Dec 04, 2019 / in Best PracticesUS Blog / by Jay Stephens

A version of this post originally appeared on PR News
For as long as public relations has been a key component to any organization’s marketing strategy, the PR professional has been dependent on gut-driven instincts and inclinations to promote the company and engage with the public. Take Chadbert, for example.
Chadbert is the PR Manager at a successful outdoor clothing company. He has his finger on the industry pulse and has been integral in implementing winning PR initiatives for the brand. However, even in the best-case scenario, when this savvy and informed PR pro follows intuitive thinking into a successful strategy, the ability to prove and highlight these strategies to the c-suite had always been a challenging endeavor for Chadbert. The last thing he wants to say when asked about recent earned media successes by his CMO is, “Well, I had a gut feeling that more millennial men were buying our jackets after reading about us in The Atlantic, so it made sense to target similar publications and spend less on advertising.” 
Then along came certain KPIs such as unique visitors per month and ad value equivalency. Being a forward thinker, Chadbert utilized these KPIs when and where he could. While a step in the right direction, these metrics didn’t take Chadbert’s strategy to the next level and they did little to abate the skepticism of the bottom-line driven c-suite. Thankfully, due to the great strides of technology and data, gone are the days of gut-level guess work, hit-or-miss metrics, and blank stares from board members. 
Enter the age of Modern PR Measurement, where newly created demographic and firmographic technology enables Chadbert to drive results through data and empowers him to report these results to the c-suite in a clear and consistent way. 
Demographic and Firmographic technology allows PR professionals like Chadbert to easily answer three essential earned media questions: 
  1. Audience reach: How many people saw my coverage? 
  2. Customer persona:  Who are the types of people who saw my coverage?  
  3. Business impact: What action did they take after seeing my coverage? 
Not only can demographics and firmographics answer these 3 questions easily, but they can help lift the entire curtain of earned media to reveal a world of insights and useful metrics. Using these new tools, Chadbert creates customer personas that help him to understand his current audience and where a new audience might be found. He even looks at side-by-side comparisons of the same customer persona for him and his competitors. 
Armed with this newfound analytical approach, the implications become clear: PR pros like Chadbert can begin to understand current customer personas, build whole new customer personas, and bridge the gap between earned media and paid media, by better targeting their current audience and even tapping into a whole new potential audience. 

So, if you are a PR professional looking to take your earned media strategy to the next level, it is time to utilize the demographic and firmographic technologies of modern PR measurement to take your organization to new heights. 

To find out more about how Cision IMPACT can help with modern PR measurement click here or request a demo to really see IMPACT in action.  

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About Jay Stephens

Jay Stephens is a writer for the Cision Blog, with a focus on industry trends and features. He is also a Sales Development Representative in the Austin office and a Level I kombucha sommelier.