Comments on: Did we win? How to measure success in PR

By: marc

marc — Thu, 10 Jun 2010 12:56:53 +0000

Thanks, Scoop (:-). You are indeed absolutely spot on. The integration of PR, advertising and now SEO around particular campaigns, messages or issues is the best route to engage your audience on all fronts. And you’ve just given me a great idea for another post, so many thanks!

By: Scoop

Scoop — Thu, 10 Jun 2010 12:31:37 +0000

Marc
Good piece – good comments – all spot on. We all know intuitively when something works or doesn’t work, but putting the result into business terms has always been the tough part. I’m going to look into the systems you mention. One more thing – the last line of your comment above may be tweaked to say the best programmes tend to use both “in an integrated fashion.” One band – one sound. Sounds like Marketing 101 but you’d be surprised . . .

By: marc

marc — Thu, 10 Jun 2010 10:46:51 +0000

Thanks to Olivia and Katie for their expert input (and great to see them using the tools of their trade and picking up on the mentions so quickly!)

Charles, thanks for your point too. While we obviously talk about the virtues and importance of public relations (well, we would, wouldn’t we?) I completely agree that advertising must play its part, both to communicate messages and – as you rightly say – to ensure that the chosen publications can still exist in the first place!

Rupert Murdoch’s current theme is that quality journalism costs money and has to be paid for somehow. Although the debate is presently about whether to offer content free online, it is just as relevant to the importance of advertising to the media business model.

Advertising and PR do different things well, and the best marketing programmes tend to use both.

By: Charles Alcock

Charles Alcock — Thu, 10 Jun 2010 10:28:23 +0000

Interesting article re measuring PR impact. One trend I see as an editor is companies opting NOT to advertise but to instead spend significant sums arranging multiple and quite complex press briefings to get what they perceive to be “free publicity”. I understand why they do this, but some companies seem oblivious to the fact that without advertising many media outlets simply cannot support the editorial resources needed to deliver all this “free publicity”. Our organisation has a very strict separation between advertising and editorial—of which I am very proud. Nonetheless, I do find it a bit vexing to be expected to provide almost limitless availability of reporters (many of whom are freelance who have to be paid by the day, by me) to support the PR efforts of companies who give nothing back to the media in terms of advertising support.

By: Olivia Landolt

Olivia Landolt — Thu, 03 Jun 2010 12:35:45 +0000

Agreed Katie, automated sentiment analysis is not 100% however the sentiment algorithms are continuously evolving, and they are getting better day by day.

We always recommend human analysis when business decisions are based on sentiment and it’s worth noting that the software does allow you to change the sentiment allocated manually if there is any inaccuracy.

Olivia Landolt
@6Consulting