Onclusive

FEBRUARY 2, 2022

This is where your research on what impactful authors write about and in which style comes in handy. Since you’re writing to real people and not just email addresses, your communication must create and nurture a connection. Then answer this question in your intro. Explain how the story will benefit the reader.

Pitching 195

Pitching Data Technology Storytelling 195

Presspage

JUNE 23, 2021

Download our free newsroom inspiration guide to see how some of the world’s leading brands have structured theirs. Measuring ROI Measuring return on investment has been in communicators’ challenges lists for a long time. With online data on the rise, the cry for measurable results has become louder.

Communications 210

Communications Measurement Tools Enterprise 210

Mindful Marketing

JANUARY 12, 2017

As I wrote about in my last post , my approach to PR measurement has evolved over the years. In my last two jobs – one agency and one in house – I’ve used SeeDepth to monitor and measure results. Defining share of voice: When asked to measure share of voice, you should first ask “Share of voice for what, specifically?”

Measurement 60

Measurement Analytics Agency Data 60

PR 20/20

SEPTEMBER 29, 2022

The TL;DR version: Just because you’re writing for a B2B audience doesn’t mean your message can’t be creative. Take legal writing, for example. Just because you’re writing technical copy doesn’t mean you can’t keep raising the bar. ?. Measure, measure, measure. Upgrade your content marketing strategy.

B2B 61

B2B Creativity Content Marketing Measurement 61

Beyond PR

JUNE 28, 2016

If the agency’s role is evolving, though, so must the approach to PR measurement. Ad value is calculated by measuring the column inches (in the case of print) or seconds (in the case of broadcast media) and multiplying these figures by the respective medium’s advertising rates (per inch or per second). An Alternative to Ad Value.

Measurement 73

Measurement Advertising Advertising Agency 73

Sword and the Script

MARCH 24, 2015

The paper traces the use of pageveiws for measurement to online advertising, where CPM, or cost per thousand pageviews, became standard for advertising fees. Yet pageveiws became the default unit of measurement, according to Contently, out of familiarity as brands transitioned to the publishing focused model in content marketing.

Content Marketing 60

Content Marketing Measurement Marketing Analytics 60

Cision

OCTOBER 6, 2016

It’s everything from becoming a regular contributor on a media website to having a newspaper or trade publication write about you to appearing on the noon news to talk about your company. It’s incredibly difficult to measure a direct return-on-investment from most traditional media relations efforts. Shared Media.

Media Relations 331

Media Relations Newspapers Measurement Social Media 331

Waxing UnLyrical

AUGUST 3, 2015

A lot has been (and continues to be) said about measurement, but when you’re in the market for measurement strategy, it’s always smart to revisit some classics. Eight Great Myths Of Social Media Measurement. Communication Planning: Measurement Comes First And Last. AMEC’s Social Media Measurement Framework.

Measurement 40

Measurement Strategy Social Media Analytics 40

Waxing UnLyrical

JANUARY 7, 2015

What do you do if you’re constantly inundated with questions on PR measurement, even if everyone seems to have written a book on them? Why, you write a book, of course! Writing the book on PR measurement. So now everyone can stop asking me when I’m going to write a book! And measurement.

eBook 40

eBook Measurement Writing Community 40

The Resolution Blog

MARCH 22, 2019

In the past, calculating the AVE of a piece was the go-to method for measuring how much placements were worth compared to paid-for advertising activities. Say, for example, your coverage achieved 50 brochure downloads. Find out how many downloads typically lead to a sale. Putting a price on PR coverage is notoriously difficult.

Measurement 120

Measurement Google Examples Data 120

Onclusive

SEPTEMBER 20, 2017

PR professionals and communicators, however, have not, as a whole, significantly changed how they measure their success. CMOs and CEOs are starting to ask: Why can’t PR be measured and attributed the way that marketing efforts can? The typical response is that PR ROI and Earned Media are more difficult to measure.

Analytics 170

Analytics Measurement Data Technology 170

Waxing UnLyrical

OCTOBER 14, 2011

I’m presenting on Monday at 3:30 pm ET (would love to see you there if you’re headed thataway) on practical measurement. Now, if you’ve seen/heard me talk about measurement before, you can skip my session. When I speak, or write, on measurement, there are six points I typically touch on: 1.

