Sword and the Script

APRIL 2, 2024

Top stories in today’s summary of PR news: Cision shutters the HARO brand; Agility adds “Intelligent Insights”; PR tech company replaces employees with AI On the first Tuesday of every month, I sort through all the news I can find on PR technology or comms tech and present it in a summary post like this one. Measurement templates.

Reddit 174

Reddit Software B2B Technology 174

Cision

JUNE 16, 2015

So I guide people toward reasonable goals and then show them what to measure so they know that their press releases were actually a success, despite the lack of fame that resulted. So What Do I Need to Measure? Modernize your PR measurement with our free tip sheet. Want more accurate PR measurement? Still relying on AVE?

Measurement 120

Measurement Software Nonprofit Analytics 120

Cision

SEPTEMBER 23, 2015

As public relations professionals, we know that PR measurement is essential to the success of our campaigns, budgets and client relationships. We attend webinars, dabble with Google Analytics and follow the latest blogs to learn how to move from traditional to relevant measurement. PR Measurement is Not One Size Fits All.

Measurement 120

Measurement Comparison Analytics Nonprofit 120

Sword and the Script

MARCH 24, 2015

As a metric for content marketing, pageviews are flawed according to a white paper – Why Content Marketers Are Using All the Wrong Metrics – published by Contently. The white paper calls the pageview a “superficial impression of how people behave on the web.” The Contently paper focuses in on three ideal measures: 1.

Content Marketing 60

Content Marketing Measurement Marketing Analytics 60

ImPRessions - Crenshaw Communications

NOVEMBER 6, 2018

Although longer content like books, white papers, podcasts, eBooks, and video can take more time and effort than shorter bites, and it demands greater depth and creativity, it can prove very effective. Content shapes a personal brand. This has helped Legere define his personal brand as goofy, smart, and accessible.

Case Study 178

Case Study SEO Film Video 178

Cision

JUNE 27, 2015

Follow these four steps to identify what worked, establish what needs improvement and prepare your crisis communication team should your brand end up in a similar situation in the future. When your brand improves operations, make sure you inform the public of what you’ve done, especially if the move is a direct result of customer complaints.

Crisis 120

Crisis Crisis Communications Brand Branding 120

Cision

DECEMBER 12, 2015

Do the marketing tools and tactics you use actually keep your brand top of mind? It may be time to say out with the old (traditional TV advertising) and in with the new (brand journalism). A brand journalism program, like any marketing strategy, must include goals, metrics and outlined measurement tactics. Want proof?

Journalism 120

Journalism Brand Branding Writing 120

ImPRessions - Crenshaw Communications

JUNE 18, 2019

Think in terms of measurable brand preference, increases in website traffic, lead generation, or even specific deliverables, like speaking opportunities generated for the CEO. Successful PR plans work to convey messages and stories that are – at least to a degree – ownable by the company or brand in question.

Strategy 220

Strategy Measurement Advertising Advertising 220

Cision

JANUARY 28, 2016

Every brand knows the importance of social media. But not every brand knows how to create a structured social strategy that will help them meet their goals. The white paper provides a six-step guide for communicators to revamp their social strategies and shows why social listening and measurement need to be a part of it.

Enterprise 120

Enterprise Strategy Pinterest Social Media 120

ImPRessions - Crenshaw Communications

DECEMBER 11, 2020

For B2B clients like those we represent, it can include the topics and suggested resources for bylined articles, blog posts, social media posts, digital video, and longer-form content like white papers, among other elements. A good content calendar is like a roadmap that helps a brand tell its story. Measure performance daily.

How To 259

How To Social Media Product Launch Construction 259

Cision

OCTOBER 6, 2016

It’s not news that social media has taken the business world by storm, changing the way consumers research their purchases and creating an unprecedented opportunity for brands to build one-to-one relationships with their brand’s biggest fans.

Media Relations 331

Media Relations Newspapers Measurement Social Media 331

Presspage

MAY 19, 2017

Consistent branding Protocols and standards enhance consistent branding. They include general and specific instructions for press releases (format, layout, tone of voice, boilerplate), rich media (formats, sizes, resolutions, styles) and templates for documents like brochures and white papers.

Corporate 68

Corporate Brand Branding Guidelines 68

Onclusive

SEPTEMBER 20, 2017

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.

