Measuring PR in the 21st Century: What Actually Works, by Christopher Penn SHIFT Communications.
The primary responsibility of PR is to create awareness of the brand and establish trust, establish the beginnings of the relationship with the audience. Awareness equals audience. Awareness creates audiences, because if someone is unaware of you, they can’t do any kind of business with you.
PR has failed at measurement in three important ways:
- Not trying- not bothering to measure at all
- Ad Value Equivalence- selling advertising solely based on square inches of paper
- Making stuff up-making up numbers and measures that have no bearing on actual business results
Measure what matters and what you can control when it comes to PR:
- Audience Reach
- Engagement
- Action
Branded organic search, referral traffic, and social media traffic are among the most impacted audiences with regard to effective PR.
“If you don’t understand the past and make changes in the present, the future is out of your control.”– Christopher Penn
The Neuroscience of Memorable Content, by Dr. Carmen Simon from Rexi Media.
Last week I attended one of the largest sales and marketing conferences, INBOUND 2015, a 4-day event designed to help marketing and sales professionals deepen their knowledge of inbound marketing through a combination of inspiring presentations and breakout sessions led by experts and thought leaders. Below is my personal recap (1 of 9) from the breakout sessions I attended and my key takeaways from each session.
Kaon Interactive 