Measurement 69

Measurement Conference Case Study Meeting 69

Cision

SEPTEMBER 21, 2016

Then set up a series of emails that will follow that initial download email. Once you create the copy for these, use your automation software to set up the emailing schedule, such as “Email one is sent four days after Download Email.”. Writing Press Releases. Write a few articles a week and schedule them in advance.

Marketing 120

Marketing Comparison eBook Social Media 120

Waxing UnLyrical

AUGUST 26, 2015

There’s a magazine and intranet to write for, multiple special projects, and internal social media. That, my friends, is why employee communication measurement is in the state it is in. Measurement is absolutely essential. Here are three ways you can measure starting right now, and you don’t have to be a “math” person to do it.

Employee 40

Employee Measurement Communications Internal 40

PRSay

JULY 6, 2020

With so many PR practitioners working from home, employees might have downloaded software or games, or let other personal information leak onto their office laptops. Encouraging your employees to help — while also respecting appropriate safety measures — will raise their morale and foster goodwill. Scrub digital files, too.

Employee 189

Employee Skype Meeting Nonprofit 189

Waxing UnLyrical

JANUARY 29, 2013

So, once they got to know one another and each’s shared passion for changing the world through what each did best … what else would they do but write a book together? She inspired so many people who were new not just to the chat, but to measurement in general, not to be afraid of it. Till then, happy measuring!

Nonprofit 70

Nonprofit Measurement Case Study Social Media 70

Cision

OCTOBER 3, 2015

The dependent variable in this case is your writing, the independent variable whom you are pitching. If a reporter is looking for pictures, send links to where the files can be downloaded, rather than attaching them directly to your pitch. Measure Your Success. Go to Social for Small Talk.

Pitching 120

Pitching Report Social Media Measurement 120

Cision

DECEMBER 18, 2017

If past analytics tell you that blog posts about staying organized do really well in September, you can mark down some possible titles to write in that month. We do that at Cision — use our own insights and campaign tools to understand the market, craft and implement strategy and measure impact.

How To 0

How To Content Marketing Conference Analytics 0

Cision

MAY 15, 2017

They either think that by publishing it, top-tier journalists will see it and instantly want to write about them. In addition to including a link to your site in the About section, offer something else, like: “To download your copy of this special report, subscribe to our email list.”. You have to do the work to get them there.

Analytics 260

Analytics Report Writing Media 260

Sword and the Script

JANUARY 19, 2021

Vendors are giving us reason to be optimistic about public relations technology – from AI that will predict your pitching success to more tangible PR measurement and attribution. So, I started tracking the community and publishing three different writing series on PR technology ( PR Tech Sums , PR Tech Briefing s, and Product Reviews ).

Technology 169

Technology Publicity Software Pitching 169

Sword and the Script

JULY 14, 2020

ROI and proving value The top challenge facing communicators is measuring impact, proving value and demonstrating ROI , according to 50% of respondents. However, in a subsequent question, only about half of respondents “often” or “always” measure their communications efforts. Don’t overlook anecdotes either.

Survey 137

Survey Measurement System Education 137

Solo PR Pro

APRIL 27, 2021

In this post Solo PR PRO President, Karen Swim , shares her approach to pre-qualifying clients ( Solo PR PRO Premium members : see below to download a full questionnaire). You can also ask questions about their goals and how they are measured, which will tell you a lot about their internal culture and what will be expected of you.

How To 110

How To Internal International Pitching 110

Cision

OCTOBER 14, 2016

“The more your teams can measure, the more you can see where to invest,” writes Laurie Smith in Aligning Strategic Communications with Business Goals. But start out with one change so you can measure the impact that tweak had. Or maybe email marketing is still strong and steady, while your online ads are stumbling.

Marketing 120

Marketing How To Measurement Analytics 120

Beyond PR

JULY 27, 2016

Pay attention to these 12 things when writing a press release for your demand gen content. Audience: You’re not writing a content press release for journalists. Write directly to them and focus on what they care about. Write directly to them and focus on what they care about. Check out Do Your Headlines Measure Up?

Writing 40

Writing SEO Web Content Marketing 40

The Resolution Blog

DECEMBER 30, 2015

We explored automation, discussed measurement and looked into the future. In May, we published our ebook on the future of public relations; ‘PRs Digital Resolution’ Mark Bokowski, Paul Sutton and Behind the Spin write rave reviews. Today 500 copies have downloaded and read. Get yours here.

eBook 120

eBook Measurement Community Technology 120

Cision

APRIL 18, 2017

If not, complete the following exercise: Write down all of the questions you are asked in new business—aka sales—meetings. Write down all of the questions your customer service department is asked. Write down what your domain authority is, which is listed in the left-hand side of the box, right underneath your website’s URL.

