Onclusive

JANUARY 6, 2020

In my previous article on marketing ventriloquism , I made the case for marketers talking through voices other than their own and explained that most marketers tend to rely on advertising because of a need for perceived control. It is also comfortable for most marketing professionals because they can still control it completely.

Advertising 195

Advertising Advertising Marketing How To 195

Onclusive

MARCH 17, 2020

Traditional models of PR measurement no longer work (i.e. Digital has become intrinsic to the PR and communications landscape, and diversification is forcing measurement to become more innovative than ever. In a time where measurement is increasingly critical, it’s becoming more and more complex to do. A new approach.

Media 243

Media Analysis Measurement Advertising 243

Onclusive

MARCH 21, 2018

Today, advertising, corporate content, and social content is often separated,” Owyang wrote, “but tomorrow, we expect these circles to converge and overlap, with little or no separation.”.

Storytelling 281

Storytelling Media Infographics Advertising 281

Onclusive

AUGUST 10, 2018

I was intrigued by the story of its co-founders who had invented PR Attribution – a credible way to tie corporate communications to real business outcomes, i.e. the holy grail of marketing measurement. But new forms of measurement are not necessarily sufficient to command re-investment in an industry or function.

Communications 186

Communications Marketing System Measurement 186

Onclusive

MARCH 17, 2020

Traditional models of PR measurement no longer work (i.e. Digital has become intrinsic to the PR and communications landscape, and diversification is forcing measurement to become more innovative than ever. In a time where measurement is increasingly critical, it’s becoming more and more complex to do. A new approach.

Media 221

Media Analysis Measurement Advertising 221

5W PR

JANUARY 26, 2025

Organizations should focus on setting measurable goals, establishing accountability, and creating transparent reporting mechanisms. Beyond their well-known flavors, they consistently use their platform to support causes like racial justice and climate action across social media, advertising, and corporate communications.

Strategy 78

Strategy Branding Brand Employee 78

ImPRessions - Crenshaw Communications

SEPTEMBER 6, 2022

Already, Facebook parent company Meta has warned of an advertising slowdown. The HBR co-authors divided corporate behavior in an economic downturn into four groups, from most reactive (“preventive-focused”) to an “optimal combination” of offensive and defensive strategies. No amount of paid advertising can buy trust.

Comparison 296

Comparison Advertising Advertising Reputation 296

Onclusive

DECEMBER 19, 2019

So many of us in marketing and advertising specialize in talking at our prospects, customers and consumers. Another way to quantify how the BS detector works can be found in Nielsen’s Global Trust in Advertising study. But mostly, third-party influence is the domain of expertly managed corporate communications and PR.

Marketing 195

Marketing Advertising Advertising System 195

Onclusive

JANUARY 20, 2020

However, earned media can be amplified in numerous ways, including company newsletters, email campaigns, corporate social media channels, employee advocacy programs, etc. Corporate comms is probably already doing some informal earned media amplification through social media channels, email, newsletters or the company blog.

Marketing 195

Marketing How To Measurement Advertising 195

Onclusive

JUNE 15, 2022

While many consider communications to be part of marketing, PR has fallen behind in being able to measure and prove its value to key stakeholders. Director, Global Corporate Communications, Mimecast What’s the secret to success?

Marketing 195

Marketing Measurement Advertising Advertising 195

Onclusive

JUNE 15, 2022

While many consider communications to be part of marketing, PR has fallen behind in being able to measure and prove its value to key stakeholders. Director, Global Corporate Communications, Mimecast. We invest a lot in earned media because this is precisely how you build trust and corporate. Integrating PR and marketing.

Marketing 195

Marketing Measurement Advertising Advertising 195

Cision

SEPTEMBER 28, 2017

Of the three pillars of the marketer’s media mix — paid, owned and earned — earned media can be the most challenging to measure. This has resulted in it receiving a backseat to paid media in most corporate budgets. The result was an all-boats-rise in the advertising market. “It’s time to grow up. Far from it.

Media 230

Media Measurement Advertising Advertising 230

Sword and the Script

AUGUST 5, 2014

There’s an old saying in advertising that half of the budget is wasted, but marketers don’t know which half. The demand for measuring effectiveness in marketing is on the rise too, according to an eMarketer report titled, Execs to Marketers: Show Me the Metrics. PR Measurement Isn’t Quite the Same. by Frank Strong. Consumption.

