PR is global. You can’t predict what will happen around the world. But you can prepare.
There are many potential metrics, or KPIs, that PR managers and directors can use as the basis to measure what impact social media and digital media have on a brand.
Used to be, PR pros were called only after a marketing campaign was fully baked and asked to knock out a press release and work with the media to get the message out. No longer. These days, the currency for communicators lies in strategic decision-making, as indicated by PR News’ 2014 Salary Survey.
Some 3,000 news releases are distributed each day through BusinessWire, Marketwire, PrimeNewswire, PR Newswire and PR Web. If you plan to be one of them, how can you differentiate your message?
“Likes” and “followers” remain two of the top metrics that PR pros look to when they track their social media campaigns. Unfortunately, the law of diminishing returns kicked in on those indices a while ago.
A source professionally familiar with Facebook’s marketing strategy says that the social network is currently cutting organic page reach down to 1-2%.
For communications professionals, the start of spring means it’s time to start shedding the vestiges of winter, clean house, recharge and refocus for the upcoming warmer months.
From a purely selfish point of view, becoming an expert in PR measurement protects one’s budget and one’s job. Sandra Fathi, president and founder of agency Affect and a speaker at PR News’ April 8 Measurement Conference, offers tips to help you get internal support for your PR budget.