Powerful and effective marketing communications is based on a "content value exchange” whereby organizations engage prospects, customers and influencers through relevant and purposeful content in exchange for their attention, engagement and patronage. At Communications Strategy Group (CSG®), we leverage our deep understanding and network of influencers in the industries we serve to create, package, distribute and promote compelling and impactful content to and through influencers on behalf of our clients.
Learn more about how CSG's passion, award-winning track record and real-world experience can create targeted measurable content-based influencer relations campaigns, including PR, online PR, and social media, that tie directly to the overall marketing and strategic objectives of your organization.learn more learn more
In order to engage influencers and customers, intimate knowledge of your industry landscape is imperative. Communications Strategy Group's practice areas are composed of dedicated teams of people who are deeply knowledgeable and passionate about the industries they serve.
Intel & Insights
PR Benchmarks: Measure Your ImpactApril 22, 2016
Public relations is not reserved for strict, traditional media relations anymore. What PR encompasses is changing everyday; but as it stands today, PR is everything from television, print, social media, online news sites, apps and more. And for health and wellness organizations, clients are using every piece of media to find information and make health-related decisions. So, when you’re kicking off a new campaign with a health-focused client, remember to look at these various PR elements and set concrete benchmarks so you can effectively measure success and identify insights at the close of the campaign.
Views, clicks and impressions are classic ways to measure the success of your earned media. While it’s important to keep track of the number of people viewing your content, there’s more value to be found in measuring how many people within your target audience were reached and how they interacted with your content. When setting benchmarks, keep in mind your target audience and adjust goals accordingly.
Measuring impact may seem subjective by nature, but there are ways to concretely show you’re reaching a specific audience. Start by analyzing the effects of earned media. Employ your online tracking tool of choice and take note of how effective earned media was at driving traffic to your website or landing page. It’s also valuable to take note if media coverage is merely a mention versus a larger feature story. Impact can also be measured by what – and how many – proprietary assets were shared during your campaign. You can check social shares, hashtag usage, etc., to determine which pieces of content were picked up or what assets were shared.
Success doesn’t always look how you thought it would. By measuring these different facets of impact, you can find ways to effectively measure how targeted audiences received and interacted with your campaign. But remember, it all starts with setting the proper benchmarks.
Healthcare PR pros: What other benchmarks do you find helpful to set with your clients? Tweet us at @CSG_health!
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Communications Strategy Group Expands to New York City
Communications Strategy Group (CSG®), an award-winning strategic communications firm specializing in content-based influencer relations, has opened an office in New York City, extending its reach in delivering what public relations should be.
The new office, located near Grand Central, joins CSG’s existing offices in Washington, D.C., and Denver, where the company is headquartered.
The firm works with clients to create a “content value exchange,” developing high-value content campaigns that drive prospects and customers to engage and nurture relationships with a brand around shared values. CSG’s professionals specialize in a single industry, developing a deep understanding of their field’s challenges and opportunities while building strong relationships with each sector’s most important influencers.