How Edmunds measures the quality of earned media

PR Daily

James-Armand explains the goal, strategy and how it measures success below. Talia: Edmunds is not just a well-known brand in the automotive industry, we are also a top media publication, which makes my job of media relations and communications somewhat unique to other consumer brands.

How to reimagine your measurement toolkit for the ‘next normal’

PR Daily

In order to prove your value as a communicator in the future, your measurement will have to be more sophisticated and take advantage of these emerging tools. Sadly, none of those wonderful benefits are measured by what most people use for metrics these days.

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5 storytelling lessons from Square’s COVID-19 campaign

PR Daily

Storytelling has become a buzzword in business communications. It’s the missing ingredient when things go wrong, the secret weapon behind new branding success. Is “storytelling” on it its own really enough to make your brand stand out?

6 storytelling lessons from the ‘NBA Bubble’

PR Daily

Besides being a fantastic personal branding move, Thybulle’s YouTube channel can provide PR and marketing pros several video storytelling takeaways. RELATED: Join us for Ragan's Measurement Workshop: Understanding and Proving ROI ]. Show off your brand’s family. By enabling them to tell your brand’s stories, you strengthen your workforce and culture, as well as highlight the humanity of your organization.

Monday Roundup: Measuring Storytelling

Waxing UnLyrical

Every PR pro knows the importance of storytelling. But how many of us are effectively measuring it? Here are some tips on getting started measuring your storytelling efforts. 5 “W”s to Consider Before Starting PR Measurement. Why: “And as any good PR pro knows, storytelling is also key to a successful campaign—yet it’s only half of the equation. Smarter Ways to Measure Authoritative Content. How To Measure The Effectiveness Of Stories.

Performance Storytelling: Norton Lifelock CMO, Ty Shay, Provides a Roadmap

Onclusive

Shifting from traditional marketing and communications to the concept and model of Performance Storytelling isn’t easy. Norton Lifelock’s CMO Ty Shay recently keynoted AirPR’s Growth PR Conference and shared a roadmap for success in this new era of media, marketing, communications and measurement. . Transparency in Marketing Measurement. Brand Marketing vs. Performance Marketing. Enter Performance Storytelling. I call that Performance Storytelling.

How and why you should be measuring reputation in 2020

PR Daily

Yet for all the talk of corporate purpose, and the reputational benefits earned through its pursuit, there is a lack of guidance on how to measure reputation’s existence and value. Yet they seldom describe the mechanisms that brand managers can use to benchmark and track reputation.

Getting more specific with your PR measurement

PR Daily

Others say you should measure impressions and unique visitors—but some argue that those metrics are just a starting point. If the Barcelona Principles say we should be measuring outputs and outcomes instead of inputs, what are those outputs? Chad Latz, chief innovation officer and global president of digital for Burson Cohn & Wolfe, says the new tools available for measuring campaigns change everything. So, what should you measure?

How to measure the impact of communications during COVID-19

PR Daily

A good measurement strategy is based upon expected outcomes. You outline what effect you hope to have before executing a plan, and then establish systems to measure key performance indicators. This dilemma is the focus of PR Daily’s Media Relations & Measurement Virtual Conference May 14–15. Measurement and PESO. More than ever, communicators must be creative storytellers who can translate numbers into moving narratives that influence decision-makers.

5 tools to help PR pros measure storytelling efforts

PR Daily

PR pros have embraced storytelling more than ever before. Though media relations and other PR strategies have always contained elements of storytelling, the rise of content marketing and brand journalism means communicators must craft tales that their audiences want to read if they want to stay relevant and gain public favor. However, like many traditional PR strategies, measuring the impact and success of storytelling campaigns can seem an insurmountable task.

Consumer brands must tap technology to stay relevant post-pandemic

PR Daily

Traditional brand experiences are being replaced by virtual interactions and activations—but consumers desires haven’t changed. Shuttered doors and social distancing have forced a reexamination of traditional brand experiences. One way to do so is by tapping into technology, and we already are seeing this success exemplified through brands that have developed a hybrid approach that mixes traditional with digital. A post-COVID era is coming, and brands need to be ready.

