Shift Communications

FEBRUARY 3, 2015

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. Meet Shannon.

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Onclusive

APRIL 15, 2020

This is a continuation of our April blog series focused on helping communications teams get the credit they deserve and the resources they need by making a key shift to data-driven PR and communications. First things first: how do you define attribution? million in revenue).

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Shift Communications

MARCH 19, 2015

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. This is a core challenge of data-driven PR.

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Shift Communications

JANUARY 4, 2016

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. Click to view the live infographic and work with the data. Vice President, Marketing Technology. Christopher S.

Data-Driven PR 60

Data-Driven PR Infographics Data Trends 60

Onclusive

APRIL 15, 2020

This is a continuation of our April blog series focused on helping communications teams get the credit they deserve and the resources they need by making a key shift to data-driven PR and communications. First things first: how do you define attribution? million in revenue).

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Data-Driven PR Measurement Data Travel 195

Onclusive

DECEMBER 6, 2017

Unfortunately, 82 percent of practitioners say they have no way to evaluate the return they receive on PR. PR coverage has typically been measured by media outlet audience size. In 2012, Gartner predicted that by this year (2017), the CMO will spend more on technology that the CIO. Identify PR funnel accelerators.

Strategy 294

Strategy Data-Driven PR Measurement Enterprise 294

Shift Communications

MAY 22, 2017

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. A significant portion of everyday work in public relations is dealing with unstructured text, such as: Client emails. @Uber has no cars.

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Publicity Analytics Data Advertising 166

Shift Communications

DECEMBER 9, 2014

One of the core tenets of effective public relations is building the right audience. You don’t need to be as popular as Taylor Swift in order for PR to deliver real results to the bottom line as long as you have the right audience. In this example below, how are we doing? Do this exercise with your own data!

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Measurement Data-Driven PR How To Exercises 161

Onclusive

SEPTEMBER 20, 2017

Without PR attribution, communicators only know the top of the funnel, i.e., which publications wrote about their brand. Make Data-Driven PR Decisions. Truly understanding the customer journey from PR through to sale is a tough challenge that few technologies provide.

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Shift Communications

NOVEMBER 24, 2014

When you’re looking at the data for 2014 in order to formulate ideas for 2015, start by looking for outliers. Look for unusual events that are worth noting, spikes in your data that clearly stand out. Here’s an example from web analytics: Look at those four standout events that are above and beyond normal traffic.

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Analytics Data-Driven PR Marketing How To 155

Shift Communications

JUNE 8, 2015

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. For example, I did the above practices during Social Media Marketing World this past March. What’s the goal?

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Data Publicity Data-Driven PR How To 60

Shift Communications

FEBRUARY 20, 2019

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. Not only is it free but it gives you the flexibility and access to public postings on Facebook, Twitter, Instagram, and Reddit.

Trends 142

Trends Industry Wikipedia How To 142

Shift Communications

NOVEMBER 10, 2014

You can use the data provided in Facebook’s Audience Insights to better inform paid advertising targeting and drive content decisions by creating more of the kinds of content your audience likes. Take @SHIFTcomm followers’ Top Interests, for example. Marketing Analyst.

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Shift Communications

SEPTEMBER 15, 2016

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. For example, it’s a rare sight to see The New York Times or The Wall Street Journal provide a link to a company website.

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Analytics B2B Google Data-Driven PR 60

Shift Communications

FEBRUARY 4, 2015

Data, both its growth and value to marketers and their audiences, is growing across all spectrums. Given the integration of software and application-centric computing, every B2B technology and non-consumer enterprise has access to mountains of data that eluded them before. Derek Lyons.

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Shift Communications

MARCH 17, 2015

In my last post , I covered what for me was a particularly egregious misuse of marketing technology, when a bot promoted a white paper with “Fear and Loathing” in the title on the 10 th anniversary of the suicide of Hunter S. Data-driven PR does not equate with programmatic thinking. But creative thinking is the fuel.

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Data-Driven PR Data Technology Print 60

ImPRessions - Crenshaw Communications

NOVEMBER 27, 2018

Our client Uberall is a good example. This is why the best ongoing research programs for B2B PR rely on a combination of client data and third-party paid research. For leading data management platform Lotame , for example, their data and third-party surveys are both important, and they often work together.

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B2B Data Retail Survey 147

Shift Communications

APRIL 1, 2016

April 1, 2016 – Boston, MA – Cloud-based computing and artificial intelligence represent the future of content creation, distribution, public relations, and marketing. HAROLD’s creation represents the first AI employee of a virtual public relations workforce. The Shakespeare example above is real, generated by our AI.

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Employee Data-Driven PR Communications Software 60

Barokas

AUGUST 8, 2017

Reporters at every rung of the media landscape, from high-profile, top-tier publications all the way down to niche, vertical outlets, strive to create the most thought-provoking stories possible. And when data-driven PR strategies are leveraged over time, the results can be especially impactful.

Storytelling 74

Storytelling Data Data-Driven PR Print 74

Shift Communications

MARCH 12, 2018

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. Branded non-negative search is the most important metric in public relations today. Public relations creates mindshare.

Measurement 107

Measurement SEO Policies Reputation 107

Shift Communications

AUGUST 8, 2016

If you’re a truly data-driven PR professional, you want to showcase your analytics chops in every new business/sales presentation. Most PR professionals run into a serious problem every time we go to use Google Analytics in a sales presentation: We’re showing someone else’s data. For training videos and webinars.

