Onclusive

JUNE 4, 2020

As paid advertising declines in trustworthiness and traditional forms of earned media become increasingly complicated to manage and produce, brands are turning to owned media publishing as a way to tell their story and drive business growth. Chief Brand Officer. VP of Brand & Corporate Marketing. Speaker Info.

Media 370

Media Advertising Advertising Corporate 370

Onclusive

AUGUST 9, 2021

Owned media consists of publishing content on brand-owned channels such as a customer-facing blog, email campaign, or social media outreach. PR pros will need to either write content themselves or help to drive strategy with a team of writers, editors and guest blog contributors. Writing & Editing of Miscellaneous PR Assets.

Training 370

Training Media Training Reputation Crisis Communications 370

ImPRessions - Crenshaw Communications

FEBRUARY 17, 2017

A good plan starts with a review of past history, including brand perception, activity over the previous year, and recent earned media successes or lack of the same. A thorough brand or organization audit will make setting milestones toward goals clearer and easier. Build in and budget for metrics. Eliminate risk where you can.

Writing 130

Writing Comparison Product Launch Leadership 130

Sword and the Script

JANUARY 9, 2024

HARO is a name universally recognized brand, so the rebrand doesn’t make sense to me at all. For example, I just pulled up a HARO email as I write this and found a query looking for case studies on CRM implementations. PR measurement evangelist Mark Weiner passed in December. In remembrance. Mark was 68.

Brand 147

Brand Branding Reddit Pitching 147

ImPRessions - Crenshaw Communications

AUGUST 24, 2018

Write a rock-solid PR plan. The objectives should be clear as well as measurable. For example, direct-marketing will nearly always have an impact on demand generation, while PR affects brand visibility and reputation. The post How To Write A Rock-Solid PR Plan appeared first on Crenshaw Communications.

Writing 136

Writing How To Pitching Privacy 136

Onclusive

NOVEMBER 1, 2017

AirPR’s new Research Trends TM provides insight into how to build a brand Narrative. When your brand builds a clear narrative and fine-tunes messaging, it clears the way for reaching both your customers and other decision makers. But AI tools can help build a brand narrative and establish insights before you ever begin your campaign.

Brand 170

Brand Branding How To Trends 170

Burrelles Fresh Ideas

MAY 9, 2023

An integrated approach includes all aspects of communications — public relations, marketing, social media, advertising — for a 360-degree view of the planning and measurement process. It’s not enough to just count what’s easy to count; you must measure what really matters. That’s no longer the case.

Measurement 40

Measurement Comparison Advertising Advertising 40

Onclusive

AUGUST 3, 2020

1) Measure the quality, not just quantity of your competitors’ media placements. By analyzing and organizing competitor press coverage based on qualitative dimensions you can quickly identify the specific strategies, stories, and media outlets that are having the most impact for their brand. 3) Discover the unexpected authors.

Media 397

Media Pinterest Measurement Trends 397

Onclusive

JUNE 24, 2020

You likely have great staff who can help write content, it’s worth your while to try to enlist those experts at your company for their subject matter expertise. Many professionals are eager to be viewed as thought leaders in their industry, and authoring pieces is a great way for them to expand their personal brand.

Strategy 418

Strategy Media Advertising Advertising 418

Mark My Words

MARCH 13, 2020

Money, hard times and political wrangling are good news for the media (traditional and social) For several years vast teams have been writing algorithms and toxic headlines to ensure that everyone is as outraged as possible and as often as possible whilst mindsets, whatever they might be at any time, are reinforced.

Measurement 78

Measurement Healthcare Leadership Travel 78

Cision

SEPTEMBER 13, 2017

Refreshing your corporate image is sometimes necessary to inject fresh energy into your brand, as well as get people to see it with renewed interest. How you plan to communicate the brand refresh.  1.    Conduct Extensive Brand Research. First, consider: who do you want to be as a brand? Who you’re trying to reach.

Corporate 270

Corporate Brand Branding Guidelines 270

Katie Paine's Measurement Blog

MARCH 9, 2023

Making up Metrics I was recently on a conference call with a respected nternational measurement organization and a new member of the group was explaining how she’d been pressured by her CEO to put a dollar value on her efforts. “So There should be a special place in measurement hell for people who make up bad metrics.

