Gary is the founder of CoverageBook, AnswerThePublic and the new (free) PR measurement tool ‘CoverageImpact’.

We discuss how the last 15 years of working together in marketing and the last 10 years of Gary being a successful software founder in the PR industry has led to the launch of this new PR tool.

In a time when PR budgets are being cut and in-house teams are admitting its often down to lack of confidence in measurement, Gary believes its time for a step-change in the way the industry showcases PR activity outcomes. He also believes this should be accessible to everyone and not just those that can afford high-level measurement and analytics support...

Could this new free graph-generator tool that showcases PR outcomes be the answer to the PR industry’s biggest problem? Listen this interview and make your decision!

www.CoverageImpact.com

Special Guest: Gary Preston .

I interview global head of data and analytics - Allison Spray alongside PR Agency One MD James Crawford.

James and I co-wrote two chapters in a recent PRCA paper; ‘Data literacy in PR’. We looked at how to use tech to build confidence and improve data use as well as a chapter on how to build a ‘data culture’ in your team. It was the latter chapter that Allison Spray’s team at H&K was noted as a great example of hiring in data expertise alongside training PR practitioners.

In this interview, we go behind the scenes and get into the detail.

I find out how Allison has increased confidence in data across all H&K teams

We reveal the data team’s interesting recruitment process and the mix of skills and sector-specific backgrounds Allison looks for.

Allison and James share how they work with clients to gain the data and tech they need upfront

Allison also shares tips on how to get started, whether you’re a small team looking to up-skill or planning to to build a data team within an agency

Since the H&K data and analytics team has developed and established the agency has won the most amount of awards ever in a year. Coincidence? or does increasing PR confidence in data work? I’ll let you decide…

Special Guest: Allison Spray.

It has been an on-going challenge in Public Relations to understand the true volume of people arriving on news sites due to publishers' secrecy on traffic figures. There was further focus on this topic recently, when UK news site, The Guardian reported that The Telegraph online is planning to link journalists’ pay to traffic and popularity of their articles.

So, in this episode, I interview digital communications consultant Andrew Smith on his research into publisher traffic.

We discuss:
-How readers arrive at news stories
-Where the traffic comes from and how they interact on-site
-Publisher traffic growth strategies
-How the ‘pay for views’ model could work and the problems that could come with this
-Traffic and data tools available to journalists and PR people

No matter what country or industry you practise PR in, this episode is relevant to you all.

Special Guest: Andrew Smith .

It’s impossible to influence and change opinion without a full understanding of who you are talking to and how they feel. And with more data available than ever before, where on earth do you begin that kind of research?

Step forward Alex Judd, Alex is the head of Impact and Planning at Clarity PR. Alex is passionate about combining the art of communications with the science of research and data.

In this episode we discuss:
The difference between researching B2B and B2C audiences
What we can learn from advertising audience segmentation
How avoid looking for insight in an echo chamber
How to get buy in from stakeholders
How to get started in you’re an audience insight beginner

Special Guest: Alex Judd .

Share of voice is worked out very differently in Public Relations in comparision to other areas of marketing. This is mainly down to earned, owned and paid media all having different data and what we're allowed access to.

At the end September 2020, Mark Ritson wrote an article for Marketing Week, which pitched why 'share of search' could be a better alternative measure of how popular a brand is among consumers.

When I read the article, it struck me as a more sensible integrated way of looking at marketing success. However, I needed the help an expert to learn more!

In this episode I interview marketing attribution expert, Russell McAthy, founder of Ringside to help us learn more.

We explore:

• What 'share of search' is
• How it considers consumer view over the brand marketing teams!
• How all of the marketing activity affects it
• How PR teams can explore it

If you do PR for a brand that also has lots of owned and paid marketing activity, this episode is for you.

Special Guest: Russell McAthy.

Russell has been helping businesses attribute success (often revenue) to various lines of marketing for years. Without his insight into customer behaviour, millions in marketing budgets are likely to have been misspent.

The term 'attribution' has come up a lot recently in PR recently so, I wanted to get back to basics. Russell and I cover what 'attribution' means, how PR fits into overall marketing evaluation and how you can talk about it to your stakeholders.

Russell also tells me about how an update to cookie data happening in February 2020, that is going to make a MASSIVE difference to PR and paid, and we all need to know about it!

Get ready to learn.

Special Guest: Russell McAthy.