Survey: Measurement, storytelling cited as top weaknesses

PR Daily

A wide range of communicators—from public relations pros to human resources specialists—perceive measurement as their major Achilles’ heel. A Ragan survey of 576 communication professionals reveals that most place measurement at or near the top of their weaknesses. A majority of internal communicators, PR professionals, social media specialists and human resources communicators placed “Measuring the impact of your role” at the top. Measuring the impact of your role: 50%.

5 storytelling lessons from Square’s COVID-19 campaign

PR Daily

Storytelling has become a buzzword in business communications. Is “storytelling” on it its own really enough to make your brand stand out? The truth is: You have to be a great storyteller to break through the digital noise.

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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? Chad Latz, chief innovation officer and global president of digital for Burson Cohn & Wolfe, says the new tools available for measuring campaigns change everything. So, what should you measure?

Creative Storytelling: Picture This: It’s Not Just the Words – It’s What You Do with Them

Waxing UnLyrical

It’s talk-show-meets-freak-show with popular contemporary music added in for good measure. The great Brian Solis, who I had the pleasure of seeing live in 2013 as keynote speaker at the PRSA’s International Conference, recently published this article on LinkedIn about creative storytelling. Solis says that 550,000 LinkedIn members describe themselves as storytellers. Lots of resources are out there to guide us on our creative journeys.

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. This dilemma is the focus of PR Daily’s Media Relations & Measurement Virtual Conference May 14–15. Measurement and PESO. More than ever, communicators must be creative storytellers who can translate numbers into moving narratives that influence decision-makers.

Performance Storytelling: Integrating Analytics and Creativity

Onclusive

Ty Shay, CMO of Norton LifeLock, will keynote the conference with the session “Performance Storytelling.” In this keynote session, Shay will share how Performance Storytelling differs from traditional marketing and communications strategies and outline a roadmap for success for CMOs to truly embrace the change. He describes the major differences with Performance Storytelling from traditional marketing strategies: “Performance Storytelling integrates both analytics and creativity.

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. Although many companies retain a PR firm to increase awareness, which at its most basic can be measured by volume and tone of coverage, PR can do so much more. Advance legwork can improve the odds of achieving measurable impact.

Adding storytelling to technology in developing ‘Innovation Relations’

PR Daily

An agency keen on creativity cultivated this practice dedicated to building reputations for innovation leaders. As a passionate public relations professional, I am always evaluating new ideas and business models that benefit our clients and inspire creativity and growth. RELATED: Joins us in New York City for our Media Relations and Measurement Summit ]. The post Adding storytelling to technology in developing ‘Innovation Relations’ appeared first on PR Daily.

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. Below are a few ways you can amp up your storytelling, stemming from insights, ideas and case studies explored at the 2015 xPotomac Conference. Measure Your Niche’s Density.

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. I’ve spent more than 20 years honing video storytelling skills with my team at MediaSource. So when you’re considering video storytelling, here are four key steps, from strategy to assessment: 1.

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. Nonprofit Storytelling: The Opportunity. Stories affect change and we are storytelling animals, according to Jonathan Gottschall’s The Storytelling Animal : “Did you know that the more absorbed you are in a story, the more it changes your behavior? The Science of Storytelling. Nonprofit Storytelling: Cutting Through the Clutter.

Marrying creativity and accountability in PR

PR Daily

One question plagued me that day: Why did public relations practitioners who attended the working sessions express concern about being labeled “creatives” while PR’s most notable creativity evangelizer was the keynote speaker? In two sessions I attended, the presenters noted that PR practitioners are often known internally as “creatives” or “idea people.” It''s known for spin instead of sincerity, and media releases instead of measurable outcomes.

State of Content Marketing 2019: Creativity Strikes Back

Contently - Strategy

Creativity strikes back. Slowly, they brought on other smart people with great storytelling skills to join them in the fight. If you’re looking for a reason to be optimistic about content marketing, it’s the fact that more people with the special combination of storytelling skills and business savvy like Margaret are now in charge of major marketing. The post State of Content Marketing 2019: Creativity Strikes Back appeared first on Contently.

#CreativePR: Measurement and Data-Based Insights

Marketwired

In today’s most noticeable creative PR strategies, measurement and data-based insights are key. Before you begin a creative PR campaign, define your specific goal(s) and detail how your strategy and tactics support it.”. CreativePR: Measurement and Data-Based Insights Click To Tweet. be creative and aesthetically pleasing, if they don’t convey an idea that helps to serve the PR pro’s greater purpose, they’ll be a wasted effort.