Measurement 52

Measurement How To System Comparison 52

The Proactive Report

OCTOBER 30, 2023

The trick to getting good content from an AI service is to learn how to write excellent prompts. Give it an identity to write from, a tone of voice to use, and enough context about the topic so that you get a great response back. What are people saying about your brand when discussing CRM systems on social media? Rand Fishkin.

Trends 182

Trends Marketing Wikipedia Reddit 182

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

Onclusive

AUGUST 22, 2017

The flipside of earned media is owned media: publishing content on brand-owned channels such as a customer-facing blog, Medium publication, and the like. The PR pro either writes some of this content themselves or helps drive strategy with a team of writers/editors and/or guest blog contributors. Owned Media/Content Strategy.

Media Training 397

Media Training Crisis Communications Conference Training 397

Sword and the Script

MARCH 26, 2024

The 2024 version is out so I spent some time perusing the report to write about it here. The takeaway here is that prospects respond better to brands that set out to inform rather than sell. So, marketing winds up writing content without talking to a customer ! Yet buyers also use these materials to evaluate vendors.

Leadership 127

Leadership B2B Study Survey 127

PRSay

MAY 9, 2019

In a Muck Rack survey of 800 communicators, ranging from boutique agency coordinators to chief communications officers at global brands, 72 percent said that the top challenge they face is “measuring business impact,” with the second most prominent challenge (at 65 percent) overcoming the “lack of quantifiable measurement.”

Survey 66

Survey Measurement Communications Advertising 66

The Proactive Report

FEBRUARY 22, 2016

News outlets mostly measure the wrong things,” writes Tom Rosenstiel, a senior fellow with the Brookings Institution and Executive Director of API. PR lesson: If your client or brand is a major enterprise, look for newsworthy topics to pitch to the media. She will answer questions about PR measurement.

Analytics 100

Analytics Digital PR Measurement Enterprise 100

Critical Mention

FEBRUARY 20, 2020

Organizations and businesses must find ways to keep audiences engaged with their brand. One of the key ways reputable companies grow their brand is by pointing out the relevance and similarities between their brand and their audience. Measure Your Reputation with Sentiment Analysis.

Reputation 105

Reputation Brand Branding Analytics 105

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). Why Are You Writing? A brand journalism program, like any marketing strategy, must include goals, metrics and outlined measurement tactics.

Journalism 120

Journalism Brand Branding Writing 120

Solo PR Pro

DECEMBER 1, 2020

PR has the power to help businesses and brands flourish in remarkable ways. These plans are the backbone of the success of your communications plans, so every PR solopreneur needs to know two things: how to create a rock-solid PR plan and what to do before and after writing it. Put your genius on paper — write the plan.

Writing 65

Writing Analysis Meeting eBook 65

The Proactive Report

FEBRUARY 22, 2016

News outlets mostly measure the wrong things,” writes Tom Rosenstiel, a senior fellow with the Brookings Institution and Executive Director of API. PR lesson: If your client or brand is a major enterprise, look for newsworthy topics to pitch to the media. Currently only 1% of news content is about major enterprise.

Analytics 100

Analytics Digital PR Measurement Enterprise 100

Polaris

JANUARY 6, 2015

Think you don’t have time to write a PR brief ? And, assuming your circulate the brief to internal decision-makers for input, a written PR brief means everyone on your side of the table is aligned with the goals and PR measurement metrics. There is no one way to write a PR brief, but here are 9 elements that fit most situations.

Writing 100

Writing How To Measurement Advertising 100

Prohibition

FEBRUARY 13, 2020

Only 5% of all branded content online content gets 90% of consumer engagements, so standing out from the crowd and ensuring campaigns and convert has never been more important – or more difficult. Without a clear definition of the ultimate aim of your marketing campaign, it’s impossible to be able to measure the results.

Measurement 62

Measurement Marketing SEO B2C 62

Sword and the Script

MAY 6, 2017

Some 30% of respondents say when they see a brand being advertised alongside offensive material, they believe the advertiser is somehow endorsing that material; 20% do not see it as an endorsement, 33% say the brand may or may not be endorsing the material, and 16% have no opinion.”. 3) Context in measurements.

