Published on November 30, 2016
Let me let you in on a little secret… Sometimes when we post here on the AirPR Blog, it’s a test! Over the summer, I published three LinkedIn Pulse articles, a series focused on busting the myths even the most data-driven PR professionals tell themselves.
As an experiment, we republished those articles with new titles and imagery here on the AirPR Blog. We found that the series garnered more likes and shares on LinkedIn Pulse. Does that mean that we won’t share this type of content on our blog anymore? Hardly!
While the articles provoked more engagement on LinkedIn (what read at surface level as the “real” success), being able to compare the data we gathered from publishing the articles on two different platforms allowed us to develop a range of new insights to fold into our evolving content strategy.
The point is that just because you perceive the outcome of one PR move as less impactful for your business than another doesn’t mean that the less impactful of the two wasn’t worth doing, a theory I echo in the first piece in the myth busting series.
So in an effort of “rewiring” our mentality about PR, let’s review those pesky myths.
PR Myth 1: It’s not okay to fail.
IMHO, trying new things and being okay with if they fail is a valiant commitment to learning. Think about marketers! They basically live and die by testing. If they go up to bat and strike out, there’s no pouting. They’ve already moved on to the next experiment by lunch time. What if PR professionals were this scientific? [Read the full post here.]
PR Myth 2: Once the story publishes, your work is done.
Far from it, my friends. Once you land or publish a piece of content, your work doesn’t stop there; some of the strongest signals lie within the responses to that content. Furthermore, there are a million ways to extend the shelf life of your content beyond what a reporter writes. [More on that here.]
PR Myth 3: More is better!
Just like with hot sauce, more is not better when it comes to PR measurement. The bottom line is that it’s no longer good enough to report on impressions, headline views, and AVEs. While these metrics are well and good activity-based metrics, they do nothing to help PR people understand what’s working or what to do next. [Let’s discuss… ]
Are we missing a PR myth? Tweet it to us @AirPR. We will be first in line to debunk!