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. Many PR practitioners rely on intuition, experience, or informal qualitative practices to make decisions. What It Means to Be Data-Driven.

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. In this series, we’ll examine how to become a more data-driven PR professional. Data Data-Driven PR Public Relations

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What is Data-Driven PR, Part 6: Analysis

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. Identifiable variables and data sources.

What is Data-Driven PR, Part 4: Hypothesizing

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. Isn’t data the basis of data-driven PR?

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. In this series, we’ll examine how to become a more data-driven PR professional. Defining Data. Data Sources.

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. In this series, we’ll examine how to become a more data-driven PR professional. 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. Her team receives the data and then releases a study or white paper detailing any notable trends in her client’s industry.

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!

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. In this series, we’ll examine how to become a more data-driven PR professional. Crafting the Data-Driven Pitch.

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

Shift Communications

Digital has been in SHIFT’s blood for over a decade, from being one of the first agencies to embrace social media to creating the social media press release and social media newsroom. 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. This is a core challenge of data-driven PR.

Top Data-Driven PR Trends of 2016: Interactive Infographics

Shift Communications

In this series, we’ll examine a few data-driven trends that could mean success or failure for your PR efforts in 2016. Click to view the live infographic and work with the data. Audiences can slice and dice data to find the information they care about most. What does it take for PR teams and organizations to create interactive infographics such as these? They typically require a data analyst to gather, clean, and prepare the data for visualization.

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. We’re also well on our way to embedding at least one data jockey on every Agency team.

How to Research Industry Trends Hassle-Free

Shift Communications

The ability to tap into this knowledge can help inform owned, earned, and paid media of your organization’s PR and marketing efforts. Well, first it’s a free media monitoring tool and while other tools may give more analytical data about coverage, they also can eat into a budget. While Twitter isn’t the center of attention when it comes to social media platforms these days, it is the most transparent with its data. along with post content data.

Beets, Tomatoes…Big Data?

Shift Communications

The chefs are faced with only the data the ingredients provide and their own intuition. First, we observe and take data and insights we find from our “ingredients,” and then we make something cohesive out of seemingly unrelated odds and ends – our finished meal, so to speak. The chefs grab their beets and lamb; we collect our data. As marketers, we are bombarded with information and data from all directions. So what comes next after the data collections?

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. The 2018 PR Mega-Trends. Hyper-Segmentation of News Means Hyper-Segmentation of PR. PR must adapt to realize that no one audience exists any longer; brands and clients instead address dozens or hundreds of micro-audiences in their communications. PR Professionals Blindsided by Rich Media. Advanced PR Practitioners Embrace AI Fully.

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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. 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. Data science faces an enormous labor shortage. Public relations will be impacted by data science in several ways.

SHIFT Communications: 12 Years and Counting

Shift Communications

Back in 2003, the Agency’s first concern was whether – and how – the 30-odd people who had survived the wreckage of our predecessor firm might make a go of it under our new banner. We’ve grown to eclipse our precursor agency in size and scope. Within the Agency itself, I still fondly recall mandating that every SHIFTer “get on Facebook and Twitter,” and the groans that that elicited from a staff that had already grown fatigued by all the Social Media hype.

How To Reach Top-Tier Influencers on PR Budgets

Shift Communications

Access : influencers guard themselves with agents, agencies of their own, and handlers, making working with them challenging in some cases. Given these potential complications, how might we leverage our public relations capabilities to align with or reach influencers on more traditional PR budgets and messaging? This is a modern twist on an age-old PR strategy: by creating awareness in publications that our target audiences read, we help our companies and clients grow.

Using Google Analytics to Inform your B2B Tech PR Program

Shift Communications

You may have noticed already that we talk a lot about data-driven PR at SHIFT. It’s not just a topic on our blog, it’s a concept we are encouraged to prioritize in every facet of our PR strategies. We’ve discussed on this blog before how to use a data-driven approach to drafting a pitch , but when that pitch turns into a great piece of coverage for your client, there are data-driven strategies you can take to measure the success of the hit.

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. The Impact of PR. We use digital marketing tools in public relations to assess the quantitative impact of PR activity. There’s nothing wrong with quantitative data, especially if you want to answer the question, “ what happened? ”. The Root Cause of Lack of PR Impact.

