Vocus white paper: measure and maximise PR impact
The rise of social and digital media has had a profound impact on public relations and is forcing slow and steady changes in the industry. Yet the real story, and the biggest change, is the growing demand for big data and measuring success by bottom-line results.
Today’s PR professional is not merely the person writing news releases or pitching stories, awards and speaking opportunities. They are interacting with bloggers, influencers, journalists and other interested parties via social and other channels. New-era PR professionals work with product development and marketing to ensure successful launches of products or services and are increasingly called upon to develop content for their brands. PR finds itself in a position where it has to report success based on bottom-line business results.
The Chartered Institute of Public Relations (CIPR) defines PR as ‘the discipline that looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour; it is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics’…