PRSay

OCTOBER 2, 2017

So how can brands build trust? According to Nielsen’s Global Trust in Advertising study , consumers trust earned media and recommendations from friends and family more than any other source. However, paid media has historically had a significant advantage over earned when it comes to measuring success.

Data 145

Data How To Storytelling Analytics 145

Onclusive

JULY 18, 2017

As a result, about three quarters of marketers are planning to increase their PR budgets over the next five years, according to research from the Association of National Advertisers. The traditional way of measuring PR is through impressions, a metric that was originally created by and for the advertising industry.

Comparison 294

Comparison Advertising Advertising Analytics 294

Stuart Bruce

MAY 20, 2016

The latest Global Intangible Finance Tracker (GIFT) report reveals many directors, analysts, investors and other stakeholders don’t adequately understand how brand, reputation and other intangibles impact the value of their business. If accounting is to give value it should learn to measure and report them appropriately.

Reputation 94

Reputation Measurement Brand Branding 94

The Resolution Blog

OCTOBER 4, 2019

Within the PR and advertising industries, there’s often talk about the PESO model (paid, earned, shared, and owned media). We recently spoke with Jerrid Grimm , co-founder of Pressboard , a company that brings paid and editorial PR together, about how the lines between PR and paid activity are blurring.

Advertising 120

Advertising Advertising Measurement Storytelling 120

Beyond PR

JUNE 28, 2016

If the agency’s role is evolving, though, so must the approach to PR measurement. In public relations, Advertising Value Equivalency (AVE) or “ad value” refers to the cost of buying the space taken up by a piece of media coverage, had that coverage been an advertisement. It’s time to look beyond ad value.

Measurement 73

Measurement Advertising Advertising Agency 73

Cision

NOVEMBER 1, 2016

During a recent Twitter chat, I shared how to implement a PESO model to improve content performance. We don’t have budget for software or social media advertising…or anything else that might cost $20 or more. The PESO model involves measuring and analyzing your results. My boss only wants media placements.

How To 120

How To Software Analytics Google 120

The Proactive Report

JUNE 18, 2021

In Ries and Trout’s book Positioning, the battle for your mind they said, “PR starts the fire, marketing and advertising fan the flames.” How to make more sales, be more productive, cut costs and increase the ROI. Share some ideas on how to keep the network alive, especially for small businesses.

Small Business 213

Small Business Fashion Groups Local 213

Polaris

AUGUST 19, 2014

In my field, that means scoring a big win for a client—whether it’s securing a feature article in a national newspaper, improving engagement on a Facebook page or creating an eBook that attracts thousands of downloads. The public relations measurement challenge. The state of public relations measurement today.

Measurement 100

Measurement Advertising Advertising eBook 100

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

Deirdre Breakenridge

MAY 24, 2016

With the dramatic increase in podcast listening hours in the US, and the rise of mobile usage, marketing professionals are exploring the world of podcasting; how to launch a show and the strategies to attract and build a large community of engaged listeners. Tip #4: Measure success with numbers.

Energy 190

Energy Mobile Community Measurement 190

Prohibition

DECEMBER 30, 2018

How to choose the right LinkedIn approach for your business? LinkedIn Advertising provides you with three distinct formats of advertising – Sponsored Content Ads, Text Ads, and InMail ads. LinkedIn Advertising provides you with three distinct formats of advertising – Sponsored Content Ads, Text Ads, and InMail ads.

LinkedIn 67

LinkedIn B2B How To Marketing 67

Sword and the Script

MARCH 24, 2015

The paper traces the use of pageveiws for measurement to online advertising, where CPM, or cost per thousand pageviews, became standard for advertising fees. Moz has an excellent article on How to Stop Spam Bots from Ruining Your Analytics Referral Data. The Contently paper focuses in on three ideal measures: 1.

Content Marketing 60

Content Marketing Measurement Marketing Analytics 60

Onclusive

AUGUST 30, 2017

Improved awareness and enhanced reputation are intangible goals, and their measurement is even more difficult to grasp, especially in the ever-changing digital world in which we live. This article is your introduction to pairing the art of public relations with the science of measurement to impact your business.

