Data-Driven PR Campaign Planning: Part 2


Welcome back to our blog series about data-driven PR campaign planning! Your messaging and your story are the heart of your PR campaign. Measuring the performance of your key soundbytes should be an essential part of your ongoing PR evaluation efforts.

Data-Driven PR Campaign Planning: Part 1


An impactful PR campaign can attract positive media attention and influence brand awareness, reputation and sales for your brand for years to come. However, to generate that level of clout, PR campaigns require more than just a press release, media outreach or fundraising event.


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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. Stock price of the brand.

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.

The Growth PR Playbook

PR and communications now rely on data-driven, real-time, iterative storytelling with metrics that help to manage crises, get ahead of the competition, and impact the bottom line. Learn how to build a Growth PR plan in this Onclusive whitepaper.

Adapting to a Data-Driven PR World


Today more than ever before, communication professionals have the ability to understand their audiences and the channels and messaging that will engage them…and it’s all thanks to data. Data provides brands insights that inform their campaigns and strategies and show what’s working and what isn’t. But this shift to data-driven insights has not been entirely smooth. “PR PR has a strong disregard for data,” says MindShare UK social media head Mat Morrison.

How to Make Your Brand More 'Data-ble'


Data-driven PR, social listening and your brand. US Blog

PRTech Is Evolving. Is Your PR Strategy?

PR Expanded

In a recent post , I suggested leveraging Nielsen’s research in order to create data-driven marketing and communications plans. That’s the front-end work every successful campaign entails, but the data cycle doesn’t end there. Equally as important is analyzing campaign data after it has run its course so that those findings can inform future work i.e., once you’ve garnered media hits, it’s then time to uncover the effectiveness (or lack thereof) of the work.

Data-driven PR: How PR Professionals Can Use Data to Accelerate their Strategies


Business leaders across the board are increasingly demanding that decisions be made based on data, rather than experience or judgment calls. In fact every area of most organizations, from manufacturing to sales, are becoming increasingly scientific and looking for empirical data to support decisions. PR is no exception. Brands are getting a lot smarter about how data can be used to drive strategies to improve results and measurement.

Top Data-Driven PR Trends of 2016: Interactive Infographics

Shift Communications

In this series, we’ll examine a few data-driven trends that could mean success or failure for your PR efforts in 2016. Click to view the live infographic and work with the data. Audiences can slice and dice data to find the information they care about most. What does it take for PR teams and organizations to create interactive infographics such as these? They typically require a data analyst to gather, clean, and prepare the data for visualization.

3 Best Practices For Using Data In B2B PR

ImPRessions - Crenshaw Communications

Media love data. As most PR people know, data offers a powerful news hook in a way that even a product launch or partnership often doesn’t. It can easily feed a story to make it stronger, and data-driven stories can easily be made visual, which adds to their appeal. For B2B companies, this presents a massive PR opportunity. To meet media demand, B2B tech brands in particular can build out their own research assets. Your data only goes so far.

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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. 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. Reputation Is Brand. PR Professionals Blindsided by Rich Media.

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Find your Brand’s Optimum Facebook Strategy

Shift Communications

One of the fundamental truths to Facebook in current environments, however, is that brands (in general) need to pay in order to be seen. Thankfully Facebook presents brands with several options to increase the number of eyeballs on the content and engagements with the post. Note: There are several other paid strategies available on Facebook, but these two apply to most brands. if you want to replicate this for your own purposes, use your data, not our conclusions ).

How to Get Comfortable With Data Even If You Don’t Love Math

PR Expanded

A Guest Post By Kelly Byrd, PR Engineer, AirPR. With the growth of PRTech options for Big Data tracking and measurement, a knowledge of and comfort with that science has become imperative for leading PR professionals. Being an employee of AirPR , I strongly believe that thoughtful use of data is essential to success. All this Big Data may seem like it’d be a big pain if you’re not a well-versed analytics user, but that doesn’t have to be the case.

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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. Do we help build confidence in a brand to nurture or ease the selling process? The Impact of PR. We use digital marketing tools in public relations to assess the quantitative impact of PR activity. No amount of quantitative data will ever answer the qualitative question, “ Why?

The State of the Press Release in 2015

Shift Communications

The topic of press releases and when or when not to put one out over the wire is one that is all too popular in PR. First, we analyzed the distribution patterns of over 100,000 press releases published via Marketwired, PRWeb and PR Newswire in 2015. These releases did something right – they had news to share that was interesting enough to elicit a response from the brand’s audience. Data was collected using Sysomos and is set to the Eastern Time Zone (UTC -5).

Should you stop using hashtags in social media content?

Shift Communications

This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Rather than guess, let’s take a data-driven approach. Where a brand had more than one social media page or profile, we chose the page with the largest audience. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Analytics Data Data-Driven PR Marketing Social Media StrategyDo hashtags matter?

Crisis Management 101: Shark Week Case Study, Pt. 1

Shift Communications

As our VP of Marketing Tech previously summarized : In a crisis management situation, something has gone wrong and your brand is on fire. s PR reps/trusted advisors/crisis comms ride-or-dies, deny the fire of its resources we shall. to help ensure his vegan donut business and brand reputation doesn’t suffer during or after Shark Week. 1 appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

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. However, if we distill down the essence of public relations, it’s to build awareness and trust in a brand, such that people want to share it, talk about it, and ultimately buy from it. The biggest problem brands face – for the most part – isn’t negative press. So, what measurable trait helps us determine the effectiveness of PR?

