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@ginidietrich @cspenn You're welcome, madame! I can't strongly advocate enough about budgeting for measurement. It's done so rarely.
1 week, 2 days ago on 13 Things to Include in a Communications Firm Business Plan
The one thing I'd add that's missing: have a measurement plan with a budget line item so that you invest in measurement of your goals from the start.
@Eleanor Pierce @cspenn The show ruins the book, really.
2 weeks, 6 days ago on The Spin Sucks Inquisition: Christopher Penn
@ClayMorgan I enjoy breaking things :)
@ginidietrich @HappyGezim That said, Gini, if you're ever looking to move on from Arment Dietrich... ;-) #gottatry
@Eleanor Pierce They go by fast.
@CamileHurwitz Absolutely. Public relations is about the public - and today, that's social media in the mix.
2 months ago on Public Relations Metrics Are Like Apples for Pie
It also requires you to document your own legacy so that you have written proof in front of you at all times. I wrote about this a little while back.
2 months ago on Impostors Syndrome: My Very Personal Story
@Vocus @cspenn And we love Vocus.
@jspepper Quite the contrary. I love PR people and work with the best damn crew of them at SHIFT.
@PRGIRL Thanks, fixed for this year!
2 months, 3 weeks ago on Labor Day Recipes from the SHIFT Crew
@ChrisSledzik We've found much more success with Twitter, on balance. It's more open, it's more acceptable for outreach, and it's less invasive.
3 months, 1 week ago on The most obvious use of Instagram Direct for PR professionals
@ScottAllen1 Thanks, Scott. It's not ONLY about earned media, but earned media certainly benefits heavily from it.
3 months, 1 week ago on Google validates that PR is SEO in patent filing
@Dave Schneider Working well at scale depends on having a very large network. Might be a point worth a blog post in the future. Thanks!
3 months, 2 weeks ago on State of Social 2Q14: LinkedIn Marketing Falls Behind
@Dave Schneider Thanks, Dave!
3 months, 2 weeks ago on The Beginner’s Guide to Blogging, Part 1 of 10
@Jim Sweeney absolutely, and in an ideal world, I would love to see Lazy Larry never even get hired, or at the very least have a very short tenure. Regrettably, reality rarely conforms to my wishes. I appreciate the comment, though!
4 months, 1 week ago on Breaking Barcelona: Why Measuring PR Shouldn’t Include Sales
@kamichat Thanks, Kami - much appreciated. It's a balancing act, especially since a fair number of CMOs will interpret "where possible" as "do it or else you have no ROI and you're fired". (I actually had that conversation recently with a client)
4 months, 2 weeks ago on Breaking Barcelona: Why Measuring PR Shouldn’t Include Sales
@ScottMonty When you can successfully extinguish a social media crisis by waving your hand and saying, "These are not the comments you are looking for", then and only then will you be a social media Jedi.
4 months, 2 weeks ago on So You’re A Social Media Guru, Right?
@Michael Shepherd The risk of presenting both to management is a Glengarry Glen Ross situation where it devolves into blameshifting. That said, we do what the client wants, right?
4 months, 4 weeks ago on Breaking Barcelona: Why Measuring PR Shouldn’t Include Sales
@HeatherWhaling Thanks, Heather!
@Scott Robertson And here it is: http://www.shiftcomm.com/2014/06/the-value-of-pr-beyond-marketing-roi/
@Danny Brown I made an attempt to address more of the operations picture here: http://www.shiftcomm.com/2014/06/the-value-of-pr-beyond-marketing-roi/
@Danny Brown you're absolutely right in that the silos we have are for operational efficiency. To the customer, it's all one spectrum of service, from beginning to end. This post looks more at measuring your operational efficiency rather than the customer perspective. Thanks, though, for your comment.
@Scott Robertson Thanks, Scott, and I need to do a followup post on all of the other areas PR touches, like customer service, retention, etc.
@JodiEchakowitz Here's the thing I disagree with about that specific set of principles. Business outcomes are absolutely, positively important. That said, tying your goals to things you cannot control and have no influence over is what I take issue with. That comes from a background in B2B marketing where PR and marketing can drive enormous audiences and leads, but if the sales guys can't sell, then you have no ROI. That doesn't mean you as a PR professional failed at your job. You may have done everything right. It means that your sales guys are bad at their jobs - should you be held accountable for their failures?
PR can influence those metrics, unquestionably. Getting the right audience is absolutely our job. We see PR's impact on search, social, and media. But ultimately, at the end of the day we do not control those downfunnel functions, and I would no more hold PR accountable to a potentially bad sales team than I would hold advertising's performance to customer service metrics.
5 months ago on Find the ROI of PR By Measuring the Value of Audience
@Joe Walton I think that's a fair point, Joe, but is that PR or marketing? I delineate the two by the outcome. Awareness, attention, and trust are the characteristics of great PR with an outcome of audience. To me, retaining and upselling customers you already have, audience you already have, is a function more of sales and marketing - loyalty marketing, in fact.
That doesn't mean PR is without a role - you can never have too much awareness, love, or trust. It does mean, though, that ultimately the audience has already been captured and now needs to be given additional reasons to trade value.
