What is Data-Driven PR, Part 7: Refinement

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. What if we looked at our data more granularly?

Embracing the Data-Driven PR Future (And Math)

Shift Communications

The Internet has significantly changed the way every industry works. 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. This goes for every industry.

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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. Share Data For A Better PR Program.

How to Research Industry Trends Hassle-Free

Shift Communications

What time and resources are we committing to understanding overall cultural trends and our industry’s current relevant news? For starters, we’ll explore not only why we should be dedicating time and resources to research industry trends but also how to do it completely hassle-free. The ability to tap into this knowledge can help inform owned, earned, and paid media of your organization’s PR and marketing efforts. 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. Disruption happens to industries measured in weeks and months rather than years or epochs. Disruption of industry stalwarts is inevitable. The 2018 PR Mega-Trends. Hyper-Segmentation of News Means Hyper-Segmentation of PR. PR Professionals Blindsided by Rich Media. Advanced PR Practitioners Embrace AI Fully.

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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? The best influencers are constantly consuming information of value to their audience; depending on their niche, that information may be from industry publications.

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. The reason we struggle to answer this question, as an industry, is because we are unwilling to invest in the tools, techniques, and strategies that lead to sound, effective measurement. We use digital marketing tools in public relations to assess the quantitative impact of PR activity.

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.

Public Relations Jobseekers: Act Before 2017 Ends

Shift Communications

Given this backdrop, when would a jobseeker in the public relations industry be best served to look for work? 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”. Agency Life Careers Data-Driven PR Predictive Analytics Public Relations

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. but also consider trade publications that cover your industry. Original research is always a great way to uncover industry insights and generate buzz. Look for conferences or events within your industry that you can submit to speak at. Make yourself present and be an active member of your industry.

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. You have all the latest tools, read all the industry publications, and know all the big players. The post How to find a 10x Marketer, Part 1: Introduction appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

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.

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. Which industries/groups are doing so? Explore the different tweet length averages by industry with our interactive chart below. Use the industries drop down on the lower right hand side of the chart to choose which industry you want to see. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

How to Measure the Success of Video Communications

Shift Communications

However, one area where video-minded PR professionals fall short is how to measure the success of video communications. Once we’ve got our data compiled in an orderly fashion, we need to understand what drives the actions we care about. As we mentioned in our recent webinar on Google Data Studio™ , many of our stakeholders don’t need every scrap of data we can provide. Analytics Data-Driven PR Marketing Metrics Public Relations Video

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Public Relations Metrics Are Like Apples for Pie

Shift Communications

As part of the AMEC Measurement Week, I’ve been asked to prepare some quick thoughts on how to explain PR metrics to stakeholders and executives. This is broadly true across many different industries and kinds of business. So to answer the question of what PR should be measured by, it’s about our ability to generate the right audiences. If PR is generating the wrong audience, it’s creating the equivalent of rotten apples. Photo Credit: Benny Mazur.

Using Data In Your 2018 PR Planning Process

Shift Communications

You know what that means — PR planning is in full swing. PR planning is so valuable, especially from an internal operations standpoint. As much as I love creating a solid PR plan, it’s also very time consuming if you have high-strategy accounts. For PR pros in the midst of the planning madness — myself included — there is a better and more efficient way to create PR plans, and it all revolves around data.

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Owned Content: Calculating Success

Shift Communications

Marketers, PR Pros, and Advertisers are in a daily battle to remove opinion from decision making and tactical execution. Rather, content decisions should rely on one influence above others, data. For example, analyzing top-performing posts within an industry will uncover apparent trends. SCALE is a cloud based software designed to close the data gap when analyzing how well content performs. Rather than being influenced by opinion and bias, turn to the data!

Where Do You Find Data For PR Storytelling?

ImPRessions - Crenshaw Communications

Last week’s post covered the trend of data-driven storytelling in PR. But where does the data come from? But there are lots of other options for PR pros to source relevant data, and many are inexpensive and fairly easy to find. Data to power PR storytelling. Social monitoring and listening not only give us a heads up on customer service issues or negative PR, but they can illuminate industry trends and customer behavior.

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PR and the Google Customer Journey to Online Purchase

Shift Communications

However, many were concerned that its overly broad models – “business and industrial”, for example – could mean a B2B technology company or an industrial concrete company, two very different businesses. What if a company’s data doesn’t exactly map to the generic model? Google’s starting model tells us a little about an industry, but won’t help us improve a business. Our Data-Driven Customer Journey model helps you: Understand what channels deliver results.

Using Data from Google Tools to Boost Your PR Pitches

Shift Communications

If you’re an avid (or even a sometimes) reader of the SHIFT blog, then you already know data-driven public relations is something we know well. Our PR teams have been taking an analytical approach to forming their account strategies for some time, and our clients have been very pleased with the results. Here’s a quick overview of how each can help support your PR program.

Be new to be newsworthy

Shift Communications

PR practitioners must constantly create at the leading edge. New can mean a first-use case in our industries. In the PR industry, however, we hold that distinction. We are, to the best of our knowledge, one of the earliest adopters in PR. What can you find a first-use for in your industry? We discovered GDELT, while powerful, isn’t ready for the average PR practitioner to use. Data-Driven PR Public Relations Technology

PR and the Marketing Technology Skills Gap

Shift Communications

Media Lab and Deloitte launched the joint project Data USA. We also installed a policy as an agency that each team can go “heads down,” where we set aside dedicated time to keeping up on key trends. At SHIFT we run a daily blog and a weekly SHIFT Happens newsletter, which daily and weekly provide summary news from the front lines of PR and Marketing. We leverage a service called Voicestorm to engage internal ambassadors to learn and share industry news.

