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 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.

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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.

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.

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!) Unfortunately there is no silver bullet measurement tool. 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. How do you make the most of that data? Check out our PR measurement tool.

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. The old way of measuring video success was simple, if ineffective: how many views did our video receive? Video views are no different; certainly, zero views of our video is something we should correct , but our measurement must not stop there. The Video Communications Measurement Funnel. Video Impact Can Be Measured!

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How to measure the quality of your audience

Shift Communications

You don’t need to be as popular as Taylor Swift in order for PR to deliver real results to the bottom line as long as you have the right audience. Certainly, you can look downfunnel and see how many closed deals you’re getting in your sales CRM, but if your website is broken or your retail staff are surly, you may not see the results you want no matter how good your PR is. Do this exercise with your own data! Do you have the right audience?

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. 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.

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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.

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. Measurement.

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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. If you had to measure only one thing (you don’t), measuring branded non-negative search would be it. A final caveat is that branded non-negative search is the best metric for PR to measure today.

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

Shift Communications

Google’s new guide, “ Measure What Matters Most “, drives home the point of improving outcomes by focusing on the customer journey. It will challenge you to consider all the possibilities of your choices — from what to measure to promotions to measuring the customer journey to proving that your efforts indeed work. Better Measurement. The trouble with having lots of data is determining which to use and how to determine the metrics of success.

Why automated sentiment analysis is broken and how to fix it

Shift Communications

One of the most difficult challenges reporting and analytics face in public relations measurement is sentiment analysis. 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. Analytics Data Data-Driven PR Metrics Public Relations

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 slope of the line is measured with a term named R-squared. 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).

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. Who should be measured by sales of pies? So Grandpa’s work isn’t without value or quantifiable measurement. It’s just that we have to measure Grandpa on the quality of his work and its output, and no further. If PR is generating the wrong audience, it’s creating the equivalent of rotten apples.

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. Naturally, this includes a review of the company’s goals to ensure the program is supportive, trends/topics the client should continue to own, what worked and what hasn’t during the program, and new metrics to measure success. What publications have driven the most traffic back to competitors’ websites? Data-Driven PR Public Relations Strategy Trends

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. Finally, let’s look at the post-beta period: What we see is no relationship between any engagement measure and tweet length, in any time period. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

SHIFT Archives: The Best of Q4 Content 2018

Shift Communications

Our top posts, the best of Q4 content of 2018, focused on earned media, Google Analytics metrics, and measuring PR success. 3 CATEGORIES OF PR AND EARNED MEDIA. As PR pros, we should be familiar with the different types of metrics that demonstrate the success of our work. With a plethora of digital tools, SaaS programs, and technology at our fingertips, it seems we are able to access more and more data. HOW TO BEST MEASURE YOUR PR SUCCESS.

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

Media Bullseye

Chief Brand Officer Marc Pritchard made that statement at an Interactive Advertising Bureau (IAB) leadership meeting, and then elaborated on what P&G will require from its paid media and advertising partners and agencies. Any marketer, communicator, advertiser, or PR person who has dealt with measuring and reporting on social platform metrics likely understands one of P&G’s major frustrations: the varying standards for each channel.

Advanced analytics: position, velocity, and acceleration

Shift Communications

One of the ideas I shared was looking beyond just the data that comes out of the box from tools like Google Analytics, Facebook insights, etc. and using some relatively simple mathematical principles to turn data into insights. A metric of any kind is a snapshot in time of where a piece of data is. If you track how much your position changes over time, you are starting to measure velocity. Go to your Facebook Page and export your data for the last 180 days.

How to Use Analytics to Build Your 2015 Marketing Plan

Shift Communications

As marketers, PR professionals, and advertisers begin to wind down the year (save for those in retail who are firing on all cylinders right now), one of the top things you’ll focus on in 2014 is reviewing the numbers. However, all of this data processing may not necessarily lead to any insights or any strategic changes; in many cases, we’ll be publishing massive quantities of shelfware that will go unseen.

Are PR and Marketing Entering the Moneyball II Era?

Shift Communications

For the general sports fan, statistics and data have been making their way into the mainstream for some time, similar to how online has brought measurement to marketing in a new way over the past 5+ years. As Curtis notes, the argument is really about the measurements that support the status quo and the emerging data sets, driven by up and coming analysts, that is fundamentally changing the conversation around sports and what performance quality means.

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. How can all of this be measured and analyzed? SCALE is a cloud based software designed to close the data gap when analyzing how well content performs. It incorporates organic data from MOZ Open Site Explorer API, SEMRush, and APIs of the top social media platforms.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

COO Sheryl Sandberg emphasized the importance of video ads on Facebook, from measuring them with brand lift and conversion lift technologies to integrating video ads with television and other media platforms. billion people appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Data-Driven PR Facebook Marketing Marketing Technology VideoWe’ve often said that Facebook is the largest nation on the planet.

