Cision-赢媒体管理：公关与传播的演变（英文）-2018.11-8页-7mb

CISION: Earned Media Management - The Evolution of PR and Comms

Introduction

The use of data to evaluate the success of media campaigns is not new. In 1927, Arthur Page, then CMO of AT&T, used data-driven insights to reposition the company as a public utility during a period of intense consumer criticism. His approach significantly improved public perception and set a precedent for PR professionals to act as strategic advisors. However, the PR and comms industry has since lost its way in terms of proving its business impact, with only 77% of professionals indicating that comms could do a better job at measuring its impact on business objectives.

The Shift in Media Budget Allocation

• Paid and Owned Media have embraced digital technology and data analysis to demonstrate their impact on both top and bottom line business goals.
• They can track customer behavior, such as purchases and loyalty, and optimize campaigns accordingly.
• In contrast, Earned Media (which includes PR and comms) lacks similar tracking capabilities, leading to a loss of budget and influence.

According to the 2018 Global Comms Report:

• Only 43% of PR professionals have strong data on audience behavior after content consumption.
• 49% have data on whether real-world behavior was driven by the content.
• Global paid media spend ratios are at 95%, with 4.5% for owned media and 0.5% for earned media.

The Need for Change in PR and Comms

To regain influence and budgets, the PR and comms industry must adopt a systematic, data-driven approach. This involves:

• Using technology to enhance storytelling.
• Proving business impact through measurable outcomes.
• Transforming the comms function from an expense into a business driver.

The key to this transformation is Earned Media Management, which is a new method for PR and comms professionals to demonstrate value and effectiveness.

What Is Earned Media Management?

Earned Media Management is a systematic approach that integrates technology, data, processes, and analysis to modernize the comms function. It includes four core tenets:

1. The Influencer Graph

• A mapping of the relationship between influencers, their content, and the audience.
• Focuses on identifying the target audience first, then mapping the influencers and content that reach them.
• This approach inverts the traditional pitch model, emphasizing audience-centric communication.

2. Smart Engagement

• A strategy that balances reach and relevance for each audience member.
• Moves from generic press releases to continuous, targeted communication.
• Encourages the use of immersive and entertaining content (e.g., images, podcasts, videos) to engage journalists and influencers effectively.

3. True Measurement

• Enables brands to assess the effectiveness of their communications based on actual reach, audience demographics, and business outcomes.
• Emphasizes attribution analysis to show how earned media coverage directly influences business results.

4. Comms Transformation

• Involves unifying earned media management under one team, workflow, and platform.
• Integrates earned media with paid and owned media strategies to break down silos and improve overall effectiveness.
• Helps identify the necessary technological tools and integration strategies for a cohesive media approach.

Current Challenges in the Industry

• Only 52% of communications teams use end-customer data to inform their outreach strategies.
• 70% still rely on existing relationships with journalists and influencers.
• This outdated approach has limited the ability of PR professionals to demonstrate their value in a data-driven world.

Conclusion

The future of PR and comms lies in Earned Media Management, which allows professionals to prove their impact, enhance storytelling, and regain influence in the C-suite. With the right tools and strategies, such as those offered by Cision Communications Cloud, communicators can transform their function into a strategic business asset.

Cision Communications Cloud®

• Offers a platform to implement Earned Media Management.
• Enables real-time tracking, analysis, and optimization of earned media efforts.
• Helps demonstrate real business impact and elevate the comms function.

Request a demo to learn how to modernize your PR and comms strategy with data-driven insights.