Category Archive for: Data-Driven PR

Predictive Analytics in PR

New SHIFT eBook: Predictive Analytics and the Future of PR

Modern companies and organizations have the capability to leverage data to produce insights and data-driven business decisions. As such, the future of business is in large data sets and the observations derived from the analysis. The latest focus is on predictive analytics and the power one can wield by predicting future trends. Public relations, a…

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pr planning

Using Data In Your 2018 PR Planning Process

It’s nearing the end of Q4 and 2017 altogether. You know what that means — PR planning is in full swing. PR planning is so valuable, especially from an internal operations standpoint. It’s a good feeling to organize what your clients are doing, who on your team is doing what (and when) and putting goals…

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top tier influencers on pr budgets

How To Reach Top-Tier Influencers on PR Budgets

An astonishing amount of mindshare has been devoted to influencer marketing this year. Interest in influencer marketing is at all-time highs, and based on Google searches for the topic, there’s little indication that interest will flag. However, for public relations practitioners, influencer marketing poses significant challenges, such as: Cost: influencer marketing costs reach into 7-figures…

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Narrative Development

Combining Art and Science in the Narrative Development Process

Whether a company is coming out of stealth mode, launching into a new market or looking to refresh for competitive reasons, creating a clear and crisp narrative is as critical as investing in product development and talent retention. If a company can’t distinctly state what it does and how it impacts the world, no one…

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ibm cdo strategy summit

IBM CDO Strategy Summit Roundup

The IBM Chief Digital Officer Strategy Summit, a bi-annual event hosted by IBM, just wrapped up its fall edition. At this event, Chief Digital Officers from around the world to discuss and share insights as peers. SHIFT Communications and NATIONAL Public Relations sent a team of three to the Boston CDO Strategy Summit to learn…

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food pr

Recipes: The Missing Ingredient in Many Food PR Content Marketing Mixes

Firing up a grill with a push of a button. Making taste buds tingle with flavorful hot sauce varieties. Creating memorable media experiences through product trial has long been a staple of public relations for food & beverage and related brands. However, when it comes to maximizing overall ROI and audience engagement, an often overlooked…

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Predictive Analytics in Action

Grounding process in a real-world example is one of the best ways to understand a new capability. Our recent series on predictive analytics shared a good deal of information on the why and the how of predictive’s benefits for PR. Our VP of Marketing Tech, Chris Penn, even detailed a theoretical example of how predictive…

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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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