A Colorado university’s robust storytelling turns heads

PR Daily

Metropolitan State University of Denver’s brand journalism approach is engaging readers, grabbing attention and winning awards. Campus communication might not be a high-profile beat, but storytelling gold awaits those who dig beyond the often-prosaic crust of academia. The team at Metropolitan State University of Denver has struck a particularly rich vein of emotion-packed, newsworthy stories by committing to a robust brand journalism approach.

3 approaches to effective brand storytelling

PR Daily

Pareidolia is the perception of meaning or significance in an object (normally an image or sound) where none exists, and it''s crucial to effective brand storytelling. Pareidolia is all about storytelling. This tendency is what fuels effective brand storytelling and content marketing. Brand storytelling is framing. Here again, relate this back to message development and brand outreach.

Make PR Measurement A Priority

ImPRessions - Crenshaw Communications

New technologies are helping make the measurement of public relations results easier, less time-consuming and more meaningful. More PR agencies today are designating a measurement guru on its team to own analytics. Although many companies retain a PR firm to increase awareness, which at its most basic can be measured by volume and tone of coverage, PR can do so much more. Advance legwork can improve the odds of achieving measurable impact.

Once Upon a Time…3 Keys to Good PR Storytelling

Cision

In today’s digital age, there are two key ways to find success for both brands or individuals: remember to be human and solidify your storytelling skills. Many think that good storytelling stems from talent, but really, all it takes is time, trial and error, and basic writing know-how. Below are a few ways you can amp up your storytelling, stemming from insights, ideas and case studies explored at the 2015 xPotomac Conference. Measure Your Niche’s Density.

How to Measure PR in Revenue Marketing

Shift Communications

Rather than simply provide MQLs, they are responsible for driving measurable customer acquisition and sales. Some campaigns are strictly for brand building; sales aren’t a consideration. WHAT’S MEASURABLE.

How to use brand journalism to engage your community

PR Daily

The Wreaths Across America collaboration is a great example of how organizations can use brand journalism to build awareness and affinity. Effective brand journalism connects on a more personal level and conveys a brand’s personality. Measuring reach.

Microsoft Stories: Best brand storytelling site on the web?

Communications Conversations

This is high, high quality brand storytelling folks. Microsoft may have figured out the key to fantastic brand storytelling–and I think it goes something like this… Your employees = personal stories. Many brands write these kinds of executive and employee stories. But, they frequently fail to let that human side of the story come through because they’re so worried about promoting the brand. Forget about the brand for a moment.

The Case for Nonprofit Storytelling

Waxing UnLyrical

Storytelling: whether you’re in PR, marketing or a like-minded communications discipline, it’s stories that affect change. Nonprofit Storytelling: The Opportunity. Stories affect change and we are storytelling animals, according to Jonathan Gottschall’s The Storytelling Animal : “Did you know that the more absorbed you are in a story, the more it changes your behavior? The Science of Storytelling. Nonprofit Storytelling: Cutting Through the Clutter.

Creating a Video Storytelling Strategy That Gets Results

PRSay

But one surefire way to stand out from your competition is with excellent video storytelling. To keep pace, you’ll need to understand how to cater content to your brands, deliver a video to its target audience and measure performance to prove its value. I’ve spent more than 20 years honing video storytelling skills with my team at MediaSource. So when you’re considering video storytelling, here are four key steps, from strategy to assessment: 1.

The question that brand storytellers must ask

PR Daily

Marketers have been quick to pick up on the idea of emotional storytelling as an effective tool, but where you can often miss the mark is in identifying what message you should send—and how to send it. when putting together your campaign, distilling your brand down into a single, simple concept that is easy to communicate. To do this, understand how consumers perceive your brand. This Volvo ad is a prime example of a brand choosing a message to match its identity.

