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.