The document discusses using data to drive public relations efforts rather than assumptions. It mentions Google's use of data and analytics tools. It also discusses challenges with measuring the impact and attribution of PR activities, and suggests relating PR metrics to specific business goals for better analysis. Lastly, it advertises upcoming social media sessions from CIPR on integrating traditional and social media, real-time PR, and the future of broadcast communication.

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4. “Data beats opinion”
PR too often driven by untested assumptions and
wonky metrics
Google aims high. Nothing is impossible.
Google has a “culture of failure”

5. A database of intentions
Doubleclick Ad Planner
Google Trends and Insights
Google Keyword Tool
Google Analytics

11. Google Analytics is a free data....

12. Data puking!

13. PR’s marriage
problem: solving
attribution

19. Some more things to consider

20. Visitor flow analysis

21. Isolate sources: down to level
of individual coverage!

22. Better still: relate it to
specific goals

25. Real time analysis

26. Old vs new
Old: Our PR activity created x number of OTS
(opportunities to see)New: our PR activity assisted
£xxx sales - directly and indirectly. Explicit ROI.

28. NEXT SOCIAL SUMMER SESSIONS
• Integrating Traditional and Social Media – 10
May
• Real Time Public Relations – 15 May
• The Future of Broadcast – 24 May
http://www.cipr.co.uk/content/eventsawards/social-sum