Analytics 170

Analytics Measurement Data Technology 170

Cision

FEBRUARY 12, 2016

Did you know that 53 percent of Americans who follow brands on social are more loyal? Social has permeated all business operations, from customer service to sales, and must be treated as part of the overall brand strategy. Get our free white paper to learn how! So what’s the first step towards change?

Strategy 120

Strategy Customer Service Social Media Software 120

Sword and the Script

SEPTEMBER 17, 2020

For example, most marketers said they actively run campaigns and measure results for just a couple of months. As soon as you’re done with that white paper or webinar – boom – you’re onto the next thing. Only about one in five marketers (18%) runs campaigns for more than six months and 20% report on results beyond six months.

B2B 146

B2B Marketing Survey Creativity 146

Cision

MAY 19, 2015

This post was inspired by our free “ Outside-The-Box Content Marketing for PR ” white paper. Many brands with successful apps focus on either fun or, as Jay Baer calls it, “ youtility.” Click here for our free “Outside-The-Box Content Marketing for PR” white paper! Measure everything, too.

Content Marketing 120

Content Marketing Marketing Apparel Mobile 120

Cision

APRIL 25, 2015

Your brand or a client has a great new product that your audience will want to know about, and you want to make sure they do. Get our free “Outside-The-Box Content Marketing for PR” white paper now! Measure your results. Measurement can often be the toughest part of any content marketing campaign.

Film 120

Film Content Marketing Analytics Measurement 120

Cision

JULY 7, 2015

Why should your brand be on Pinterest? Do you know how to measure success? Click here for our free white paper that shows several methods for measuring PR! Most brands now have boards on Pinterest, but they often drive purchases—and pins—through peer influence. What will being there accomplish?

Pinterest 120

Pinterest Measurement Exercises Travel 120

Cision

JULY 8, 2015

catches up with international card payment security measures, many U.S. consumers are frustrated with the decision to go with chip-and-signature security measures. Want to learn more about how EMV impacts financial brands? Check out our latest white paper today! Continued Vulnerability. As the U.S. Outside the U.S.,

Retail 120

Retail Travel Mobile Technology 120

Cision

OCTOBER 27, 2016

In fact, according to Edelman’s 2016 EARNED BRAND study , 86% of surveyed consumers rely on peer sources for learning about brands and 71% rely on peer sources for buying decisions. Meanwhile, brands have their own networks — both internally and externally. How are you measuring your programs?

Marketing 120

Marketing Financial Strategy Analytics 120

Cision

APRIL 14, 2015

Reporters have tight-deadlines so they naturally seek out sources or brands they’re familiar with. But how do you get the media familiar with your brand or organization if they don’t know you? In his early days at Bayer, one of the biggest challenges was positioning that brand as more than just aspirin. Measure What Matters.

Media Relations 120

Media Relations Media Pitching Measurement 120

Cision

NOVEMBER 11, 2016

At Crenshaw, you work with a variety of brands and businesses. With the ability to engage with companies and brands, purchase products and services and consume all or nearly all media online constantly, your communications strategies need to allow for both “big tent” ideas and targeted approaches. How can brands keep up?

Communications 253

Communications Data Local Survey 253

Cision

AUGUST 24, 2015

At his recent webinar, “ The Do’s and Don’ts of Social Media ROI ,” Gary discussed how brands can quantify their social media content and learn what content leads to sales. While brands can certainly glean a lot of data from social media, knowing what to do with that data is what sets successful brands apart from the rest.

Social Media 120

Social Media Media Analytics Data 120

Cision

NOVEMBER 14, 2015

In order to measure your success later down the line, you’ll need to determine your metrics before getting involved in an influencer program. Whether you’re pushing to gain more brand awareness or increase the number of your Twitter followers, think about what benchmarks would help you reach this goal. Get our white paper today!

Guidelines 120

Guidelines Social Media Creativity Pitching 120

Cision

DECEMBER 29, 2015

With more and more businesses across verticals and industries creating content, people have become desensitized towards brand content. Learn how to build a brand journalism program with Cision’s free white paper! A targeted distribution strategy yields better results in terms of brand interaction and engagement.

