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Welcome back to our blog series about data-drivenPR campaign planning! Your messaging and your story are the heart of your PR campaign. Business impact of the communications, e.g. improved reputation, increased sales, change in policy, or improved social change. Set your messaging, write the story.
Ethan McCarty, Global Head of Employee and Innovation Communications for Bloomberg LP, recently related a powerful example from his IBM days: “We were able to pepper some of those blog entries and and Twitter posts from IBM’s internal industry experts with links to request a demo,” says McCarty.
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. business objectives).
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