PR is the 'free' way to get coverage for your business to scale rapidly. Here is how you can do so: • Setting clear measurement criteria for each campaign • Identifying key metrics & tools for measuring traditional and digital media • Mining useful data to tell persuasive stories and bolster your organization’s credibility • Interpreting data to identify certain issues and trends that can affect your company • An integrated approach to traditional and digital media measurement • Using statistics to craft attention-grabbing headlines • Evaluating collated data and results to improve future media programs and strategy • Case studies on how to assess the effectiveness of their media relations efforts

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MEASURING THE
EFFECTIVENESS
OF MEDIA
RELATIONS

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CONTENT
1. Introduction
2. PR Case Study
3. Key Takeaway: Measure Twice, Execute Once
4. Tools Of The Trade
5. Summary

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PERSONAL PROFILE
- Currently, the Head of Marketing at Campfire Collaborative Spaces
- The founder of Bebop Asia, a PR agency for countless guerrilla PR campaigns. Also, was the
Head of Public Relations at successful startups, Dropmysite (reverse IPO on ASX) and Folr (multi-
million dollar acquisition).
- Corporate communication and public relations consultant creating meaningful conversations for
numerous MNC / SME / startup clients with key media agencies around the Asia Pacific.
- MBA from Sauder Business School, University of British Columbia.
- Client and agency experience in Singapore, Shanghai, Hong Kong, and New York.
INTRODUCTION

4. Brand and Marketing Strategy

5. Tech and Product Development

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VOICEMAP X SOLT COLLABORATION

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DROPSUITE ON CH5

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MOST OVERRATED
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3 MOST UNDERRATED – EMAIL MARKETING
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3 MOST UNDERRATED - SEO
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3 MOST UNDERRATED - PR
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PR CASE STUDY

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FROM NOTHING …

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TO 525K USERS IN 50 DAYS…

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… TO IPO

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DROPMYSITE HAD A STELLAR TEAM AND GREAT PRODUCTS
My PR work revolved around amplifying it through
 Using statistics to craft attention-grabbing headlines
 Setting a clear measurement criteria/metrics for each campaign
 Identifying key tools for measuring traditional and digital media
 Evaluating collated data and results to improve future media programs and strategy
DUE CREDIT

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FIRST IMPRESSIONS MATTER
 When used in a headline, the words “photo” and “who” increase CTR, whereas the words
“easy,”“how to,” “credit,” “cure,” “magic,” and “free” decrease CTR.
 Making references to the reader by using the words “you,” “your,” or “you’re” in the headline
decreases CTR.
 Including positive superlatives (“best”, “always”) in headlines decreases CTR.
 Headlines generate the highest level of engagement at moderate lengths (81-100 characters).
 Bracketed clarifications, which are clarifications of the type of content represented by the
headline - e.g. [Infographic], increase CTR when included in headlines.
 When used in the headline, the words “simple,” “tip,” “trick,” “amazing,” and “secret” decrease
CTR.
 Using words that convey a sense of urgency (e.g., “need,” “now”) in the headline decreases CTR.
WHAT DOES / DOESN’T WORK IN HEADLINES?

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GOOD CONTENT IS WORTHLESS UNLESS IT IS READ / RANKED
 Start with a working title
 Stay accurate
 Make it sexy
 Keep it short
 Optimize for search and social
 Brainstorm with others
HOW TO WRITE HEADLINES THAT JOURNALISTS CAN’T RESIST?

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WHAT SHOULD YOU MEASURE? DEPENDS ON YOUR GOAL

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PLENTY OF POWERFUL AND FREE TOOLS OUT THERE
 Alexa
 Google
 Ad Planner
 Insights
 Trends For Websites
WHAT TOOLS TO MEASURE TRAFFIC?

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EFFECTIVE BUT PAID TOOLS
 Meltwater
 Cision
WHAT TOOLS TO MEASURE ENGAGEMENT?

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REQUIRES POWERFUL CRM TOOLS
 Hubspot
 Outbrain
WHAT TOOLS TO MEASURE CONVERSION?

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EVALUATION
 Trial and error
 At least 3 – 6 months or even longer
 Real content and not spam
 With that expectation, it is easier to
experiment to reach a proper build up
TO SEE TRUE EFFECT AND RESULTS, PR needs time.

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MIXUP CONTENT
TO EFFECTIVELY ENGAGE BASED ON METRICS, you will need create effective and
extensive content to impress the media and public through a mix of the following:
High Price
High
Effort
Low Price
Low
Effort
Press Releases Company MentionsGuest Posts /
Blogging
Networking Sessions
Press Conferences
Exhibitions
Experiential Activations
Advertising
SEO
AdWords
Social Media

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 Interesting study, case study, and findings
 Latest news about an investor or company they’ve covered before
 Exclusive breaking news (must really be solely for the journalist)
 Major company news (funding, merger, partnerships, key hire or exit)
ADAPT ACCORDINGLY SO THE JOURNALIST HAS TO RESPOND
NOT ONE SIZE FITS ALL

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 Immersion – to understand the client and product / service better
 Planning – creating a series of content for the selected outlets
 Differentiation – changing the approach based on industry and company size
 Sustainability – long-tail effect that delivers results from mid to long term
TO TRULY EXCEL, your digital PR outreach needs to be targeted and flexible. Here is
how I would approach projects:
CAMPAIGN GENERATION

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WHEN THIS PRESENTATION ENDS
 Take TechLyon’s complimentary “How Human Is Your Brand?” test:
http://bit.ly/Human-Brand-Quiz
 Watch “Our Brand Is Crisis” to see the power of PR campaigns and media
measurements
TWO THINGS FOR YOU TO DO

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QUESTIONS?
http://www.campfire.work
@Campfire_Spaces
peter.yu@campfire.work