Why automated sentiment analysis is broken and how to fix it

Shift Communications

What a terrible mixup, to classify something as negative towards your brand when it’s a positive. 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

Why CEOs Should Invest in PR Attribution and PR Measurement


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.

Selecting the Right Celebrity Ambassador

Shift Communications

As PR people, we’re often tasked with finding the right celebrity or influencer partners to represent our brands. Here are five key takeaways to keep in mind when vetting a celebrity ambassador: Conduct a thorough investigation into people who align with the brand. Do the people who you’re interested in fit with the ethos of your brand and the target consumer you’re trying to reach? Is there something in their pasts that conflict with the character behind your brand?

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.

Breaching 140: Who’s Using Twitter’s 280 Characters?

Shift Communications

Some observations we noted: Marketing and PR aren’t making significant use of the new character limits. Of all the industries using the new format, B2C financial services – banking and retail investment brands – are using the most characters in the new format. The accounts are a mix of individual users/people, as well as brands. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

The Earned Media Holy Grail: Business Press Coverage

Shift Communications

When I first started in PR, the desire was an article in a major national newspaper, above the fold and on the right side. Now, any sane (and knowledgeable) PR person will explain to their client that the business press coverage might not drive the type of website traffic and content engagement they want (which Google Analytics can easily show us). Relevancy – Keep your eye on the Big Five: Facebook, Amazon, Google, Apple, and Microsoft are the most valuable global brands.

Speed Matters in a Crisis Situation: Shark Week Case Study, Part 3

Shift Communications

Even with a solid crisis PR plan in place, getting the gears going takes time – this is where social media comes into play. That said, with an average of more than 200,000 news stories reported per day in 2016, content can easily become buried in newsfeeds in a matter of minutes; knowing how to best leverage social media broadcasting tools enables a brand to maximize impact by reaching key stakeholders, first. Just tuning into this series?

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.

SHIFT Communications Creates HAROLD: First Artificially Intelligent, Cloud-Based PR Employee

Shift Communications

SHIFT Communications, the premiere data-driven PR agency , announced today the release of the Heuristic And Recurrent Ontological Lexicon Deep-learner, or HAROLD, the world’s first artificially intelligent (AI), cloud-based PR employee. HAROLD is based on the proven TensorFlow multidimensional data array artificial intelligence software, first developed by Google Brain, part of Google’s Machine Intelligence division. 2014: ZIPR Mobile PR Spokesperson App.

PR and the Google Customer Journey to Online Purchase

Shift Communications

What if a company’s data doesn’t exactly map to the generic model? We applied Google’s Customer Journey idea and paired it with data-driven models to help you understand what’s really working in your digital marketing plans. To do this, we’ve blended an industry’s generic model with an organization’s unique data, using tools like Google Analytics, social media analytics, and advanced statistical tools.

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

Shift Communications

Whether a brand has experience with controversial news or has yet to meet a crisis challenge, having a communications plan in place in advance of a potential incident is a must. 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. his brand and his community well before a crisis hits. Another data source G.W.’s

How DOES Mobile Change The Brandscape?

Shift Communications

Today, with over 2 billion smartphones in use, the ways in which consumers experience brands is fundamentally different. The way we think of the “internet” as a place for brands must fundamentally change to reflect the rise of mobile. In the internet of a decade ago, users experienced brands primarily through web browsers. In this way, mobile devices themselves are free-game for brands to get themselves out there.

Much to Loathe About Programmatic Thinking

Shift Communications

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. Data-driven is just that—information drives the direction, moves us forward. It also means not taking data into consideration at all. It’s a brand identity and a value prop.

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. s crisis is one many brands hope for – one where he has the upper hand. did nothing wrong, yet his brand (and thus character) are being questioned.

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

Shift Communications

Creating memorable media experiences through product trial has long been a staple of public relations for food & beverage and related brands. 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. Flavor that lasts: Once you’ve identified a reporter who is open to accepting branded recipes, spend time nurturing the relationship.

The Citizen Analyst Manifesto, Part 2: Curious

Shift Communications

You must be curious of nature, and dedicated in heart; Speak humbly , but with insight ; Seek truth in your data, yet not hold it too high; Ask boldly. And to all this, you must bring persistence , for data whispers its secrets to few. You question it, and want to see the data. You want to download the data and do your own analysis. You crave subtlety and nuance, a desire to see the big picture as well as the data itself. to agenda-driven data.

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. The results were national, brand defining coverage. .

Spotify campaign displays fusion of creative content and data

Media Bullseye

PR Measurement pros and data analysts are invested in utilizing numerical information in their work, but for those without an analytical background, hard data can be difficult to work with. With its most recent ad campaign, however, Spotify is proving that data has more versatile uses. On billboards worldwide, Spotify is merging creative content with numerical data to generate successful designs. The melding of data and creative content .

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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.

Twitter’s New Algorithm

Shift Communications

It’ll also enable you to aptly take advantage of best tweets for your brand and think of how to engage with your followers from a new perspective. So now the question is, how will this impact brands? Although it’s still too early to definitively say how things will go, here are a few tips to help brands prepare and react in the meantime. Consider How Your Content Can Be Tailored To Those Already Engaged with Your Brand.