How to Drive PR Decisions with Data - Dane Wiseman
1. H O W T O D R I V E P R
D E C I S I O N S W I T H D A T A
Dane Wiseman, Director of Marketing
@airpr
2. AirPR is a PRTech company that
provides analytics, insights, and
measurement solutions for the
evolving PR industry.
3. D A T A D R I V E N D E C I S I O N S
Audience
Campaign Goals and Objectives
Strategy
Tactics
Tags and Implementation
Measurement (KPIs and Metrics)
Optimization
Reports and Dashboards
4. AUDIENCE Audiences are publishing, sharing, and interacting with stories
and media coverage — and we are all involved in the
conversation.
PRTech now allows for feature-rich, customized reporting
dashboards with actionable insights, competitive analysis, and
metrics valued by the C-Suite.
5. AWARENESS ENGAGEMENT
THE SCIENCE OF PR
AIRPR.COM
REACH MORE
POTENTIAL
CUSTOMERS
BUILD AND
ENGAGE WITH
YOUR AUDIENCE
CONVERT AUDIENCES TO
SIGNUPS/TRANSACTIONS
CONVERSION
Campaign Goals and Objectives
What are your business goals?
6. Drive product
and brand
awareness
across key
industry
publications
Engage with
key influencers
and
target audience
across digital
channels
Research,
plan, and
publish
unique and
relevant
content
5 0 %
20%30%
E X A M P L E S T R A T E G Y
7. THE SCIENCE OF PR
AIRPR.COM
SolutionsPESO Model (Tactics)
9. THE SCIENCE OF PR
AIRPR.COM
PRTech - Tags and Implementation
12. O P T I M I Z A T I O N
1. Strategy/Tactics
2. Activity
3. Measurement
4. Insights
5. Repeat
13. Give me your data,
your widgets, and
your reports.
-Dashboard
14. P R R E S O U R C E S
PRTech Prep Course: 30 days to improve digital IQ and
increase data literacy
AirPR blog
PRTech.co
Spin Sucks (book and blog)
PR measurement 101
The Information Diet: A Case for Conscious Consumption by
Clay Johnson
15. T H A N K Y O U !
Dane Wiseman, Director of Marketing
dane@airpr.com
@airpr