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

Shift Communications

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. How do you measure in reasonably objective numbers the impact of the PR you’ve received? This is a core challenge of data-driven PR. Our platform of choice to help our clients make PR impactful is Google Analytics™.

PR and the Marketing Technology Skills Gap

Shift Communications

Keeping pace with the rate of change in marketing technology has become a full time job. Heck, just keeping up with the news is a challenge, never mind closing the gap on technological skill sets you need to execute effectively. Media Lab and Deloitte launched the joint project Data USA. So, how in this wave of ever changing technology do we keep our heads above water here at SHIFT? Want help integrating marketing technology into your strategy?

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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. If we are building out a content strategy for owned media, like a company blog, using content that pertains to trending topics is a way to take advantage of the increasing searches on Google. 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.

IBM Vision: The Future of AI and Public Relations

Shift Communications

We see this happening in the communications and PR industry. At the same time, generation after generation of new media pop up, from blogs to social media to video influencers and more. 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.

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.

Why CEOs Should Invest in PR Attribution and PR Measurement

Onclusive

So what does digital marketing growth have to do with PR? PR and marketing convergence. What smart marketers learned using MarTech and Marketing automation was that their online videos, ads, and email marketing campaigns perform better when integrated with a strong, holistic PR and content marketing strategy. Digital communications attracts and engages customers: What is the New PR? Social media is a game changer, and it starts with PR and communications.

How To Reach Top-Tier Influencers on PR Budgets

Shift Communications

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. The best PR professionals will never deliver impact if they land great hits in the wrong publications. Vice President, Marketing Technology.

How to Build a Data-Driven Public Speaking Program

Shift Communications

We’ve covered the basics of public speaking here on the SHIFT blog before. 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. Consider offering them a chance to guest blog or participate in some meaningful way in advance of the event.

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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. Vice President, Marketing Technology.

{PR}edict: Predictive Analytics and the Future of PR, Part 2

Shift Communications

The foundation of predictive analytics is one familiar to modern PR practitioners: data. What Data Do We Need for Predictive Analytics? To make accurate predictions, we need data with three attributes, what I call the three Cs: Clean. If our data lacks any of these attributes, creating reliable predictions will be impossible. Clean Data. Prediction is nothing more than sophisticated mathematical extrapolation of existing data. Compatible Data.

Find your Brand’s Optimum Facebook Strategy

Shift Communications

To answer that question, we did our homework using our own data in a research experiment to determine what strategy worked best for our audience (i.e. if you want to replicate this for your own purposes, use your data, not our conclusions ). We boosted one post a day – the post containing our daily blog content – to our target audience, determined through audience research. Overall, our experiment gave us nine weeks of data. Vice President, Marketing Technology.

Data-driven still needs human decisions

Shift Communications

During the raging debate that followed re: firing Ellen Pao (and why Alexis Ohanian chose to tell the world on Friday afternoon), a redditor linked our blog post on worst days and times to send a press release for context on why Friday afternoons are coveted when you have bad news to shove out the door. Data would say to us, syndicate this, talk with people on reddit about it, take action. We don’t deny that data is valuable when it comes to making human-driven decisions.

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How DOES Mobile Change The Brandscape?

Shift Communications

In the PR and marketing space, we hear a lot of talk about how mobile devices change the “brandscape” as we know it. It certainly is convenient that nearly everyone carries a mobile device with built-in GPS, devices that are constantly communicating that location data to outside parties. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

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). Instead of sharing a blog post once a day, I could schedule it to be shared 2, 3, or even 4 times a day.

3 Google Analytics Issues to Correct for Better Data

Shift Communications

In between those times where you use Google Analytics to do reporting, there is plenty of maintenance to do to ensure that the data that you rely on to make decisions is accurate and will lead to the best decisions. Last but not least, want to get search engine data inside Google Analytics? I personally like to use the report to see the CTR rate of our blog posts given the number of impressions those landing pages get. Data-Driven PR Marketing Technology google analytics

How Data-Driven Storytelling Drives PR

ImPRessions - Crenshaw Communications

For many B2B technology brands, data is not only a business asset, but a PR tool. No one should underestimate the power of data for storytelling. What we call a “data bureau” – the ongoing release of fresh and relevant information as part of a B2B PR program – can generate strong media interest in the absence of hard news. 5 reasons to embrace data-driven PR. Data-driven pitches win points with journalists.

{PR}edict: Predictive Analytics and the Future of PR, Part 4

Shift Communications

In the last post , we looked at a sample prediction using Google Analytics™ data to make a prediction about my blog’s website traffic. We used clean, compatible, well-chosen data and looked forward 365 days to see what future performance of my blog looked like. What if, however, we didn’t have textbook data at our fingertips? Bad Data. The first and most common scenario in predictive analytics is flat-out bad data. Next: The Future of PR.

SHIFT Archives: The Best of Q4 Content 2018

Shift Communications

Want to see how to do this for your blog? 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.

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.

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.

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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Don’t Be Outdated: Why It’s Important to Refresh Your Models

Shift Communications

It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? This often means using data about our current market or audience to create a model. One thing that every data-driven communications professional needs to understand: our models are not reality; they are a separate entity. Why can this be such a problem for marketing and PR?

SHIFT Archives: The Best of Q4 2015

Shift Communications

Want to see how to do this for your blog? 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. Getting Your PR Measurement Program in Shape for 2016.

