Data-Driven PR Campaign Planning: Part 2

Onclusive

Welcome back to our blog series about data-driven PR campaign planning! This week, we’re concluding the series with an overview of how to craft your messaging, identify the right authors and outlets, distribute strategically and proactively, and finally, measure success.

Data-Driven PR Campaign Planning: Part 1

Onclusive

An impactful PR campaign can attract positive media attention and influence brand awareness, reputation and sales for your brand for years to come. However, to generate that level of clout, PR campaigns require more than just a press release, media outreach or fundraising event.

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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. “It

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.

The Growth PR Playbook

PR and communications now rely on data-driven, real-time, iterative storytelling with metrics that help to manage crises, get ahead of the competition, and impact the bottom line. Learn how to build a Growth PR plan in this Onclusive whitepaper.

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.

Embracing the Data-Driven PR Future (And Math)

Shift Communications

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. Her team receives the data and then releases a study or white paper detailing any notable trends in her client’s industry.

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. These qualitative benefits of PR are as old as the marketing funnel itself. How do you measure in reasonably objective numbers the impact of the PR you’ve received? This is a core challenge of data-driven PR. Share Data For A Better PR Program.

3 Multi-Touch Attribution Models for a Data-Driven PR Strategy

Cision

Data-driven PR may sound like a foreign language, but it’s not as complicated as we often make it out to be. As a result, more data needs to be sifted and analyzed to pinpoint which efforts are succeeding and why. Don’t let the volume of data overwhelm you. Instead, make data your friend. Multi-touch attribution models provide PR professionals with insights by evaluating all touch points. Best Practices Featured measurement

PRTech Is Evolving. Is Your PR Strategy?

Deirdre Breakenridge

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.

Why CEOs Should Invest in PR Attribution and PR Measurement

Onclusive

So what does digital marketing growth have to do with PR? PR and marketing convergence. What smart marketers learned using MarTech and Marketing automation was that their online videos, ads, and email marketing campaigns perform better when integrated with a strong, holistic PR and content marketing strategy. Digital communications attracts and engages customers: What is the New PR? Social media is a game changer, and it starts with PR and communications.

How to Get Comfortable With Data Even If You Don’t Love Math

Deirdre Breakenridge

A Guest Post By Kelly Byrd, PR Engineer, AirPR. With the growth of PRTech options for Big Data tracking and measurement, a knowledge of and comfort with that science has become imperative for leading PR professionals. Being an employee of AirPR , I strongly believe that thoughtful use of data is essential to success. All this Big Data may seem like it’d be a big pain if you’re not a well-versed analytics user, but that doesn’t have to be the case.

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24 Posts to help integrate Google Analytics into your measure PR strategies

Media Bullseye

Recently, Media Bullseye posted an article about using Google Analytics to enhance and assist measurement of PR efforts. Based on the engagement with that article, there is significant interest from the PR community regarding the use of Google Analytics in PR. 6 KPIs to Steer Your Google Analytics Program by Sophie Maerowitz for PR News. 6 ways to prove PR value with Google Analytics by Stephanie Vermillion for PR Daily.

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Getting Your PR Measurement Program in Shape for 2016

Shift Communications

Unfortunately there is no silver bullet measurement tool. 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.

Measurement is meaningless without a careful data strategy

PR Daily

Here’s how to ensure you are being intentional to make a data-powered business impact. “It I had just joined the Global Communications team in IBM after 20+ years of working on all things data for IBM’s sales, marketing, finance, and enterprise transformation. Activate a data mindset.

How to Measure the Success of Video Communications

Shift Communications

However, one area where video-minded PR professionals fall short is how to measure the success of video communications. The old way of measuring video success was simple, if ineffective: how many views did our video receive? Video views are no different; certainly, zero views of our video is something we should correct , but our measurement must not stop there. The Video Communications Measurement Funnel. Video Impact Can Be Measured!

