The Truth about Calculating the Value of Earned Media Placements

Friday - 19 December 2014

Calculating PR’s direct contribution to sales and profits can be challenging. Photo credit: 401(K) 2012

Calculating the ROI value of media placements is one of the most difficult endeavors for public relations. Establishing a direct link between sales and PR can be problematic, and the impact on sales might not be immediately apparent, especially in B2B sectors.

Plus, measuring public relations successes in B2C and B2B is very different. Media relations success is easier to track in B2C in many ways Glass Lantern PR Co-Founder Joshua Kail, states in an article for Fridge Magazine.

Public relations results can be seen more quickly in B2C, especially near peak sales times like the holidays. Still, PR is not designed to complete sales, only to create the opportunity for sales to be completed.

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Social Media Success Depends on Selecting the Social Media Platform That’s Right for Your Marketing Needs

Friday - 19 December 2014

 

social media platforms

Be careful to focus on social media platforms that meet your marketing needs. Photo credit: Yoel Ben-Avraham

Selecting the social media networks that best meet your organization’s needs is among the critical decisions marketers make. The decision creates the foundation for all social media campaigns.

Some companies want to jump on every social media platform. Some marketers chase the newest, hottest network like teen-agers chasing the latest band. However, most companies don’t have to be active on every network. Depending on the business, focusing on the major ones — Facebook, Twitter, LinkedIn and YouTube — could also be a mistake.

Each social media platform has its pros and cons, even while many platforms have overlapping audiences. Continue reading

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15 PR Resolutions for 2015

Thursday - 18 December 2014

PR 2015 new year resolutionsIt’s approaching that time of year – time to reflect on the past year’s accomplishments and shortcomings and to resolve what we’ll change next year.

Most New Year’s resolutions involve personal changes. Some bad habits, like eating too much, we vow to stop.  Personal improvements, like going to the gym, we resolve to adopt.

Now is also a good time to make resolutions for professional changes that will improve your PR results. Here are 15 professional resolutions for 2015 that PR practitioners may want to consider:

  1. Set measurable strategic goals and PR campaign objectives. Set overall annual goals for the department and specific goals for each PR campaign. Goals should measure outcomes or impact, not outputs. Worthy goals include specific measureable results from journalist relationships, publicity, events and social media. Attainable and measurable goals such as Page 1 Google search results for specific keywords or number of engaged social media followers can greatly impact corporate and brand results. Continue reading
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How to be Sure Your Press Releases Follow AP Style

Thursday - 18 December 2014

AP StylePractically all news publications, both print and online outlets, follow the AP Stylebook. If you don’t follow AP style, reporters and editors will hold your press releases in disdain and may be less likely to publish them. If you do follow the style, you’ll win their appreciation.

The style book is updated every year – so it’s important to stay up to date.

AP style recently changed e-mail to email with no hyphen. However, it continues to use the hyphen in words like e-commerce, e-book, e-commerce and e-strategies. Its new style is website, webcam, webcast and webmaster (one word, lowercase w). The Web is capitalized as a short form of World Wide Web, as are Web page, Web feed. Continue reading

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How to Create Evergreen Content

Thursday - 18 December 2014
evergreen content

Evergreen content maintains its value over time. Photo credit: Justin Baeder

Today, content in the online editions of newspapers, magazines and trade journals can be easily accessible for months or years – but usually isn’t. Instead, it’s relegated to the hinterlands of search results because it doesn’t possess “evergreen” qualities.

Unlike so much other website content, evergreen content remains high among readers’ information needs and in search engine results long after it’s posted. The best-conceived and well-developed evergreen content maintains its usefulness for years.  That persistence or online “staying power” confers exceptional PR and marketing value, especially if the content includes positive product messages.

Misconceptions about evergreen content abound, according to Neil Patel, co-founder of Crazy Egg, Hello Bar and KISSmetrics. Some believe it puts readers before search results. Wrong. Serving readers and search engines go hand in hand. If search engines don’t view content as evergreen, readers don’t either.

And evergreen content does not apply just to articles. Some of the best kinds of content are videos and infographics. Continue reading

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10 Great Social Media Marketing Campaign Ideas

Wednesday - 17 December 2014

Learning about top marketing campaigns can spark your creativity and help develop ideas for your own campaigns.

These are some of the most innovate and successful recent social media campaigns. They used photo contests, caption contest, coupons, polls and other strategies to strengthen brand affinity, increase engagement and drive traffic to their websites. Some of them went viral; some increased their customer gradually over time.

Digital marketing platform Offerpop cited 50 social marketing campaigns ideas gathered from its clients. Mashable named its own top social media campaigns in its “Mashies 2014.”

Here’s a sampling of the top campaigns. Continue reading

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Combine SEO with Public Relations to Boost Search Engine Rankings

Wednesday - 17 December 2014
SEO for PR

Integrate SEO practices into public relations strategies to improve search engine rankings. Photo credit: SEO Planter

Integrating search engine optimization (SEO) techniques with traditional public relations strategies can greatly increase PR value and improve search engine results.

Small changes to current PR strategies, such as press releases, events and media appearances, can improve search engine rankings, according to a ZogDigital white paper The Comprehensive SEO Guide for Public Relations Professionals.

Improvements in search engine rankings can directly affect sales. Fifty-three percent of clicks go to the first search engine listing, ZogDigital states, citing Compete.com. The second gains 15 percent of the clicks, the third 9 percent, the fourth 6 percent, and the fifth 4 percent. The difference between being ranked first and second can mean thousands of customers and sales over time. Continue reading

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