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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?

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. A post-COVID era is coming, and brands need to be ready.

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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

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?

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. Measurement and PESO.

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.

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.

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. Brand storytelling is framing.

How to Measure PR in Revenue Marketing

Shift Communications

More and more marketing leaders are being called on to adopt revenue marketing. 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.

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.

Mobile marketing drives digital ad spending

PR Daily

As advertising on traditional channels like TV, radio and newspapers declines, many brand managers are turning to the internet for a new audience—specifically mobile phone users. Online advertising is overtaking traditional outlets in a major way for most brand managers.

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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.

The Academy boasts diversity efforts, Essence chief steps down, and 47% of marketers are creating more emotional content

PR Daily

Say hello to our brand new class of Academy members. The brand boycott has grabbed a plethora of headlines, but Marketplace reported the organizations involved make up “only a tiny fraction of Facebook’s roughly 8 million advertisers.”. MEASURED THOUGHTS . marketing, told CNBC.

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.

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. PR and marketing pros should also consider their paid social media strategy for July and beyond. MEASURED THOUGHTS.

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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.

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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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.

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.

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.

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

PR Daily

PR Daily Editor Ted Kitterman caught up with Julia Fitzgerald, the chief marketing officer for the American Lung Association. MEASURED THOUGHTS. Here’s a visual funnel you can use as a guide to adjust your measurement strategies: Image courtesy of Hill + Knowlton Strategies.

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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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?

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.

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 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.

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

PR Daily

Also: Popeyes seeks musicians to perform its jingle, Natural Light offers a virtual commencement ceremony, top social media platforms for marketers, and more. You can also glean the latest insights at PR Daily’s Media Relations and Measurement Virtual Conference , May 14-15.

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.

Cirque du Soleil cuts 3,000 jobs in bankruptcy filing, Target and Chobani join social media ad boycott, and Amazon offers $500M in employee bonuses

PR Daily

Full-time Amazon, Whole Foods Market and delivery service partner drivers will each receive $500, while their part-time counterparts will receive $250 each. MEASURED THOUGHTS. " WFA CEO @Stephan_Lo quoted in @FT on brands holding platforms to account.

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.

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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Shake Shack returns $10M loan, P&G embraces marketing during COVID-19, and grocery employees get asked to wear masks

PR Daily

Following criticism that many small businesses didn’t receive money from the Paycheck Protection Program, but global chains such as Shake Shack did, the fast-food brand announced it was returning its $10 million loan. MEASURED THOUGHTS. P&G leans into marketing during COVID-19.

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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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.

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. Our small team proves daily that inspiring, uplifting and entertaining content is at the heart of brand journalism. How are you using brand journalism to lift up the stories of your team?

YouTube rolls out ‘fact check’ feature, Twitter users want brand content, and TripAdvisor lays off 25% of workforce

PR Daily

Here’s how they argue that your brand should think about video during this or any other crisis. MEASURED THOUGHTS. Twitter Marketing research shows that people are turning to the platform during COVID-19, not only for news and updates, but also for entertainment and inspiration.

Amazon, Instacart and other essential workers strike, Disney offers branded face masks, and Deloitte shares crisis recovery tips

PR Daily

Here’s the elevator pitch and trailer: A time-traveling, genre-spanning, thought-leading comedy musical podcast experience about marketing, sales, and ROI, that’s sure to enchant anyone in business that’s ever asked, “ RO-Why are we doing this? ”. MEASURED THOUGHTS.

Starbucks allows pro-BLM attire, OKCupid’s profile buttons to support race relations and LGBTQ inclusion, and Band-Aid brand offers new skin tones

PR Daily

Hello, communicators: Johnson & Johnson’s Band-Aid brand announced it’s launching bandages in a range of five shades to better suit diverse skin tones. A post shared by BAND-AID® Brand Bandages (@bandaidbrand) on Jun 10, 2020 at 7:00am PDT. MEASURED THOUGHTS.

Free remote tools to ease COVID-19 fears, chief D&I officers skew white, and PR pros say proving ROI takes time

PR Daily

Though not a digital workplace tool, AdAge created an industry event tracker , showing updates on several events including Facebook’s Global Marketing Summit, SXSW and Adobe Summit. MEASURED THOUGHTS. Do you use the metric “Share of Voice” to measure your efforts?

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