Media Measurement: Science, Art or a Load of Crap
We are quickly moving to a time where PR is transitioning from a cost center to a highly measurable conduit to client/customer acquisition tool. Accountability and measurement is key in all campaigns from product launches to company profiles and beyond. Whether you are on the agency side or lead an internal pr department, measuring pr success has never been easier.
PR used to be described as an art but now it is a science. In the past, you would look at the number of eyeballs that “should” have seen an article or the total number of articles an announcement received. Both of these are pointless measurements especially in this day and age where you can precisely measure the impact of a companies news and social campaigns.
In our day-to-day lives, we use Omniture to determine which articles lead to the most clicks to your website. We use Radian 6 to determine the influence your announcement had throughout social platforms. We leverage Wildfire Interactive to compare the growth of fans and followers against the competition. We use Facebook Insights and url shorteners to see how company and product announcements have directly increased fans.
Measuring success and sharing these insights with clients or your CEO/CMO can lead to bigger budgets, more effective campaigns and help raise awareness across organizations about the impact communications are having on the company’s success.
Brendan P. Lewis serves as director of corporate communications for D.C.-based LivingSocial. In his role, Lewis handles media outreach and external communications for LivingSocial's domestic and international corporate matters.
Previously, Lewis served as director, corporate social media relations for Juniper Networks. There, Lewis helped establish and maintain the company's social media presence and served as the company's chief social spokesperson. In addition, he handled public relations activities for the company's founder and CTO, CMO and various acquisitions.
Lewis is frequently quoted in the press but he doesn't keep track of where. Though born in Virginia, he considers himself a proud New Jersey native. Lewis holds a B.A. in sociology from the University of Maryland, College Park, and thinks the Terrapins new football uniform scheme is atrocious.
As a SVP at VaynerMedia, a full service social media boutique agency,
Kelly Mills wears many hats. A core belief in attracting, retaining
and rewarding the best people has always been at the heart of her
account planning and management style. She’s coached CEOs, penned
enterprise-level social media strategies, branded conglomerates, and
positioned deep tech firms.
Just as VaynerMedia isn’t your typical digital agency, Kelly isn’t
your typical digital soul. She’s dedicated
to bringing creative thinking into corporate boardrooms, and thrives
on toppling the old rules of media. Along the road to world
domination, from driving innovative thinking internally to executing
breakthrough client programs, Kelly adroitly shifts gears as the
highway demands. She helps outline strategy by bringing a closer
examination of sales channels and targets, leverages socio-economic
trends to competitively differentiate clients, and bolsters VaynerMedia’s deep experience in community and social strategy.
Previously, Kelly held corporate communications, account planning and
innovation roles at Ruder Finn and Bite Communications.
After spending 13 years in PR agencies, Ken joined Trulia in July 2008. When he joined Trulia, he was the entire PR department. He quickly took Trulia from being featured in tech blogs and regional media into a national media resource. He currently leads corporate communications and manages an expanded team and consumer, celebrity and data PR programs. He acts as a company spokesperson and has been widely quoted in WSJ, Forbes, TIME and more. Ken believes in the power of social media and thinks content creation and strategic distribution is key to a successful communications program.
Prior to joining Trulia, Ken was a VP at Horn Group where he helped build a consumer technology practice and led the professional development program for employees. Additionally, Ken helped build out the video production studio and introduced a video podcast series called "Innovator Insights". Before Horn Group, Ken spent 7 years at the Next Fifteen Group, working at Bite Communications and Text 100 in both NYC and San Francisco, representing companies like IBM, Sun, Fujifilm and more.