11 creative ways to pump up your content marketing game

PR Daily

Measuring it. RELATED: Join us for the Brand Storytelling and Content Marketing Conference at The Coca-Cola Company.]. Ever wonder where people find out that it’s National Clean Up Your Desk Day or World Creativity and Innovation Day? Coming up with fresh, new and exciting ideas for your organization isn’t easy. Jeff Bullas identified eight main barriers to your content marketing plan: 1. Finding inspiration and ideas for the content. Creating it. Making it relevant.

Report: Overcoming creative marketing professionals’ biggest challenges

PR Daily

From outstanding infographics to engaging videos, creative elements can make your marketing campaigns pop. As more and more marketers work with creative professionals and teams within their organizations—including designers, editors and other creative leads—it’s important to understand how best to make your teams work together to achieve your goals. How can communicators of all stripes help the marketing creatives they work alongside? The creative brief.

Data and Storytelling: PR’s Peanut Butter and Jelly

Waxing UnLyrical

I’ve been thinking a lot about when a whole is greater than the sum of its parts and I’ve decided to declare that the PR industry’s equivalent to PB&J is data and storytelling. PR pros are very familiar with the deliciousness of storytelling. But an area PR might not be as well versed in is data and how complementary data can be to storytelling. Don’t be afraid to let data be the peanut butter to your storytelling jelly. Guest Post by Leta Soza.

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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

The software company recently announced that it left millions of Creative Cloud subscribers’ information unsecured for roughly a week, potentially exposing their emails, member IDs and other information. MEASURED THOUGHTS. LinkedIn released a survey that revealed that most digital marketers (77%) measure ROI within the first month of their organizations’ sales cycles—and, by doing so, miss the true value of their efforts.

BuzzFeed to acquire HuffPost, YouTube launches audio ads, and Nintendo issues marketing rules for ‘Animal Crossing’

PR Daily

MEASURED THOUGHTS. If you aren’t sure what creative to use, you can use Video experiments to run a test and get results quickly and at no extra cost. Tap into Tailwind to expand and measure your reach on Pinterest and Instagram.

The question that brand storytellers must ask

PR Daily

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. RELATED: Get the newest advances in PR measurement, media relations and PR storytelling at PR Daily World in NYC. From the very beginning of any creative campaign, address consumer’s needs directly, instead of trying to lead them to buy something they don’t want.

More on PR2020: social media activism, internal comms resurgence, storytelling and professionalism

Stephen Waddington

There were some clear misses in my original essay: social media activism, internal communications, storytelling and professionalism in PR. In the shift to data driven programmes there’s a danger that we lose sight of creativity. Creative and content, the keys to good storytelling, are frequently overlooked elements of PR. They lie at the heart of inspiring conversations and storytelling. Time served is the typical measure of competence of PR.

How communicators can improve financial literacy—and secure a better seat at the table

PR Daily

Income statements, which show what an organization earned from its operations and measures results over a period of time. The ongoing fallout is calamitous, but the pandemic is forcing companies to innovate, refocus and get creative.

KFC suspends ‘finger lickin’ good’ during COVID-19, McDonald’s introduces Spicy Chicken McNuggets, and personalized email pitches net 83% positive replies

PR Daily

Why it’s important: As COVID-19 continues, brand managers will have to get more creative to find ways that help them grab consumer attention as well as headlines—without causing backlash or criticism. MEASURED THOUGHTS.

Triple Shot: Visual Storytelling Tools

prTini

Each month, I’ll share two that I recommend using to boost different areas of PR, starting with visual storytelling. And, since this is the first edition of 2015, I’m throwing in one extra tool for good measure. As more brands focus on showing their stories instead of just telling them, the platform is also emerging as a go-to visual storytelling tool (some are even calling it “the next big thing” for PR ).

Is it time to refresh the Barcelona Principles?

PR Daily

PR pros report that proving value to leaders remains a key concern, despite almost a decade applying the vaunted measurement guidelines. Measurement has never been more important for PR practitioners. Yet PR pros have been debating the finer points of how to measure their campaigns for over a decade, the foundational text for many being the Barcelona Principles. The idea, he says, was to stop measuring inputs and start looking at outputs. “It’s

The New Measurement: Shifting from Traditional PR to Growth PR

Waxing UnLyrical

Although PR and communications have always been about telling a brand’s story and managing its reputation, the way that we create and amplify that story, in addition to how (and when) we measure our success, has shifted from creative campaigns built over weeks on best guesses and gut instinct to data-driven, real-time, iterative storytelling with metrics that tie back to provide revenue indicators and accelerate customer funnel activities that impact the bottom line.