Analytics 0

Analytics Google Data-Driven PR Training 0

Barokas

AUGUST 8, 2017

Reporters at every rung of the media landscape, from high-profile, top-tier publications all the way down to niche, vertical outlets, strive to create the most thought-provoking stories possible. And when data-driven PR strategies are leveraged over time, the results can be especially impactful.

Storytelling 60

Storytelling Data Data-Driven PR Print 60

Shift Communications

SEPTEMBER 12, 2017

In the last post, we introduced the idea of predictive analytics in public relations. Public relations would benefit strongly from predictive analytics, forecasting communications needs in advance. The foundation of predictive analytics is one familiar to modern PR practitioners: data. Compatible Data. Stay tuned!

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Analytics Software Data System 92

Shift Communications

NOVEMBER 13, 2017

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. Let’s step through an example. Reach Influencers Through Their Media.

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How To Conference Pitching Software 131

Shift Communications

DECEMBER 21, 2018

Our top posts, the best of Q4 content of 2018, focused on earned media, Google Analytics metrics, and measuring PR success. 3 CATEGORIES OF PR AND EARNED MEDIA. All earned media, like all public relations efforts, are not the same. GOOGLE ANALYTICS 101: 5 METRICS FOR PUBLIC RELATIONS. HOW TO BEST MEASURE YOUR PR SUCCESS.

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Analytics Google Measurement Data 74

Shift Communications

SEPTEMBER 25, 2017

The second scenario where predictive analytics often fails is with black swans – events that are significant and impactful, but could not be foretold from existing data. While much business and marketing data is cyclical, seasonal, and predictable, we still encounter these events from time to time. Confounding Variables.

Analytics 87

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Shift Communications

NOVEMBER 17, 2017

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. How Does Predictive Analytics Apply to PR? What is Predictive Analytics?

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eBook Analytics Data Software 104

Shift Communications

FEBRUARY 29, 2016

PR practitioners must constantly create at the leading edge. As SHIFT CEO Todd Defren has emphasized to clients throughout the years, our public relations efforts must embody at least one of these three attributes: First. ” when you read about the emergence of a new technology, a new tool, a new idea. New is powerful.

Analytics 60

Analytics Google Technology System 60

Shift Communications

APRIL 30, 2015

The reality is, for those of us in the “mid-size” bracket, it’s tough to compete directly against the pockets of the large, public agencies when it comes to growth – whether we are talking about sheer footprint, new services or practice specialties. That may sound elementary; basic even – why wouldn’t you use data to make business decisions?

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Agency How To Data-Driven PR Data 60

Shift Communications

JULY 6, 2015

One of the most difficult challenges reporting and analytics face in public relations measurement is sentiment analysis. Example words which flag as positive sentiment include like, love, enjoy, etc. Example words which flag as positive sentiment include like, love, enjoy, etc. Here’s another example.

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Analysis How To Data Analytics 60

Shift Communications

APRIL 30, 2018

Healthcare is decades behind other industries when it comes to technology so whoever can come in, make a splash and fix it, will be successful. Any company that can inspire consumer behavior change, for example help people stop smoking, start exercising or take their meds will be top of mind. The major takeaway?

Healthcare 68

Healthcare Data Exercises Consumer 68

Shift Communications

NOVEMBER 16, 2015

to agenda-driven data. The cardinal sin to a citizen analyst is deciding what you want to say first, then cherry picking facts and data to support your point of view. For example, an incurious marketer or communicator will simply ask the question, “when is the best time to tweet?” Christopher S.

Data 60

Data Viral Analytics Analysis 60

Shift Communications

MARCH 8, 2016

One of the most valuable lessons I’ve learned over the course of my 17 year professional career – and worked to impart on those I have mentored – is that thinking critically and creatively, showing genuine curiosity, and prioritizing relationship building are THE most important skills to develop as a PR professional. Genuine Curiosity.

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Skype Creativity Education Construction 60

Shift Communications

NOVEMBER 16, 2015

to agenda-driven data. The cardinal sin to a citizen analyst is deciding what you want to say first, then cherry picking facts and data to support your point of view. For example, an incurious marketer or communicator will simply ask the question, “when is the best time to tweet?” Christopher S.

Data 60

Data Viral Analytics Analysis 60

Shift Communications

JULY 24, 2017

For example, G.W. Another data source G.W.’s With CrowdTangle, you can create a list of publications and industry social media pages, then export the posts from the crisis timeframe. His team can provide media techniques and broadcast tips to keep him on his A game, no matter the situation. Assess chatter sentiment.

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Case Study Crisis Management Crisis Study 94

Shift Communications

FEBRUARY 16, 2016

For example, the MLB used Bluetooth Beacons in its ballparks to direct customers to their seats. Push notifications are a another example of brands using an entire mobile device as a canvas for its message. Here’s an example of an app that uses push notifications : Refresh, an app which creates digital dossiers to use during meetings.

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Beyond PR

MARCH 30, 2018

Today, most agency executives only seem to agree on what the limits of AI in PR will be. A bot can’t lay claim to emotional intelligence, a cornerstone of all PR work. The good news for comms pros: It will be a blend of both technology and human insight. The first example is pragmatic AI.

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Publicity Training Technology Data 85