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.

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. What It Means to Be Data-Driven.

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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. Vice President, Marketing Technology.

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 7: Refinement

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. What if we looked at our data more granularly?

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.

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. How to Pitch a Data-Driven Pitch with… Data!

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. “It

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. Our platform of choice to help our clients make PR impactful is Google Analytics™.

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.

PR and the Marketing Technology Skills Gap

Shift Communications

Keeping pace with the rate of change in marketing technology has become a full time job. Heck, just keeping up with the news is a challenge, never mind closing the gap on technological skill sets you need to execute effectively. Media Lab and Deloitte launched the joint project Data USA. So, how in this wave of ever changing technology do we keep our heads above water here at SHIFT? Want help integrating marketing technology into your strategy?

Top Data-Driven PR Trends of 2016: Interactive Infographics

Shift Communications

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. Audiences can slice and dice data to find the information they care about most. What does it take for PR teams and organizations to create interactive infographics such as these? They typically require a data analyst to gather, clean, and prepare the data for visualization.

How to Research Industry Trends Hassle-Free

Shift Communications

The ability to tap into this knowledge can help inform owned, earned, and paid media of your organization’s PR and marketing efforts. Well, first it’s a free media monitoring tool and while other tools may give more analytical data about coverage, they also can eat into a budget. While Twitter isn’t the center of attention when it comes to social media platforms these days, it is the most transparent with its data. along with post content data.

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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IBM Vision: The Future of AI and Public Relations

Shift Communications

We see this happening in the communications and PR industry. 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. The Data Science Shortage. Data science faces an enormous labor shortage. Public relations will be impacted by data science in several ways. Vice President, Marketing Technology.

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.

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. Thanks to technologies like cloud computing, ubiquitous Internet access, mobile devices, and machine learning, the pace of change will only increase. The 2018 PR Mega-Trends. Hyper-Segmentation of News Means Hyper-Segmentation of PR. PR Professionals Blindsided by Rich Media. Advanced PR Practitioners Embrace AI Fully.

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Opinion Out, Data In

Shift Communications

We trust our guts (and have an implicit bias) that our brilliant idea will work best to meet our marketing goals, rather than trusting the data to suggest what will and won’t work. The solution is simple: opinion out, data in. To make data-driven PR work, we must rely on data, not opinion or instinct, to make decisions and come up with ideas that lead us to success. We start with data from past campaigns, past events and past goals.

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How to build communities of social media influence

Shift Communications

Vice President, Marketing Technology. 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 As marketers and communicators, we have focused relentlessly on the single influencer.

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. Account Manager, Marketing Technology. The post How to find a 10x Marketer, Part 1: Introduction appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin.

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 Reach Top-Tier Influencers on PR Budgets

Shift Communications

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? This is a modern twist on an age-old PR strategy: by creating awareness in publications that our target audiences read, we help our companies and clients grow. The best PR professionals will never deliver impact if they land great hits in the wrong publications. Vice President, Marketing Technology.

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. We use digital marketing tools in public relations to assess the quantitative impact of PR activity. There’s nothing wrong with quantitative data, especially if you want to answer the question, “ what happened? ”. The Root Cause of Lack of PR Impact.

3 Reasons Small Business Needs Social Media

Shift Communications

Here are the top three benefits of having a robust social media presence: A World of Glorious Market Data. Useful – but not quite as powerful as the truths their data can untangle. With plenty of free analytics tools available, there are many of options for interpreting this data. On top of that, free tools like Iconosquare for Instagram and Google Analytics can provide data on other platforms that don’t have sufficient native offerings. We’ve all seen it before.

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! Vice President, Marketing Technology.

The plural of anecdote is not data

Shift Communications

Scientific data tells us that a rooster crowing does not, in fact, cause the sun to rise. While this may be a silly example it demonstrates the point that the plural of anecdote is not data. We need to be diligent and disciplined about data collection. Data is all around us. Almost everything we interact with is collecting some kind of data. Our phones, our computers, our watches, even our cars collect data about us. Account Manager, Marketing Technology.

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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. Our profession is becoming more data-driven by the day; our world is becoming more data-driven.

How to Use Analytics to Build Your 2015 Marketing Plan

Shift Communications

As marketers, PR professionals, and advertisers begin to wind down the year (save for those in retail who are firing on all cylinders right now), one of the top things you’ll focus on in 2014 is reviewing the numbers. However, all of this data processing may not necessarily lead to any insights or any strategic changes; in many cases, we’ll be publishing massive quantities of shelfware that will go unseen. Vice President, Marketing Technology.

Find your Brand’s Optimum Facebook Strategy

Shift Communications

To answer that question, we did our homework using our own data in a research experiment to determine what strategy worked best for our audience (i.e. if you want to replicate this for your own purposes, use your data, not our conclusions ). Overall, our experiment gave us nine weeks of data. Vice President, Marketing Technology. The post Find your Brand’s Optimum Facebook Strategy appeared first on SHIFT Communications PR Agency | Boston | New York | San Francisco.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

CEO Mark Zuckerberg reiterated that VR will be the firm’s focus in 2016 with the launch of its Oculus VR headset and technology in Q1; Samsung’s VR technology will integrate with Oculus by the 2015 holiday season. Concurrent with this technology release, Facebook continues to make significant investments in video integration in its news feed. Are you ready for this level of technology? Vice President, Marketing Technology.

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. Vice President, Marketing Technology.

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{PR}edict: Predictive Analytics and the Future of PR, Part 2

Shift Communications

The foundation of predictive analytics is one familiar to modern PR practitioners: data. What Data Do We Need for Predictive Analytics? To make accurate predictions, we need data with three attributes, what I call the three Cs: Clean. If our data lacks any of these attributes, creating reliable predictions will be impossible. Clean Data. Prediction is nothing more than sophisticated mathematical extrapolation of existing data. Compatible Data.

Data-driven still needs human decisions

Shift Communications

Data would say to us, syndicate this, talk with people on reddit about it, take action. ” Data makes humans smarter, provides direction, and keeps pushing us to question what we think we know. We don’t deny that data is valuable when it comes to making human-driven decisions. However, being data-driven does not leave in entirety the decision-making up to machines. Account Manager, Marketing Technology. Data-Driven PR Social Media

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Should you stop using hashtags in social media content?

Shift Communications

This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Rather than guess, let’s take a data-driven approach. Vice President, Marketing Technology. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Analytics Data Data-Driven PR Marketing Social Media StrategyDo hashtags matter? Should social media managers be skipping the hashtag?

B2B Marketers: Even more data is coming, are you ready?

Shift Communications

The world seems awash in data with trends like IoT, wearables and big data dominating the headlines. They are most concerned with data that falls into their marketing domain (email, web traffic, social, earned media measurement) and feeding sales as much as possible. Data is Just for Consumers and Science Projects, right? Data, both its growth and value to marketers and their audiences, is growing across all spectrums. So, you think you’re data-driven….

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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. Vice President, Marketing Technology.

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

Shift Communications

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. HAROLD is based on the proven TensorFlow multidimensional data array artificial intelligence software, first developed by Google Brain, part of Google’s Machine Intelligence division. 2014: ZIPR Mobile PR Spokesperson App.