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creative idea generation

Creative PR: 4 Idea Generation Techniques

In 1926, psychologist Graham Wallas outlined the basic creative process, which has been the overall framework for understanding and fostering creativity for almost a century. The Wallas process has four general stages: Preparation: loading up your mind to be creative Inspiration/Insight: the process of generating ideas Incubation: the process of refining and iterating ideas Verification: the process…

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conference marketing header

How to Analyze Conference Data For Marketing and PR

Conferences are amazing, rich sources of information; by their very nature, they bring an industry’s audience together in one location. One of the services we provide to clients is the ability to investigate a conference or event for marketing communications purposes. The Value of Conference Data What happens when we bring a crowd of like-minded…

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marketing and pr not the same thing

Are Marketing and PR The Same Thing?

Here’s an interesting question posed to us recently: “Are marketing and PR the same thing?” The answer to this question is: no. At their cores, public relations and marketing have different goals, but share similar methods and tactics. The Goal of PR The goal of public relations is to create awareness and trust. The job…

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predictive analytics in pr

{PR}edict: Predictive Analytics and the Future of PR, Part 5

In this series, we’ve looked at what predictive analytics is, why it’s important to public relations professionals, and a glimpse at some actual predictions: Part 1: Introduction Part 2: Pre-Requisites to Predictive Analytics for PR Part 3: Predictive Analytics for PR, Applied Part 4: Where Predictive Analytics for PR Goes Wrong Now that we’ve surveyed…

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How Influence Works

How Influence Works: Social Media and the Social Impact Theory

The Social Impact Theory In 1981, long before social media existed, Ohio State University psychologist Bibb Latané coined the social impact theory after conducting a series of experiments to validate his hypothesis about how influence works. Three factors make up social impact within his theory: Strength: How important is the influencing group to the target…

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predictive analytics in pr

{PR}edict: Predictive Analytics and the Future of PR, Part 4

In the last post, we looked at a sample prediction using Google Analytics™ data to make a prediction about my blog’s website traffic. We used clean, compatible, well-chosen data and looked forward 365 days to see what future performance of my blog looked like. What if, however, we didn’t have textbook data at our fingertips?…

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impression

What is the value of an impression?

One of the most common PR measurement questions we receive is, “What is the value of an impression?” The short answer: nothing. Impressions are worth nothing by themselves. The long answer has a fair bit of nuance to it. Why do we measure impressions? Impressions are a diagnostic metric; if your earned media placement or…

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predictive analytics in pr

{PR}edict: Predictive Analytics and the Future of PR, Part 3

In the last post, we reviewed the necessary ingredients to make successful predictions: good data. We defined good data as clean, compatible, and chosen well. Let’s next look at a predictive analytics example every PR practitioner will benefit from. Matching Customer Behavior to Public Relations The purpose of public relations is to generate awareness and…

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agency organization

PR Agency Life 101: Understanding the basic agency organization

Basic Agency Organization The PR agency world can be a confusing one—especially for someone looking in from the outside. Let’s take a look at the basic agency organization of a PR firm and what the different people do. We’ll start with the most essential part of the organization: the teams that serve clients. These teams…

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predictive analytics in pr

{PR}edict: Predictive Analytics and the Future of PR, Part 2

In the last post, we introduced the idea of predictive analytics in public relations. Public relations would benefit strongly from predictive analytics, forecasting communications needs in advance. 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…

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