What is Data-Driven PR? Part 1 of 9

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. Many PR practitioners rely on intuition, experience, or informal qualitative practices to make decisions. Data guides our decisions.

What Is Data-Driven PR, Part 2: Question Development

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. Data Data-Driven PR Public Relations

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What is Data-Driven PR, Part 6: Analysis

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. Identifiable variables and data sources.

What is Data-Driven PR, Part 4: Hypothesizing

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. Isn’t data the basis of data-driven PR?

What is Data-Driven PR, Part 3: Defining Data

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. Defining Data. Data Sources.

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. Data Data-Driven PR Public Relations

Embracing the Data-Driven PR Future (And Math)

Shift Communications

Some public relations professionals have said they entered the field to avoid complex math. 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.

What is Data-Driven PR, Part 9: Pitching With Data

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. Kicking Data-Driven PR Up a Notch.

What is Data-Driven PR, Part 8: Crafting the Pitch

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. Crafting the Data-Driven Pitch.

Adapting to a Data-Driven PR World

Cision

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.

Data-Driven PR Milestone: SHIFT Becomes Google Analytics Certified Partner

Shift Communications

One of the greatest challenges to public relations as an industry since the advent of digital marketing and communications is how to measure the effectiveness of PR. We agree on the qualitative outputs of public relations: Increased awareness of your company and its products/services. These qualitative benefits of PR are as old as the marketing funnel itself. What we don’t necessarily agree on is the quantitative outputs of public relations.

Use data-driven PR to boost authority—and media mentions

PR Daily

Journalists have embraced data journalism. The fondness for stories backed by thorough research offers PR teams juicy opportunities. Communicators can land media placements by crafting stories based on data and by producing evidence-based copy that journalists crave. With public trust at record-low levels, data-fueled PR is an effective strategy for gaining media mentions and promoting an organization’s message. Data for the post-truth era.

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.

Top Public Relations Trends in 2018: Introduction

Shift Communications

What’s ahead for the public relations profession amidst a world of disruption? 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.

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IBM Vision: The Future of AI and Public Relations

Shift Communications

We see this happening in the communications and PR industry. Legacy publications find themselves more under the gun every day, with declining subscribers and decreasing advertising revenues. One of the most impressive demonstrations of managing unstructured data was IBM Watson’s ability to read and interpret legal and financial regulations, then compare a company’s compliance with those regulations. Industry publications and articles. The Data Science Shortage.

Top Data-Driven PR Trends of 2016: Interactive Infographics

Shift Communications

What does the future hold for public relations professionals? In this series, we’ll examine a few data-driven trends that could mean success or failure for your PR efforts in 2016. We marketers and communicators have killed the infographic. Top-tier publications like the New York Times and Washington Post have changed from static infographics to dynamic, interactive infographics powered by complex web applications. Public Relations Strategy

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. Data-driven coverage can establish a brand as a category expert or leader. Your data only goes so far.

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Public Relations Jobseekers: Act Before 2017 Ends

Shift Communications

Only sales professionals aiming to hit quota and publicly-traded companies seeking a strong quarter close go full throttle until December 31. Given this backdrop, when would a jobseeker in the public relations industry be best served to look for work? Predicting PR Job Searches. Jobseekers searching for PR jobs will swamp prospective employers just a couple of weeks into the new year. When To Find a Public Relations Job.

How to Build a Data-Driven Public Speaking Program

Shift Communications

We’ve covered the basics of public speaking here on the SHIFT blog before. Rather than just wing it or have a purely canned talk that may not be relevant to the audience and the event, we can look to data. Let’s dig into what a data-driven public speaking strategy would look like as part of your overall data-driven PR program. Advertising Data Data-Driven PR Marketing Metrics Strategy

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How to Research Industry Trends Hassle-Free

Shift Communications

While most of us communication pros are ringing in the new year with hefty planning, how seriously are we taking our research? The ability to tap into this knowledge can help inform owned, earned, and paid media of your organization’s PR and marketing efforts. For example, if we are trying to build out our earned media strategy and developing public relations pitches, using trending topics in a relevant way gives you an opportunity to be noticed by reporters.

Public Relations Metrics Are Like Apples for Pie

Shift Communications

As part of the AMEC Measurement Week, I’ve been asked to prepare some quick thoughts on how to explain PR metrics to stakeholders and executives. The job of effective public relations is to create and strengthen relationships with your audience. So to answer the question of what PR should be measured by, it’s about our ability to generate the right audiences. If PR is generating the wrong audience, it’s creating the equivalent of rotten apples.

SHIFT Communications: 12 Years and Counting

Shift Communications

This week we celebrate the 12 th anniversary of the founding of SHIFT Communications. are public, we do have a fair number of similarly-exciting clients that we simply can’t disclose.) If you’re a regular reader of this blog, you’re already starting to grow familiar with the term “Data-Driven PR.” The stuff we’ve been doing behind the scenes for some clients has major ramifications for how EVERYONE ought to be thinking about PR.

How to Measure the Success of Video Communications

Shift Communications

It’s one of the most engaging ways to communicate with an audience, and digital platforms are doubling down on video. However, one area where video-minded PR professionals fall short is how to measure the success of video communications. Let’s look at the video communications funnel today. The Video Communications Measurement Funnel. Once we’ve got our data compiled in an orderly fashion, we need to understand what drives the actions we care about.

