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  • 7 Free or Low Cost Online PR Software Tools to Check Out
    Of course, we believe that TrendKite offers the most robust and effective solution for media monitoring, competitive analysis, ROI calculation and PR reporting available. But there are a lot of additional activities that PR professionals and agencies must manage that fall outside of the scope of PR software. Fortunately, there are a bunch of great online tools designed to help with the...
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  • Media Database Versus an Influencer Network
    When people turn to us for modern PR analytics and measurement technology, one of the first things we do is try to understand their current PR strategy. We like to ask about whether they have an influencer network because the answer is telling. Many reply that they have an influencer network, but when we dig deeper we find that what they actually have is a homegrown (or worse, purcha...
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  • In a PR Crisis, Move the Conversation
    The first rule of PR crisis management is  - don’t have a crisis. So many of the black eyes brands end up with are self-inflicted that it seems like everyone from front line workers to the C-suite is overdue for a lesson on how to avoid a public perception nightmare. But even if everyone had that training, bad news that makes it to the public domain is a reality that PR teams need to a...
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  • The Digital Revolution Has Changed PR
    Digital technology has changed almost everything about modern life from the way we buy our stuff to how and where we work. You will never again use the yellow pages or even the once notorious 'little black book'. And of course, the practice of PR has not been immune to the digital revolution, in fact, one could argue that what PR professionals do today is a whole different practice tha...
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  • Using PR to Increase Website Traffic
    For most modern companies, the website is the most important brand asset. But you probably already knew that. Given that the website is where prospects and customers learn about products and services, where they seek help and even conduct transactions, it is clear that it is an important part of any organization’s strategy. What is less obvious for many executives and marketers is the ...
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  • Website Traffic: the Must-Track PR Metric
    As a PR pro, how much has your reporting changed? You've probably noticed there's been a significant shift in the ways we are asked to demonstrate the effectiveness of our work. Activity based measures like the number of press releases, media pitches, and mentions are less persuasive than they once were. The old AVE (Advertising Value Equalivancy) metric has been largely dropped altoge...
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  • Build Stronger Relationships with Your Media Contacts
    Take a minute and think about all of the work emails you received today. Chances are that many of them were from people you know. Co-workers, customers, existing vendors, and the like. You probably read and perhaps responded to many, if not all of these emails. Now think about all of the emails you received from people you had never heard of before. Did you open all of them? Some of th...
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  • Influencers: Who, What, and Why
    Traditional advertising is becoming less and less effective. Ad blockers are common and people simply don’t trust information coming directly from brands as much as they do information from third parties. This makes all types of earned media more valuable and important than ever before. But earned media isn’t limited to reporters and journalists. It includes every mention of your brand...
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  • Has Media Monitoring Become a Dirty Word?
    It won’t surprise readers of this blog, or anyone involved in PR, when we say that the practice of public relations is evolving quickly. We’ve made the adjustment to our new data-focused reality. Most of us have given up AVE and other outdated PR measurements in favor of outcome-based metrics. And we’ve learned to focus on quality coverage over quantity. The pace of change is not slowi...
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  • Introducing Pinpoint Contacts, the Next-Gen Media Contacts
    Journalists are the lifeblood of PR; they are the artists who catalyze our brand awareness, shape the perceptions of our brands, and tell our stories to captivate audiences. There is nothing more important than a well-matched and symbiotic PR pro / journalist relationship. Yet PR pros lack a way to meet their match. 
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  • The Death (and Rebirth?) of the Media Contact Database
    Sometimes a perfect storm comes together to signal that a technology is about to die - or undergo a radical shift or rebirth. Often that perfect storm takes the form of three elements coming together at the same time. Change is typically driven from a combination of technological, social, and economic factors. When all three come together, change is inevitable.
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  • Create Top of Mind Brand Awareness in Your Industry
    Pop Quiz! What do Kleenex, Jet Ski, Q-tip, Scotch Tape, Levi’s, Popsicle, Tupperware, Velcro, Band-Aid, Xerox, Styrofoam, and Google all have in common?  You guessed it. They are all brand names that can stand in for an entire category. For example, you might say that you threw dinner together in the Crock-pot even if your slow cooker was made by a different manufacturer.
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  • What Does the Media Wish for from PR Pros?
    The relationship between PR professionals and media contacts is a little tricky, to say the least. Journalists need information, sources, quotes, and story ideas that PR pros can provide and PR folks need their media contacts to help get the message out. But while this seems like it should be a match made in heaven, there is some tension. Journalists can’t (and shouldn’t) be a free adv...
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  • Banning AVE
