The document outlines the strategic process of public relations (PR) informed by data and analytics, emphasizing the importance of defining clear, measurable objectives that align with organizational goals. It discusses common pitfalls such as vague objectives and the need for practitioners to utilize diverse data sources rather than relying solely on traditional metrics. Additionally, it highlights the challenges of content shock and the necessity of employing effective data analysis techniques in the contemporary media landscape.

1. Using Data & Analytics
To Inform Strategy
Andrew Smith
@andismit

3. The PR strategy process (and the
role of data)
1. Define goals and objectives
2. Audience research
3. Planning
4. Resource allocation
5. Implementation
6. Monitor and evaluate

4. Setting objectives
First questions people often ask:
•What channels should we use?
•How much time and money should we spend on them?
•What metrics should we use?
First questions we ought to ask:
•WHY are we doing this?
•WHAT role do we want PR to play?
Organisational goals define PR goals

5. Common issues
Objectives are vague eg “raising awareness”
No “line of sight” to organisational objectives
Not quantitative
Based on outputs, not outcomes

6. Common issues: typical metrics
Reach
Visibility/awareness
Engagement
How would you define and measure
these goals?
Any relationship to meaningful outcomes?
How do you calculate their value?

7. Bigger issues: content shock is here

8. Bigger issues: can we trust the data?

12. How can data drive PR?

13. Audience tools
https://www.thinkwithgoogle.com/tools/

14. Benchmarking

15. Benchmarking

16. Sharing & linking

19. Amplification: the only game in town?

20. Don’t just rely on output data

21. A/B Testing for PR

25. Google Analytics – a partial answer?

26. Google Analytics provides a way of seeing
the direct and indirect contribution made by
any channel against a specific goal

27. Review and summary
• Data driven PR starts with objective
setting; objectives need to be specific and
measurable, and impact oriented
• Don’t just rely on obvious data sources
• Practitioners need to use data analysis
techniques that reflect the reality of
modern day media consumption