I'd love your thoughts on it, too.
@CommProSuzi That's a deeper conversation about attribution analysis and what you can do with Google Analytics. It is possible, plus you can infer indirect impacts of PR on things like organic search based on the links you help create.
@teamccloud Ain't that the truth!
@THINK_Lyndon I like the idea of influencers and relationships as outcomes; the catch will be quantifying them to the point where the CMO will be able to add it to a projected P&L.
@BillSmith3 Thanks for the kind words!
@Eleanor Pierce No, not in special cases like crisis comms, where you're trying to undo damage, certainly. But for most of the time when the CMO asks the VP of Comms what PR has done for him lately, he's thinking P&L.
@allpointspr100 Yep, I'm a big fan of the Paper app. It makes inept artists like me look stylishly inept.
@ClayMorgan Thanks, Clay!
@JHTScherck @cspenn Right, but I was also referring to their previous patent on co-citation, which uses word associations. Is that too far a conclusion to draw? Co-citation and word associations, with or without a linked resource as a valid implied link?
6 months, 2 weeks ago on Google validates that PR is SEO in patent filing
@bill_slawski @cspenn @ccarfi Hi Bill,
Thanks for the feedback, here and on Twitter. Their previous patent on co-citation of text clusters is what drew me to conclude that co-citation and implied links were both relevant and related for determining a brand's mentions. As you pointed out on Twitter, I'm not a lawyer, I don't play one on TV, and I don't regularly read thousands of patents (though I probably should), so my interpretation is based only on what I've been able to glean from 8290956 and 8682892. I'm happy for you or anyone else to shed more light - one of the other commenters said that citation was more likely to be an unlinked URI, but Google seems to separate URIs in general from words and clusters of words.
Thanks for commenting.
@badams In this particular patent, Google just references the citation. However, in Patent 8290956 (linked here: http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch-bool.html&r=1&f=G&l=50&co1=AND&d=PTXT&s1=8290956.PN.&OS=PN/8290956&RS=PN/8290956 ) they specifically call out URIs and URLs as identifiers, not citations. Citations and words (linked or unlinked) are kept separate and Google specifically discusses them as co-citations (word clusters).
Now, as I've said, I'm not a lawyer. I don't even play one on TV. Co-citation of associated words and implied links are both techniques Google uses for relevance. Maybe it is the unlinked URL/URI, but we can't be sure either way.
If someone else is a patent/trademark lawyer, please do help!
@AgentBlackhat Thanks, and I agree that it would be nice to have the context of the patent, but somehow I don't see us getting that access any time soon. We do know from previous IP purchases that they do topic-focused matching as well.
@JHTScherck The part I'm concerned with in the patent specifically is the classification of links. I'm open to hearing other interpretations of that part (section 302 in the diagram) if I'm wrong.
@ScottMonty I only hope that if ever again I have an important case I shall have the good fortune to have you by my side.
6 months, 3 weeks ago on Google validates that PR is SEO in patent filing
@ccarfi Hi Chris - I so appreciate the thoughtful comment. In regards to it, I realized I forgot to link to the actual patent itself. My interpretation of the PR is SEO section comes from the linking engine portion in Figure 3, where they make the determination about what links actually are. The part you point out above in 1 and 2 refer to reference queries and you've got the language exactly right. Reference queries can be explicit or implicit.
That said, the implied link is a determination for what resources are independent (this is Panda, so they're looking for obvious duplications from people looking to rig the game). That's how I got to the conclusion in the original post. The engine that processes link independence doesn't directly look at the reference query (from what I can tell, anyway), but is part of the score modification in Figure 5. If a set of links are judged as not independent, Google applies score modifications to reduce the prominence of subsequent, non-independent results.
The reason for my conclusion is that the independence test for links, to me, paints a larger picture of what Google looks at not only for a test of independence but also for what's relevant.
Thanks again for contributing.
@digitalbase And a whole lot of Celine Dion.
7 months, 3 weeks ago on PR Pros: Get our new mobile app, ZiPR!
@howardgr Agreed. I have a couple of non-profit clients with very small budgets, and Facebook has been relegated to "yeah, post there, but don't expect much".
7 months, 4 weeks ago on How much will you need to pay Facebook?
@chrisbacke Chris - Agreed that some companies will still be there, even at exorbitant costs, because as you said, it's where the billion people are.
@KirkHazlett Kirk, I would agree that there are scientific aspects of it, but at the end of the day, anything dealing with human behavior (as PR does at its core) is going to be squishy. We're absurdly unpredictable animals!
Thanks so much for sharing.
7 months, 4 weeks ago on Can you automate PR?
@ScottMonty I haven't read that one in a while. Recently cruised through Adventures and Memoirs, Last Bow is next up :)
9 months ago on A social media data warning from Sherlock Holmes
@alanbr82 While it's always been true, the risk of not being better is greater to PR folks because one bad pitch can not only ruin that particular effort, it can burn the relationship entirely, and that can be a massive setback.
10 months ago on How Content Marketing Could Kill PR
10 months ago on Let your core values guide employee opinions online