We PR pros often talk about what Public Relations can learn from Marketing.
How to be more analytical.
Focusing on the numbers.
Being more results-driven.
And so on.
But what can Marketing learn from Public Relations, if anything?
Seth Duncan and I started talking about this last week, since he will be coming back to the #measurePR Twitterchat tomorrow.
Here’s what he had to say (emphasis/italicization mine):
“There are two really important things that PR has been doing in measurement that are fairly new to marketing – and both are due to the emergence of social media channels.
“First, once marketing materials are shared online, they are no longer under the control of the brand.
“Consumers can comment on them, share them on social networking sites, blog about them, etc.
“So, there is this new exploratory tracking element that is less like traditional marketing measurement (where you know exactly where you placed a commercial, a billboard, etc,) and more like PR measurement where you’re trying to track down organic conversations in the media.
“Second, marketers don’t know much about content analysis – it’s not something that they’ve really used in the past.
“Even web analytics tools are getting into the content analysis business and now include sentiment and other media metrics that really started in communication measurement programs.”
Sounds intriguing, doesn’t it?
So that’s what we’ll be talking about tomorrow – what Marketing can learn from PR, for a change.
I hope you’ll join us. 12-1 pm EST; just log on to Twitter and use the #measurePR hashtag to follow and participate in the conversation.
Image: Angelo Juan Ramos via Flickr, CC 2.0
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[…] Instead of always talking about what PR can learn from marketing analytics, what if we asked what marketing can learn from PR measurement? […]
[…] Instead of always talking about what PR can learn from marketing analytics, what if we asked what marketing can learn from PR measurement? […]
@Shonali next week. Tomorrow I am driving to Vermont for a date. No Twitter chats while driving! lol
@HowieSPM I think one of the other things marketers (and I’m using the term loosely here) expect is instant results, and often what PR will add is not instant, but builds up over time.
So, Howie, are you going to sit in to Measure Public Radio tomorrow? :p
This is why I am so pleased to be Chief Alien who has landed from the Andromeda Galaxy! I think @nittygriddyblog would agree.
I come with no preconceived method of operation or strict rules. I gather google alerts for a client. I use now a website @DannyBrown shared Social Mention. What marketers fail to realize is they have to be nimble with their message. I loved the Darthvader VW Jetta commercial for the Superbowl. It didn’t sell. It was cute. to me it was a waste of money. I tweeted and blogged about it. Public knowledge. I just saw a new one that showed what the car does in a crash. It unlocks your doors, turns on the hazards, releases the air bag and one other feature. I saw this commercial once. See it sells.
How will VW know which is selling and working if they aren’t using PR analytical tools? What if they had 2 cutsey commercials being worked up? And it turns out everyone is tweeting and blogging about the safety features? Old Skool Marketing goes George Bush: Stay the Course even if it is the wrong course. I would immediately cancel the two commercials in the pipe line and contact every single new jetta owner that had been in a crash and got them on TV telling them how the safety features saved their life(s).
Test jgoldsborough
Testing commammo
@Krista I completely agree. That’s why I’m really looking forward to tomorrow’s #measurePR. prresearch is going to “bring it,” I know!
Seth makes a few good points here. I’m glad the conversation has been elevated from the “us vs. them” issue to what PR and marketing can learn from each other.