Coaching Your Account Teams to Get the Data They Need

TORONTO, July 28, 2016 /CNW/ - More than ever before, PR professionals need to understand data and provide actionable insights, which can optimize PR programs, demonstrate campaign success and drive revenue.  PR is no longer just focused on building and protecting a brand and its reputation; it now has the ability to directly affect their client's bottom line.

This white paper from CNW deconstructs, through the example of a financial services firm working with a PR agency, the ways in which a PR team can gather and interpret data to optimize their PR programs. The white paper breaks down the proposed PR program into sections; planning, analyzing and reporting.

1. Planning:
The first step in any PR plan should be to understand the client's desired outcomes. Then, you can build your strategy and tactics around this to ensure these outcomes are achieved.

2. Analyzing:
With a solid content distribution program in place, the next step is analyzing these outcomes. In order to correctly analyze these outcomes, PR teams need to use monitoring and measurement tools, as well as website and social analytics platforms, to align the outcomes with the client's key performance indicators.

3. Reporting:
PR teams need to then assign meaningful results to the data gathered. Raw data is meaningless unless you can glean actionable insights and interpretations from it.

PR faces a growing pressure to demonstrate its strategic value, proving its worth and corporate contribution. The key to this is to utilize the tools, analytics and measurement platforms which are now available to them. For a deeper insight into this, download the CNW white paper, Coaching Your Account Teams to Get the Data They Need from our Knowledge Centre today.

About CNW Group
CNW Group Ltd. (a Cision company) gets people talking about our clients online and in the news. We deliver authenticated news releases and multimedia content in the right way and to the right places in order to fulfill disclosure requirements and maximize exposure, engagement and earned media opportunities. CNW also provides professional video, photography and webcast production, translation, regulatory filing and printing services as well as monitoring and measurement platforms.

About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution, and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and over 40 languages worldwide, and maintains offices in North America, Europe, Asia, South America and Australia. For more information, visit or follow @Cision on Twitter.


Image with caption: "Coaching Your Account Teams to Get the Data They Need (CNW Group/CNW Group Ltd.)". Image available at:

Image with caption: "Using Data to Optimize Your PR Program (CNW Group/CNW Group Ltd.)". Image available at:

For further information: Media Contact: Melissa Meyer, Communications Assistant,

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