赢媒体管理：公关与传播的演变（英文）

EARNED MEDIA MANAGEMENT: THE EVOLUTION OF PR AND COMMS 866.639.5087130 E Randolph St., 7th Floor, Chicago, IL 60601Copyright © 2018 Cision Ltd. All Rights Reserved.Earned Media Management: The Evolution of PR and Comms02IntroductionUsing data to track the success or failure of media campaigns is not a new concept. Back in 1927, the public relations industry made a name for itself when Arthur Page negotiated the top communications job working for AT&T. At the time, AT&T was under consumer scrutiny for its monopolization of the market. Nearly 90 percent of brand coverage was negative. Page took a data-driven approach to solve this PR prob-lem. He researched consumer sentiment and understood how consumers felt about the company. He used those data points and his research to reposition AT&T as a public utility, using tangible examples of how the company made a positive impact on society and consumers. The data-driven campaign worked. Arthur Page’s successful approach went on to spur a golden age of public relations and elevated the position of comms professionals to one of advisor and strategist for corporate leadership.Positive earned media contributes greatly to customer loyalty efforts for 73 percent of marketers, building brand awareness and sustaining brand health.Paid and owned media channel owners embraced the rise of digital technology, data and analysis to show how their work impacts both top and bottom line business objectives. Now it's time for PR to do the same.—Chris LynchCMO, CisionFast-forward to today, where something has been lost: the data behind the decisions being made. According to the 2018 Global Comms Report, 77 percent of PR and comms respondents indicate that comms still can do a better job at measuring and proving its impact on business objectives. The comms profession often struggles to com-mand the respect it deserves. But how did the industry fall so far in prominence? Why are PR pros, who were once held in such high esteem, now locked out of boardrooms and c-suite conversations? Why did comms professionals lose their budgets to their paid and owned counterparts?Tech Advances in Paid and Owned MediaThe answer is simple. Paid and owned media channel owners embraced the rise of digital, technology data, and 73%(Source: Forrester Opportunity Snapshot, Oct. 2018)Earned Media Management: The Evolution of PR and Comms03analysis to show how their work impacts both top and bottom line business objectives. They utilized those tools to understand how specific interactions drove desired cus-tomer behaviors, such as buying new products or driving customer loyalty, and to optimize campaigns leveraging these data and technology solutions to deliver more value. In fact, marketers specializing in paid and owned media saw a dramatical evolution of the campaign processes and methodologies due to the opportunities that these solutions unlocked, including rich targeting, testing, and optimization aligned to segments and audiences