Public Relations (PR) is undergoing the same kind of dramatic shift other marketing disciplines have seen in recent years. It is no longer good enough for a PR practitioner to boast about broad coverage that can be linked to "brand awareness," because these days, brand owners want measurable proof of ROI.
Kate Lobel's timely article for Marketing Profs outlines five areas that PR professionals should be focusing on:
- SEO - Lobel calls SEO "the king of measurable channels."
- Measurable Metrics - Lobel discusses metrics beyond traffic that are important.
- Resources - Lobel highlights Google Analytics which, instead of being a PR person's "nightmare" should become "your best friend.
- Your Clients' KPIs (Key Performance Indicators) - each client's goals are more important than a PR person's campaign goals, says Lobel
- Integrated Channel Strategy - Siloing a PR team from other marketing functions only leads to trouble.
Read Lobel's article here (free registration required).
PR is one of the key areas covered in the eGuide, Low Cost / No Cost Marketing 123: 3 Steps to Effective Marketing with Little or No Money.
Small business owners are always looking for the most cost-effective way to market their product or service. In fact, many small business owners want to find a way to do effective marketing while spending little or no money. This eGuide documents a practical, proven way to do just that, combining online marketing, public relations, and community engagement – all of which have little or no cost associated with them.