Companies and communicators require data to gain insight about consumers. In theory, the rise in online shopping during the pandemic should be a boon for data gathering. The reality is more complicated, especially as consumers rebel against ‘data stealing’ and Google, among others, is set to better protect browsing history. Still, there are options to gather data transparently and insights gained have never been more important.
Research is more accessible now to more professional communicators. What’s more, communication technology platforms are ubiquitous and at many price points…some cost nothing! With free and low-cost technology, the decision to measure, even with a modest budget, is a matter of willingness rather than ability.
We know that PR can be a powerful tool to complement marketing efforts. However, within some technology companies, teams may downplay the importance of PR–often because they think it’s not as tangibly measurable as other activities.
Without the context of comparative analysis, one can pursue what seems like a proper PR plan. Set measurable objectives, develop data-informed strategy and tactics, and evaluate performance…and get everything absolutely wrong.
Onclusive and Shareablee announced a strategic partnership to offer marketing and communication teams solutions for earned, owned and social media insights.
For some in financial services the late-January phenomena of GameStop represented an existential threat. For others, it was a chance to take a position. In response, courageous executives acted. This was not possible without prior planning and consideration.
To succeed in 2021, we recommend “the Landscape Analysis” as the best way to catalog, evaluate and improve your situation. Even if you think you know the answers, the current atmosphere indicates a need to reassess the communication environment.
Data is data, right? Not if it’s dirty. Considering how many businesses have downsized, closed temporarily or shuttered completely, it’s a good bet that a significant number of contacts on your marketing lists are out of date. Ditto employees, some of whom were furloughed, terminated or work from home (do you have their correct address and phone number?). Now’s the time to begin cleaning.
While counterintuitive, broad acceptance of technology to advance productivity and efficiency reveals a greater need for the human elements required to manage tools and think about data they generate.
Each year, the public relations profession celebrates the role of communications research during Measurement Month, an international collective of free educational content organized by AMEC. To recognize the importance of measurement and evaluation in public relations, we assembled a virtual roundtable to explore the latest developments and best practices of the PR Measurati in the US.