    The Chartered Institute of Public Relations (CIPR) is the largest member organization for PR practitioners outside of North America. In short, they are kind of a big deal. And they've decided that AVE is not just a dying metric;, and not just dead, but that you should probably be disciplined for even reporting on it.
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  • How PR Software Amplifies Your Earned Media Efforts
    A well-placed and well-timed earned media mention can be a big boon for PR teams. Earned media is a trusted source of information for your prospects and customers, seeing a positive mention might give the buyer just the nudge they need to act. Earned media also helps boost SEO efforts and provides great content for other marketing activities. It’s no wonder that PR pros spend so much t...
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  • Influencing the PR Budget
    Let's get this blog off to a fast start. The biggest reason that PR software should be in your budget is simple and compelling - self-preservation.  In these days of tight budgets and data-driven decision making, PR is often among the first functions on the chopping block. To the extent that you have any influence on the PR budget, advocating for PR software is a smart move. It's your ...
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  • Your Pitch is Already Irrelevant
    According to The Guardian, there are now four times as many PR professionals in the United States as there are journalists. Four times as many people [SPAM] blasting pitches, as there are people to pitch them to. Imagine all the noise that creates for journalists...press releases and pitches pouring in at a break-neck pace, without consideration of who they are going to. This creates a...
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  • Facing a PR Crisis? It Could be Worse. You Could Work for Uber.
    It’s only the middle of Spring, but 2017 has already offered up ample opportunities for PR pros to learn from the work of crisis managers at top brands. One thing that is apparent is that PR calamities come in all shapes and sizes and no single response is right for every situation. It is also clear that when crisis management is necessary, brands should remember the Hippocratic oath t...
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  • How to Position Yourself as a Thought Leader on Twitter
    I mentioned to a friend over lunch this week that I was working on a blog about how to become a thought leader on Twitter.  She rolled her eyes at me. “What next?” she said. “Are you going to tell people to ‘think outside the box’ and ‘leverage synergies?” (The air quotes weren’t really necessary for me to catch the sarcasm.)
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  • The Real Impact of Fake News on PR
    Fake news has been around for many years. Just visit Snopes.com, a site that debunks or validates viral news stories. You’ll find a vast archive of alternative facts going back decades. (Al Gore did not claim to have invented the internet, for example.) But something has changed recently. Fake news has become more than just a harmless annoyance. It is almost certain that the circulatio...
TrendKite
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  • Earned Media vs. Paid Media: Which Provides a Better Return?
    PR pros and marketers these days are faced with competing priorities and budgets that are never quite big enough. That’s probably why so many ask us if it is better to focus their limited resources on earned media or paid media. Let’s lay out the advantages and disadvantages of each and see if we can decide.
TrendKite
TrendKite
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  • How Twitter’s Demise Could Affect Your Share of Voice
    Imagine a world without Twitter. That might be easy if you are my age and remember the world before Twitter, but the thought of it simply going away might seem preposterous, but it isn’t out of the question. There was a time when it seemed like MySpace was the social media platform for the ages, after all. While there is no indication that Twitter is in immediate danger, there are sign...
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TrendKite
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  • How PR Tech Will Transform the PESO Model (& Your Life)
    A quick glance at the marketing landscape confirms an abundance of technology and choices; in contrast, PR has lagged behind. But Russ Somers, VP Marketing, TrendKite highlights that as the biggest untapped opportunity, PR is about to be disrupted with the same data-driven mindset as the rest of marketing.
TrendKite
TrendKite
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New blog articles detected.

  • Misconceptions About Media Monitoring
    Most PR professionals understand the importance of media monitoring. In fact, if you examine the history of PR one of the first related businesses to develop was the clipping service. Someone read the relevant publications, mostly newspapers, and literally clipped out relevant mentions and returned them to the company or individual requesting the service. That worked great when there w...
TrendKite
TrendKite
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New blog articles detected.

  • Creating an Agile PR Strategy
    Google has two definitions of the word “agile.” The first says, “Able to move quickly and easily.” The second, says, “Relating to or denoting a method of project management, used especially for software development, that is characterized by the division of tasks into short phases of work and frequent reassessment and adaptation of plans.” When we talk about agile PR, we combine both of...
TrendKite
TrendKite
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New blog articles detected.

  • Let's Get Digital: TrendKite Integrates with Adobe Analytics
    Today, TrendKite announces our new Adobe Analytics integration, allowing enterprise teams to more thoroughly report on website traffic driven by PR. Rather than relying on a data team to conduct a manual analysis of referral traffic, PR teams now have this data at their fingertips so they can take action based on analysis of their full digital impact: Website traffic from PR articl...

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