Category Archive for: Public Relations

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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artificial intelligence coverage

4 Smart Strategies For Securing Artificial Intelligence Coverage

Artificial Intelligence Coverage Overload Read any publication today and you will find an array of artificial intelligence coverage articles. From Elon Musk’s bold statements about artificial intelligence’s (AI) role in a potential World War III to IBM’s recent $240 million investment in the future of AI, the technology’s promises, benefits, and concerns have captured the…

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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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shadow banking

What Shadow Banking Means for Your Financial Services PR Program

The Rise of Shadow Banking Financial services, as an industry umbrella term, includes personal finance, M&A, credit card related services, and robo advisors—just to name a few. As expected, the “big” banks offer something in all of these areas. However, since the financial crash of 2008 and the coinciding rise of AWS, iPhones, and frictionless…

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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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healthcare innovation

Thought Leadership Series: McKesson Better Health Tour – Demonstrating Healthcare Innovation with Action

Challenging Established Perceptions Established brands are often challenged by their deep roots and longevity in the marketplace when it comes to claiming true healthcare innovation. On one hand, a business that has weathered many market changes must have innovated at one point in its arc of existence. On the other, venerable brands may perceived with…

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AI

Thought Leadership Series: AI-Washing and PR, Part 1 of a Series

It’s not every day that the leaders of two highly regarded public companies enter into a public spat about a future technology, but perhaps AI is no ordinary technology. Elon Musk’s portrayal of AI as an existential threat to humanity is a sharp contrast from Mark Zuckerberg’s view of AI as an augmentative, non-destructive force…

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news announcement

The Times to Avoid Making a News Announcement

You’ve put a ton of time, effort, blood, sweat and tears into a news announcement. You’ve developed sound messaging, created killer creative content, drafted a fantastic press release and wrote thoughtful, tailored pitches to reporters you’re convinced will jump all over the news. It’s game day and you’re ready to go. It’s your time to…

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gacp summit

What PR Professionals Learned at the Google Analytics™ Certified Partner Summit

Last week, SHIFT and NATIONAL Public Relations (SHIFT’s parent company) had the honor of representing the public relations world at the Measurement For Growth Google Analytics™ Certified Partner Summit. Along with NATIONAL Vice President of Marketing Technology Jonathan Litwack, I had the privilege of learning from Google where state of the art marketing measurement will be…

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