PR Automation (The robots are coming)
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Public relations software is lagging sales and marketing automation software, leaving PR pros with too much manual media planning. How will the next generation of tools, such as machine learning, change the way that PR professionals do their jobs?
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Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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PR Automation (The robots are coming)
- 1. The PR Robots are coming… Joel Andren, CEO
- 2. …But don’t worry, they are here to help!
- 3. Robots have always brought out complicated emotions, will they… Take our jobs? Make things easier?
- 5. There are things that give us pause
- 6. Same concerns carry over to machine learning/artificial intelligence in the workplace
- 7. Remember the uproar about robot journalists?
- 8. All told, however, it’s been a success
- 9. When PressFriendly launched, there was concern about what we were doing.
- 10. People thought PressFriendly was trying to be this robot
- 11. We actually want to be this robot…
- 12. PR robots are going to make us: 1. Smarter 2. Better 3. Faster
- 13. PR robots are currently helping us show ROI on the coverage and campaigns.
- 14. PR robots are going to use data to help us do our jobs better in other areas.
- 15. Press Release of the future: Data inputs: News, Past releases, Past pickup Boilerplate adjusted Quote generated Set for maximum effect PR’s role: Editor/Sign off
- 16. Media list of the future: Data inputs: Press releases, Reporter archives, Metrics Generated automatically Allows for focus on influence/reach Updates in real-time PR’s role: Editor/Sign off
- 17. Reporter dossier of the future: Data inputs: Reporter archives, Email response data, Social media Real-time info on reporters Suggestions for phrasing Suggestions for time of day PR’s role: Editor/Sign off
- 18. Messaging doc of the future: Data inputs: Past msg docs, Competitor news, Past pickup Generated automatically Able to pre-select tone Adjusts based on events and products changes PR’s role: Editor/Sign off
- 19. Pitch emails of the future: Data inputs: Past pitches, Read rates, Past pickup Generated automatically Able to pre-select tone Customized to individual reporters PR’s role: Editor/Sign off
- 20. PR Robots just want your love