Posts

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.

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

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

content marketing whiteboardContent 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. Read more

This post was first published by Meredith L. Eaton on March Communications’ blog PR Nonsense.

Analyst reports can be used for lead generation and brand awareness - here's how.

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? 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

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

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? Read more

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

It’s the new year, which means it’s the season for forecasting and predictions. At March, we’ve been thinking about what tech PR agencies will need going forward.

How are tech companies communicating to prospects and customers today? What channels and platforms are being used the most? Which publications and outlets are most read? What do tech companies want from a PR agency?

At the beginning of 2013, March noticed three distinct demands from clients: content marketing, research and analytics. Over the past year, we decided to see exactly what – and how – PR fits within these emerging needs. And it’s been a pretty cool journey. Read more

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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This post was first published by Doug Flora on March Communications’ blog, PR Nonsense, and may be viewed here.

It’s official: Big Data is now a mainstream business buzzword, not just tech insider terminology. Steve Lohr recently cited Big Data’s appearance as a  featured topic at the World Economic Forum, its prominence in the New York Times’ headlines and even as the butt of a joke in a Dilbert comic strip, all as evidence that the (sometimes vague) term is catching on in the popular mindset. Read more