Intel & Insights


PR Benchmarks: Measure Your Impact

PR Benchmarks: Measure Your Impact

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.

Setting benchmarks

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

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!


Source: PR’s Changing Benchmarks: 10 Questions to Make the Most of Measurement
3 Ways to Boost Your Content Marketing Efforts

3 Ways to Boost Your Content Marketing Efforts

Content creation requires a significant time commitment, which can make it all the more frustrating if what is produced doesn’t resonate with your audience. Even if you’re doing it all by the books (i.e., proper graphics, detailed audience segmentation, etc.) you still may not see the payoff.

Here are three suggestions to keep in mind if your content isn’t resonating:

1. Avoid self-serving content. No matter what industry, you will have competitors. This is especially true for health and wellness organizations, which reside in an industry primed for exponential growth. With others already offering similar goods and services, it’s not sufficient for your content to be solely focused around what you sell. Any one of your competitors has the opportunity to take this same approach, so it’s vital to differentiate your brand.

Furthermore, your audience will lose interest if your approach is too self-centered. In order to build trust amongst your audience, speak to them and not at them. How do you do this? Instead of pushing new products, like your company’s most recent medical device, make sure your messaging revolves around your mission of helping your patients have a better quality of life.

2. Internal goals come second to audience needs. Talking points are often crafted with the company in mind, not the audience. Business goals are dependent upon the needs of the audience, meaning you won’t see progress until your content builds a rapport and trust with your audience.

Build this relationship by making sure your content centers around your mission, while also engaging with your audience whenever possible. One of the best qualities of social media is that it allows companies and individuals to connect like never before. Check out relevant hashtags and involve yourself in the conversations affiliated with them. Not everything you say has to relate back to your company directly; the focus should be on building goodwill amongst current and prospective audience members.

3. Identify why you exist. A seemingly philosophical notion with a simple answer: your company or brand’s purpose is to offer the best solution to the problem that originally brought your organization into existence. In this sense, healthcare organizations companies have an edge. Their missions are often noble and palatable, something an audience can easily get behind. Now all that remains is to make sure the content you craft serves the mission.

For example, a hospital benefits from keeping the local community’s health as its top priority. Therefore, the content you create should speak to the local community and its health concerns. Do you have a large pediatric patient base? Focusing on flu seasons and concussion safety will resonate with parents.

Keeping content aligned with why your brand exists is easier said than done. In some cases, being audience-focused might require a shift in your brand’s mindset. To know for sure, start by conducting a content audit and identify what types of content your audience finds most engaging. Then, determine how to maximize those types of content to not only engage a broader audience, but also drive new patients or customers.

Have any stories about maximizing your own content marketing endeavors? Share them with us @CSG_Health.

Source: Content Marketers: Your WHAT Doesn't Matter if Your WHY Is Lacking
Public Relations Trends: What PR is Now?

Public Relations Trends: What PR is Now?

Change is constant, something PR practitioners may know better than anyone else. Developments in both clients’ industries and media landscapes mean PR professionals must stay ahead of changes as they occur. PR Newswire recently conducted a survey asking PR professionals what modern PR is and looks like, revealing some notable shifts. Yes, some traditional mainstays were among the results, but other top answers reflect the importance of current business trends. 

Here are five things fellow PR professionals noted that modern PR is: 

1. PR is…relationships.

Maintaining relationships with the media has always been a cornerstone in public relations. And for PR professionals in the health and wellness industry, this now includes a myriad of bloggers along with traditional journalists. When you can stay in-step with the media outlets and reporters and bloggers your audience turns to for health information, it will ensure your clients are at the point of need.

2. PR is…marketing.

Modern public relations plays a large role in creating content that demonstrates thought leadership, which in turn can drive leads in a traditional marketing sense. If your healthcare client is primarily B2B, exploring bylines in online trade publications and LinkedIn long form posts that offer “trackable” links can directly tie PR efforts to incoming leads.

3. PR is…data-driven.

Measuring data is no longer a novelty, it is the norm. Healthcare companies with a social media presence need to be able to properly track how many potential customers or patients come to your website and if potential customers convert at a higher rate through a specific social media platform, i.e. YouTube versus Twitter. This will allow PR professionals to make strategic recommendations on how to best allocate resources to secure new customers. 

4. PR is…multichannel.

Use your varying platforms to your advantage. Format content for different channels in order to connect with more diverse subsets of your audience. For example, if you have a client in the aging industry, Facebook may be best for reaching seniors’ adult children, while a blog could be most beneficial for connecting with fellow senior living professionals. Research may help to discover when and on what platforms your specific audience is most receptive, but a staggered approach is essential to reaching the niche audience residing on differing platforms.

