We sat down with Aly Saxe, CEO and Founder of Iris PR, for a wide ranging conversation on a topic that is on the mind of many: how PR can not only successfully support content goals, but wider company initiatives.
Far too often, PR teams can fall into too narrow of a focus on the wrong kinds of wins. Sure, a tweet from an influencer is great and a popular article can be killer, but the true measure of success is whether or not the results align to the company’s goals and objectives.
Aly feels that a lot of companies just aren’t aware the role that PR can play in meeting a company’s goals. Far from just getting ink and push behind initiatives, PR can function as an arm of your team to meet whatever goals you’re measured on, be that driving leads to the top of the funnel or many business objectives that aren’t traditionally associated with PR functions.
A lot of times, people think in terms of “macro” metrics when it comes to PR. We also touched on a topic that was one of the reasons that was central in the founding of Iris: metrics that can measure PR efficiency. One of those is the “success rate” or the amount of outlets or influencers that respond to an overall pitching campaign.
Lastly, Aly discussed the role of PR in a topic that’s on everyone’s mind: working with influencers. Most every marketer knows that working with influencers can be a huge boost to a campaign, but many don’t know where to begin. It’s here that PR can function as a bridge between you and the key influencers in your area.
Watch the full video for more great insights into the wide range of roles PR can play in today’s marketing landscape.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.