The Holmes Report: Is Confluence The Key To The Future of Influencer Marketing?
We recently teamed up with The Holmes Report and key marketing and communications executives from several leading companies to discuss confluence and many other topics, including ownership, influencer strategy and measurement. The big conclusion? Public relations can offer more organic storytelling, co-creation of content, more sustainable influencer relationships, and approaches to measurement that go beyond reach.
Paul Holmes, founder and chair of The Holmes Group, has been writing about public relations for more than 25 years. He moderated the round table and shared his thoughts on measurement in particular. “All PR campaigns can be about creating more fans, more advocates and reducing the number of detractors. Many marketers like to measure PR alongside other marketing activities as a way to compare ROI, but that leads to an emphasis on reach-based metrics, including AVE, that fall short of demonstrating genuine impact. Reach is not awareness—and it certainly doesn’t mean increased advocacy.”
Read this and much more in the full article here.