Shark Week Case Study: A Lesson in Crisis Management, Pt. 2

Shift Communications

recognizes the potential controversy Shark Week could stir up for his business, and knows he needs to bring on a PR team to build an actionable plan before the situation gets him into deep water. can tap into the relationships his PR team has built and identify reporters who are willing to listen and communicate the truth. bring in his PR team to practice recorded interviews. Another data source G.W.’s Miss the intro to this Shark Week series?

What’s Next for Digital Health Investments?

Shift Communications

This rise of funding means added noise in the industry, not only from the startups looking to fix healthcare but also from the more traditional tech giants like Amazon and Apple making moves in to the space. During the session, Dr. Robert Mittendorff, Partner at Norwest Venture Partners, shared his perspectives on the state of the industry. Healthcare is decades behind other industries when it comes to technology so whoever can come in, make a splash and fix it, will be successful.

Big Data and Open Data—can they help with PR efforts?

Media Bullseye

“Big Data” seems to be one of those terms that many people use but in practice has yet to be truly adopted by a wide range of businesses. Thus far, it has been the big businesses that have the money to acquire the data and use it to effectively reach customers. It has yet to really filter down to advertising agencies, and it is even less likely to be used by PR firms. Big Data has been used for sales for years. Big Data is now integrating with IoT.

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

Media Bullseye

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. How could this affect communications and PR? Data-Driven PR Measurement Public Relations Feature

Coming Full Circle – From Tech PR and Back Again

Shift Communications

In my role, I oversee a variety of B2B tech PR programs, providing strategic direction and managing an exceptional team of professionals. You might have called me a bit of an untraditional candidate when I interviewed, having spent many years in PR at a small, Catholic liberal arts and sciences college. I began my career in agency tech PR in 1999 during the dotcom boom. PR is a dynamic, fast-moving and rewarding field, no matter what the subject matter.

Key Marketing Lessons for PR Pros

Shift Communications

In the spring of 2015, SHIFT launched its cutting-edge Marketing Technology Immersion (MTI) program to help the agency develop a better understanding of SHIFT’s data-driven approach to communications and client services. The program offers SHIFTers the opportunity to participate in an educational course that allows traditional PR pros like myself the chance to dip our feet in the intricate and fascinating world of marketing.

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?

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{PR}edict: Predictive Analytics and the Future of PR, Part 3

Shift Communications

In the last post, we reviewed the necessary ingredients to make successful predictions: good data. We defined good data as clean, compatible, and chosen well. Let’s next look at a predictive analytics example every PR practitioner will benefit from. The PR industry operates this way mainly because we’ve not had access to predictive software or good data. Example: Matching Search Intent to PR. What Would PR Do?

What To Do With Data: 4 Steps To Get The Most Out Of A Client’s Survey

Shift Communications

A large, in-depth, running list of data that you are now tasked with digesting and turning into something tangible and enticing to elicit media coverage. Here are a few tips for strategically using survey data in media outreach to ensure your client gets the most out of it: Make it official and set a date: A client’s motivation behind conducting and paying for a survey often comes from wanting to examine a topic area near and dear to their business. Do they accept survey data?

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Communicators shine spotlight on value in preserving data

Media Bullseye

Recently, Media Bullseye published an article on big data , its availability, and how it can be used to benefit PR. Big data and access to it has also made news on a larger scale in the months following the US presidential election. In a recent New York Times article , Amy Harmon discussed a growing community of data-minded people who are working together to back up the breadth of data hosted on government sites. What does this mean for the PR industry?

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What To Do With Data: 4 Steps To Get The Most Out Of A Client’s Survey

Shift Communications

A large, in-depth, running list of data that you are now tasked with digesting and turning into something tangible and enticing to elicit media coverage. Here are a few tips for strategically using survey data in media outreach to ensure your client gets the most out of it: Make it official and set a date: A client’s motivation behind conducting and paying for a survey often comes from wanting to examine a topic area near and dear to their business. Do they accept survey data?

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What PR Professionals Should Have Learned at IBM World of Watson

Shift Communications

During that time, I met exactly four PR professionals, all of them IBM employees. Out of almost 20,000 people, I was the only person I knew of representing a PR firm. Because AI and cognitive computing are the future of PR. PR isn’t just press releases and bylines. And as an information industry, we are powered by data. So much was revealed at World of Watson that will impact our industry forever. As an industry, we must stop fearing technology.

Review: Measure What Matters Most – A Think With Google Guide for Marketers

Shift Communications

Clients in our industry are savvy enough to ask for reporting and analytics. Measuring the the success of programs by the numbers is quickly becoming the standard in PR and marketing with access to so much data. The trouble with having lots of data is determining which to use and how to determine the metrics of success. Data-Driven PR Learning Marketing Metrics Review Think With Google Here at SHIFT we’re big fans of Think With Google.

Three Public Relations Mega-Trends in 2017

Shift Communications

What does the public relations industry have to look forward to in 2017? What’s in stock for us as practitioners, as agencies, as companies seeking to build awareness, reputation, and trust? Three mega-trends are already on their way and will arrive at our industry’s shores before the year is out. How can we use data, analytics, and algorithms to achieve awareness at scale? Analytics Data-Driven PR Marketing Media Public Relations

SHIFT Archives: The Best of Q3 2015

Shift Communications

Our top posts from the third quarter of 2015 focused on PR strategy, Facebook, and Twitter. Let’s jump in: How to Choose a PR Strategy: Part 1 of 6. The hot topic in PR is always strategy. SHIFT honed in on creating a way to choose a PR strategy based on visible, measurable criteria and a meta-strategic framework. These dimensions create four PR environments – traditional, chaotic, innovative, and collaborative.

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. You have all the latest tools, read all the industry publications, and know all the big players. cta] The post How to find a 10x Marketer, Part 1: Introduction appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.