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TrendKite Blog

A place for community, education and inspiration.

More than ½ of PR Pros Don’t Know Which Metrics to Track. Do you?

For the last couple of decades, the practice of marketing has undergone a profound shift. Modern marketers rely on technology and data to inform decision making. In fact, according to PR week, 80% of marketers are using data to drive decision making. If you are responsible for demand generation, marketing communications, or website optimization you can directly tie your efforts to measurable impact on the bottom-line. When an organization assesses the value of marketing, they can easily find an answer in the math thanks to digital analytics.


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  • Lacey Miller
  • December 13, 2016 11:07 AM
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    AI is Taking on PR & TrendKite is Already There

    written in collaboration with John De Oliveira, VP, Product Management

    Discussions about artificial intelligence (AI) invoke blank stares or robot take-over fears. We’ve created a caricature that inhibits real conversation and actually diminishes what AI is already doing for us in our everyday routines. Think about it. It’s choosing our next song on Spotify; it’s Google crawling the internet for the best search results; or it’s Facebook working to squash fake news. In other words, the robots are already here.

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    • Lacey Miller
    • January 20, 2017 01:29 PM
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    Get The Free Guide: Everything a PR Pro Needs to Know about Google Analytics

    9 PR Metrics Your Boss Wants To Know

    We talk to PR professionals in both brands and agencies every day. One of the biggest frustrations that they share is more fundamental than the mechanics of PR measurement. The challenge for many is having a clear idea of which metrics matter and how to think about them in a meaningful way. What has been missing is a detailed framework, much like the demand waterfall or Buyer’s Journey used by marketers.

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    • Lacey Miller
    • January 20, 2017 11:23 AM
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    Measure Your Audience Quality, Not Quantity

    Somewhere along the way, PR strategy turned to quantity-based measurements to assess campaign performance. Many rely on the belief that if you get a high number of impressions, clicks, likes, etc. that means that the audience finds your messages compelling and relevant. But there is strong evidence that this numbers based PR measurement does a lousy job detecting real engagement and buying behavior.

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    • Lacey Miller
    • January 11, 2017 01:40 PM
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    The Best Free PR Tools on the Web

    They say that the best things in life are free. When it comes to PR tools, you do have to pay for sophisticated analytics and media monitoring software, but you can absolutely augment your PR strategy and measurement efforts with some pretty cool online resources for free. Here are some of our favorites.

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    • Lacey Miller
    • January 03, 2017 10:18 AM
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    Why Press Releases Could Be Hurting Your PR Efforts

    I know that for many readers this will be counter intuitive, but hang with me for a few minutes. In many cases, press releases are bad for PR. Not just unhelpful, not only a waste of time, but damaging to one of the most important functions of PR professionals – organic search. How can this be? The short answer is spammy backlinks. Here’s the longer one.

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    • TrendKite Crew
    • December 29, 2016 09:07 AM
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