Measurement 66

Measurement Marketing Survey Advertising 66

Communications Conversations

SEPTEMBER 26, 2014

The writing is fantastic. And it’s clear, the author (Jennifer Warnick, who writes many of the Microsoft “stories”) has spent a great deal of time in the Garage as preparation for writing the story. This is high, high quality brand storytelling folks. Forget about the brand for a moment.

Storytelling 165

Storytelling Web Case Study Brand 165

ImPRessions - Crenshaw Communications

APRIL 15, 2021

A big part of my job is writing award entries for our various ad tech, martech, AI, and cybersecurity clients. While these are all excellent measures of a solution’s effectiveness, judges tend to value metrics like ROI and ROAS (return on ad spend) the most. An award submission should be tough to write.

Case Study 298

Case Study Study B2B Technology 298

Beyond PR

JANUARY 2, 2018

Measuring the ROI of a PR campaign goes much deeper than just subtracting money spent from revenue earned. Thanks to technology, measuring PR in the digital era is completely different than it was a few years ago. The questions for you to answer are which numbers matter and what’s the best way to measure them in relation to your goals?

Measurement 75

Measurement Strategy Software Analytics 75

Presspage

JUNE 23, 2021

Messaging consistency across all brand touchpoints The larger a company is, the tougher it is to keep a consistent story across all brand touchpoints. Download our free newsroom inspiration guide to see how some of the world’s leading brands have structured theirs. A clear, concrete, measurable goal should be the start.

Communications 210

Communications Measurement Tools Enterprise 210

The Hoyt Organization

MARCH 25, 2024

Public relations is vital in healthcare by helping build brand reputation, promoting services, and establishing patient trust. All your goals should be SMART – Specific, Measurable, Achievable, Relevant, and Time-bound. This guide will discuss some key healthcare public relations strategies.

Healthcare 65

Healthcare Strategy Publicity Pharmaceuticals 65

PR in High Definition

AUGUST 29, 2017

How is your business or brand perceived among the target market? What communications could your business or brand do better or differently to reach its target market? What does ‘effective’ communications mean to you and how can you measure it? What do you want your target market to think about your business or brand?

Writing 48

Writing Measurement Creativity Communications 48

ImPRessions - Crenshaw Communications

FEBRUARY 22, 2023

To get there, PR teams must have a deep understanding of business objectives, the target audience for the brand or message, and the best ways to reach them. We need to be able to use social media platforms to reach and engage curated audiences, as well as measure the success of our campaigns. But there’s no need to fear data!

Analytics 170

Analytics Tools Social Media Trends 170

Melissa Agnes

FEBRUARY 6, 2018

As you may have heard, Crisis Ready: Building an Invincible Brand in an Uncertain World , is my new book – and I’m so excited that it’s finally available for you to preorder on Amazon ! When I set out to write Crisis Ready , the last thing I wanted was to write yet another (boring) book on crisis management.

Crisis 133

Crisis Brand Branding Crisis Management 133

Burrelles Fresh Ideas

JANUARY 30, 2024

Boeing: Brand crises abound in January, and perhaps no one knows this better than the world’s largest aerospace company, Boeing. The brand explained precisely how its teams had gone about investigating the incident, including looking for patterns in the data, and made it clear they were ready to act if they did find an issue.”

Ethics 96

Ethics Crisis Transportation Airlines 96

NewsWhip

AUGUST 17, 2023

Justifiably, it seems everyone is excited about its capabilities—from writing articles to producing videos. Put simply — if 100 websites write about your product launch or latest crisis, but nobody reads it or shares it on social media, does that matter as much as one article that gets shared 100k times? And everyone is doing that.

Product Launch 78

Product Launch Print Measurement Consumer 78

Action PR

JULY 26, 2019

These are the main points you want your audience to understand and associate with your company or brand. Key messages are so, er, key, we – like many other PR agencies – measure the success of our clients’ coverage in terms of how many key messages are included. The things you want to be known for.

Writing 40

Writing Interviews Measurement Agency 40

Wildfire

AUGUST 1, 2018

So, forgive me in this blog post if I talk about the logical aspect of PR, rather than the creative, and use this as a chance to talk about measurement. PR has a reputation of being beastly to measure. We were lumped into the same boat as advertising, where measuring the effectiveness of a campaign was wholly unscientific.

Measurement 49

Measurement Analytics Google Agency 49