Home – 3 PR and Marcom Conference Insights: Content, Mix and Measurement

3 PR and Marcom Conference Insights: Content, Mix and Measurement

Posted on 11-12-2015 by Megan Burnside

Every fall and spring, there are a myriad of conferences filled with brilliant thought leaders sharing new ideas and reminding us practitioners where our focuses should lay. After attending several fantastic sessions focusing on PR, Marketing and Communications, we came up with a list of our top 3 themes and takeaways:

  1. Content. Content. Content. Whether it is queen, king or the kingdom itself, content has been ruling marketing and PR strategies and will continue to do so in 2016. When timely and relevant, content engages readers in potentially the most trusted form of marketing messaging. Also, it's interesting to note a new trend shows that positive stories are shared more and faster than negative stories. Content can drive awareness, bring leads into the funnel, nurture leads through the sales cycle, and reaffirm existing customers. But, it has to be good content that is varied and compelling. No pressure.
  2. Mix it up. When attempting to reach internal audiences, prospects, media or existing customers, don’t let your marketing and communication efforts get stale. While not everyone can afford to have a futurist like Sheryl Connelly from Ford Motor Company on staff, we each can strive to ensure our tactics are varied—infographics, videos, events, social campaigns, new technologies—and not watered down—be provocative and have an opinion! Also, vary your distribution of tactics across paid, earned, shared and owned media. This convergence of PR, marketing and advertising will enable a broader reach and amplified message.
  3. Monitor and measure. In the age of big data, we can increasingly track who is reading and watching our outputs. We know who is clicking and who is sharing. We know what individuals and thousands of media outlets are saying. But, how does it all come together? How do we track the right elements? There may not be a singular solution to capture and make sense of all of your data (yet), so you need to start with the basics—understand your key performance indicators that you are seeking to measure or your primary use case. Once you have those identified, test and learn until you find the right fit.

This is just the tip of the proverbial iceberg of conference insights we captured while attending IABC, Worldcom and PRSA events this fall. What did you learn?

3 Ways to Apply This Information Now

  1. Take LexisNexis® Newsdesk's media monitoring and analytics solution for a spin with a 14-day trial.
  2. Dive into some media monitoring posts here on the Biz Blog.  
  3. Share this blog on LinkedIn to keep the dialogue going with your colleagues and contacts. 

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