Sword and the Script

NOVEMBER 26, 2019

PR measurement has long been the Achilles heel of the industry. Measuring behavior is harder. Sometimes you can use UTM tags to measure an incremental online action attributable to PR, but truly measuring behavior change (sales, votes, donations) is very difficult. The company calls this Cision Activation.

Publicity 90

Publicity Media Advertising Advertising 90

Waxing UnLyrical

JULY 13, 2016

“If you can’t measure it, you can’t manage it.” ~ Peter Drucker. But I am smart enough to realize that a company’s marketing, advertising and public relations efforts—my efforts—have a direct and attributable effect to the bottom line of my company. Fact: Every for-profit enterprise wants—and all they want—is profitable revenue growth.

Measurement 40

Measurement Advertising Advertising Enterprise 40

Beyond PR

MARCH 1, 2018

These are questions that enterprise marketers and their communications agencies have been asking for generations. If we ALL use reach, and advertising value equivalency in our reports, nobody will get asked the hard question about whether that actually matters!”. The people doing the measurement say it needs to get better.

Media 73

Media Measurement Enterprise Television 73

PR 20/20

OCTOBER 12, 2017

In 2015, Robert (with Carla Johnson) wrote the book Experiences: The 7th Era of Marketing , which outlines an approach on how content-driven experiences can be created, managed, scaled, promoted, and measured in today’s business environment. This is what marketers call return on investment (ROI) of marketing.

Marketing 53

Marketing Enterprise Print Film 53

OnePitch

MAY 12, 2022

From tech startups to startups at heart, most of our clients are private companies on the road to a big exit, like going public or being acquired, and they span the entire tech sector: cloud, enterprise data, fintech, healthtech, cybersecurity, clean energy and social media, among others. Video is powerful.

Strategy 52

Strategy Interviews Pitching Energy 52

PR 20/20

AUGUST 22, 2017

Traditional, outbound marketing (print advertising, direct mail, coupon books, etc.) Because it’s an internal enterprise social platform, it can be viewed as a sandbox for appropriate online behavior and the benefits of social as a business tool. The Real Reasons Inbound Marketing Is Scary. Pick Your Battles.

Marketing 87

Marketing Resources Technology Internal 87

Cision

MARCH 24, 2017

Austin & Williams, the advertising, branding and digital marketing agency has recently tapped Jody Fisher, a NYC PR veteran, to head up its new in- house PR practice. This is the great debate in PR: how do we measure what we do and prove its value? Jody joins the agency with an extensive background in communications.

Enterprise 227

Enterprise Agency Radio Fashion 227