Exercises 198

Exercises Google Writing Blogging 198

Sword and the Script

AUGUST 4, 2020

Talkwalker characterized the product as “social measurement and audience insights software.” A press release that Nielsen previously published claimed it was the “only social measurement solution that measures both organic and owned social TV activity.” Pricing wasn’t listed, because…you have to talk to sales!

Media Relations 149

Media Relations Media Print Software 149

Waxing UnLyrical

MARCH 11, 2015

“If you can’t measure it, you can’t manage it.” Odds are that you’ve heard someone say that PR can’t be quantified, or social media ROI can’t be measured, or that a media impression or social post generated an advertising value equivalent (AVE) of hundreds of thousands (or millions) of dollars.

Measurement 40

Measurement How To Analytics Customer Service 40

Cision

APRIL 25, 2015

You can, and should, write a press release and send it to your targeted media group to drum up publicity. Measure your results. Measurement can often be the toughest part of any content marketing campaign. How many people downloaded the podcast? How many people heard the CTA during and asked for a demo?

Film 120

Film Content Marketing Analytics Measurement 120

Beyond PR

OCTOBER 6, 2016

Not all that long ago a press release’s effectiveness was measured solely in terms of earned media coverage and the ad equivalency value of that coverage,” writes Melissa Walsh in Proving It: Going from Press Release Performance to Measuring Brand Perceptions. Take press releases, for instance.

Nonprofit 103

Nonprofit Measurement Writing LinkedIn 103

Burrelles Fresh Ideas

SEPTEMBER 12, 2023

You can download the subsequent white paper and see the complete list of evaluation criteria here. It’s worth noting that 83% could opt to take new, specific measures toward demonstrating “strong elements of good practice” in codifying ethical tenets. *A grant from PR veteran Mary Beth West, APR, FPRCA, fully funded the study.

Ethics 110

Ethics Industry Publicity Analysis 110

Stephen Waddington

MARCH 10, 2019

Measurement, PR management lessons from the 50s, inaugural Comms School session, AI is marketing lipstick, wisdom of middle age, and Insta woe. I shared a thread on Twitter this week about measurement that proved so engaging that I thought I’d use it to kick off this week’s letter. Effective measurement isn’t easy.

Marketing 81

Marketing Measurement Government Report 81

Presspage

JUNE 23, 2021

Download our free newsroom inspiration guide to see how some of the world’s leading brands have structured theirs. Measuring ROI Measuring return on investment has been in communicators’ challenges lists for a long time. With online data on the rise, the cry for measurable results has become louder.

Communications 78

Communications Measurement Tools Enterprise 78

Cision

SEPTEMBER 26, 2016

If left to my own devices I write in a passive voice, I habitually use compound sentences, and my vocabulary choice is less than ideal (humblebrag – I use too many syllables). On a weekly basis, I get a platform to the communications and marketing communities and need to write effectively for them. Tools to improve your headlines.

Tools 120

Tools How To SEO Writing 120

Sword and the Script

FEBRUARY 2, 2022

Second, these weren’t just emails lists from downloaded content – but communities of engaged readers. For example, the domain authority (DA) metric invented by Semrush rival Moz, has become the defacto standard for measuring the quality of third-party sites. Further the transactions create buzz and coverage.

SEO 132

SEO Content Marketing Marketing Software 132

Marketwired

APRIL 12, 2016

Last year, Serial – a serialized whodunnit chronicling the arrest and conviction of Adnan Syed for the murder of high school classmate Hae Min Lee in 1999 – became the fastest podcast ever to reach five million downloads and solidified its reputation as “ podcasting’s first beakout hit.”. How is it relevant to that audience?

Advertising 100

Advertising Advertising Television Radio 100

Waxing UnLyrical

JUNE 24, 2019

I couldn’t write a post for Shonali Burke and Waxing Unlyrical without talking about how you measure the disco dancing success. As with any campaign, start with measurable goals and KPIs. Engagement numbers are great, but marketers need to move toward finding a way to measure actual ROI. Under the Disco Ball.

Measurement 95

Measurement eBook Tools Survey 95