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How To Beat Five PR Storytelling Roadblocks

ImPRessions - Crenshaw Communications

At a time when we have more data than we can possibly use and people connect on social platforms, storytelling is an ideal tool for PR and marketing. When considerations collide, storytelling suffers. Crenshaw Communications imPRessions public relations PR storytelling

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. How do you measure storytelling?

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? So, what should you measure?

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.

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. Basically, the whole company sees how you’re doing in marketing every hour of every day.

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

PR Daily

This means marketers and communicators will have new ways to engage consumers on their channels. MEASURED THOUGHTS. The company says the promotion of these products has always been against its rules , but the growth of influencer and celebrity marketing has forced the company to act.

Why CEOs Should Invest in PR Attribution and PR Measurement

Onclusive

In recent market estimates, digital online and ad spending is expected to grow at approximately 11% per year through 2021. 1 Paid search, display ads, social media, online video advertising and email marketing will grow to 46% of advertising budgets 2. PR and marketing convergence.

How Storytelling Connects Paid, Earned, and Owned Media

Onclusive

Breaking down silos between Paid, Earned & Owned media through continuous storytelling. In December 2009, Forrester defined what it called the three new media options for interactive marketers: “paid, earned and owned.” Earned media had traditionally been the responsibility of public relations, while paid and owned media had been part of the marketing mandate. Marketing? The new continuous storytelling cycle.

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.

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.

Instagram’s sagging engagement, LinkedIn’s new marketing tools, and Google’s revamped news section

PR Daily

A recent report by InfluencerDB reveals that average Instagram engagement (measured by an account’s “like follower ratio”) is declining, with engagement for those in the travel industry dropping 3.5% Related reading: Instagram enables marketers to boost influencers’ sponsored content.

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. Advance legwork can improve the odds of achieving measurable impact.

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. My company recently partnered with FocusVision to study brand dilution in more depth.

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Measuring risk for ‘scandal insurance,’ Walmart defends gun sales, and yes, pumpkin-spice Spam is a thing

PR Daily

Also: AP Stylebook offers a back-to-school guide, Tiffany markets diamonds for men , and YouTube changes its copyright policies. We estimate that we represent about 2 percent of the market for firearms today, which we believe places us outside at least the top three sellers in the industry.

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.”

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WeWork to lay off 2,000, Deloitte marketing report reveals ‘experience debt,’ and LinkedIn debuts employee engagement features

PR Daily

MEASURED THOUGHTS. Deloitte just released its 2020 Global Marketing Trends report, which focuses on seven elements that bring “authenticity to our digital age.” Make sure the rules you set are consistent and follow your brand voice and vision.

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.

Instagram fights bullies, Blue Bell’s viral mess, and the top reason consumers unfollow brands

PR Daily

Why it matters: You can use the Restrict tool to combat trolls targeting brand accounts and executives’ Instagram presences (if they have them). MEASURED THOUGHTS. 1 reason they will unfollow your brand is poor customer service.

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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

What advice would you give Popeyes marketing team as it prepares for its viral menu item to come back? MEASURED THOUGHTS. Only 4% of digital marketers measure ROI over a six-month (or longer) period—the length of an average B2B sales cycle.

Twitter bans political ad buys, Toyota changes messaging on emissions, and when to use ROI or KPI measures

PR Daily

They turned the marketing message into a Halloween costume—and made national headlines. MEASURED THOUGHTS. Many marketers also measure key performance indicators, such as traffic and clicks, instead of actual ROI.

LinkedIn offers marketers more data, YouTube curtails ‘fake news’ about Hong Kong, and Amazon and DoorDash cave on tipping

PR Daily

Good morning, PR pros: Measurement can greatly help communicators looking to prove ROI—and LinkedIn is offering its marketing partners more data and insights on targeted audiences and industries. MEASURED THOUGHTS.

How voice technology could transform PR and marketing

PR Daily

Brand managers might look no farther than their smartphones or in-home virtual assistants for the next wave in storytelling, spoken search and other business components. Voice marketing has the potential to transform what we do as profoundly as digital and social media did.

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. They aren’t marketing a service or peddling a product. Nonprofit Storytelling: The Opportunity. The Science of Storytelling.

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. Starbucks has had years of practice responding to polarized criticism of its brand.

