PR pros must build integrated communication strategies that elicit “self-discovery” of events

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 10, 2020, 11:59 AM UTC

Use Urchin Tracking Module (UTM) codes to monitor a press release’s performance.

This article quotes Michael Toner, vice president of digital strategy at Business Wire. Toner elaborates on how brands can make their Paid, Earned, Shared and Owned (PESO) model of multi-channel media relations more seamless.

PR persons must understand the function of the UTM, through which they can measure a press release’s performance. Brands can determine how multiple channels interact with overlapping goals across teams by perceiving them as “levers”, which must be pulled in the right order.

The idea of a journey should be tightly integrated and all channel mixes should work in tandem with each other to “elicit the behaviour that triggers the next marketing activity”. A successful integration will make the consumer feel like the order of events is “self-discovered” and not spoon-fed.

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