@dbvickery you’ll figure it out. ;)
The August 5th edition of #measurePR featured Cision’s Senior VP of Digital Content (and my good friend!) Heidi Sullivan. As always, we had an awesome time while gaining some great insights from not just Heidi, but the chat participants as well.
Here’s some of what we talked about:
On the biggest changes Heidi’s seen in PR thus far:
A2:#1: End of news as an event: News is now real-time, customized to us. How do PR people get their content out? (hint: social) #measurepr
Zen Yinger chimed in with an interesting perspective:
A2: There’s no such thing as traditional PR left! We all are now #RennaissancePRFolks in this digital age. I like the changes! #measurepr
Sally Falkow also weighed in with a great observation:
There have been more changes in #PR in the last five years than the previous 50 #measurepr
We then moved on to one of Heidi’s favorite topics, obtaining a budget for PR that is comparable to marketing by diminishing the stigma of PR being a cost center:
A3: Objective setting is key: what will you measure? Leads? Traffic? Change in reputation? Know beforehand & avoid vanity metrics #measurepr
Since Heidi is a self-proclaimed social media metrics “nerd,” we asked her to weigh in on AVE (ad value equivalency):
A4: PR people CAN measure actions beyond AVE – understanding qualified eyeballs and the actions stories inspire. #measurepr
It goes without saying that with a room full of “PR smarties” and “metrics nerds,” there was never a dull moment. If you missed it or want to relive the fun, you can grab the full #measurePR transcript for August 5.
Two quick notes before I wrap up:
1. Labor Day is September 2, so the September #measurePR will be deferred by a week. Please save the new date: Tuesday, September 9, 12-1 pm ET. And I’m really psyched that my friend Brian Vickery of Mantis Technology Group will be our guest; I literally had to twist his arm to join, because he’s convinced he has nothing to say on “PR metrics.” Brian, we’re going to prove you wrong!
2. I’m really excited to be participating in AMEC Measurement Week, which will take place all week long from September 15 – 19, in Manhattan… and really proud that Cision, in conjunction with Vocus, is the driving force behind the event. I’ll be speaking, along with Heidi, on a fun panel at the start of the week, right after… wait for it… Mark Schaefer’s keynote! W00t!
This is a week’s worth of really interesting, measurement-focused talks, all as breakfast meetings (so you can go about your day after), and all free. So if you’ll be in the NY metro area, or know folks who will, please share the information with them, and register quickly yourself, as this really is a wonderful opportunity.
Have a good one, folks!
Image of Heidi Sullivan used with permission from Cision
Still not sure what a "data guy" will say for a #MeasurePR chat since I'm not a PR or marketing pro...but I'm sure we will have fun. FYI, Mantis Technology Group was acquired by ProKarma this year - so same job, different business card (and a lot more capabilities).
@dbvickery great so next #measurePR questions will all be dissecting peyton mannings eye brow changes and his nail polish choices......wonderful