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Public relations has shifted dramatically from gut instinct to data-backed decision making. PR professionals now track, measure, and analyze campaign performance with precision that would have seemed impossible just a decade ago. This data helps PR teams craft messages that resonate with specific audience segments.
For many B2B technology brands, data is not only a business asset, but a PR tool. No one should underestimate the power of data for storytelling. The data is often derived inexpensively from behavior surveys or flash polls, or it may already exist within the company’s own research unit.
This week, we’re continuing our April blog series focused on helping communications teams to get the credit they deserve and the resources they need by making a key shift to data-drivenPR and communications. PR Attribution analysis also provides our leadership with the metrics they want to see, including ROI.”
This week, we’re continuing our April blog series focused on helping communications teams to get the credit they deserve and the resources they need by making a key shift to data-drivenPR and communications. PR Attribution analysis also provides our leadership with the metrics they want to see, including ROI.
We’ve used the expression data-drivenPR for quite some time now, but haven’t clearly defined it. What does data-drivenPR 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.
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. Your data only goes so far.
If you’re an avid (or even a sometimes) reader of the SHIFT blog, then you already know data-driven public relations is something we know well. Our PR teams have been taking an analytical approach to forming their account strategies for some time, and our clients have been very pleased with the results. Google Trends.
But with PR attribution, one can see how efforts impact business goals and metrics aligned with the lower part of the funnel, such as whether those articles prompt downloads, convert leads into customers, and so forth. Make Data-DrivenPR Decisions. Therefore owned analytics become a great asset in PR.
As much as I love creating a solid PR plan, it’s also very time consuming if you have high-strategy accounts. For PR pros in the midst of the planning madness — myself included — there is a better and more efficient way to create PR plans, and it all revolves around data. Natalie Townsend.
And while the benefits of data-driven storytelling have been extolled in the PR world for some time now, we often forget that our clients are the keepers of their own best asset – data. And when data-drivenPR strategies are leveraged over time, the results can be especially impactful.
Data-drivenPR. One of the big headlines for 2022 is that a data-driven approach to PR will be a must. Emerging channels like podcasts will continue to grow in influence, which means PR pros have to become more fluent in strategically pitching and forming relationships in these channels.
Every new channel reduces the friction needed for consumers to get what they want. 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 measurement is the only way to ensure your business succeeds now and in the future. But as companies start to integrate more involved social media marketing strategies, the number of digital touch points increases, complicating the once simple customer journey and creating more data to analyze and understand. Data is money.
The world seems awash in data with trends like IoT, wearables and big data dominating the headlines. For a B2B marketer, these headlines can feel very consumer oriented and likely not relevant. Data is Just for Consumers and Science Projects, right? So, you think you’re data-driven….
How can we use data, analytics, and algorithms to achieve awareness at scale? The logical corollary to a massive tsunami of content is that consumers attention is not growing at a commensurate rate. Peak Attention and Owning Audiences. Want to find out what’s trending on Instagram so you can adapt your own Instagram strategy?
We look at impressions, unique monthly visitors, website traffic, social media engagements, website form submissions, organic search keywords – every form of quantitative data available to us. There’s nothing wrong with quantitative data, especially if you want to answer the question, “ what happened? ”.
And while the benefits of data-driven storytelling have been extolled in the PR world for some time now, we often forget that our clients are the keepers of their own best asset – data. And when data-drivenPR strategies are leveraged over time, the results can be especially impactful.
Navigating without a clear grasp of consumer perceptions can lead to missed opportunities. By systematically measuring key brand health metrics, you can uncover vital insights into consumer awareness and sentiment, allowing your brand to adapt and flourish. Brand health refers to how well a brand is perceived by consumers.
In the end, a full package to a reporter is the best course of action, and that package often includes: Consumer messaging – even if your client is a B2B company, you need to focus on how it impacts the Average Joe. This can include the overall human experience, jobs, quality of life, health, survival, etc.
As businesses become more digitized, paying attention to current trends, like the ever-growing importance of social media and data analytics, helps to promote and protect brand image. Also, it allows professionals to employ the right PR strategies when it matters most. In Q4 and beyond, data-drivenPR will become commonplace.
In between those times where you use Google Analytics to do reporting, there is plenty of maintenance to do to ensure that the data that you rely on to make decisions is accurate and will lead to the best decisions. It’s actually not that time consuming to do so, especially if you use something like Referrer Spam Blocker.
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. Clean Data. Compatible Data. Sources of Great Data for Predictive PR.
