Landscape of PR Tech

Jerry Touslee, Head of Marketing at BusinessWire, delves into the critical role of PR in today's marketing landscape. Discover the essential components of a PR tech stack, from media monitoring and relationship-building to strategic news distribution. Learn how AI is poised to revolutionize PR analytics and bridge the gap between PR and demand generation metrics. Additionally, gain insights into measuring PR's long-term impact on your marketing efforts.
About the speaker

Jerry Touslee

Business Wire

 - Business Wire

Jerry is Head of Marketing at Business Wire

Show Notes

  • 02:14
    Building Relationships and Media Monitoring
    agrees with the linear approach but notes that PR activities can interject at different points based on the organization's size and needs.
  • 09:22
    Measuring the Impact of PR
    emphasizes the importance of tracking engagement with prospects and the impact of earned media on sales conversations.
  • 12:10
    Challenges and Belief in PR
    highlights the challenge of measuring PR's impact due to the long time frame and the need for belief in its effectiveness.

Quotes

  • "Press releases can be the genesis for the other opportunities within PR. They're not the means to an end themselves. They should be the start of something bigger." - Jerry Touslee

  • "There's huge improvements that can be made in PR analytics with the power of AI. No one knows exactly what they are. Yet. There's different things that are coming to life right now" - Jerry Touslee

  • "Have a consistent program, have those channels that we talked about have the technology to be able to place, distribute, track, monitor and analyze, and it will pay off. So look at it as a lot of short term work for long term benefit." - Jerry Touslee

Episode Chapters

  • 01:46
    Talk Nerdy Too Me -- PR tech landscapeDiscussion about the various tools and platforms in the PR tech stack including media monitoring and relationship building with journalists.
  • 04:49
    Talk Nerdy Too Me -- Media monitoring and analyticsInsights into media monitoring with an emphasis on tools like Meltwater and Critical Mention, and building relationships using Muckrack.
  • 06:03
    Crystal Ball -- Future of AI in PR techSpeculation on how AI could revolutionize PR, especially in generative content, research, and analytics.
  • 07:58
    Talk Nerdy Too Me -- AI integration in PR and demand genConsiderations on how AI can link PR activities to demand generation metrics and improve accuracy in analytics.
  • 10:34
    The Secret Sauce -- Measuring PR impactExploration of different metrics and methods for effectively evaluating the impact of a PR campaign.
  • 13:34
    The Secret Sauce -- Importance of belief in PREmphasizing the necessity of commitment and patience in PR efforts, particularly for long-term benefits and consistent visibility.
About the speaker

Jerry Touslee

Business Wire

 - Business Wire

Jerry is Head of Marketing at Business Wire

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