Posts

During the past weeks we have published several of posts on how the Covid-19 related measurements have influenced our business lives, have accelerated trends such as the progressing digitalization and virtual events, triggered changes in social media management and the need for cost effective PR support.

The team of Statista has now summarized trends and changes in our every-day life in an animated infographic. The isometric-style illustration covers trends from remote work and learning to online purchasing habits and video gaming activities.
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Public Relations, PR

This post was originally published by Laurie Davis on the Interprose Voice blog.

Whether it is to increase sales, gain more members, or be seen as a thought-leader in a particular industry, businesses and organizations have a wide variety of goals. And as communication professionals, our job is to help our clients meet their goals. But how do we show movement on these goals? This is where PR measurement comes in. It is the tool to show how communication efforts bring value and help achieve the goals of the business or organization.

Recently, I had the opportunity to attend PR News’ “PR Measurement Conference” in Chicago. Dedicating a whole day to discussing PR measurement, the conference was a great refresher on several solid, time-tested measurement insights.

ere are my top four tips and tricks for PR measurement.

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Content Marketing Strategy

Content marketing remains firmly planted near the top of most brands’ priorities these days. Organizations are weighing their options and trying to figure out what their next step should be. Do they grow their own internal content capabilities and do some trial and error — getting it right is going to require a significant investment in a number of different resources. Or, do they take the less risky route and turn to one of their external agencies to see what they can learn? Well, let’s take a look at the facts.

While the evolution of the Internet and social media is a great thing, it has brought with it the unfortunate side effect of enabling brands to devise some very suspect content marketing activities.

The number one mistake that brands make, without question, is to grossly underestimate the time commitment needed to make content marketing work properly. Content — no matter how great it is — is not a silver bullet that will rocket your business to the top of buyers’ minds overnight. It takes time. Strategic thinking. Dedication. Follow-through. Consistent output. The second mistake is to not put enough effort into figuring out whom precisely they are trying to reach, and what is going to compel them to engage with your brand.

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Statistics, Data, Analysis, Charts

Analysts are often seen as some of the most credible influencers in any given field. Their vendor neutrality and broad knowledge of market players makes them a reliable source on industry trends, developments and projections. That’s why commissioning a report or whitepaper to help highlight your company or client’s industry message, often on best practices to solve business pain points (without an outright company endorsement), can be extremely beneficial.

But, once you have the report in hand, what can you do to promote it to the right audience? Here are five ways that can provide a good starting point to PR and marketing communications teams, as well as to public relations firms themselves. Read more

This post was first published by Blaise Lucey on March Communications’ blog PR Nonsense.

Tracking your content marketing program's results isn't hard, it just requires the right tools.B2B content marketers have come a long way. They’re not writing as much “selfie” content anymore and they’re not writing unhelpful stuff, either.

Sure, there might be a lot of repetitive articles for the sake of search engine optimization (SEO), but who’s not guilty of that?

The creation of content is no longer the biggest challenge faced by B2B content marketing. A lot of executives have heard that this thing called “content” is important for the business, so they’re willing to give it a try. Read more

This post was first published by Martin Jones on March Communications’ blog PR Nonsense.

According to Wikipedia, “magical thinking” is the attribution of causal relationships between actions and events where scientific consensus says there is none. If you replace “scientific consensus” with “hard numbers,” you might have a fitting definition for many digital PR campaigns today.

An agency might write a blog post about a webinar for a client and, the next day, webinar registration goes up. So it must have been the content that drove the traffic, right? Read more

Statistics, Data, Analysis, Charts

Say that your tech company recently got covered in a major tech publication like TechCrunch or VentureBeat. For about a week, you see a pretty big spike in traffic going to your website. Maybe a few people even register for a trial of your product or sign up for your email newsletter. Is all of that traffic related to the article? Could you say that all of it is directly related to public relations outreach?

Coverage is one thing. Getting real, measurable business results from PR is another. March is dedicated to taking the guesswork out of PR. That’s the story of our March Insight division, where our research analysts help show the ROI that clients are getting from each piece of coverage, social media campaign, blog post and more.

In digital PR, metrics are everywhere, so there are a lot of ways to measure PR. If your public relations firm is helping build the brand with press releases, web copy, blog posts and social media channels, here are key ways to measure the outcome.

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This post was first published by Kacey Albertine on March Communications’ blog PR Nonsense.

PR measurement is an art and science that even many of the brightest minds in the industry haven’t quite figured out yet, and certainly not perfected. Earlier this month, the International Association for the Measurement and Evaluation of Communication (AMEC), the UK Public Relations Consultants Association (PRCA) and the International Communications Consultancy Organisation (ICCO) came together to release a powerful guide on PR measurement.

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This post was first published by Nate Hubbell on March Communications’ blog PR Nonsense.

PR measurement is an art and science that even many of the brightest minds in the industry haven’t quite figured out yet, and certainly not perfected. Earlier this month, the International Association for the Measurement and Evaluation of Communication (AMEC), the UK Public Relations Consultants Association (PRCA) and the International Communications Consultancy Organisation (ICCO) came together to release a powerful guide on PR measurement.

Since March prides itself on “taking the guesswork out of PR,” the March Insights team has delved into the guide to help hone our own tactics and processes for both measurement and research. Below is Part One of a two-part series where Nate Hubbell provides some thoughts on a few of the key points that resonated with him the most, and some thoughts on where they can be further refined or improved. Kacey Albertine will post offer her thoughts in Part Two.

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Statistics, Data, Analysis, Charts

There are generally two ways to conduct PR measurement: output vs. outcomes. But what many struggle to grasp is that measurement itself is not analytics. In PR, analytics takes on a very literal meaning in that, conducting analysis about how best to target a program requires lots of research, interpretation and expertise. However, good measurement is vital for the data it produces: accurate analysis requires good data.0

The challenge for PR analytics is marshaling valuable data, much of which tends to be unstructured in the form of editor sentiments in articles, customer opinions on social media, or how well messages resonate with your audience. These are topics we’ll be exploring more, but right now let’s focus on this: getting good data demands good measurement, and that means getting output and outcome measurement right.

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