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Building the Plane Mid-Flight: SHIFT’s New Website

Shift Communications

It’s a brochure, a cultural touchpoint and an ideal place for not only aggregating content in one spot but also for measuring how effective your efforts have been in wooing prospects to check out your offerings. The important thing for us, beyond the upgraded look and feel, was to hammer on the data-driven PR aspect. We’re also well on our way to embedding at least one data jockey on every Agency team. Creative Data-Driven PR creative data-driven PR SHIFT

How to measure the quality of your audience

Shift Communications

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. Certainly, you can look downfunnel and see how many closed deals you’re getting in your sales CRM, but if your website is broken or your retail staff are surly, you may not see the results you want no matter how good your PR is. Do this exercise with your own data! Do you have the right audience?

PR & Marketing Should Work Together on Metrics – Media Intelligence Minute

Media Bullseye

In a recent post published on The Measurement Standard , Chip Griffin, CARMA’s CEO of North America, challenged the notion that marketing has perfected their measurement efforts. According to Chip, PR professionals are often told to follow marketing’s lead on measurement, but marketers still often use inaccurate vanity metrics to gauge the effectiveness of their work. Data-Driven PR Marketing Measurement Public Relations Feature

How too many metrics may be worse than none at all

Media Bullseye

Data and metrics have become an important part of the work of public relations professionals. Whereas previously success was measured by the thud of the clip book on the table in the executive conference room—the bigger the “thud” the higher the success rate—now, PR pros are asked to identify, measure, and manage programs based on a wide range of data. And, for the most part, PR is better for it. Data tsunamis.

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Top Public Relations Trends in 2018: Introduction

Shift Communications

In this series, we’ll examine some of the major trends we see ahead and how PR practitioners of all stripes should prepare. Disruption happens to industries measured in weeks and months rather than years or epochs. 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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What data-driven journalism is, and why it matters to PR

Media Bullseye

For the last five to ten years, the phrase “data-driven journalism” has been popping up more and more frequently. There are many reasons for this, from mainstream media sources trying to differentiate themselves from their competitors, to more readily available data sets. What is data-driven journalism—and why should PR pros care? What data-driven journalism is. Using data as the focus of a news story is of course not new.

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Spotify campaign displays fusion of creative content and data

Media Bullseye

PR Measurement pros and data analysts are invested in utilizing numerical information in their work, but for those without an analytical background, hard data can be difficult to work with. With its most recent ad campaign, however, Spotify is proving that data has more versatile uses. On billboards worldwide, Spotify is merging creative content with numerical data to generate successful designs. The melding of data and creative content .

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Transparency and accountability in digital advertising: can P&G make it happen?

Media Bullseye

Any marketer, communicator, advertiser, or PR person who has dealt with measuring and reporting on social platform metrics likely understands one of P&G’s major frustrations: the varying standards for each channel. MRC has issued guidelines for measurement of both desktop and mobile viewable advertising, with the mobile version released in June of last year. Getting measurement standardized for digital advertising is a must for P&G.

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Connecting PR To Business Results

Shift Communications

This question – and its many variations – is a disguise for a much simpler question: How does PR help me make money / not get fired? PR Isn’t Sales. The Impact of PR. The reason we struggle to answer this question, as an industry, is because we are unwilling to invest in the tools, techniques, and strategies that lead to sound, effective measurement. We use digital marketing tools in public relations to assess the quantitative impact of PR activity.

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.

Broadcast news has a measurement problem. PR pros should learn from it.

PR Daily

When thinking about media measurement, there is a risk that your numbers aren’t worth the paper they are printed on. Even for savvy operators who have abandoned advertising value equivalents and other tools that fail to show the real value of PR, the numbers can be skewed.

Review: Measure What Matters Most – A Think With Google Guide for Marketers

Shift Communications

Google’s new guide, “ Measure What Matters Most “, drives home the point of improving outcomes by focusing on the customer journey. It will challenge you to consider all the possibilities of your choices — from what to measure to promotions to measuring the customer journey to proving that your efforts indeed work. Better Measurement. The trouble with having lots of data is determining which to use and how to determine the metrics of success.

