Cision media monitoring capability. What do they do?

Marketing 63

Marketing Pitching Corporate Tools 63