Dickies embraces ‘digital-first’ approach in global campaign

PR Daily

The workwear brand partnered with “makers” to create video content that highlights the dignity of work and how creativity can unite the world. Video has become an essential storytelling asset for companies of all stripes, as captive audiences voraciously seek and consume online content.

4 ways OKCupid handles media relations during COVID-19

PR Daily

At the core, all communication and media professionals are storytellers,” Kaye says. You don’t have to send hundreds or thousands of survey questions to get data that supports storytelling effort. Lean on creative assets and share them on your owned social channels for maximized exposure.”. COVID-19 Crisis Communications External Communications Measurement Media Relations PR Industry Research Social Media Storytelling Visual & Video Communications Writing & Editing

Hearst president resigns after sexual harassment claims, Twitter to test subscriptions as revenues fall, and Seattle’s NHL team releases the ‘Kraken’

PR Daily

You can take a page from Hotel.com’s playbook by offering creative ways to alleviate consumers’ pain points, whether it’s through offering ways to dream of future vacations or through resources that make staying at home/working from home easier and more comfortable. MEASURED THOUGHTS .

Can corporate communications stay in the spotlight post-COVID?

PR Daily

Over the last decade, PR pros became enamored with words like omnichannel, PR-led creative and disruptive marketing. Any creative will tell you it’s not hard to come up with a good idea. By nearly every measure, 2020 has been a terrible year for agencies and marketers.

What lies ahead in 2020? Predictions from 20 industry experts

PR Daily

What’s ahead for storytelling, the ‘trust gap’ and the vexing matter of ROI measurement? I think brands will need to become story makers as much as storytellers. For all the hand-wringing that came from Instagram removing public-facing “like” counts on photos in late 2019, I actually hope that this hints at a broader shift away from vanity metrics—which speak mostly to ego—and toward deeper measures of how we connect with our audience.

How one podcast anchors a community-building campaign for nurses

PR Daily

Through storytelling, SHIFT hopes to lift up the voices of frontline health care workers who are often ignored or silenced. The decision to center the campaign on a podcast was based partially on the popularity of the format, but also on the storytelling power of digital audio.

9 ways to climb a shaky career ladder

PR Daily

Stay creative. It will be defined by being digital, mobile, measurable and engaging—in terms of reaching stakeholders and in delivering compelling content.”. Level up your storytelling. In return, we were able to spend time with the animators and storytellers.

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Hasbro and Scrabble association ban slurs, United Airlines might lay off up to 36,000 employees, and 51% of PR pros are burned out

PR Daily

MEASURED THOUGHTS. Consider taking this tack or employing another creative way to pitch a competition in the future. We asked what you consider the biggest measurement myth that challenges your efforts to prove ROI, and nearly 45% of you said believing you can’t prove PR wins remains a top obstacle. Roughly 21% said the myth of data not lying is a stumbling block, while 18% said believing key performance indicators don’t matter can stunt measurement efforts.

50 ways communicators can navigate the ‘new normal’

PR Daily

The need for effective and creative communications has never been more essential. Measurement: “Nice-to-know” data really doesn’t exist anymore. You need clearly defined goals for your comms efforts and a defined plan for measuring your progress.

Airbnb lays off 1,900 employees, Nike donates 30k shoes to health care workers, and James Corden debuts a ‘Pet Gala’

PR Daily

MEASURED THOUGHTS. The creative effort is a great example of a way you can reinvent an an event, holiday or happening that’s no longer happening during the pandemic. In addition, one survey participant will be randomly selected to win a complimentary ticket to PR Daily’s Media Relations & Measurement Virtual Conference. Also: How brand managers can strengthen relationships during COVID-19, Tinder to offer video chat feature, a corporate buzzword battle, and more.

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. You can see information on top topics and audience behaviors, as well as current industry trends and better performance measurement on campaigns on the platform. MEASURED THOUGHTS.

Spotify tests ‘Stories’ feature, Salesforce mulls Slack acquisition, and ‘pandemic’ is Merriam-Webster’s word of the year

PR Daily

Rachel Eyre, the head of brand communications and creative at Sainsbury’s, said: “We strive to be an inclusive retailer and we’re proud to unite with our industry colleagues to stand up against racism. MEASURED THOUGHTS. Also: U.K.

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What makes a perfect product video?

PR Daily

That means putting your product through its paces, and potentially getting a little creative. RELATED: Join us for our Brand Storytelling During a Crisis Virtual Conference ]. Measuring your performance.

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6 tips for protecting brand reputation in 2021

PR Daily

Many organizations quickly pushed through new online systems, such as Microsoft Teams and Workplace from Facebook, along with increased cybersecurity measures, e-commerce platforms and more. How are you preparing to safeguard your most precious business asset?