How to Build a Data-Driven Public Speaking Program

Shift Communications

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. Build influence in advance of and at an event by identifying who you should be talking with and what you should be talking about through the use of data. Measurement.

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Behavioral science – why a base understanding of it can be useful in PR

Media Bullseye

This is the definition of PR on the PRSA’s website, and essentially, it is about communication—how to communicate with audiences. Whether it is to convince a customer to try a new product or a campaign to get people to take the stairs rather than the elevator at work, a good chunk of PR work is about changing behaviors. So why don’t more PR practitioners study more of the work of behavioral scientists? How PR fits in. Much of PR is the art and science of persuasion.

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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. So, what measurable trait helps us determine the effectiveness of PR? The Most Important Metric in PR Today is Branded Non-Negative Search. If you had to measure only one thing (you don’t), measuring branded non-negative search would be it. A final caveat is that branded non-negative search is the best metric for PR to measure today.

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

Does social media sharing matter?

Shift Communications

Let’s first get our data. I’ll use data from my personal website so as to avoid revealing anything under NDA. The slope of the line is measured with a term named R-squared. The data cannot answer this question for us. We see that for this data set, LinkedIn matters the most (r of.71), followed by Facebook (r of.65), then by Twitter (r of.39, a moderate positive relationship), and finally Google+ (r of.32).

Qualitative versus Quantitative data, and why PR needs to be good at both

Media Bullseye

One of those topic areas in which people’s eyes seem to glaze over are discussions on qualitative and quantitative data. More importantly than keeping the terms straight is understanding why both are so important for PR. Working both types into PR programs is a solid way to add to your measurement metrics for reporting and future planning efforts. Quantitative data. Quantitative data can be conveyed using a number. Qualitative data.

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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. Who should be measured by sales of pies? So Grandpa’s work isn’t without value or quantifiable measurement. It’s just that we have to measure Grandpa on the quality of his work and its output, and no further. If PR is generating the wrong audience, it’s creating the equivalent of rotten apples.

Reenergizing the PR Planning Process

Shift Communications

Every quarter to six months, we work with clients to create a new PR plan for the following quarter or remainder of the year. Naturally, this includes a review of the company’s goals to ensure the program is supportive, trends/topics the client should continue to own, what worked and what hasn’t during the program, and new metrics to measure success. What publications have driven the most traffic back to competitors’ websites? Data-Driven PR Public Relations Strategy Trends

Breaching 140: Who’s Using Twitter’s 280 Characters?

Shift Communications

Some observations we noted: Marketing and PR aren’t making significant use of the new character limits. Let’s look at the Spearman correlation between character length and engagement measures such as likes and retweets in the period of September 1-25, when no 280-character tweets were available: Above, we see no correlation between tweet length and likes/retweets. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

Advanced analytics: position, velocity, and acceleration

Shift Communications

One of the ideas I shared was looking beyond just the data that comes out of the box from tools like Google Analytics, Facebook insights, etc. and using some relatively simple mathematical principles to turn data into insights. A metric of any kind is a snapshot in time of where a piece of data is. If you track how much your position changes over time, you are starting to measure velocity. Go to your Facebook Page and export your data for the last 180 days.

SHIFT Archives: The Best of Q4 Content 2018

Shift Communications

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. As PR pros, we should be familiar with the different types of metrics that demonstrate the success of our work. With a plethora of digital tools, SaaS programs, and technology at our fingertips, it seems we are able to access more and more data. HOW TO BEST MEASURE YOUR PR SUCCESS.

Privacy vs. progress: protecting users from data-gathering

Media Bullseye

With the development of insightful analytic tools in recent years, experts have begun to consider how to implement big data in PR efforts. Despite the potential for using data to improve PR efforts, it is important to consider the impact this information can have on the average consumer, as this gathering of data could blossom into a personal privacy issue. Specific policies and protections must be implemented to ensure safe, proper use of data.