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. Analytics Data-Driven PR Marketing Technology Public Relations Training

Much to Loathe About Programmatic Thinking

Shift Communications

Automated marketing technologies rely heavily on the mimicry of the masses in social spheres to measure efficacy and the resonance of company messages in the market. My plea not just to tech companies, but to PR companies, ad agencies, and marketers across the board: Rather than talk about what everyone’s already talking about—let’s be the ones to get them talking. Data-driven PR does not equate with programmatic thinking.

B2B Marketers: Even more data is coming, are you ready?

Shift Communications

The world seems awash in data with trends like IoT, wearables and big data dominating the headlines. They are most concerned with data that falls into their marketing domain (email, web traffic, social, earned media measurement) and feeding sales as much as possible. Data is Just for Consumers and Science Projects, right? Data, both its growth and value to marketers and their audiences, is growing across all spectrums. So, you think you’re data-driven….

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Recipes: The Missing Ingredient in Many Food PR Content Marketing Mixes

Shift Communications

While product trials and demos can whet an editor’s appetite for a story, recipes are rich content that can both maximize PR campaigns and drive measurable business results in multiple ways. Content to savor : For online weight loss brand Slimming World , the SHIFT Communications consumer PR team used Google Trends to identify a recipe for a delicious, protein-packed breakfast. Content Marketing Data-Driven PR Public Relations Thought Leadership

Crisis Issue? Own It: Shark Week Case Study, Part 4

Shift Communications

While press release distribution can be costly, the practice can be valuable which is why companies across the globe use them in their PR strategy. Building relationships with writers is the key to any successful PR program and an announcement is the time to continue fostering those relationships. To turn this whole PR crisis issue around for G.W., We can use a data-driven strategy to identify our most highly-connected, and thus influential targets.

SHIFT Archives: The Best of Q4 2015

Shift Communications

Our top posts from the fourth quarter of 2015 focused on best and worst times for press releases, connecting PR and sales, and measuring PR for 2016 planning. Ah, the question on every PR pro’s mind. How to Help Sales and PR Speak the Same Language. At the end of the day, sales and PR both want the same thing: the success of the business. That’s why we collected the key understandings needed to explain the profitability of PR to a sales team.

Three Public Relations Mega-Trends in 2017

Shift Communications

What’s in stock for us as practitioners, as agencies, as companies seeking to build awareness, reputation, and trust? How can we use data, analytics, and algorithms to achieve awareness at scale? We public relations professionals, whether in house at a brand or at an agency, must take ownership of our audiences. New measures of influence, driven by machine learning technologies, will begin to surface as machines can ingest far more data than humans are capable of.

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.

The Citizen Analyst Manifesto, Part 8: Bring Persistence

Shift Communications

Data rarely yields its full value on the first pass, at surface level. Three things make data difficult to analyze, especially in larger quantities: hidden correlations, obfuscation, and interference. How can we convince data to yield its secrets to us? Hidden correlations are logical and narrative connections within our data we can’t see. To find the truth in our data, we must keep going, keep digging. What data is a crafty politician hiding?

Share your data for a better PR program

Shift Communications

If you’re working with a data-driven PR firm, chances are at some point in your relationship you will be asked to grant access to a variety of marketing and data systems. To understand how systems access informs your PR program, we’ll reference the SHIFT Earned Media Hub Strategy as the base framework. This helps to narrow down PR campaigns, making them more appealing to your target audiences.

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From PR to Marketing: Why You Should Expand Your Skill Set

Shift Communications

It’s hard to miss all the articles and blog posts about how the PR industry is changing, how it’s integrating with new skill sets. Today, I wanted to dive a little more into my personal experience on the subject – including why PR pros should honestly start thinking about expanding their skill sets (and where to start). years working on the technology PR team. I was already starting to see the need to integrate our traditional PR practices with marketing tech.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

COO Sheryl Sandberg emphasized the importance of video ads on Facebook, from measuring them with brand lift and conversion lift technologies to integrating video ads with television and other media platforms. billion people appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Data-Driven PR Facebook Marketing Marketing Technology VideoWe’ve often said that Facebook is the largest nation on the planet.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

COO Sheryl Sandberg emphasized the importance of video ads on Facebook, from measuring them with brand lift and conversion lift technologies to integrating video ads with television and other media platforms. billion people appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Data-Driven PR Facebook Marketing Marketing Technology VideoWe’ve often said that Facebook is the largest nation on the planet.

What is the value of an impression?

Shift Communications

One of the most common PR measurement questions we receive is, “What is the value of an impression?” Why do we measure impressions? Here’s a simple way to do so: measure how often people search for you by name. Measure Perception Through a Survey. How else could you measure awareness and perception? appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.