The Public Relations Blog

Katie Boyles

Katie Boyles Katie regularly creates PR and online content that is engaging for target audiences. She improves clients’ online presence and search engine optimization through premium content like e-books and webinars as well as social media posts, blog posts, online articles and more. Katie has been with Axia since September 2015. Learn more about Katie Boyles. Read Katie's recent blog posts below.



Recent Posts:

Why you should stop using AVEs to measure media coverage

Advertising Value Equivalency is an outdated PR measurement

Earned media coverage is a terrific way to get your organization in front of audiences that may want to purchase your products and services. Unlike advertising, earned media is an unpaid, third-party mention – that may be a quote, an endorsement or interview. How do you measure earned media coverage and prove its value to executives? Make sure you discuss measurement with your public relations agency early in the relationship so you have shared objectives for communication efforts.

 

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Topics: Media Relations, AVE

When to discuss measurement with your PR firm

5 questions to ask your PR firm to initiate a measurement conversation

When you bring on a public relations firm, one of your first conversations should be about measurement. This helps both parties identify the need for a PR campaign and the overall goal for your organization. In order to establish collaborative goals and a shared vision for your campaign, you need measurable objectives in your communication plan.

Axia Public Relations covers 15 mistakes companies make when hiring a PR firm, and not having a measurement conversation is mistake No. 14. It’s important to have the measurement conversation with your PR firm in the initial steps of planning your PR campaign.

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Topics: Public Relations, Featured, PR Tips

How does your PR firm generate earned news media coverage for companies?

Prospective clients ask us on a regular basis, “How do you get to know our company, and how do you use that information to generate earned media coverage?”

We love educating business people about the power of PR and how we help companies earn media coverage.

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Topics: Public Relations, Featured, PR Tips

Be a S.M.A.R.T. communications pro

Axia Public Relations breaks down what it means to plan S.M.A.R.T.

Each of our clients has a personalized public relations plan. We collaborate with company marketing leaders to develop their communications for the quarter, year and future. We’re experts in planning and executing great strategic communications, and we know how to make them sharp and SMART.

And what exactly does SMART mean? We’ll break it down for you.

If you’d like help drafting your marketing and communications plan, Axia offers that service.

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Topics: Public Relations, Featured, PR Tips, Crisis Communications, Corporate Communications

Why you need to spend time and money upfront to measure public relations properly

Begin your PR campaign the right way: Allow resources for measurement

Most likely, your company measures sales, employee retention and NPS scores. It’s also important to measure your marketing department along with your public relations agency of record.

Measurement must be a consistent process once you identify your key performance indicators (KPIs). That’s easy if what you’re measuring is in-house and completely accessible. You already have the spreadsheets in place, so all you have to do is pull the sum at the bottom each week.

Companies should set aside resources for measuring their vendors, including their public relations agency. Being unwilling to spend the time and money upfront for proper PR measurement is one of the 15 mistakes companies make when hiring a PR firm. Here’s why you should include measurement in your PR budget.

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Topics: Public Relations, Featured, PR Tips

How to measure public relations

 

One of the top questions in public relations is, “How do I measure PR?” You can easily measure PR when you have a strong plan in place before your campaign begins. Researching what you want to accomplish and writing it down into a public relations plan allows you to see if you’ve met your PR goals.

The content of your PR plan will vary depending on your organization's goals. We’ve outlined exactly what kind of objectives you can work toward using the power of PR.

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Topics: Public Relations, Featured

Do you need to partner with an agency or hire an internal inbound marketer?

Your company’s website content seems stale and your leads pipeline is dwindling. You want to improve the way your company reaches prospective customers, so how do you do it? One of the best ways is through inbound marketing, which utilizes HubSpot’s methodology to attract, convert, close and delight prospects. It’s the future of marketing. Once you decide inbound is the best option for your company, you need to decide who will direct your company’s inbound strategy and efforts.

There are two options: hire a Hubspot-trained agency or hire an internal inbound marketer.

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Topics: Public Relations, Featured, Inbound Marketing

Infographic: How to find awesome content topics

Create content topics that will interest your potential customers

Creating content that’s relevant and valuable to your audience is one of the eight key elements of successful content marketing. At first, the topic ideas will be plentiful since there are obvious subjects and issues to address. As you dive deeper, however, topics will be harder to find.

We’ve put together a handy infographic for you to print out and keep at your desk that offers five easy tools to use to find great content topics. Also, check out five more ways to create blog post topics.

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Topics: Featured, Social Media, Content Management, Public Companies

Infographic: How to find awesome content topics

Create content topics that will interest your potential customers

Creating content that’s relevant and valuable to your audience is one of the eight key elements of successful content marketing. At first, the topic ideas will be plentiful since there are obvious subjects and issues to address. As you dive deeper, however, topics will be harder to find.

We’ve put together a handy infographic for you to print out and keep at your desk that offers five easy tools to use to find great content topics. Also, check out five more ways to create blog post topics.

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Topics: Public Relations, Featured, Content Management

6 areas to measure in your content marketing

How to tell if your content is performing well or lagging behind 

Your organization’s blog is up and running! You’re generating topics that are valuable to your audience and planning ahead with a long-term content strategy. Now what?

Measure and analyze your content marketing efforts every quarter or biannually to make sure you’re on the right track. Start by looking back at your S.M.A.R.T. objectives, which you should have listed in your content marketing plan.

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Topics: Public Relations, Featured, Content Management

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