SHIFT Archives: The Best of Q3 2015

Shift Communications

Want to see how to do this for your blog? 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.

{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? Vice President, Marketing Technology.

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. Vice President, Marketing Technology.

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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.

Social Media Game of Thrones: A Song of PR and Social

Shift Communications

This was a simpler time, when MySpace ruled the social media sphere and people still blogged heavily on services like LiveJournal. We took published user base data for as many social networks as we could round up, loaded them into analytics software, and turned the data into treemaps. Vice President, Marketing Technology. Analytics Data Data-Driven PR Infographic

The secret to becoming a trusted PR professional

Shift Communications

Shel Israel followed up in our discussion last week about the automation (or lack thereof) of persuasion technologies and public relations by asking: Since you are in the business of building trust for clients, why are so many PR people not trusted by the media? The answer to this question circles back to Tom Foremski’s earlier question about why there isn’t innovation in scalable persuasion technologies. Want to know the secret to becoming a trusted PR professional?

SHIFT Archives: The Best of Q2 2015

Shift Communications

Want to see how to do this for your blog? Will a blog post go viral? It’s certainly possible, using predictive analytics, to get a rough sense of what might work and what might not work, but few companies have access to that much technology and expertise. Social Media Game of Thrones: A Song of PR and Social. This was a simpler time, when MySpace ruled the social media sphere and people still blogged heavily on services like LiveJournal.

Clearing the Two Biggest and Heaviest Cultural Roadblocks for PR/Communications’ Data-Driven Journeys

Onclusive

One could say the same when it comes to organizations – ‘data, data everywhere nor any insight to learn!’. This is an industry-wide phenomenon and not simply limited to PR/Communications. Blogs

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Getting Executive Buy-In on PR Metrics That Matter to Your Business

Onclusive

This is a continuation of our April blog series focused on helping communications teams get the credit they deserve and the resources they need by making a key shift to data-driven PR and communications. We believe that the current economic uncertainty and turbulence has opened up an unprecedented leadership opportunity for PR professionals, and we’re pleased to offer our expertise and recommendations to support you during this critical time.

Tracking Your PR Efforts Using Metrics That Align With Business Outcomes

Onclusive

This week, we’re continuing our April blog series focused on helping communications teams to get the credit they deserve and the resources they need by making a key shift to data-driven PR and communications. In this article, we will discuss the third step in the process: Tracking your PR efforts using metrics that align with business impact. However, you may find that further technologies are needed for proper communications measurement.

Tracking your PR efforts using metrics that align with business impact

Onclusive

This week, we’re continuing our April blog series focused on helping communications teams to get the credit they deserve and the resources they need by making a key shift to data-driven PR and communications. In this article, we will discuss the third step in the process: Tracking your PR efforts using metrics that align with business impact. However, you may find that further technologies are needed for proper communications measurement.

Getting Executive Buy-In on PR Metrics That Matter to Your Business

Onclusive

This is a continuation of our April blog series focused on helping communications teams get the credit they deserve and the resources they need by making a key shift to data-driven PR and communications. We believe that the current economic uncertainty and turbulence has opened up an unprecedented leadership opportunity for PR professionals, and we’re pleased to offer our expertise and recommendations to support you during this critical time.

How AI Can Help Your PR Strategy

Onclusive

Better Decisions Begin with Data and Artificial Intelligence. What this means for PR. Companies spend about $30 billion on PR per year, and executives rightfully demand to see a return on that investment. Unfortunately, 82 percent of practitioners say they have no way to evaluate the return they receive on PR. PR coverage has typically been measured by media outlet audience size. Fortunately, we now have two major tools at our fingertips: data and insights.

Demystifying PR ROI

Onclusive

PR professionals and communicators, however, have not, as a whole, significantly changed how they measure their success. CMOs and CEOs are starting to ask: Why can’t PR be measured and attributed the way that marketing efforts can? The typical response is that PR ROI and Earned Media are more difficult to measure. Let’s demystify the ROI of PR. Without PR attribution, communicators only know the top of the funnel, i.e., which publications wrote about their brand.

A Traditional PR Pro Take on Analytics

Shift Communications

It’s the age-old question…or the ‘PR-age’ old question that is. With many agencies still stuck offering client reports relying on impressions or number of social shares, you’ve likely seen many posts on the SHIFT blog about how to move past these antiquated forms of measurement. In fact, you’ve seen an entire team form within the SHIFT walls dedicated to quantifiable PR. Yes other PR peeps, I said it – analytics. Analytics Marketing Technology analytics

How to Leverage AI in PR for Amazing Results

B2B PR Sense

If you've been working around PR and marketing, you no doubt already use it to some degree. But what is on the horizon for this technology -- and how should brands use AI in PR to drive results? Let's look more closely at the technology, see what it can do for you now and in the future, and where artificial intelligence and public relations connect. Let's get right into this by addressing what AI is doing for PR, and why it's a good thing.

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Data-Driven Storytelling – The PR Gift That Keeps on Giving

Barokas

And while the benefits of data-driven storytelling have been extolled in the PR world for some time now, we often forget that our clients are the keepers of their own best asset – data. Whether it’s technology, consumer, B2B or any number of other industries, data plays an increasingly powerful role in shaping how businesses and consumers interact with the world. It’s safe to say none of us got into to PR to review data and crunch numbers all day.