Tools 170

Tools eBook System Data 170

Cision

OCTOBER 6, 2016

In PR, paid media is social media advertising, sponsored content, and email marketing. It’s incredibly difficult to measure a direct return-on-investment from most traditional media relations efforts. What is an Integrated PESO Model? The PESO model takes the four media types —paid, earned, shared and owned—and merges them together.

Media Relations 331

Media Relations Newspapers Measurement Social Media 331

Sword and the Script

FEBRUARY 14, 2017

The first measure came from a business with a marketing automation system implemented. The second measure was largely a manual effort: going back through the deals closed at the end of the year and identifying which ones had downloaded gated for content featured on the blog. Components to Effectively Measure a B2B Blog.

B2B 67

B2B Measurement Blogging Community 67

Shift Communications

OCTOBER 15, 2015

How can you showcase your current work in the best light and set the stage for an even more successful 2016? Unfortunately there is no silver bullet measurement tool. Figure out where your audience is and don’t be afraid to remind them with targeted advertising. Check out our PR measurement tool. Want to know more?

Measurement 60

Measurement Data-Driven PR Analytics Data 60

5W PR

DECEMBER 5, 2018

The biggest problem is that many companies don’t know how to get started with direct to consumer PR. How to Boost your Direct to Consumer Public Relations Strategy. Modern customers generally download ad blockers and other technology to help them avoid things like ads and display advertisements.

Consumer 74

Consumer Publicity Marketing How To 74

The Resolution Blog

MARCH 22, 2019

In the past, calculating the AVE of a piece was the go-to method for measuring how much placements were worth compared to paid-for advertising activities. Say, for example, your coverage achieved 50 brochure downloads. Find out how many downloads typically lead to a sale.

Measurement 120

Measurement Google Examples Data 120

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. How to Generate Media Referenceable B2B Customers with a Blog.

Study 140

Study Media Relations Media Measurement 140

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

JULY 14, 2020

ROI and proving value The top challenge facing communicators is measuring impact, proving value and demonstrating ROI , according to 50% of respondents. However, in a subsequent question, only about half of respondents “often” or “always” measure their communications efforts. Don’t overlook anecdotes either.

Survey 140

Survey Measurement System Education 140

Sword and the Script

JUNE 9, 2020

Many of the open-ended comments from the survey point to underlying causes such as the rise of social media and self-publishing, disruption of the advertising-heavy business model in news, subsequent cuts to editorial staff, growth among the ranks of PR, and the deluge of pitches reporters receive. Measured on clicks, quick hits.”

Media Relations 113

Media Relations Media Survey Pitching 113

The Resolution Blog

JANUARY 8, 2018

Tip of the month: “Take someone in finance to lunch and learn how you make money ” This is just one of the amazing tips from the Queen of metrics Katie Paine in this interview on PR News. She always explains clearly how to demonstrate organisational impact from your PR work. Could just one metric measure PR?

Tools 136

Tools Publicity Measurement SEO 136

Polaris

JANUARY 13, 2015

Admittedly, it’s often hard to tell the difference since there are so many misconceptions about public relations, including what it contributes to your business and how to measure results. When hiring a PR agency, ask how they measure program results. One common belief is that PR practitioners are “good with people.”

Agency 100

Agency eBook Measurement Creativity 100

Cision

NOVEMBER 11, 2016

Funess sat down with us to discuss how the PR industry is changing, how to stand out in the marketplace, and how to uniquely position campaigns to gain traction. How did you get your start in PR? How have you gotten where you are today with Crenshaw Communications? I started out in book PR in Los Angeles.

Communications 253

Communications Data Local Survey 253

Prohibition

NOVEMBER 6, 2021

Pay-per-click (PPC) advertising is a critical component of any digital marketing strategy. Because digital marketers are finding an increase in performance with pay-per-click advertising methods. Businesses that promote on social media have a variety of options for getting their advertisements and content visible on this platform.

