Earned media attribution technology, PR research, and calculating PR's ROI w/ Cision's Mark Weiner


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Sep 09 2020 36 mins  

Learn about earned media attribution technology, quantifying ROI for your PR, and making better business decisions with our guest Mark Weiner. Mark is the chief insights officer at Cision. He is a member of the Arthur Page Society and a board member for the Institute for Public Relations.  

Guest:

Our episode guest is Mark Weiner, the chief insights officer at Cision. He is a member of the Arthur Page Society and a board member for the Institute for Public Relations.

Topic: 

Quantify return-on-investment for your public relations and how research leads to better business decisions

Five things you’ll learn from this episode:

  1. Why is research valuable to your profession?
  2. Why do companies make the mistake of overlooking, underfunding, or skipping the research phase for campaigns?
  3. How do you fund research when the perception is there is no budget for it?
  4. What’s the right price for research?
  5. What is attribution technology, and why is it a game-changer for the public relations industry?

Quotables

  • “Research is a matter of willingness for communicators, not a matter of ability.” — @WeinerMark
  • “Research and data take the emotion out of decision making.” — @WeinerMark
  • “Being approximately right is better than being totally in the dark.” — @WeinerMark
  • “Research often acts as a type of insurance.” — @WeinerMark
  • “Public relations does not drive the most sales in terms of volume, but it does provide the greatest efficiency.” — @WeinerMark
  • “Public relations is as big of a game-changer as social media was 10 years ago.” — @WeinerMark  

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About Mark Weiner

Mark Weiner is the chief insights officer at Cision, a multifaceted communication software company that helps you reach, target, engage, and measure your audience to enrich corporate and brand reputation. Weiner is also a member of the Arthur Page Society, a board director for the Institute for Public Relations, and serves on the academic advisory board for the University of Florida School of Public Relations. 

Contact Resources:

 Additional Resources:

About your host Jason Mudd

On Top of PR host, Jason Mudd, is the CEO and managing partner of Axia Public Relations. He is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he's worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia in 2002.

Presented by: Support the show (https://www.buymeacoffee.com/OnTopofPR)