October 10, 2018
/ by Sarah Parker
Having gathered your benchmarks and solidified your outreach strategy as part of your larger PR strategy, it’s time to start breaking down silos that may be preventing earned media from working it’s magic across the PESO model. The first step is to engage and align all cross-functional communications teams.
The goal is to agree on metrics important to content creators across PR, marketing, and sales. A key step is to compile a list of high value actions. The value of a sale may be obvious, but dollar values can also be assigned to a range of conversion actions from downloads to demo requests.
Next, get PR involved in existing measurement activity. How is marketing tracking performance? What level of tracking is possible regarding visitors to your digital content and properties? As a basic first step, PR-driven traffic must be identified. Once you know how much traffic you drive, and how many high value actions your traffic completes, PR value is a simple math problem.
Everyone in your business is on the same team, right? Still, change is hard. Many companies report challenges in knowing what is the most effective content, and in measuring returns on content investments. To get your best possible PR strategy into the marketing mix, it’s wise to have both positive and negative-reinforcement approaches at the ready.
The positive-reinforcement is that earned media drives success across the PESO model of paid, earned, shared, and owned content. Ensure that all teams understand PR’s power to drive traffic, and stoke their desire to increase measurable success for all. Use the benchmarks you’ve set and show off the influential power of you content creation community to prove your point.
The negative reinforcement is that customers value experience and don’t care a bit about internal business structures or who gets credit for winning them over. In fact, it takes many touchpoints to create a great customer experience — and that means content consistency and an overall integrated PR/comms strategy is critical.
In the age of Digital PR, arguments over which channel is "better" are signs of an immature and endangered organization. Top competitors will think holistically, and take full advantage of data to make better business decisions across all available channels.
As you go, work to break down silos between functional work groups: PR versus marketing versus digital, or between in-house marketing team and cross-functional agencies. The business will be stronger when communications professionals create content together — content that furthers common high-value actions, and ultimately, meeting revenue targets.
With benchmarks behind you, metrics defined, and real goals in mind, you can look to your PR strategy for maximum impact.
And as your funnel evolves, proving revenue results will help you secure the budget and team growth you’ve earned as part of your larger PR strategy!
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