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November 20, 2018
20 Nov 2018

The New Measurement: Shifting from Traditional PR to Growth PR

Estimated Reading Time: 9 minutes

growth PRGuest Post by Dan Beltramo

Although PR and communications have always been about telling a brand’s story and managing its reputation, the way that we create and amplify that story, in addition to how (and when) we measure our success, has shifted from creative campaigns built over weeks on best guesses and gut instinct to data-driven, real-time, iterative storytelling with metrics that tie back to provide revenue indicators and accelerate customer funnel activities that impact the bottom line.

Enter the era of Growth PR.

Marketing and Communications are converging as PR is poised to evolve radically over the next decade. Data science and digital media are transforming the way companies tell stories and how they can measure success. Thanks to the latest technologies, PR now has the potential to be a data-driven powerhouse that maps to real business results, earning a seat at the table alongside Marketing generally, or, at least, other important marketing activities. Instead of publishing repetitive press releases and campaigns built on educated hunches, the Growth PR era is fueled by data-driven, iterative storytelling. Communication tactics can be tied to revenue or sales funnel activities that impact the bottom line.

Although it is probably evident to you that PR is changing, you many not be aware of the catalysts that have caused this evolution. It’s important to understand the two major outside forces fueling this profound shift:

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Waxing UnLyrical in Your Inbox

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October 2, 2018
02 Oct 2018

#measurePR Recap (September 2018): Ethics of PR Measurement

Estimated Reading Time: 7 minutes

#measurePRGuest Post by Jen Zingsheim Phillips

The September #measurePR Twitter chat featured guests Sultana Ali and Kirk Hazlett.

Sultana F. Ali, APR, has a 15+ year career in communications and marketing, and is adjunct faculty in Georgetown University’s Corporate Communication and Public Relations program. She previously served as President of PRSA-NCC, the largest chapter of PR professionals in the U.S.

Kirk Hazlett, APR, Fellow PRSA, is Adjunct Professor in Communication at the University of Tampa. He is also the Ethics Officer of PRSA Tampa Bay, and co-chairs the PRSA Tampa Bay PRSSA and New Professionals Committee and is PRSSA Liaison, PRSA College of Fellows Mentoring Committee.

 The guest moderator was Jen Zingsheim Phillips, who is a freelance writer and communications strategist with 4L Strategies.

As September is Ethics Month at PRSA, the discussion revolved around the topic of ethics in PR Measurement. After kicking off the discussion with introductions and a reminder of the #MeasurePR chat guidelines, here’s what they and the #MeasurePR community discussed.

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Waxing UnLyrical in Your Inbox

Waxing UnLyrical in Your Inbox

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Waxing UnLyrical in Your Inbox

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© Copyright 2009-2018 Shonali Burke Consulting
Heidi Sullivan

Heidi SullivanHeidi Sullivan is a global marketing and product management executive who specializes in transformational implementation of marketing programs, go-to-market strategies, product portfolio management and change management for rapid-growth SaaS businesses with in-depth experience in Marketing Technology.

Heidi has a track record of success in P&L management, corporate strategy, product marketing and top line growth, and spent 14 years in leadership roles at Cision, during which time she oversaw the company’s integration and multiple product marketing strategies through its seven acquisitions.

Heidi was named one of PRWeek’s “40 Under 40 Rising Stars,” “Influencer of the Year” by The Hub in association with LinkedIn, and one of the most influential people in PR by PRWeek’s “Global Power Book.” She was also co-host of the popular “Influence Pros” podcast on Convince & Convert, which was named one of the top 20 marketing podcasts of 2016 by Hey.com.

Jennifer Zingsheim Phillips

JenJennifer Zingsheim Phillips has worked in communications and public affairs for nearly 20 years. Her background includes work in electoral politics, government, lobbying, and public affairs PR work. She also brings nearly eight years of experience in digital and social communications and media analysis to her role at 4L Strategies.

Jen began her career doing campaign work in Missouri during the 1992 election cycle. After two years of political party work, she joined the office of a Missouri state senator and served as his legislative aide for two years. In 1996, she joined the Missouri Chamber of Commerce as Research Director, where she lobbied the Missouri House and Senate on issues such as workforce development, welfare reform, and education policy. She was also responsible for the weekly newsletter highlighting key issues relevant to Missouri Chamber members.

In her spare time, Jen is a voracious reader, and enjoys cooking and baking. She also likes to write fiction, and has had two pieces of short fiction and one piece of flash fiction published in various publications. She has also self-published a children’s book.