Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.
Marketers are kind of funny sometimes. We want to describe our products in a way that helps our audience see how your products can solve their problems, but we’re too often afraid to state the problem. That’s why you hear phrases like, “prove ROI,” or “communicate value.” Sure, you want to do those things, but let’s be frank, the real problem is that when cuts are necessary, PR jobs are often the first to go. Why? Because it can be difficult for executive teams to understand the value of and need for PR. So, let’s chat for a bit about how you can safeguard your job with public relations software.
The playing field for businesses has been changed drastically by the rise of social media. Customers now have countless ways to share their experiences with a brand far and wide. While reputation management in the past may have meant responding only to the most public scandals, it is now a responsibility that smart businesses prioritize. According to Neilson, 68% of people trust reviews they read online. Public relations software is an ally in understanding and controlling the reputation of your brand. Being alerted to negative coverage of your brand is essential to crafting a timely and appropriate response before the damage cuts too deep.
One of the challenges PR has had vs. digital advertising is that it is more difficult to quantify results. If your company runs a banner add or uses Google AdWords, it is drop dead simple to measure how many website visits, leads and sales result from those links. Because PR doesn’t work the same way, for decades PR professionals relied on output metrics like, number of earned media mentions, reach, pitches delivered, and press releases posted to the wire to prove value. But this data, while useful, proves activity, not value and is one of the reasons PR jobs are often on the short list for layoffs. Public relations software, changes the game by helping you measure outcomes that are more likely to resonate with executive teams and highlight the benefits of your work. When you can demonstrate success around growth in website traffic, search placement, social media engagement, leads and revenue, you’ll stand a better chance of being seen as essential to company success.
The Big Win
Most of your PR efforts are a steady drum beat of mentions, links and engagement, but once in a while an opportunity comes along to get the big win. What’s the big win? It depends on your brand, but it is a favorable mention in a publication or by an influencer that is well known to your executive team and market. Maybe it’s the Wall Street Journal or TechCrunch. It might be the evening news or Guy Kawasaki. You don’t get the big win very often and it isn’t wise for it to be your only strategy, but public relations software can help point to big win opportunities. By tracking the trends and interests of reporters and influencers, it can alert you to the perfect moment to make a pitch that will get your brand noticed by a prominent outlet. As it turns out, executive teams LOVE the big win and capturing one every so often is a great help to job security.
The great thing about using public relations software to help secure your job is that it helps improve company performance at the same time. That’s something everyone can get behind.