By Kelly Byrd, PR Engineer, AirPR
Agencies, PR pros and anyone who is in the business of communications practice art on a daily basis. From managing clients, to building narratives, to working with journalists to secure stories, the most successful outcomes are certainly rooted in the art form of PR.
But along with the art comes science: the systematic knowledge gained through observation and experimentation. Without this aspect of PR, we miss opportunities to tell more compelling stories, impact audiences even more effectively, and ultimately prove the value PR has for businesses.
With the use of PRTech platforms PR professionals have the ability to showcase how their stories’ impact both the brand and the business, while also gaining a keen understanding of the “science” of what they do.
Making use of the many technologies available as a part of the PRTech Ecosystem brings new insight and proof of value to all those involved in branding, content creation, marketing, and storytelling for brands.
Here are two examples:
You likely conduct an analysis of brand share of voice on a regular basis to track the amount of overall earned, owned, and newswire coverage your brand is receiving in comparison to competitors. Showcasing this side-by-side with an analysis of your power of voice – or level of authority based on that content – can help to prove several things.
First, you can assess whether your quantity of coverage is of the highest quality. Second, you can use this data as a signal to further review your competitors coverage for insight into the publications, authors, and topics that are contributing to authority.
When refining a comparison such as this, PR professionals can even prove the value of the time spent by an executive or spokesperson in contributing to earned media coverage.
Based on the data shown in this example, if Company 1 had a media tour with their CEO during the time period being tracked, they could go back to the CEO and show the impact of their time on brand share of voice, or level of authority. Seeing this comparison shows that although Company 1 received less coverage in this time range than Company 2, they still led in share of voice, meaning that their (hopefully) targeted outreach worked!
PR can be both an art and science, and for those who are pioneers in the use of PRTech, it is exactly that.
As we round out the year and get ready to begin anew, take the time to educate yourself on the science of PR and understand its value. Check yourself for data bias, and use the “Scientific Method for PR” as your guide!