How to reduce brand dilution with better stories

PR Daily

How can storytelling help preserve your brand’s value? New research suggests you must protect your brand voice internally to stick out from the crowd. As more companies struggle to differentiate themselves in crowded markets, businesses can’t afford to let brilliant branding initiatives go to waste. My company recently partnered with FocusVision to study brand dilution in more depth. Fighting brand dilution from within.

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WhatsApp limits forwarding to slow misinformation, SeaWorld CEO resigns, and measuring PR in a crisis

PR Daily

MEASURED THOUGHTS. Hill + Knowlton Strategies’ senior research director, Blaine Mackie, published a guide on measurement in a crisis, which focused on finding a longer-term approach to reputation management and redefining success.

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How Storytelling Connects Paid, Earned, and Owned Media

Onclusive

Breaking down silos between Paid, Earned & Owned media through continuous storytelling. Now, years later, it’s clear that PR, advertising and marketing have changed forever and that working together is the best tool these disciplines have in getting their brand’s message heard above the noise. The challenge is that these teams frequently continue to be siloed and need a roadmap for continuous storytelling and story marketing. The new continuous storytelling cycle.

10 ways to use Twitter for storytelling

PR Daily

Twitter can be an incredibly effective addition to your online marketing and a strategic way to amplify and unleash your personal brand to the online world. When you use it to listen, monitor, and research what is happening in and around your personal brand, you become agile and able to adjust to the ever-changing needs of your target market. If you have struggled to understand the potential behind Twitter, now is the time to embrace its brand-boosting power.

Brand Awareness: It’s All About Content

Onclusive

CMOS and CEOs Sound Off on the Essentials for Getting Buzz and Building Your Brand Awareness. For marketers, this makes brand awareness a huge challenge: How do we stand out above the noise? With the myriad tactics used for brand awareness and the limited resources available to execute on those tactics, finding a silver bullet to build your brand is difficult. To help, AirPR asked leading CMOs, CEOs and marketing leaders to share a piece of advice on brand awareness.

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Popeye’s chicken sandwich returns, Adobe breach hits 7.5M, and rushing to measure ROI won’t produce results

PR Daily

MEASURED THOUGHTS. LinkedIn released a survey that revealed that most digital marketers (77%) measure ROI within the first month of their organizations’ sales cycles—and, by doing so, miss the true value of their efforts. More than half (52%) of marketers know their sales cycles are at least three months long, so much of the ROI measured doesn’t include leads that converted into customers.

5 websites that will sharpen your storytelling

PR Daily

One of the many hats PR engineers wear is storyteller. How do we stay up to date with the latest industry ideas on persuasive storytelling. Here are five sites that'll sharpen your storytelling: 1. This blog tells how to streamline your content creation, measure success and write authentic, branded stories. CONFERENCE: Join us McDonald's headquarters to learn how to use storytelling to drive employee and customer engagement. ].

Why CEOs Should Invest in PR Attribution and PR Measurement

Onclusive

New PR serves three pivotal roles to build your corporate brand and support your sales and marketing organizations: PR is digital storytelling through content and social amplification. The three most important drivers are social listening, digital storytelling and real time marketing. PR now incorporates video content and online visuals (like infographics) to drive brand narrative and reinforce marketing messages throughout the customer lifecycle.

How brands should respond to the BLM movement

PR Daily

Five professors weigh in on what steps brands should take right now, and in the future, to be part of the movement toward racial equality and inclusion. Although the initial eruption of Black Lives Matters protests occurred in late May following the death of George Floyd, the movement remains, and as a result, companies and brands have grappled with how to respond. Branding, as a concept and activity, is fairly recent. Now brands can be the ones pushing for change.

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Results Matter: How Storytelling Achieves Ultimate ROI

PRSay

Today’s successful PR pros understand how to use measurement and analytics to tie their work to bottom-line business results such as new sales. Brand journalism, which allows brands to discover and create their own news content, […]. Pulse of the Profession Business Media public relations storytelling strategyIt’s time to cut the jokes about public relations professionals and math.

