One of the duties of a PR person is to monitor the environment and give feedback to the executives of a brand so that they can align their vision and their activities with the trending sentiment of their publics. However, this can prove to be a tricky tightrope act. Witness the Coca Cola debacle of "sensitivity" training intended to lessen racial tensions … [Read more...]
5 Ways to Improve Your Content Strategy
A new report from BrightEdge reveals that although marketers at B2C and B2B Fortune 500 brands recognize the AI, voice and hyper-local revolution is here, most are not yet planning to adapt their marketing strategies to these new ideas. The wheels do tend to grind slowly in large corporations. Like biting the tail of a dinosaur - it takes a while for the message … [Read more...]
Big Changes Ahead in the PR Industry
If you're studying PR, or you're working in the industry, the recent study from USC Annenberg should be by your bedside. The report covers the disruption of the PR industry, what's changing, what talent is needed in the new model of PR, and where the industry is headed. Here's the Cliff Notes version: PR Agency Forecast Most PR agency executives feel positive about the … [Read more...]
Tracking News Releases and Measuring Success
Once you've written a news release, distributed it, and posted it to your newsroom and social media accounts, you have to track results and be able to report ROI. In the past, we counted outputs and media clips as the ROI of a press release, but in the digital age there is so much more we can track. What do the people who read our releases do as a result? Do they click a … [Read more...]
CMOs Regard Measurement as Key to Proving Value
Two-thirds of the CMOs polled in the 2017 Marketing Performance Management Benchmark study said the pressure to measure value, impact, and contribution is growing. Enterprise marketers plan to ramp up their spending on analytics technology a stunning 83% over the next three years, according to the latest CMO Survey out of Duke University. One way they're dealing with this … [Read more...]