We’ll look at the data again in a few months to see if adoption of the 280 character limit continues to increase, where users settle on length overall, and whether the level of engagement increases in relation to tweet length. Consumer health and fitness. Consumer technology. It’s also worth noting that these are early days.
Consumer Focus. With the evolution of technology, companies have generated a lot more data, which can inspire the creation of a lot more ideas, as well as increase the reach of those creative ideas. However, when it comes to utilizing data in practice, there are still some kinks that need to be worked out.
I don’t know where the original citation came from, but as data-drivenPR professionals, we’d like the data too. Fortunately, getting the data is easier than ever. Raw data is available upon request. Someone please back me up or prove me wrong. Either way I’m happy. Christopher S.
s team can use Google Trends to monitor for increased consumer interest in subjects that could be bad for business. Another data source G.W.’s You can use this data to prioritize platforms in your crisis communications plan, and to get a better idea of where your target audience is most active.
AI has huge potential in healthcare and is already leveraged in various degrees from helping physicians choose treatment plans, assisting in jobs or identifying notable data trends. Producing evidence from the onset and getting access to data to teach these machines are two critical challenges that companies must consider and overcome.
Data-drivenPR Trends PR pros are using data-driven analytics to guide PR strategies. In fact, about 50% of PR professionals spend a quarter of their time on measurement and reporting, and this trend is expected to continue. ROI: Financial return compared to PR costs. and Salesforce.
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? The best influencers are constantly consuming information of value to their audience; depending on their niche, that information may be from industry publications.
Now PR friends, we’ve all worked with survey vendors who charge tens of thousands of dollars for limited results and reporting, but tons of hand holding. At SHIFT, we survey for our own data and then use other forms of data collection to get the best picture that is statistically accurate and relevant. No more suffering!
With today’s consumer AI tools at your fingertips, it may feel like you don’t need a computer science degree to understand how artificial intelligence will bring value to the communications process. Today, most agency executives only seem to agree on what the limits of AI in PR will be. Siri, find me the top food and wine reporters.
Be agile and willing to make adjustments to messaging, targeting and creatives on the fly as the crisis ebbs and flows in the media and for consumers. We can use a data-driven strategy to identify our most highly-connected, and thus influential targets. Email Marketing. We’d encourage G.W.
PR isn’t just press releases and bylines. And as an information industry, we are powered by data. Manual media monitoring and reporting is time-consuming, expensive, and often a waste of resources and human talent. Tell Better Data Stories. Our work is often undervalued because our industry fails at reporting data.
What if a company’s data doesn’t exactly map to the generic model? We applied Google’s Customer Journey idea and paired it with data-driven models to help you understand what’s really working in your digital marketing plans. Our Data-Driven Customer Journey model helps you: Understand what channels deliver results.
Do the people who you’re interested in fit with the ethos of your brand and the target consumer you’re trying to reach? Make sure your homework reveals anything that a consumer might reflect on and see as a mixed message. Consider key factors like demographics, public persona, political opinions and more.
Brands who succeed this year will be in front of only the right consumers and customers, not everyone. 2015 will be the year when companies either fully embrace data-drivenPR and marketing or fall far behind. Behind the Scenes.
Here’s a small taste: Google Trends can spice up recipes for media : Thanksgiving and other holidays where food has a central role often create seasonal editorial opportunities for food related consumer brands. Let’s face it though – if you’re pitching a turkey-themed recipe, odds are so is everyone else.
Today, with over 2 billion smartphones in use, the ways in which consumers experience brands is fundamentally different. It certainly is convenient that nearly everyone carries a mobile device with built-in GPS, devices that are constantly communicating that location data to outside parties.
It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? This often means using data about our current market or audience to create a model. Did something shift in consumer behavior that requires a shift in your strategy?
At SHIFT we’re big proponents of data-drivenPR. Living on the B2B side of the house, I’ve been thrilled by the enthusiasm we’re seeing for deeper understanding on how these elements play into our PR programs and the RFP’s we’re receiving.
It can also involve data -driven strategies, such as driving lead generation, maximising reach, and measuring the success of distribution strategies. Tech PR can be used to create positive brand awareness, enhance online reputation, and boost business profits. 3d hands holding a cell phone and pointing to the screen.
As you’ll discover Kerry is driven and hugely enthusiastic. How is AI impacting PR right now and what can we look forward to in the future? Data-drivenPR, powered by AI, is impacting the evolving face of communications. AI and big data are powerful tools in improving the decision-making process.
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