Public Relations Jobseekers: Act Before 2017 Ends

Shift Communications

Predicting PR Job Searches. Using our predictive analytics tools, we forecast that the time when jobseekers in the PR industry will be most active in all of 2018 will be the week of January 14, 2018: Above, the forecast for the search term “public relations jobs”. Jobseekers searching for PR jobs will swamp prospective employers just a couple of weeks into the new year. Agency Life Careers Data-Driven PR Predictive Analytics Public Relations

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. Disclosure: The press release sampled data comes from the Marketwired, PRWeb and PR Newswire domains and was collected for the period 1/1/15 to 9/30/15. Data-Driven PR Press Release press release

The Citizen Analyst Manifesto, Part 1: Introduction

Shift Communications

In the same vein as the citizen journalist democratized media, the citizen analyst is empowered to do independent analysis of publicly available data. Instead of relying on third party analysis in the news, a citizen analyst can pick up the source data and find an answer for themselves, then work with a citizen journalist to shed light on the truth. Our profession is becoming more data-driven by the day; our world is becoming more data-driven.

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.

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Now What? How to Stay Top-of-Mind Post-Launch

Shift Communications

Media relations is a core part of any PR program, and in this case having a steady, ongoing media effort will help you remain a part of the conversation. Find what works best for your audience and map out a PR plan that will help ensure you’re always a part of the conversation. How to Stay Top-of-Mind Post-Launch appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Data-Driven PR News Public Relations

Crisis Management 101: Shark Week Case Study, Pt. 1

Shift Communications

s PR reps/trusted advisors/crisis comms ride-or-dies, deny the fire of its resources we shall. This series will touch briefly on the following offerings/capabilities from SHIFT’s PR, marketing tech and creative services teams: Media monitoring. 1 appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Creative Crisis Communications Data-Driven PR Public Relations

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? Should social media managers be skipping the hashtag? Before we dig in, a bit on our methodology.

Data-driven still needs human decisions

Shift Communications

Data would say to us, syndicate this, talk with people on reddit about it, take action. ” Data makes humans smarter, provides direction, and keeps pushing us to question what we think we know. We don’t deny that data is valuable when it comes to making human-driven decisions. However, being data-driven does not leave in entirety the decision-making up to machines. Data-Driven PR Social Media

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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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IBM CDO Strategy Summit Roundup

Shift Communications

SHIFT Communications and NATIONAL Public Relations sent a team of three to the Boston CDO Strategy Summit to learn and share data-driven experiences. What’s on the minds of Chief Data Officers as we talked for two days about key issues in data? With such significant investments in AI, CDOs shared concerns about AI governance, especially around generated data such as meta-data. Implications for Marketing and PR.

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 is the megaphone, the broadcast personality who has the biggest reach, the biggest audience, the loudest voice.

How to find a 10x Marketer, Part 1: Introduction

Shift Communications

As the Digital Marketing and Data Driven PR environments become more competitive, your goal should be staying one step ahead of your competition. The post How to find a 10x Marketer, Part 1: Introduction appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Agile Marketing Content Marketing Data-Driven PR Future of Marketing Leadership Marketing Marketing Technology Training Uncategorized 10x Marketer

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. For example, let’s say you’re looking at Twitter data about Starbucks during the last week. Analytics Data Data-Driven PR Metrics Public Relations

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. However, all things being equal, branded non-negative searches are a far better way to determine how present we are in the minds of our audience than other traditional PR metrics ( especially impressions, which are worthless ).

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). Do the same level of data-driven analysis on your own content.

Getting Your PR Measurement Program in Shape for 2016

Shift Communications

Both in-house and agency marketing teams will be defending the year’s work, planning for 2016 and securing (or hopefully expanding!) 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.

New SHIFT eBook: Predictive Analytics and the Future of PR

Shift Communications

Modern companies and organizations have the capability to leverage data to produce insights and data-driven business decisions. As such, the future of business is in large data sets and the observations derived from the analysis. Public relations, a communication-driven field, can and will continue to benefit from this futuristic tool. By definition, it’s the “statistical discipline of predicting what’s likely to happen based on existing data.”

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Reenergizing the PR Planning Process

Shift Communications

Every quarter to six months, we work with clients to create a new PR plan for the following quarter or remainder of the year. If you’ve been working in the PR business long enough, the PR planning process can become rather formulaic, especially if you’ve worked with the client over a long period of time. What tends to happen if you aren’t vigilant is that the strategy and tactics blend together and each PR plan starts to look very similar to the others.

3 Reasons Small Business Needs Social Media

Shift Communications

Here are the top three benefits of having a robust social media presence: A World of Glorious Market Data. Useful – but not quite as powerful as the truths their data can untangle. With plenty of free analytics tools available, there are many of options for interpreting this data. On top of that, free tools like Iconosquare for Instagram and Google Analytics can provide data on other platforms that don’t have sufficient native offerings. We’ve all seen it before.

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

Shift Communications

Naturally, as one of the first-ever social media agencies, we wanted to understand the impact of the doubled character limits. 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.