Category Archive for: Data-Driven PR

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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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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The Data-Driven Now That’s What I Call Music! Guide

This post is a collaboration between trendy, very stylish Millennial marketing analyst Nick Patterson and grumpy old GenXer Christopher Penn. NP: Who remembers the good ole days of taking a trip to the local F.Y.E., snagging the latest and greatest version of the Now That’s What I Call Music! CD, and popping that puppy in…

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Data-Driven Survival: Titanic Edition

“Mr. Andrews, forgive me. I did the sum in my head and with the number of lifeboats times the capacity you mentioned, forgive me, but it seems that there are not enough for everyone aboard.” – Kate Winslet as Rose DeWitt Bukater in Titanic According to Wikipedia, there were approximately 1,317 passengers and 900 crew…

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owned content

Owned Content: Calculating Success

Owned content. From blog posts to white papers, most companies create some form of owned content but not all are utilizing it to its fullest potential – or even know how it performs on its own. Given owned content can leave lasting impressions and expand your company’s reach through social sharing, having engaging and insightful…

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business press coverage

The Earned Media Holy Grail: Business Press Coverage

It’s rare that a week goes by without the team talking about business press coverage. All clients want it, and few understand what it takes to get it. When I first started in PR, the desire was an article in a major national newspaper, above the fold and on the right side. Now, in the…

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Celebrity Ambassador

Consumer Corner: Selecting the Right Celebrity Ambassador

Like me, you’ve probably watched a movie and seen a product integration that seemed out of place, or seen an ad with a celebrity ambassador that just didn’t seem like a good fit. Most recently, the Twittersphere was in a tizzy over Ed Sheeran’s cameo in Game of Thrones. Diehard fans were NOT into it,…

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pr crisis

Predicting a PR Crisis: Shark Week Case Study, Part 5

Welcome to the conclusion of our five-part Shark Week crisis communications case study! Before checking out the fin (get it? ‘Fin’ has a double meaning because, well, never mind…) read part 1, part 2, part 3 and part 4. Enjoy! At long last, the day has come: Shark Week 2017 is finally over. Can G.W.…

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crisis issue

Crisis Issue? Own It: Shark Week Case Study, Part 4

Miss earlier posts in this series? Check out part 1, part 2 and part 3 before diving into the below.  Despite G.W.’s best efforts, the Shark Week crisis issue is really hammer(head)ing his donut business. He’s done his research so he knows that sharks are getting a bad rep for no good reason, but his…

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