Year after year, we hear that marketing budgets are increasing, PR budgets are decreasing. Yet social channels are decreasing the reach of brand content, while news releases and editorial coverage are enjoying unprecedented visibility.
In this tactics-heavy discussion, Serena Ehrlich, Business Wire’s director of social and evolving media, will outline the steps PR pros must take to truly showcase the impact of their work. It is time to move past measuring coverage pieces and time to show management teams how news releases and editorial coverage is moving prospects and customers in and through the marketing and sales funnel.
We’ll look at:
How to align measurement with business goals
How to create content that drives higher ROI
How news release data provides real-time program options
How to take credit for everything you PR program is doing
About the speaker:
Serena Ehrlich, Business Wire’s Director of Social and Evolving Media, provides guidance for internal and external content creation and distribution services, ranging from PR programming to mobile marketing to social media updates. Over the last 28 years, Ehrlich has worked to provide guidance on investor relations, public relations and overall consumer behavior relations trends. Ehrlich started her career in advertising where she developed an understanding of branding from a large-scale perspective, but she credits her 18 years in the newswire industry for placing her at the forefront of the technical, sociological and influential revolution changing the face of today’s customer communications.
Prior to rejoining Business Wire in 2013, Ehrlich designed and implemented successful local, national and international social, mobile and traditional marketing campaigns for brands including Kraft, Kohls, Avon, Mattel, Mogreet and more. A ’91 graduate of Brandeis University with a B.A. in History, Ehrlich was named one of the 2013 Top 25 Women in Mobile to Watch by Mobile Marketer. Learn more about Business Wire at https://services.businesswire.com
$22.00 PRSA Members
$32.00 Non-PRSA Members
$17.00 PRSSA Students
$22.00 Non-PRSSA Students