As the tectonic plates of PR continue to shift, there’s a growing onus on communicators to align their social platforms with their company’s overall financial goals.
Proper PR measurement starts with an examination of overall goals, and the metrics used to measure success against those goals need to be carefully vetted. Only the ones that show real performance should be selected for use.
As PR pros we take a big chunk of our time creating exciting campaigns with a solid strategy that meets our clients’ goals. We pitch our most trusted contacts and strive for A-list media coverage. But even when we do get coverage in the top media outlets in our field the expected traffic does not follow.
In today’s world, advertising is evolving towards ‘storytizing,’ which is driven by earned media, not paid. In earned media, our customers are deciding what is relevant, what they will share and whether they will, quite frankly, pay attention.
In an increasingly mobile (and hyper-busy) society, the trend in content format has been to serve messages in smaller and smaller morsels that consumers could accesss without committing much time.
Content creation, discovery and consumption has never been easier. There is vastly more content volume, and it’s accessed in countless new ways, the most prominent being search and social media. That makes it a golden… Continued
PR News and Cision fielded the “State of Social Media for PR Pros” survey to take the pulse of the PR community and find out which social media platforms it’s using most, how it’s measuring success on those platforms and which sources of information it trusts most.