Jan 30, 2019 / in Comms Best Practices / by Tony Hardman

Communications pros know they need to be better at measurement. But how can they make it happen? In the first of a series of videos that will be published over the next five weeks, Jay Baer, founder of Convince & Convert and New York Times best-selling author introduces us to Earned Media Management — a new comms strategy that prioritizes the combination of technology, data, processes and analysis to modernize comms from an expense into a business driver.

Watch the video, or read the transcript below to learn more, and be sure to come back to the Cision blog next week for the next video in the series. 

Jay Baer: 

Today's number is 49 percent. Cision recently surveyed several hundred professional communicators worldwide and 49 percent of them are spending at least 10 percent of their annual budget on measurement.

I'm Jay Baer, founder of Convince & Convert, and this 49 percent figure is a step in the right direction. Why? Well, it indicates that an increasing number of communications pros are not only recognizing the need to be better at metrics and measurement, they're actually devoting the necessary resources to make it happen. Comms can no longer just talk about being measurable, especially when so much of paid and owned already is measurable and in a meaningful way.

As I've told you before, communications professionals are concerned about losing their budget, and rightfully so, and the way to halt that is to fight measurement fire with measurement water.

The key is a fundamental evolution from "media relations," "PR" and even "communications" to Earned Media Management.

Earned Media Management requires modern communicators, like you, to work a lot more like marketers, that includes using powerful technology and earned media management platform, like marketers do, to target and optimize comms activities.

Earned media management is the new PR and it's here — today.

To learn more about how earned media management works, look for other videos in this series, or visit the link below on the Cision website.

I'm Jay Baer. Thanks for watching.

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About Tony Hardman

Anthony Hardman is a senior content editor for Cision. He has more than 10 years of combined experience in broadcast news, public relations, inbound and content marketing. Connect with him on Twitter: @ahardman or LinkedIn.