5. PR is…real-time.

Issues can escalate quickly and at any time of day; and our global economy demands there is always someone on hand to deescalate potential crises. PR professionals can be invaluable in establishing protocol detailing what constitutes as an issue, how it should be handled and how to quickly take the issue offline in today’s Internet- and social media-heavy world.

What else do you think modern PR is? Let us know at @CSG_health.

Source: 2016 Public Relations Trends: Are You Ready for What #PRisNow?
5 Reasons Why Every Business or Brand Needs a Blog

5 Reasons Why Every Business or Brand Needs a Blog

Qualifier: When we say everyone needs a blog, we are not referring to the type where your old friend from college posts once every two months about his business trip to Memphis or your aunt’s use of run-on sentences and tangential thoughts to keep the family updated on life in Florida. We are talking about a blog that consistently engages readers in a way that serves as an extension of a business or brand.

A buttoned-up, regularly updated blog does much more than serve as a place to throw content on the website and hope someone stumbles across it by accident.

Here are five reasons why a great blog is a crucial part of any successful content marketing strategy for a business or brand.

1. Blogs bring traffic (and exposure). Whether selling a product or promoting a service, every business or brand wants to bring the right audience to its site. Not only does a blog allow room for more compelling content on a website, frequent posts and new posts boost search rankings and allow Google to index content for various phrases and keywords. The result? More traffic from the right consumers.

2. Blogs create a community. Blogs are a fantastic way to communicate with consumers and allow a business or brand to directly talk with its audience at the most fundamental level. And not only that, blogs are also the perfect medium for consumers to talk back and offer valuable customer feedback.

3. Blogs display industry expertise. Consumers get their information from people they trust. If you have a blog filled with information that adds trusted value to its readers, your business or brand portrays itself as an industry expert. Does someone (or multiple people) in the organization have specific expertise in a topic area? Have him or her author a post to solidify the brand’s presence in the space.

4. Blogs grow and strengthen your brand. By regularly posting updates and offering new content to consumers, blogs allow a business or brand to increase awareness and stay in front of the people who matter. Take it a step further and gain subscribers and generate leads by making sure new content is not only relevant, but also enticing enough for the customer to exchange his or her information for it.

5. Blogs promote public relations. PR pros are allowed to be a little selfish sometimes, right? Cross-promotion and guest blogging are huge opportunities in the public relations realm. Establish partnerships with important influencers or other organizations by collaborating on stories and content with a fresh perspective.

Starting a blog is beneficial to any business or brand whether you are starting out or are already established in the industry. From connecting with consumers to cementing industry expertise, blogs offer a number of exciting opportunities to explore. However, remember the golden rule: keep content authentic, on message and value-adding to avoid jeopardizing your brand’s reputation. Happy blogging!

Source: 10 Reasons Why Every Business Needs A Blog
The PR Professional's Guide to Delegating: 6 Tips for Success

The PR Professional's Guide to Delegating: 6 Tips for Success

Would you rather add a client project to your already full plate because you are afraid someone else might mess it up? If this rings a bell, you may need help learning how to better delegate tasks.

Here are six tips to help you hand off tasks and preserve your sanity.

1. Figure out what stops you from delegating. Are you scared of relinquishing control? Do you have trouble trusting someone else with the work? Identify what keeps you from delegating tasks to others so you can start to find solutions to the problem. 

2. Identify tasks you can let go. Are some things taking up more room on your plate than others? Decide which tasks need to stay with you and which ones you can afford to give to someone else.

3. Choose the right person. You will feel better about handing off a writing project to someone you know is a great writer. Once you know the specifics of a project, pick someone who has worked on similar projects before and has confidence in the subject matter.

4. Delegate the outcome. Try not to dictate exactly how you need things to be done; rather, give a concrete idea of the expected outcome. When results are more important than the process, an individual can decide the manner by which he or she accomplishes the task.

5. Expect glitches. Any time more than one person is brought in on a project, miscommunication can occur at some point. Set realistic expectations and plan extra time for hiccups. Your future stress levels will thank you.

6. Set a finish line…and checkpoints. Outline a clear deadline so all parties involved have a sense of when the project needs to get done. Worried about a potential lack of communication between the starting point and finish date? Set up a few check-in meetings to make sure everyone is still on the same page.

In an industry where many of us rely on teamwork to accomplish client objectives, having the confidence to delegate tasks when necessary will do wonders for your productivity and morale.

Source: The Control Freak's Guide To Delegating
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