Category: Public Relations
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You Ask, I Answer: The Future of PR?
Erin asks, “What is POV on the future of PR? As media landscape changes and print/cable become less mainstream, how are companies innovating within the practice?” The future of PR depends on our definition and concept of PR. There’s old school PR – blasting out emails to fewer and fewer reporters, cranking out press releases,…
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You Ask, I Answer: Intermediary Marketing Communications Metrics
Lou asks, “We’re executing a 3 month marketing communications program. Typically, such programs take 3-6 months to show end results, but we’ve been asked for metrics for a 1-3 month time frame. What metrics should we be using?” This is a tricky situation. If the work you do generates only binary outcomes that appear at…
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You Ask, I Answer: How To Measure Traditional PR
Emily asks, “I work in traditional PR at a multinational cosmetics company. How do I quantify my team’s performance so the CEO knows the value of our work?” Effective public relations has two primary outcomes: awareness and trust. We measure awareness in a variety of different ways: The gold standard is properly done, continuous market…
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You Ask, I Answer: What Writing Samples Should Be In Your Portfolio?
Rob asks, “What writing samples should I have ready if I’m applying for jobs in the PR industry?” Disclosure: I no longer work in the PR industry, and even when I did, I was doing marketing technology. It’s possible things have changed. PR is fundamentally about helping lesser known companies become known, and improving the…
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Share of Engagement vs. Share of Voice
Marketing is an ever-evolving field that requires constant adaptation to stay ahead of the curve. While metrics like share of voice have been widely used for years to measure a brand’s success, they are becoming increasingly outdated. Consumers are no longer passive participants in brand conversations, and their engagement is a crucial factor in determining…
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Sharing with the Marketing Nation
Today I’m at Marketo’s annual Summit, the Marketing Nation. I’m sharing some ideas I came up with at SHIFT Communications about how social media broke PR (and how you can fix it). If you’re checking out this blog for the first time, welcome! If you attended my talk today and you’re looking for the handout…
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Shift happens
Shift happens. After 3 years in the email marketing industry, I’m departing WhatCounts as Director of Inbound Marketing and moving over to SHIFT Communications as Vice President, Marketing Technology. Why the change? For almost a decade, I have been focused on the bottom half of the sales and marketing funnel. From the moment someone comes…
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Your ACE in the hole: Energize!
We talked last time about what marketing, sales, and product & service groups are supposed to manufacture. Let’s talk about the verbs that go with them, so that you have an idea if what you’re doing is in alignment with those verbs, and one verb in particular. Quick review: Marketing takes audience and makes qualified…