While communications is often measured by the content media influencers create, it’s easy to forget that it’s a means to a greater end: How does that coverage drive customer behavior?
Today’s executives increasingly want their comms teams to demonstrate a return on investment (ROI) for their PR campaigns. For communications leaders and their teams, that’s easier said than done. The volatile media business has meant journalists and media contacts come and go from traditional outlets everyday. Conversely, independent influencers crop up on new social channels, blogs, and websites at an exponential rate. Keeping up feels impossible. In fact, more than 75% of brands say they struggle to identify the right influencers for their campaigns.
Even after generating coverage, commu-nicators can struggle to attribute key actions — such as purchasing products or becoming a sales lead — back to their campaigns because earned media consumption often happens outside their owned properties. Meanwhile, silos across PR exacerbate the challenge of engaging influencers the right way. The person who runs social campaigns may not be coordinated with the person who pitches journalists or distributes press releases. The result is influencers get deluged with inconsistent messaging.
Communicators shouldn’t need to be data scientists to utilize the power of data; the Cision Communications Cloud does the hard part for them. It presents communicators with just the right data they need to understand which influencers impact customer behavior with their content. It centralizes all the activities and workflows that teams require to pitch influencers, distribute content, monitor coverage and measure great campaigns.
Cision Communications Cloud pulls together all the capabilities needed to deliver world-class PR in a unified platform.
Instantly gain access to nearly 1M influencer profiles. Simple, yet powerful, tools to build lists and view influencer profile data allow PR professionals to uncover which influencers reach their audience. Cision’s proprietary InfluencerGraph maps influencers to the end-customers that matter. Media data is updated automatically, enabling communicators to focus on building great campaigns.
Remove all communications silos with one place to simultaneously distribute news releases, send emails to influencers, and manage social posts. Increase media pickup and search visibility with access to PR Newswire, the world’s largest press release distribution network, integrated into the Communications Cloud. Refinemessaging based on email and pressrelease analytics to drive better engagement.
Understand earned media campaign performance and the full reach of newscoverage. Monitor message effectiveness across news channels and measure core metrics — including impressions, sentiment, prominence and impact. Demonstrate how engagement with earned media directly correlates to website conversions or sales leads. Share results with stakeholders using executive reports and dashboards.
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