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Select Takeaways
- Measurement Roundtable (pp 1-4): The C-suite is asking communicators to demonstrate impact via measurement–whether it’s on the bottom line, on perceptions or preference, on the budget (in terms of greater efficiencies) or on marketing/sales in terms of qualified leads or goal conversions.
- Measurement will move from traditional awareness to engagement and conversion KPIs. To prepare, PR pros should partner with their marketing counterparts (content marketing and executive communications, for example) to align on strategy, tactics, and an actionable set of metrics that can be attributed to PR.
- Become familiar with Google’s March 2019 Core Update, as several important publications are finding much lower SEO scores than they had under the August 2018 Update.
- In addition to the usual suspects, the sort of ever-green must-haves, CCOs are looking for metrics that speak to brand health, brand attributes, reputational drivers, brand relevance, and attribution.
- The improvement in digital technology will result in measurement and evaluation being a more end-to-end solution, integrated through all points of internal and stakeholder engagement, rather than being used the way they are today: to gauge the effectiveness of campaigns, which is a hindsight view, or to prove the value of PR. The widespread adoption of measurement and evaluation will then be used more predictively to inform decisionmaking.
- Crisis(pp 6-7): One of the biggest PR crisis pain points for communicators is finding the resources to continue doing the day-to-day work of communications while also managing a crisis.
- It sometimes is more effective to delay having the CEO or other C-suite members involved in a crisis committee. The presence of a senior player likely will inhibit other members of the crisis team from speaking openly about the situation. Bring the CEO [or other C-suite executives] into crisis planning and response only after you’ve held initial discussions and decided how/if to respond.
- SEO (pp 14-15): Data can help prove the effectiveness of pitching stories to publications beyond the NY Times and Wall St. Journal. Stories run in other publications sometimes resonate more with your target audience than an article in the Times or the WSJ.