Paid Media Management for PR

Paying for social media visibility has traditionally been viewed as outside the remit of the PR practitioner. However, with a surfeit of content available vying for the attention of audiences everywhere, gaining visibility, reach and engagement with audiences via social media is tougher than ever. The challenge exists across social channels. Of course, nobody wants …

Platinum – Reflections on the PR profession in an AI driven age

This week sees the launch of Platinum, a 45-chapter book comprising contributions from more than 50 PR thought leaders on five key areas (perspectives, practice, performance, provocation and the future potential of the profession) to mark the CIPR’s 70th anniversary year. According to Ketchum Chief Engagement Officer and Platinum Editor Stephen Waddington: “This is a blockbuster of a …

How to get the most out of Google Analytics for PR

It is demonstrably true that more and more PR practitioners are seeking to use Google Analytics (GA) as a key tool in measuring and evaluating key aspects of their communications work. However, it also remains true that there is a gap between aspiration and execution when it comes to actually using GA in anger for …

Content management for PR professionals

You’ve been trained to write a press release. Time to up the ante and run the entire content strategy. Content management and content marketing may be the biggest buzzwords in communications today.  Many people are keen to jump on the bandwagon. SEO agencies are rebranding themselves as content marketing consultancies. But what relevance does content …

The impact of technology on PR practice over the next 5 years

The CIPR Foresight Panel was established recently to consider emerging developments in technology, business practice, societal expectations, cross-cultural issues and international relations and how these will impact on public relations practice over the next five years. The final output of this project will be delivered as a report in May 2017. Nevertheless, the work has already …

Content management and PR

As interest in content management and content marketing continues to grow,  many PR practitioners are beginning to explore why and how they should be involved in this fast evolving area. And quite rightly so. Editorially driven content seems to have a higher degree of cut through as opposed to many advertising-led approaches. Not least of which …

Stopping the swipe: the key goal of social media today?

What do you think your key social media goals are? Reach? Engagement? Love, peace and understanding? Without getting drawn into the debate about what actually constitutes reach in social media today or whether engagement is even a real metric, it is worth reminding ourselves of the physical, real world behaviour that constitutes social media activity …