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Print? Really? Here’s why it’s a smart option for marketers

PR Daily

Despite what you might think, it outpaces digital and TV for brand affinity, especially when the consumer is ready to buy. Do you evaluate print advertising as part of an overarching media strategy for your brand? That means other brand KPIs are best achieved through other channels.

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‘MSNBC Mom’ goes viral, Nestle goes vegan (sort of), and brand managers support #WorldMentalHealthDay

PR Daily

Jefferies predicts that by 2040, the alternative meat market could generate $240 billion in annual revenue globally. Related reading: Forever 21 files for bankruptcy, McDonald’s tests meatless option, and email’s the go-to for ‘conversational marketing’. MEASURED THOUGHTS.

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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? Pick one differentiating facet of your brand and focus on it consistently.”.

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Infographic: How to measure social media success

PR Daily

Proving its power, however, continues to baffle many in the marketing world. To tie your online efforts to your organization’s profits and measure your return on investment, it’s essential to have a game plan in place. Social media is a major player for online communicators.

The question that brand storytellers must ask

PR Daily

From smartphones to roadside billboards, video content is the king of digital marketing. 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.

Infographic: Do’s and don’ts for social media marketers

PR Daily

Every interaction with a customer poses a risk to your brand. Know what success looks like for your campaign, and measure your progress. Don’t broadcast marketing drivel. Your audience gets enough of your marketing messages elsewhere.

Brand managers gird for Calif. privacy act, Blizzard backtracks after criticism, and women-led organizations earn more

PR Daily

1—and brand managers are scrambling to deal with the upcoming restrictions. That said, make sure your policies and standards align with your community and your brand vision, and remain transparent—which means admitting you screwed up if you did make a mistake. MEASURED THOUGHTS.

Ready to craft a content strategy? Answer these questions first

PR Daily

Pore over these crucial branding, distribution and technology considerations before blasting out your next campaign. Brand. What is our brand’s purpose, vision, mission and values? Why does our brand or product exist? Measurement methodology.

A Marketing to Media Translation Dictionary For Journalists Turned Content Marketers

Contently - Strategy

In the marketing world, professionals tend to glom onto useful marketing buzzwords as a shared language, and those terms can actually prove useful to professionals in adjacent industries. Content marketers never make content for content’s sake.

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. If you have struggled to understand the potential behind Twitter, now is the time to embrace its brand-boosting power.

Forever 21 files for bankruptcy, McDonald’s tests meatless option, and email’s the go-to for ‘conversational marketing’

PR Daily

Plenty of other metrics are available to help measure your message—and there will still be instantaneous feedback on things like comments and shares. To adapt, marketers must work to create engaged online communities. MEASURED THOUGHTS.

5 Brands Share What’s Working in Social Media Marketing

Cision

Marketers appreciate hearing from other marketer’s success. We learn from other marketers, even when their examples are from a different industry. We arrived at a topic that appeals to every marketer active in social media. Storytelling.

Disney says older movies have ‘outdated cultural norms,’ Facebook axes 5.4B fake accounts, and Michigan workers sue McDonald’s over ‘toxic culture’

PR Daily

Also: Marketers puzzle over which tactics yield peak ROI, Hostess debuts Twinkies cereal, and a solo PR practitioner shares a peek behind the curtain. MEASURED THOUGHTS. Though 57% of you said the note was ill-advised and bad for branding, 41% said some controversy is OK.

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Kroger joins push for tougher gun laws, consumers readily change brands, and WeWork’s founder walks back trademark sale

PR Daily

Walmart walks back guns stance, content marketers stay loyal to text, and Forever 21 sued over Ariana Grande ‘lookalike’. MEASURED THOUGHTS. Yet the marketing tactics and investments rarely reflect these realities. How can brand managers build loyalty with their audiences?

3 tips to catapult your B2B content and news past the noise

PR Daily

Brand marketers, PR professionals and journalists know that their roles as content creators, news sources and media gatekeepers are evolving within the crowded online space. Show the evidence, but let people—not data, products or technology—be your storytellers.

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Trust in CEOs craters, Bed Bath & Beyond pulls ‘blackface’ jack-o’-lanterns, and Gen Z keys in on brand purpose

PR Daily

The Times’ piece hypothesizes that the recent spate of stock buybacks (made possible by Republican-sponsored tax cuts) have led to this crisis, in which companies can no longer invest in their own stock, which could trigger a market falloff. MEASURED THOUGHTS.

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