This article originally appeared on CommPro.biz.
By Ben Chodor, President of Intrado Digital Media
The PR industry is under increasing pressure to innovate, evolve and make better use of data to prove its value.
As Gartner’s most recent CMO Spend Survey explains: “CMOs must appease the often-skeptical Chief Financial Officer’s (CFO’s) expectations for return on investment (ROI) to justify future budgetary commitments.”
Unfortunately, PR has historically relied on soft metrics like impressions and struggled to provide KPIs that line up with marketing expectations and prove a campaign’s impact on business objectives. Traditional PR trackers don’t paint a full picture of all efforts. Newer technologies are needed to demonstrate the significance of PR impact.
There are three primary reasons why PR needs to embrace new technology to thrive and innovate.
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Notified was founded in 2010 and quickly became a disruptor in Sweden and across the Nordics. From the beginning, our goal has remained the same: to create a truly unique platform for PR and marketing professionals; one that delivers deeper, more actionable insights from social data and earned media, and brings the entire communications workflow into a single platform. In April 2019, Notified was acquired by Intrado, a global leader in digital communications.