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How To Reach Top-Tier Influencers on PR Budgets

Shift Communications

However, for public relations practitioners, influencer marketing poses significant challenges, such as: Cost : influencer marketing costs reach into 7-figures for top-tier influencers, far out of range of most public relations budgets. Given these potential complications, how might we leverage our public relations capabilities to align with or reach influencers on more traditional PR budgets and messaging? Analytics Data Data-Driven PR Influence Public Relations

Connecting PR To Business Results

Shift Communications

One of the most common requests I’ve received in my work in public relations is, “ how do we connect our public relations efforts to business results? ”. This question – and its many variations – is a disguise for a much simpler question: How does PR help me make money / not get fired? Public relations is a tool for building awareness and trust. PR Isn’t Sales. Public relations is not a tool for selling things. The Impact of PR.

Using Google Analytics to Inform your B2B Tech PR Program

Shift Communications

You may have noticed already that we talk a lot about data-driven PR at SHIFT. It’s not just a topic on our blog, it’s a concept we are encouraged to prioritize in every facet of our PR strategies. We’ve discussed on this blog before how to use a data-driven approach to drafting a pitch , but when that pitch turns into a great piece of coverage for your client, there are data-driven strategies you can take to measure the success of the hit.

Big Data, Small Data: Making the Most of the Data Available [Webinar]

Media Bullseye

Businesses now generate and store mountains of data about their work and customers. With more available data than ever before, professionals have the opportunity to analyze and learn from it. Communicators in particular can review data to tell compelling stories and improve how they share information. Many professionals, however, lack experience with and knowledge of data, both big and small, and struggle to process and leverage these sets of information.

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

Shift Communications

April 1, 2016 – Boston, MA – Cloud-based computing and artificial intelligence represent the future of content creation, distribution, public relations, and marketing. 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. 2014: ZIPR Mobile PR Spokesperson App.

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

Shift Communications

There’s the tide of public opinion – the heat, the energy. s PR reps/trusted advisors/crisis comms ride-or-dies, deny the fire of its resources we shall. This series will touch briefly on the following offerings/capabilities from SHIFT’s PR, marketing tech and creative services teams: Media monitoring. 1 appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Creative Crisis Communications Data-Driven PR Public Relations

The Citizen Analyst Manifesto, Part 1: Introduction

Shift Communications

In the same vein as the citizen journalist democratized media, the citizen analyst is empowered to do independent analysis of publicly available data. Instead of relying on third party analysis in the news, a citizen analyst can pick up the source data and find an answer for themselves, then work with a citizen journalist to shed light on the truth. Why does the Citizen Analyst matter to marketers and communicators? Analytics Data Data-Driven PR Public Relations

Three Public Relations Mega-Trends in 2017

Shift Communications

What does the public relations industry have to look forward to in 2017? Just in news publications alone, we saw an astonishing 72 million news stories written in 2016 according to Google News, an all-time high. The most cutting-edge public relations and media relations professionals will be investigating the forefront of artificial intelligence and how it can be used to generate massive amount of relevant content. Analytics Data-Driven PR Marketing Media Public Relations

Now What? How to Stay Top-of-Mind Post-Launch

Shift Communications

Media relations is a core part of any PR program, and in this case having a steady, ongoing media effort will help you remain a part of the conversation. Seek out opportunities to build relationships with reporters or to become regular contributors to a publication (Inc., but also consider trade publications that cover your industry. Find what works best for your audience and map out a PR plan that will help ensure you’re always a part of the conversation.

IBM CDO Strategy Summit Roundup

Shift Communications

SHIFT Communications and NATIONAL Public Relations sent a team of three to the Boston CDO Strategy Summit to learn and share data-driven experiences. What’s on the minds of Chief Data Officers as we talked for two days about key issues in data? With such significant investments in AI, CDOs shared concerns about AI governance, especially around generated data such as meta-data. Implications for Marketing and PR.

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. So, what measurable trait helps us determine the effectiveness of PR? The Most Important Metric in PR Today is Branded Non-Negative Search. Public relations creates mindshare.

Why automated sentiment analysis is broken and how to fix it

Shift Communications

One of the most difficult challenges reporting and analytics face in public relations measurement is sentiment analysis. 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

How to build communities of social media influence

Shift Communications

As marketers and communicators, we have focused relentlessly on the single influencer. The post How to build communities of social media influence appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Advertising Data-Driven PR Influence Marketing Marketing Technology Public Relations Strategy This is the megaphone, the broadcast personality who has the biggest reach, the biggest audience, the loudest voice.

New SHIFT eBook: Predictive Analytics and the Future of PR

Shift Communications

Modern companies and organizations have the capability to leverage data to produce insights and data-driven business decisions. As such, the future of business is in large data sets and the observations derived from the analysis. Public relations, a communication-driven field, can and will continue to benefit from this futuristic tool. By definition, it’s the “statistical discipline of predicting what’s likely to happen based on existing data.”

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Communicators shine spotlight on value in preserving data

Media Bullseye

Recently, Media Bullseye published an article on big data , its availability, and how it can be used to benefit PR. Big data and access to it has also made news on a larger scale in the months following the US presidential election. In a recent New York Times article , Amy Harmon discussed a growing community of data-minded people who are working together to back up the breadth of data hosted on government sites. What does this mean for the PR industry?

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Getting Your PR Measurement Program in Shape for 2016

Shift Communications

That does not mean we are left without resources to help define PR success and set the agenda for an even more data-driven PR program in the New Year. You have gathered the data to defend your program, you’ve run data-driven analysis and you’re ready to create an even better PR plan for 2016. How do you make the most of that data? Check out our PR measurement tool. Analytics Data-Driven PR Public Relations

How to find a 10x Marketer, Part 1: Introduction

Shift Communications

As the Digital Marketing and Data Driven PR environments become more competitive, your goal should be staying one step ahead of your competition. You have all the latest tools, read all the industry publications, and know all the big players. I’ve worked in areas such as public health research, IT, sales, marketing, and software engineering.