Public Relations Solution Study

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Success in Public Relations continues to depend on skill in building relationships and influencing the influencers with effective, timely communication of relevant content. Public Relations solutions …

Success in Public Relations continues to depend on skill in building relationships and influencing the influencers with effective, timely communication of relevant content. Public Relations solutions facilitate the success of their users by helping them better manage their relationships and communications processes.

At Demand Metric, we define Public Relations Solutions as the software, tools and data that help PR professionals form relationships with media and influencers by saving time on the process of identifying contacts, enabling communications with them, monitoring and sharing the content they produce.

This study covers the following sections:

- Executive Summary
- What is a Public Relations Solution?
- Benefits of Public Relations
- Public Relations Deployment Lifecycle
- Vendor Selection Criteria
- Public Relations Solutions Landscape
- Public Relations Maturity Model
- Action Plan
- Analyst Bottom Line
- About the Research Analysts
- Our Solution Study Methodology
- About Demand Metric

To obtain this document, visit us at http://www.demandmetric.com/register

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  • 1. Public Relations: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study By: Jerry Rackley, Chief Analyst With: Kristen Maida, Senior Research Analyst June 2014
  • 2. 3 4 6 7 9 11 Executive Summary What is a Public Relations Solution? Benefits of Public Relations Public Relations Deployment Lifecycle Vendor Selection Criteria Public Relations Solutions Landscape Table of Contents 19 20 21 Analyst Bottom Line About the Research Analysts Our Solution Study Methodology 15 17 Public Relations Maturity Model Action Plan 22 About Demand Metric
  • 3. EXECUTIVE SUMMARY © 2014 Demand Metric Research Corporation. All Rights Reserved. “The press release is dead” is a proclamation that provokes a lot of debate in the public relations (PR) community. The reality is that the press release is not dead, but it has changed. Once it was the currency of news dissemination, but decades of abuse and the rise of online media have changed the uses and value of the press release. What hasn’t changed is that PR is still an important strategy for many companies to engage an audience and create awareness. The content creation and influencing skills of the PR professional are more important than ever, and in a broader context than just traditional media. As the role of the PR professional has evolved, so have the supporting tools and software. This report provides insights and analysis to help marketers understand the solutions available to help the modern PR practitioner. This Solution Study will cover:  Definition of Public Relations  Benefits of Public Relations  Public Relations Deployment Lifecycle  Vendor Selection Criteria If your organization has a defined public relations role and needs to support it with a PR platform or solution, this report will provide you with fresh insights on the options, approaches and vendor solutions. Public Relations: Insights, Landscape & Vendor Analysis 3  Public Relations Solutions Landscape  Public Relations Maturity Model  Action Plan & Toolkit
  • 4. Success in Public Relations continues to depend on skill in building relationships and influencing the influencers with effective, timely communication of relevant content. Public Relations solutions facilitate the success of their users by helping them better manage their relationships and communications processes. At Demand Metric, we define Public Relations Solutions as the software, tools and data that help PR professionals form relationships with media and influencers by saving time on the process of identifying contacts, enabling communications with them, monitoring and sharing the content they produce. Assess the maturity level and capabilities of your current Public Relations processes and technologies with Demand Metric’s Media Relations and PR Audit. Role in Digital Marketing Demand Metric considers Public Relations to be an integral part of Digital Marketing. The role of Public Relations in the digital landscape can be seen in our Digital Marketing Framework (Figure 1). Driven by the Public Relations Manager, Public Relations processes, technologies and platforms are used primarily by Public Relations and Strategic Communications to create relationships with external media, bloggers and influencers for news stories and other earned media opportunities. WHAT IS A PUBLIC RELATIONS SOLUTION? 4© 2014 Demand Metric Research Corporation. All Rights Reserved. Public Relations: Insights, Landscape & Vendor Analysis
  • 5. TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budgeting Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Demand Generation Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Community & Social Media Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Public Relations External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Product Marketing New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate WCM Mobile Development Platforms Video Production Platforms Customer Experience Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) Customer Profile Management Customer Support, Twitter Survey & Social Channels Figure 1: Digital Marketing Framework Public Relations: Insights, Landscape & Vendor Analysis
  • 6. Perhaps more than any other strategy, an effective Public Relations effort has the ability to create awareness and put small companies on the same stage as their larger rivals. One of the greatest challenges of executing a PR strategy is identifying who the journalists and influencers are with which you need to cultivate a relationship. Identifying these contacts is the first priority of a PR professional, and providing this information is one of the top benefits of PR solutions. In addition to helping identify contacts, PR solutions deliver other benefits as well by helping PR professionals organize their work, provide reference data on media contacts and outlets, enable research, facilitate communication and track results. PR solutions provide some or all of the following benefits:  Access to media contacts database  Regular updates to media contacts database  Ability to search contacts by beat, interests, outlet and other criteria  Research/archive of past coverage  Insights & pitching tips for contacts BENEFITS OF PUBLIC RELATIONS © 2014 Demand Metric Research Corporation. All Rights Reserved. 6 Public Relations: Insights, Landscape & Vendor Analysis  Maintaining a history of contacts  Targeted press release distribution  Integration with social media for sharing  Media monitoring to detect placements  Customized reports & newsletters of hits  Email alerts of hits & placements  Online newsrooms  Analytics dashboards
  • 7. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. 20 Jerry Rackley, Chief Analyst – Demand Metric Jerry Rackley is Chief Analyst at Demand Metric. His 30-year marketing career began at IBM, and includes experience in the technology and financial services sectors. He has worked with companies ranging in size from startups to members of the global 1000, performing marketing, marketing communication, public relations and product management work. Kristen Maida, Senior Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. Public Relations: Insights, Landscape & Vendor Analysis
  • 8. OUR SOLUTION STUDY METHODOLOGY © 2014 Demand Metric Research Corporation. All Rights Reserved. 21 The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Digital Marketing series includes Solution Studies on:  Social Media Marketing  Mobile Marketing  Content Marketing We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.  Video Marketing  Public Relations Public Relations: Insights, Landscape & Vendor Analysis
  • 9. © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this report, become a Demand Metric member today!