Whitepapers

HOW TO BUILD A PR BUSINESS CASE AND SECURE THE INVESTMENT

Whether you’re working for an organization big or small, you know that almost every initiative and project needs to be approved—and those that call for a significant business investment require the support of an executive team.

To get their approval, it is often necessary to demonstrate why the project is needed and what benefits it will produce when complete. Download this whitepaper and worksheet to guide you through the steps of creating and delivering an impactful PR business case.

Download this guide to:

  • Read about the reasons you may need to write a business case
  • Learn the key pillars that should be included in every business case
  • Learn how data and technology can support your business case
  • Receive a worksheet with interactive prompts to help outline your business case

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THE ULTIMATE GUIDE TO EARNED MEDIA STRATEGY & MEASUREMENT

We can all agree that earned media content is king when it comes to building brand reputation—your biggest brand asset. Followed closely by owned media, earned media continues to be the most trusted form of advertising compared to paid media.

To help with your earned media efforts, Onclusive has created the ultimate guide to developing an effective earned media strategy and measuring success. Read how earned media is key to showcasing business impact and ROI.

Download this whitepaper to read about:

  • Setting the right earned media objectives for your brand
  • Developing your content strategy with thought leadership in mind
  • Implementing a comprehensive content distribution plan
  • Earned media measurement & strategy success stories
  • Measuring KPIs that matter & optimize your strategy

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HOW TO OPTIMIZE MESSAGING AND SOUNDBITES TO DRIVE SUCCESS

Clear and compelling messaging is essential to achieving impact with marketing, communications and branding. Strategic messaging enables you to create brand awareness, convey who you are as a business to your intended audience and develop the emotional connection that influences purchases of your products and services.

In this whitepaper, we will review the practical applications of the next generation of message optimization technology for communications professionals, News Engine Optimization (NEO™).

Download this whitepaper to read:

  • How to know which messages are resonating with your audience
  • The psychology behind how people search and how SEO can inform your PR efforts
  • A deep dive into NEO messaging and how to implement it into your communications strategy
  • Real NEO case studies contributed by 23andMe, Monster and Lucidworks

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PR CAMPAIGN PLANNING: WHY ANALYTICS IS KEY TO SUCCESS

An impactful PR campaign can attract positive media attention and influence brand awareness, reputation and sales for your brand for years to come. However, to generate that level of clout, PR campaigns require more than just a press release, media outreach or fundraising event. They must be carefully planned.

The purpose of this whitepaper is to help communications pros understand how to plan powerful PR campaigns using data and analytics. Our recommendations are based on the frameworks developed by AMEC, the International Association for the Measurement and Evaluation of Communication.

Download this whitepaper to read about:

  • Setting your campaign objectives
  • Defining your audience and channels
  • Creating messaging that will speak to your audience and break through the noise
  • How to measure the success of your campaign initiatives

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CRISIS COMMUNICATIONS: PREPARATION AND MANAGEMENT ESSENTIALS

While a corporate crisis can be one of the most difficult situations for PR pros to navigate, every company and every communications team must be prepared to handle one at any moment. Crises require rapid, carefully thought out and consistent response across channels. A crisis situation can disrupt operations, damage reputations, destroy shareholder value, and trigger other threats.

However, if you have the proper crisis management plan in place, it is easier to effectively manage a crisis and protect your brand reputation, ultimately safeguarding your entire organization.

Download this whitepaper to read about:

  • Actionable steps to prepare for a PR crisis
  • “Dos” and “Don’ts” during a PR crisis
  • How to move on from a PR crisis through reflecting on outcomes and data analysis

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TECHNOLOGY NEWS RELEASES: CAN YOU GET THEM NOTICED? DATA SAYS ‘YES.’

To find out, we partnered with Business Wire to analyze, measure and explore how news releases drive earned and syndicated media, along with social media engagement. The team first analyzed cross-industry releases before drilling down into industry verticals.

Based on the data, Onclusive determined differences in technology news distribution strategies and consumption by consumers and journalists as compared to other industry news releases.

Download our whitepaper to uncover five key questions technology PR teams should ask themselves to improve the effectiveness of their releases.

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THE GROWTH PR PLAYBOOK

What a few years it’s been for Public Relations.

Although PR and communications have always been and will always be about telling company and brand stories and managing reputation, the ways of creating, controlling, and amplifying those stories, in addition to how and when success is best measured, has shifted.

The focus is no longer on campaigns that are based on opinion, but on data-driven, real-time, iterative storytelling with metrics that help to manage crises, get ahead of the competition, and accelerate activities that impact the business bottom line.

Download this playbook to read about:

  • The Four Pillars of Growth PR
  • Metrics & KPIs to measure success for earned and owned media
  • Examples of real PR plays you can implement today to help enhance your efforts and rise above the noise
  • Best practices for setting up a data-driven PR organization

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THE COMPLETE GUIDE TO BUILDING AN IMPACTFUL RELATIONSHIP WITH YOUR PR AGENCY

A successful communications strategy is the driving force behind building trust among all of your stakeholders, enhancing your corporate reputation and establishing your company as a leader in your industry. A strong PR agency that aligns with and understands your business can be an invaluable strategic adviser and resource for your brand in this endeavor.

However, not all brand and PR agency relationships are created equal. We have all worked with external consultancies that greatly contributed to an organization, and others that didn’t really move the needle. For over a decade, Onclusive has been involved in hundreds of collaborations between our customers and their PR agencies, and we’re delighted to share the experiences and best practices we collected over the years in this whitepaper.

Download this whitepaper to read about:

  • Reasons your business might work with a PR agency
  • How to select the right PR agency for your business and best practices for onboarding
  • Setting expectations around the PR agency’s role and working together
  • Setting goals aligned with communications objectives and reporting on metrics that matter

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