For those interested in approaching PR as a research-and-reality-informed process, there is a simple framework: ‘the Public Relations continuum.’ The six-step cycle drives continual improvement, versus objectives and against competitors, to provide opportunities for refinement with every rotation.
Measurement
How to Gather Consumer Data in an Age of Privacy
April 16th, 2021 by Roseanne LuthCompanies 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.
3 Ways Communicators at SaaS Companies Can Make the Case for PR
April 6th, 2021 by Mark HookWe 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.
A Case for Research: ‘Begin Simply and Simply Begin’
April 6th, 2021 by Mark WeinerResearch 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.
The Importance of Benchmarking Media and Why 2021 is Different
March 2nd, 2021 by Mark WeinerWithout 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 Partner on Earned, Owned and Social Data
February 2nd, 2021 by Seth ArensteinOnclusive and Shareablee announced a strategic partnership to offer marketing and communication teams solutions for earned, owned and social media insights.
Using Research to Prepare for Quick Reaction to Emotional Situations
February 2nd, 2021 by Mark WeinerFor 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.
The Landscape Analysis: Five Steps to Start 2021 Right
January 5th, 2021 by Mark WeinerTo 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.
Eat or Be Eaten: Battling Dirty Data During The Pandemic
January 4th, 2021 by Sky CassidyData 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.
Why Communication Analysis Continues to Need a Human Element
December 1st, 2020 by Mark WeinerWhile 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.