What Analytics Mean for PR & Media Relations
Stacey Miller, the senior social and media relations manager at Cision, was a recent guest on the TechnologyAdvice Expert Interview Series to share her insights on PR and marketing software. The series, which is hosted by TechnologyAdvice’s Clark Buckner, explores a variety of business and technology landscapes through conversations with industry leaders.
Stacey joined Buckner to discuss public relations, social media programs and understanding your target audience.
Here are a few highlights from our conversation:
TechnologyAdvice: You’ve been in the industry for several years, what do you think is the biggest change over the last decade?
Stacey: The biggest shift is social media and communications. Companies are able to reach their prospects and clients in a new way. And social media has evolved astoundingly over the past few years.
A few years ago, social media was a new thing. Brands wanted to be on Facebook and Twitter to engage current customers and gain new prospects.
Now, the whole model of social media interaction has changed: it’s absolutely necessary to have brands on social media. It’s necessary to have strong PR programs in order to create awareness for brands and engage with prospects, buyers and stakeholders.
TA: How can businesses appropriately amplify once they understand their people? How can companies use technology to add more value to their customer’s lives?
Stacey: The great thing about marketing and PR software tools is that once you’ve identified your target audience, understand who they are and what they talk about, you can create effective, tailored communications that will make them feel like you’re still having one-to-one conversations with them.
The software helps scale the conversations you’re having on a day-to-day basis because people want one-to-one conversations, but they become hard to maintain once your target audience grows.
Something you can do with the software: you can engage with them on social media by sending messages that are tailored to certain groups. Maybe you’re a company that serves different industries but you can’t serve the same message across industries, you have to tailor that.
You’re still contacting them, sending information and being helpful, but you’re making sure the communication is tailored and they get it when it’s most relevant to them.
TA: What does the future look like with this type of one-to-one conversation at scale? Are there some ways you can still be human, even if it’s through automation?
Stacey: We know the industry is in a period of really dynamic change. Saying what’s going to come next is difficult, but I know for years we focused on the tools and the technology, and then realized it didn’t work unless we’re properly fostering relationships. I think something that is going to become much more important is analytics, and even more than analytics are insights.
So communication professionals, PR professionals, social media professionals, they’re all tasked with measuring their efforts and figuring out, how much ROI am I getting from sending these tweets on social media? How much ROI am I getting from sending these press releases or doing this press outreach and these pages?
You’re getting clicks, reads and maybe some traffic. But what are the insights from those interactions and from those metrics? I think what’s going to become more prevalent is that you’re going to get these PR metrics and you’re going to get these social analytics— but you’re going to need to know what they mean.
Listen to the entire show above to hear our full conversation, or download the show here to listen later. You can subscribe to the TA Expert Interview Series via Soundcloud, in order to get alerts about new episodes.
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