Measurement 127

Measurement Analytics Tools Survey 127

PRSay

JANUARY 3, 2025

They dont want to hear PR spin, corporate-speak, or false promises. A separate Forbes analysis found that consumers often have negative reactions to AI-generated content, and many (especially Millennials and Gen Z) can easily spot it in advertisements, email copy, social media posts, and calls to action.

Trends 94

Trends Branding Brand Publicity 94

Cision

DECEMBER 6, 2017

PR has evolved to become more marketing-centric, but content silos and measurement have remained stagnant. Last year, paid advertising surpassed $500 billion , owned media technology represented a $32 billion market. As a result, PR professionals continue to measure total reach, impressions and ad-value equivalency (AVEs).

How To 223

How To Marketing Storytelling Measurement 223

Stuart Bruce

MAY 20, 2016

The GIFT report – produced by Brand Finance, CIMA (Chartered Institute of Management Accountants) and the IPA (Institute of Practitioners in Advertising) – is an annual study assessing the intangible assets of more than 57,000 companies in more than 160 jurisdictions around the world.

Reputation 94

Reputation Measurement Branding Brand 94

Sword and the Script

MARCH 10, 2019

Corporate communications departments are taking more work in-house. The survey identified the top five reasons for firing an agency as follows: 1) cost (81%); 2) poor client service (47%); 3) inability to measure ROI (41%); 4) too much “hand-holding” (32%); 5) taking more work in-house (30%). is notoriously difficult to measure.

Survey 117

Survey Media Relations Corporate Communications 117

Cision

AUGUST 23, 2017

Samsung has used fear in their advertisement to talk about the serious issue of increasing selfie deaths. From your corporate leaders to your average employees, involve the people behind your company in your digital PR campaign. Measure the Sentiment That Matters. So, how do you measure online sentiment?

Digital PR 251

Digital PR How To Small Business Analysis 251

Prowly

FEBRUARY 26, 2025

The new goals of digital PR While your clients might still want to see vanity metrics and concrete data, it's your job to make sure they also understand that success isn't only measured by the number of media mentions, backlinks, and press releases being sent out. This is important and measures general brand awareness.

Digital PR 104

Digital PR Case Study SEO Measurement 104

5W PR

JANUARY 31, 2025

Research from the Institute of Practitioners in Advertising found that purely emotional campaigns performed twice as well as rational ones and delivered substantially better long-term effects. Real people facing real challenges resonate more deeply than polished corporate messaging. The key lies in authenticity.

Storytelling 78

Storytelling Branding Brand Sports 78

Onclusive

MARCH 6, 2019

We have all been on the front lines of the convergence of marketing and communications, but the transformation has not been without challenges: cultural challenges, organizational design challenges and measurement challenges. That’s not really the way to measure PR. Becky Saeger, Board of Directors, E*Trade Financial. “I

Banking 199

Banking Marketing Measurement Meeting 199

Konnect Agency

FEBRUARY 27, 2025

The combination of corporate oversight and local adaptability is key to franchise marketing success. Set Measurable Goals and Track Key Metrics You may be data-driven, but are you SMART with your data? Social media engagement metrics measure audience interaction, and customer retention rates reflect long-term brand loyalty.

Marketing 52

Marketing Storytelling Local Measurement 52

Sword and the Script

MAY 29, 2018

It’s not just about content, or search, or conferences, or advertising, or a webinar. 5) “That the cost of a well-run communications program is not measured the same way as their sales or business development programs.”. 9) “That reporters don’t write corporate profiles, they cover NEWS.”. How many can you identify with?

Corporate 92

Corporate Communications Survey Employee 92

Sword and the Script

DECEMBER 26, 2017

Paid media and advertising statistics. Marketing measurement statistics. 9) Even advertisers want to invest in PR. 11) Corporate reputation suffers with bad experiences. “82% Genuine Corporate Apology ). Note: This number reflects the combination of both client-side and corporate salary averages.

Content Marketing 139

Content Marketing Social Media SEO Publicity 139

ImPRessions - Crenshaw Communications

APRIL 20, 2020

Most have learned from early mistakes or half-measures and have designed campaigns that make a positive impact for employees, customers, and communities. Sure, what helps its advertisers helps Google, but it’s real money where it’s needed. It’s not about the logo. Self-serving?

