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Five underestimated PR metrics that spell success

It used to be that PR was measured according to advertising metrics called AVEs (advertising value equivalent). Things have since moved on, and AVEs have been deemed no longer an accurate way of measuring PR efforts – certainly by us here at Clarity, even if it could prove tough to phase them out altogether.

After all, as the old saying goes, “Advertising is what you pay for; publicity [or public relations] is what you pray for.” So why would you measure advertising and PR the same way? And since AVEs are so misleading, how can you gauge the progress and success of your PR campaigns and keep your client happy?

Here is a list of five underrated and useful PR metrics to help tell if you’re on the right track with your campaigns.

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Five underestimated PR metrics that spell success
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AI in advertising: Brand bots and cognitive computers make their pitch

It is billed as the festival of creativity – so why were the meeting rooms and beachfront cafes at last month’s Cannes Lions buzzing with talk of machine learning, probabilistic modelling and blockchain transaction dispersal?

 

None of these things sound especially creative, but the hand of artificial intelligence is now beginning to touch every industry – and marketing is no different.

 

In recent years, the world of advertising has seen a wave of new technology tools enter the market, helping to automate the planning, trading and measurement of campaigns.

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AI in advertising: Brand bots and cognitive computers make their pitch
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Many Clarity clients on Startups.co.uk’s list of most heavily backed VC-funded UK companies

This week, we were thrilled to see so many companies that we have worked with in this analysis from Startups.co.uk, which rounds up the biggest VC funding rounds in UK businesses over the last 18 months. Companies such as Billfront, Azimo, Transferwise and Culture Trip.

 

It makes for interesting reading, and concludes that it is the businesses disrupting an established industry that are likely to win investors over, but rightly points out that you don’t necessarily have to have a ‘sexy’ USP.

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Many Clarity clients on Startups.co.uk’s list of most heavily backed VC-funded UK companies
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Five Insurtech companies to watch

Over the last 12 months Insurtech has become one of the most overused words in the British startup universe. It seems everyone wants a slice of the action in an industry which looks ripe for disruption. More recently, the bigger companies have been getting their act together and embracing all kinds of technology from AI to Blockchain.

For the time being, it is the startups leading the way. A host of companies have emerged on both sides of the Atlantic that are looking to harness technology to make insurance easier to manage and predict on one hand, and simpler for consumers on the other. Here are five innovators worth keeping an eye on:

 

Lemonade

One of the most hyped of all the new Insurtech startups, Lemonade bills itself as offering insurance the way it is supposed to be. Put simply, it takes a fee from the insurance premium consumers pay – not the whole premium – and at the end of the period invests some of that cash back into the community. It also prides itself in being super quick in assessing and paying claims.

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Five Insurtech companies to watch
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Why Insurtech startups need to get their PR plan perfect

Insurtech is making an impact in the news agenda right now, and if you’re one of the companies involved in this exciting sector then you need to be aware of this.

 

A catch-all term for platforms and technology that is driving fundamental changes in insurance, ‘Insurtech’ is being covered by publications and outlets such as the Telegraph, CNBC, Reuters and the like.

 

While some aren’t keen on the clumsy portmanteau, what we can all agree on is that Insurtech is set to have a massively disruptive – but largely positive – effect on the insurance industry.

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Why Insurtech startups need to get their PR plan perfect
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Cannes Lions: Observations from La Croisette

Clarity has been at Cannes Lions in France this week, meeting up with clients and prospects, making contacts, attending keynotes and – of course – partying with the great and the good of the world’s creative industries.

Sara Collinge, MD of Clarity London and Ruth Sarfaty, MD of Clarity New York covered every inch of the Promenade de la Croisette – here are their observations from the event.

It’s all about the meetings and networking – it’s crucial that you take advantage of being there at the same time as everyone else. Clarity client Dale Lovell, UK MD & Chief Digital Officer of ADYOULIKE, commandeered a table at the Carlton Hotel terrace for the whole day and lined up meetings back-to-back – that’s the way to do it.

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Cannes Lions: Observations from La Croisette
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WTF is Cannes Lions?

I thought the Lions were in New Zealand at the moment.

That’s rugby’s British and Irish Lions, who are playing a three-test series against the All Blacks at the moment. Cannes Lions has nothing to do with sport, although there will be a bit of a scrum in the south of France, all the same.

No, The International Festival of Creativity, to give it its proper title, is the advertising industry’s annual shindig, where agencies and brands show off their best works, hear speeches and do back-room deals in the small town by the sea.

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WTF is Cannes Lions?
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How content can generate B2B leads

Are you struggling to generate new leads for your B2B business? Have you exhausted your personal network, or spent a ton of money on SEO only to be disappointed by the results?

Or are companies visiting your website, but failing to cross the great divide from prospect to customer?

Over the past few years one tactic that has proved highly effective for many B2B businesses – both startups and mega corporations – is content creation.

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How content can generate B2B leads
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Five things fintech firms should look for in a PR agency

We recently wrote about how working with PR agencies can benefit companies in the fintech sector.

But what should fintech firms be looking for in a PR agency? In this guest post, we asked Clarity client Sophie Guibaud, Vice President European Expansion at Fidor Bank, to outline five qualities she looks for in a PR agency.

 

Transparency

Having worked with PR agencies in the past, I’ve found that I really had to chase them to find out to find out about progress on different projects and to try and understand where their time was being spent, in order to justify the investment to top management. You shouldn’t have to chase a good PR agency. They should be completely transparent about the way they work and ensure you have a system that lets you get a real-time update on the status of all activity. This forms a foundation of trust on which you can build.

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Five things fintech firms should look for in a PR agency
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Will banning AVEs actually work? Probably not

You probably know what we think of advertising value equivalent (AVEs) metrics at Clarity PR, following our UK MD, Sara Collinge’s piece in February on the topic.

However, the industry debate just continues to rumble on.

Following on from Sara’s piece, The Chartered Institute of Public Relations (CIPR) is now going to publish a new professional standard on public relations measurement in the autumn which, it says, “will identify the use of AVEs in public relations as unprofessional and set out an expectation of members that their use will cease.” Guidance on these new rules will be presented to the CIPR council in September 2017.

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Will banning AVEs actually work? Probably not