Content Marketing 120

Content Marketing Trends Marketing Storytelling 120

Cision

AUGUST 21, 2015

Here are six ways Periscope can influence the way your brand interacts with consumers: 1. By connecting your Twitter and Periscope accounts, brands have the option to automatically share links to video streams once they go live via tweet. Looking to test changes to your brand’s products? Promotion Made Easy. Global Reach.

Consumer 120

Consumer Video Customer Service Twitter 120

Beyond PR

OCTOBER 6, 2016

Not all that long ago a press release’s effectiveness was measured solely in terms of earned media coverage and the ad equivalency value of that coverage,” writes Melissa Walsh in Proving It: Going from Press Release Performance to Measuring Brand Perceptions. Increase Brand Awareness. Take press releases, for instance.

Nonprofit 103

Nonprofit Measurement Writing LinkedIn 103

Cision

NOVEMBER 10, 2015

Get our recent white paper today! B2B companies need to listen to trends and target audiences if they want to develop more compelling content, build relationships with influencers and control brand reputation on and offline. Measure to Learn. Learn how to leverage influencers to increase your reach. Monitor The Media.

Nonprofit 120

Nonprofit Marketing B2B Crisis 120

ReimaginePR

MAY 16, 2016

When it comes to raising awareness for your brand or cause, most of us assume that simply promoting it on social media or via email is enough to get the job done. If you can measure it, you can manage it.”. That’s when I knew I had to start measuring metrics. I know this because I was once there too. Click Here. “If

Analytics 136

Analytics eBook Measurement Google 136

Cision

NOVEMBER 20, 2015

Covey , author of “The 7 Habits of Highly Effective People” This panel included three speakers who brought unique perspectives on how brands could use social intelligence. Measurement. Pauline attributed their continuously growing influence to the brand’s: Strong editorial content. Use of high-quality images.

Media 120

Media Social Media Community Measurement 120

PRSay

DECEMBER 15, 2017

Emphasize projects where you had a measurable impact on your organization. For example, look up examples of white papers online and write and share your own on LinkedIn, or try your hand at writing a blog post on Medium. Regardless of whether that includes you, it is important to keep your résumé up-to-date.

Nonprofit 155

Nonprofit Local LinkedIn Big Data 155

Sword and the Script

MAY 7, 2019

Since most websites get the vast majority of website traffic from organic searches, Google has an outsized role in how much visibility any brand gets on the web. Where those links are branded, as opposed to a keyword, the link inherently brings higher visibility. Do they download an asset, like a white paper?

Google 131

Google Banking Engineering Web 131

Waxing UnLyrical

MARCH 11, 2015

“If you can’t measure it, you can’t manage it.” Odds are that you’ve heard someone say that PR can’t be quantified, or social media ROI can’t be measured, or that a media impression or social post generated an advertising value equivalent (AVE) of hundreds of thousands (or millions) of dollars.

Measurement 40

Measurement How To Analytics Customer Service 40

Cision

MARCH 30, 2015

If done right, it enhances your branding and message. What I want to do in this piece is to share eight best practices to enhance your branding and messaging by curating content. Get the tips you need with our white paper! Get our free PR tech white paper now! Measure your content curation.

Google 120

Google Measurement Content Marketing Engineering 120

Cision

MARCH 17, 2016

So how do you know what the right strategy is for your brand? Ed James, president/PR at Anthemic Agency, stresses the importance of understanding a brand’s needs to create a successful PR strategy. Learn how with Cision’s free white paper! What constitutes a successful brand communication strategy?

Employee 120

Employee Agency Meeting Strategy 120

Sword and the Script

FEBRUARY 16, 2021

That’s measured by asking respondents to rate trust on a nine-point scale from “distrust” to “neutral” to “trust.” Don’t mash case studies, white papers, webinars, press releases and blog posts together. Among the key findings, was that business is now the most trusted institution. 57% are neutral about trust in NGOs.

Government 136

Government Survey Ethics Media 136

Cision

AUGUST 19, 2015

Check out our “Video Streaming Best Practices for PR” white paper! For B2B brands, the title may be more educational in nature: “Tune in to Learn about [Blank].” Other brands—cough, cough, Red Bull or Mountain Dew —may go a quirkier route. Use them to measure audience interest and participation.

Video 120

Video Education Mobile B2B 120