Branding 284

Branding Brand Small Business Retail 284

Sword and the Script

FEBRUARY 14, 2017

Businesses that engage corporate blogging with professionalism and process can boost visibility, grow a community, and ultimately, have a meaningful influence on sales. The first measure came from a business with a marketing automation system implemented. Components to Effectively Measure a B2B Blog. 1) Measures of Visibility.

B2B 75

B2B Measurement Blogging Community 75

Prowly

FEBRUARY 18, 2025

Unlike advertising, which relies on paid media channels, PR campaigns focus on earning media coverage, building relationships with media professionals and target audiences, and influencing public perception through engagement and storytelling. Measure against your KPIs to assess effectiveness.

Examples 104

Examples How To Product Launch Print 104

ImPRessions - Crenshaw Communications

NOVEMBER 13, 2018

As much as video content has grown in advertising, marketing, and PR , data shows that it continues to expand. As noted in our post on long-form content , a CEO can help influence a corporate image as well as build a personal brand through regular video communications. An expression of corporate values. A public-facing CEO.

Video 149

Video Case Study Agriculture B2B 149

Shift Communications

DECEMBER 1, 2014

You know what your purpose is and you know what the outcome should look like, so now you have to pick what methods you’re going to use to reach those goals and how you’ll measure your progress to them. Advertising Culture Marketing Public Relations Strategy' How do you achieve this kind of clarity?

Strategy 157

Strategy Airlines Exercises Corporate 157

Prohibition

OCTOBER 2, 2019

When it comes to social media marketing , many don’t realise the true potential utilising this communications channel for B2B and corporate companies can have. Where the brand activity must centre on positioning the company ethos and values, the personal corporate presence is slightly different. 6 million people in the UK use Twitter.

Social Media 69

Social Media Corporate B2B Company 69

ImPRessions - Crenshaw Communications

NOVEMBER 1, 2018

Measure what matters. Even more than marketing or advertising, a PR budget can use an advocate inside the corporation. Public relations has made huge strides in measuring and elevating the impact of the communications investment, but it remains poorly understood in certain companies and sectors. Be an internal champion.

Agency 223

Agency How To Construction Advertising 223

PRSay

JANUARY 3, 2018

Digital storytelling, social listening and native advertising will all dramatically increase in significance as well, even as blogs maintain an important role in disseminating information. New ways to measure the combined impact of public relations and marketing will likely emerge. Look for more PR shops to say they’re “data driven.”.

Publicity 167

Publicity Social Media Television Measurement 167

Cision

MARCH 20, 2017

By doing this, Cision will gain a few important things: an influx of capital, a publicly traded stock as a currency, and material financial flexibility needed to make the investments we need to be the change agent and data/tech/measurement platform partner the industry needs.

Technology 227

Technology Data Big Data Measurement 227

PRSay

MARCH 11, 2019

” For the10company, this influence is directly tied to today’s heightened scrutiny of corporations and C-suite politics. Brands are beginning to over-rely on data and measurement. The ways companies and leaders behave — or misbehave — have made major headlines in an unprecedented fashion this past year,” they write.

Trends 150

Trends Communications Employee Enterprise 150

Cision

JULY 26, 2017

Facebook is unprecedented by nearly every measure for social platforms, except perhaps for engagement where its companion network Instagram (and its 700 million users ) excels. Paid Content (what can I measure and how granularly can I target audiences?). Paid Content (what can I measure and how granularly can I target audiences?).

Social Media 233

Social Media How To Insurance Insurance 233

Deirdre Breakenridge

NOVEMBER 16, 2016

Those guys preach “data-driven PR” so that PR professionals and brand marketers get smarter about how and what they measure when a campaign comes to a close. Turning PR into a measurable science means there is no longer room for personal preference. This is the challenge my friends at AirPR are solving, one data dashboard at a time.

Data-Driven PR 150

Data-Driven PR Strategy Data Measurement 150

Cision

SEPTEMBER 14, 2016

Communicators today must measure the results of their efforts in an integrated manner, incorporating paid, earned, shared and owned media. The International Association for the Measurement & Evaluation of Communications (AMEC) has a new Integrated Evaluation Framework that offers a clear, focused process to help you quantify impact.

Communications 0

Communications Banking Measurement Public Affairs 0