Social Media 62

Social Media Media Advertising Advertising 62

Stephen Waddington

MARCH 10, 2019

Measurement, PR management lessons from the 50s, inaugural Comms School session, AI is marketing lipstick, wisdom of middle age, and Insta woe. I shared a thread on Twitter this week about measurement that proved so engaging that I thought I’d use it to kick off this week’s letter. Effective measurement isn’t easy.

Marketing 81

Marketing Measurement Government Report 81

Sword and the Script

MAY 13, 2017

Isn’t that sort of like buying an advertisement with an ego? 1) How to choose influencers. 3) Measuring an influencer marketing program. In B2B circles, PR, content marketing, social media and influencer relations all face the same measurement challenge: it’s non-linear. There’s a lot of murkiness to it as well.

Strategy 77

Strategy Marketing Measurement B2B 77

Cision

APRIL 18, 2017

Then, download the Moz toolbar (if you don’t already have it) and turn it on. In this case, I chose, “How to write blog posts that get read and shared.”. Ditto for interviews and features—pitch the journalist on linking to a specific (measurable) page on your site to provide more depth to the piece they’re creating.

Exercises 198

Exercises Google Writing Blogging 198

Cision

OCTOBER 27, 2016

You need to know how to tap into this community’s influence and build relationships that deliver a continual cycle of growth for your company. How are you measuring your programs? And you can’t just invest in paid advertising. According to McKinsey, customers acquired via word-of-mouth have a 37% higher retention rate.

Marketing 120

Marketing Financial Strategy Analytics 120

PR 20/20

NOVEMBER 30, 2022

For the full 40+ questions, download our Comprehensive Marketing Audit Template. >> Free download: Build a data-driven content marketing plan with our free content strategy workbook template. Measuring the effectiveness of any marketing campaign begins with defined and clear KPIs. Content downloads. Measurable.

Marketing 52

Marketing Technology Internal International 52

Contently - Strategy

AUGUST 5, 2020

The story of how they got there is a masterclass in how to adapt an enterprise content strategy on the fly—one that marketers across industries can learn from. They also launched the “ MD Market Watch ” podcast, which was downloaded over 1300 times in those first 6 weeks. The COVID content strategy.

Financial 133

Financial Strategy Government Leadership 133

PR 20/20

OCTOBER 9, 2018

Just in case you’re not familiar, CMI is the leading global content marketing education and training organization, teaching enterprises how to attract and retain customers through compelling, multi-channel storytelling. Read on to see how Cathy navigates the digital landscape to cultivate change at CMI.

Content Marketing 61

Content Marketing Marketing eBook Nonprofit 61

Waxing UnLyrical

JUNE 17, 2016

And this is precisely why seizing the opportunities the digital age gives us is critical, and why measurement is such a huge part of smart integrated communications. I was struck by how, at this conference, very little of the relevant discussion was around what PR “should” and “shouldn’t” be tasked with.

Internal 40

Internal International Measurement Banking 40

Sword and the Script

APRIL 2, 2019

It mirrors a trend that’s already underway in PR’s sibling departments in marketing and advertising. It found as the Wall Street Journal reported , “Advertisers with in-house agencies increased to 64% of the survey’s respondents from 42% a decade ago, according to the study.” Who do you see advertising on those pages?

Agency 95

Agency Trends Marketing Survey 95

Shift Communications

OCTOBER 14, 2016

PR teams have long deplored the challenges of how to best measure your PR success and effectively report program results. Yes, it can be difficult to understand how to justify your team’s hard work to management, or to measure PR’s contribution to the bottom line. But, don’t forget about measuring the quality of coverage.

Measurement 60

Measurement How To Trade Shows Analytics 60

Ethical Voices

AUGUST 22, 2022

It talks about how that science is being weaponized to manipulate and puppet us more and more. What am I measuring this quarter, next quarter, this year? How do we step back and counsel against engaging this behavior? You’re not sure how to handle it. We teach people how to shift to using more thick language.

Ethics 75

Ethics Communications Agency Technology 75