pro·ac·tive: anticipating change and taking action, rather than reacting to events
The Proactive Report is about the shifts in the media landscape, social media strategy and online PR Our aim is to bring you the latest research and case studies that show how technology is changing media consumption and the patterns of communication and behavior online.
A recent study by Hotwire launched during AMEC’s measurement week shows that senior execs now rank planning as the prime use of data and analytics. More than half (51%) use data to inform future plans and strategies, providing PR campaigns with crucial insight up-front rather than at the end. Only 1 in 4 (28%) use data to gauge the success of past social media and PR campaigns.
“Measurement has to be at the heart of every campaign. But measurement on its own, without a current understanding of the audience, the competition and the landscape just isn’t enough,” says Brendon Craigie, CEO of Hotwire. “Marketeers are now waking up to the real benefits of data—not simply using it reactively to measure performance, but gaining invaluable insight at the planning stage to ensure campaign success from the outset—and then all the way through to completion.”
There are many tools that can gather data on conversations, audiences and competitors. Just having the data is not enough, you have to be able to spot gaps in the marketplace, opportunities and influencers. You must able to identify possible crises and threats in the making.
Extracting the actionable insights from the data requires skill and experience. According to the report younger professionals – those under 34 – really grasp data and make it work for them. Two out of three (65 percent) use data primarily for planning and all of them see their departments as professional in using data to this end. They are the group most likely to embrace the 24/7 mentality (59 percent) and also the most trusting of data coming from their own department (71 percent).
Another factor is being agile enough to move fast once you have the data. In the 24/7 world we live in the data will be irrelevant in a week. Learning to conduct a social audit and make the most of the data you uncover should be high on the list of PR skills for PR students, new PR pros and PR Boomers who are not digital natives.
The use of Big Data in the PR sphere is a topic that’s getting a lot of attention. The TechnoVision Report is an excellent example of the value of Big Data for PR. This new report shows relative 2014 media coverage for ten top business-to-business (B2B) tech brands – Amazon, Cisco, [...]
Are you still wondering just how to integrate social media into your marketing mix? “While marketers understand the importance of managing their brands online, there’s still uncertainty as to the proper weight to put behind digital media channels, especially social media, to optimize return on investment,” says Chip Lister, Managing Director of Radius GMR. A [...]
A new study shows that only 4 of the US News Top 10 Hospitals have a patient-centric digital presence. The study Aligning Patient Needs with Online Capabilities: What Healthcare Reform Means for Your Hospital Website looked at the top 50 hospitals, as listed on the US News and World Report, and examined their online offerings [...]
Digital PR Tip: Remarketing Is remarketing a valid PR tactic? Native advertising (branded content) has blurred the line between between advertising and PR. Using social advertising to amplify your content is a skill every PR practitioners should master. How does it remarketing on Facebook work? In order to remarket to someone they have to have [...]
The Chartered Institute of Public Relations in the UK has released their 2014 State of the Profession report. You can see the full report here One of the areas I was particularly interested in is how the profession sees their skill level. 65% say they are satisfied that they have the appropriate skills and knowledge [...]
This week the New York Times broke the story about how JCPenney nabbed the #1 spot in Google for a slew of search terms. For months – right through the holiday season – they were top of the rankings for phrases like “skinny jeans”, “home decor” and “comforter sets”, to name just a few. Google [...]