STATS. That Will Redefine Your PR Strategy

Transcription

1 10 $ STATS That Will Redefine Your PR Strategy

2 2 STAT 1: PR will need to understand business goals, with an opportunity to drive bottom-line business results. ONLY 12% OF PR TEAMS today consider themselves as a REVENUE GENERATING TEAM, yet they are the first touch, the brand, the more external piece of the team and must tie $$$ $$$ DOLLARS to EARNED MEDIA. * We don t have to rewrite the PR world, just look at how earned media has traditionally been measured and learn how today s pros are using modern metrics, influenced by data. *TrendKite Outlook Survey

3 3 STAT 2: Hyper-segmentation of news means hyper-segmentation of PR. For an event like SXSW with OVER 24 PROGRAMMING TRACKS, developing RELATIONSHIPS WITH JOURNALISTS in each area is crucial to our event... BRETT CANNON SENIOR PUBLICIST, SXSW News needs to be hyper specialized to audiences, we can no longer make sweeping generalizations about audiences based on some basic demographic information we get from 3rd party data sources. We need to understand interests and resonance of content, and hyper target our stories to the right journalists.

4 4 STAT 3: SEO and PR Merge in some firms: 43% of web traffic is driven by SEARCH RANKINGS. * The difference between SEO and PR continues to blur as more SEO practitioners realize the need for human storytelling, and more PR practitioners quantify their work in SEO terms. This trend will only accelerate as search engines become ever more intelligent. *

5 5 STAT 4: Branded organic social media completely loses impact. 83% of consumers COMPLETELY OR SOMEWHAT TRUST EARNED MEDIA more than Paid or Owned * We ve seen this over the past 3+ years, and it continues to get worse. As platforms such as Facebook continue to push their pay-to-play model, with no change in sight, brands will either need to shift significant ad dollars to social, or find other means of getting their message out (ENTER PR). This opens the door for earned media to capitalize on an incredible opportunity. And consumers trust earned media other types of media, so PR has the chance to claim those dollars before they become part of the black hole of social. *Nielsen

6 6 STAT 5: Thought leadership and employee visibility will extend beyond just the top executives. 7IN10 More than executives reported being MORE INCLINED to do business with organizations that are THOUGHT LEADERS. * Opportunity to leverage and tell stories about employees that don t just have a C in their title. These can be more meaningful, and also give the brand an opportunity to tell a story about an employee.with less risk! The departure of a major executive can have a negative impact, and this also gives you an opportunity to spotlight members of your team that will appeal to broader audiences (not just other execs) *

7 7 STAT 6: Understanding influence is more important than ever and it s just not just social influence INFLUENCER CAMPAIGNS didn t exist 5 years ago...now BRANDS SWEAR BY THEM. * Too often you hear influencer and think about the top YouTube or Twitter profile, when we actually need to take a step back and think about who is creating the content, writing the editorial, and has the influencing opinion. It s the trusted influencer. With the rise of Fake News the relationship with the trusted influencer becomes that much more important. *

8 8 STAT 7: Expect a rise in the need for crisis and issues communications 67% of Americans report that they get at least SOME OF THEIR NEWS on SOCIAL MEDIA. * Did I mention social media? It s growing exponentially, and with that, the need for crisis communications teams. Not reactive, proactive. *

9 9 40% About STAT 8: Meaning will be derived from any measurement, positive or negative. of PR teams use a combination of DIGITAL METRICS and BUSINESS RESULTS

10 10 STAT 9: PR intelligence is building in and offers the chance to strategize and optimize 68% of PR pros frequently log in to WEB ANALYTICS PLATFORMS. * Building relationships and securing placements are at the forefront of public relations, but additionally, PR intelligence has the added benefit of impacting SEO and link building across the web, providing measurable, digital tactics that provide tangible results and insight. *TrendKite Outlook Survey

11 11 [ANTI]STAT 10: Postmortem for 2017 Trends VANITY METRICS/AVE: There is no research basis for the use of multipliers, ranging from 2 to 8 times the advertising cost. * It s time to make a clear and unequivocal statement that AVES ARE UNPROFESSIONAL - CIPR It s time to let go of vanity metrics... What should you measure instead? BRAND IMPACT: awareness, mindshare, and reputation DIGITAL IMPACT: traffic, SEO impact, and social amplification BOTTOM LINE IMPACT: influenced pipeline, conversions, and revenue. * *

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