The key to helping news-minded PR pros communicate effectively with quant-minded marketers and business execs is not to develop a one-size fits all über metric, but to coordinate on a common set of communications goals and measure what matters.
Jamie DePeau, CMO of Lincoln Financial Group, in partnership with colleagues, has played a significant role in helping to dismantle the company’s silos.
It’s another sign for communicators that if they want to extend their reach—and spike their brand’s Google rankings—they’re going to have to add more visual storytelling to their messaging.
As PR interacts more with stakeholders directly, it is increasingly providing support and information and encouraging them to act. When a stakeholder’s experience is positive, chances are that he or she will be hooked and more committed to getting involved with the organization.
I make sure our PR outreach/content is always educational, sincere, and practical.
As a baseline, PR executives must understand the buyer persona: What kind of content does your prospect require at each stage of the buying cycle?
Christopher Penn of SHIFT Communications shares some thoughts on Google for communicators, where Google can improve and how a lesson from Ninjutsu can help drive experimentation.