Starbucks, Coca-Cola and Unilever pause social media ads, Microsoft closes retail stores, and cosmetics brands drop ‘whitening’ terms

PR Daily

Also: Google explains how YouTube content gets promoted and more, UPS Dogs showcase the power of online communities, consumers say trusting brands is paramount, and more. As July 1 nears, the number of organizations joining the #StopHateForProfit boycott is growing, with some brands announcing they’ll stop paid marketing efforts across all social media platforms. MEASURED THOUGHTS. Many times, community-led efforts are more successful than those that are brand-led.

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Girl Scouts’ content director on the 3 questions every brand should ask their audience

PR Daily

A look at how to identify and help solve cultural pain points of your audience and create a more equitable brand experience for diverse audiences. We talked to Sonia Acosta, director of brand content, about how the organization crafts messages that deliver equal value to brand stakeholders of all backgrounds. Ragan: What questions should brands ask to identify cultural pain points of their audience?

Brand 101

Businesses close for global climate protests, Facebook’s new ad formats, and major brand communicators offer storytelling lessons

PR Daily

MEASURED THOUGHTS. According to a new study from Takumi , the top reason people will unfollow an influencer is for disingenuous endorsements, which means marketers must find influencer partners that align with their brand and offerings. Brian Pittman reports from Ragan’s “Brand Storytelling and Content Marketing Conference” at Disneyland in Anaheim, California, about how to put feeling into your storytelling.

How a legacy cleaning supplies brand is using Spotify to juice engagement

PR Daily

For Jelmar President Alison Gutterman, the idea to launch a branded Spotify playlist started with her own dislike for cleaning. “I Jelmar started in 1949 and has become a storied brand in the cleaning supplies industry, more recognizable by the names of its products “Tarn-X” and “CLR.” Instead, she wants to focus on how online users interact with her brand online. Do they suggest additions to a CLR-branded playlist? It’s hard to measure it specifically,” she says.

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United Airlines offers COVID-19 tests, Twitter to suggest a closer read before tweeting, and Kraft Canada offers pumpkin spice mac ‘n cheese

PR Daily

The wacky move isn’t meant to become a regular offering, but rather, to prompt headlines and social media conversations, which will hopefully boost sales and brand awareness. MEASURED THOUGHTS. Create a branded virtual background and social media images with PicMonkey. As more organizations create merchandise for brand ambassadors and fans, consider what you can offer.

IBM stops facial recognition work, employees seek fewer open workplaces, cosmetics brands drop talc, and more

PR Daily

Also: Google Maps offers alerts for mass transit users, Google Meet’s new noise-canceling features, how consumers feel about brand messages on racial justice, and other topics. MEASURED THOUGHTS. What safety measures do they expect? Regarding organizations that don’t protect employees, respondents say they are more likely to favor legal liability and other measures. Cosmetic brands quietly drop talc from products.

MGM Resorts cuts 18,000 jobs, NBA teams to offer arenas as voting locations, and 78% of B2B marketers say prospects rely on influencers’ opinions

PR Daily

Hello, communicators: Many celebrities, athletes, brand managers and more issued their condolences and shared memories of Chadwick Boseman during the weekend. MEASURED THOUGHTS . What brand move makes you want to follow on social media?

Facebook joins #GivingTuesdayNow push, brands celebrate Cinco de Mayo virtually, and Salesforce helps organizations return to work

PR Daily

Though brand managers are still assessing risks with social media content during COVID-19, finding ways to tailor your products and services to those staying indoors, coupled with a game or contest, can provide a welcome distraction and increase engagement. You can also glean the latest insights at PR Daily’s Media Relations and Measurement Virtual Conference , May 14-15. MEASURED THOUGHTS. It also strongly reinforces the brand without resorting to a blatant sales pitch.

Starbucks reveals why brands should lead with values

PR Daily

Research suggests consumers want organizations to take a stand, but a high-profile position can turn your brand into a lightning rod. But for good measure, Starbucks apologized further, issuing a statement on its website saying in part: “At Starbucks, we have deep appreciation for your department and the officers who serve the Tempe community.” Starbucks has had years of practice responding to polarized criticism of its brand.