LONDON, 25th May, 2021
The initiative launches with the publication of a discussion paper on Share of Search called Beyond Share of Search: What Matters for PR. It challenges the advertising industry’s claim over Share of Search as both a metric and predictor for market share.
The paper consists of a series of short essays that lead with practical examples. The project was led by Alex Judd, Clarity PR, and Kristian Foged, Simply Thought.
The PRCA Innovation Forum’s view is that while Share of Search has applications in some areas of brand marketing practice, it is a blunt metric. It also fails to address the sophistication of search marketing and public relations.
Stella Bayles, CoverageBook, and James Crawford, PR Agency One will present an overview of the PRCA Innovation Forum’s initial project at the AMEC Conference on 25-27 May.
The paper, Beyond Share of Search: What Matters for PR, covers the following topics.
- What is Share of Search and how to use it
- What Share of Search tells us and what it doesn’t
- The role of search listening
- How to go further than just measuring brand awareness using Share of Search?
- A layer down the funnel: Share of Traffic
- PR’s absence at the marketing effectiveness table and the implications for Share of Search
“The project seeks to challenge the advertising industry’s claim over Share of Search. It was created by the newly formed PRCA Innovation Forum after a series of discussions about the IPA’s assertion that Share of Search is a predictor of market share,” said Stephen Waddington FPRCA, Chair, PRCA Innovation Forum.
“The discussion paper finds a far more complex and nuanced situation and sets out the opportunity for public relations.”
PRCA Innovation Forum
The membership of the PRCA Innovation Forum is as follows.
- Andrew Smith, Escherman
- James Crawford, PR Agency One
- Kristian Foged, Simply Thought
- Stella Bayles, CoverageBook
- Stephen Waddington, Wadds Inc.
- Hannah Harris, AnswerThePublic
- Steve Leigh, PR Agency One
- Alex Judd, Clarity PR
The group has the ambition to explore further issues related to innovation in public relations practice. These include platforms, tools and voice.
To download a copy of Beyond Share of Search: What Matters for PR and find out more about the PRCA Innovation Forum please visit here.
The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.
We represent more than 35,000 PR professionals in 70 countries worldwide. With offices in London, Singapore, Dubai, and Buenos Aires, we are a global advocate for excellence in public relations.
Our mission is to create a more professional, ethical, and prosperous PR industry. We champion - and enforce - professional standards in the UK and overseas through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.
We deliver exceptional training, authoritative industry data, and global networking and development opportunities. We also manage the International Communications Consultancy Organisation (ICCO), the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for authorities raising standards of local government communication.