Data derived from innovative and tested communication models can help brands optimise PR initiatives.
Though investors anticipate big returns on marketing spend, building a long-term and sustainable communications strategy can make communications initiatives effective. Spend deliberately and depend less on outsourced PR agencies to help PR leads and marketing teams communicate on behalf of the company.
To effectively understand how the media and the consumers respond to PR activities, brands would do well to hire experts and test assumptions about their product and communications activity. Treating PR campaigns like experiments with hypothesis and testing the results can help brands establish benchmarks for PR initiatives like pitching to journalists.
Create a communications model to analytically test and use innovative accounting to precisely measure indicators for progress. Data from the tests can help optimise blogs, pitching and communications efforts.
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[2 minute read]