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 Natasha Ness
With a background in both graphic design and adult education and training, Natasha brings a unique creative eye to everything she’s apart of. Using both her analytics skills and artistic know-how, she can quickly synthesize raw content/data and convert it into anything from an infographic, an informative video, a snazzy new user interface, maybe even a cute animation or really anything else you can think of! Natasha has an extreme passion for marketing, education, and the user experience that helps take LeadMD and their clients to the next level.