Success in Public Relations continues to depend on skill in building relationships and influencing the influencers with effective, timely communication of relevant content. Public Relations solutions facilitate the success of their users by helping them better manage their relationships and communications processes. At Demand Metric, we define Public Relations Solutions as the software, tools and data that help PR professionals form relationships with media and influencers by saving time on the process of identifying contacts, enabling communications with them, monitoring and sharing the content they produce. This study covers the following sections: - Executive Summary - What is a Public Relations Solution? - Benefits of Public Relations - Public Relations Deployment Lifecycle - Vendor Selection Criteria - Public Relations Solutions Landscape - Public Relations Maturity Model - Action Plan - Analyst Bottom Line - About the Research Analysts - Our Solution Study Methodology - About Demand Metric To obtain this document, visit us at http://www.demandmetric.com/register

1. Public Relations:
Insights, Landscape & Vendor Analysis
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
By: Jerry Rackley, Chief Analyst
With: Kristen Maida, Senior Research Analyst
June 2014

2. 3
4
6
7
9
11
Executive Summary
What is a Public Relations Solution?
Benefits of Public Relations
Public Relations Deployment Lifecycle
Vendor Selection Criteria
Public Relations Solutions Landscape
Table of Contents
19
20
21
Analyst Bottom Line
About the Research Analysts
Our Solution Study Methodology
15
17
Public Relations Maturity Model
Action Plan
22 About Demand Metric

3. EXECUTIVE SUMMARY
© 2014 Demand Metric Research Corporation. All Rights Reserved.
“The press release is dead” is a proclamation that provokes a lot of debate in the public relations (PR) community. The reality is that the press
release is not dead, but it has changed. Once it was the currency of news dissemination, but decades of abuse and the rise of online media
have changed the uses and value of the press release.
What hasn’t changed is that PR is still an important strategy for many companies to engage an audience and create awareness. The content
creation and influencing skills of the PR professional are more important than ever, and in a broader context than just traditional media.
As the role of the PR professional has evolved, so have the supporting tools and software. This report provides insights and analysis to help
marketers understand the solutions available to help the modern PR practitioner. This Solution Study will cover:
 Definition of Public Relations
 Benefits of Public Relations
 Public Relations Deployment Lifecycle
 Vendor Selection Criteria
If your organization has a defined public relations role and needs to support it with a PR platform or solution, this report will
provide you with fresh insights on the options, approaches and vendor solutions.
Public Relations: Insights, Landscape & Vendor Analysis
3
 Public Relations Solutions Landscape
 Public Relations Maturity Model
 Action Plan & Toolkit

4. Success in Public Relations continues to depend on skill in building relationships and influencing the influencers with effective, timely
communication of relevant content. Public Relations solutions facilitate the success of their users by helping them better manage their
relationships and communications processes.
At Demand Metric, we define Public Relations Solutions as the software, tools and data that help PR professionals form
relationships with media and influencers by saving time on the process of identifying contacts, enabling communications with them,
monitoring and sharing the content they produce.
Assess the maturity level and capabilities of your current Public Relations processes and technologies with Demand Metric’s Media Relations and
PR Audit.
Role in Digital Marketing
Demand Metric considers Public Relations to be an integral part of Digital Marketing. The role of Public Relations in the digital landscape can
be seen in our Digital Marketing Framework (Figure 1).
Driven by the Public Relations Manager, Public Relations processes, technologies and platforms are used primarily by Public Relations and
Strategic Communications to create relationships with external media, bloggers and influencers for news stories and other earned media
opportunities.
WHAT IS A PUBLIC RELATIONS SOLUTION?
4© 2014 Demand Metric Research Corporation. All Rights Reserved.
Public Relations: Insights, Landscape & Vendor Analysis

5. TECHNOLOGY
Senior Management
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budgeting
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
WCM, Blogging Platforms, MA
Content Marketing & Distribution
Video Marketing Platforms
Community & Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich & Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
Competitive Analysis
New Features/Ideas for R&D
Gamification
Competitive Analysis
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
WCM
Mobile Development Platforms
Video Production Platforms
Customer Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Figure 1: Digital Marketing Framework
Public Relations: Insights, Landscape & Vendor Analysis

6. Perhaps more than any other strategy, an effective Public Relations effort has the ability to create awareness and put small companies on the
same stage as their larger rivals. One of the greatest challenges of executing a PR strategy is identifying who the journalists and influencers are
with which you need to cultivate a relationship. Identifying these contacts is the first priority of a PR professional, and providing this
information is one of the top benefits of PR solutions.
In addition to helping identify contacts, PR solutions deliver other benefits as well by helping PR professionals organize their work, provide
reference data on media contacts and outlets, enable research, facilitate communication and track results. PR solutions provide some or all of the
following benefits:
 Access to media contacts database
 Regular updates to media contacts database
 Ability to search contacts by beat, interests,
outlet and other criteria
 Research/archive of past coverage
 Insights & pitching tips for contacts
BENEFITS OF PUBLIC RELATIONS
© 2014 Demand Metric Research Corporation. All Rights Reserved. 6
Public Relations: Insights, Landscape & Vendor Analysis
 Maintaining a history of contacts
 Targeted press release distribution
 Integration with social media
for sharing
 Media monitoring to detect placements
 Customized reports & newsletters of hits
 Email alerts of hits
& placements
 Online newsrooms
 Analytics dashboards

7. ABOUT THE RESEARCH ANALYSTS
© 2014 Demand Metric Research Corporation. All Rights Reserved. 20
Jerry Rackley, Chief Analyst – Demand Metric
Jerry Rackley is Chief Analyst at Demand Metric. His 30-year marketing career began at IBM, and includes experience
in the technology and financial services sectors. He has worked with companies ranging in size from startups to
members of the global 1000, performing marketing, marketing communication, public relations and product
management work.
Kristen Maida, Senior Research Analyst – Demand Metric
Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of
the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid
growth. Her specialties include: social media marketing, digital marketing, content marketing & management and
business process development.
Public Relations: Insights, Landscape & Vendor Analysis

8. OUR SOLUTION STUDY METHODOLOGY
© 2014 Demand Metric Research Corporation. All Rights Reserved. 21
The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products
appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that
they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations.
Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients
for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to
provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the
best vendor for their organization.
Our Digital Marketing series includes Solution Studies on:
 Social Media Marketing
 Mobile Marketing
 Content Marketing
We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.
 Video Marketing
 Public Relations
Public Relations: Insights, Landscape & Vendor Analysis

9. © 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
ABOUT DEMAND METRIC
Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals,
CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies,
training, and a library of 500+ tools and templates.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and
making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000.
TO LEARN MORE ABOUT DEMAND METRIC
To read the rest of this report, become a Demand Metric member today!