June 16, 2023
Gary Getto, vice president of integrated media intelligence for VMS (www.vmsinfo.com), a leader in integrated media intelligence solutions, recently delivered a significant presentation at the PRSA Counselors Academy Spring Conference in Palm Springs, California. Meanwhile, Angela Jeffrey, APR, vice president of editorial research for VMS, will be a featured panelist at the upcoming Bulldog Reporter PR Measurement Summit June 29 at the Yale Club in New York City.
While the theme of the conference was "Maximizing Profits, People and Potential," Getto's talk was titled "YOU DESERVE A BIG PIECE OF THE ADVERTISING BUDGET." Getto addressed senior executives from public relations agencies and corporate public relations departments and offered simple but persuasive reasons why they deserve a bigger role in determining overall marketing—advertising and public relations—strategy.
Getto covered four important rationales:
Getto also demonstrated a unique new business solutions platform recently introduced by VMS called Vantage. This web-based platform allows users to understand how editorial coverage and advertising effectiveness impact each other, and how they work in tandem to influence business outcomes.
- Public relations activity correlates to business outcomes. Public relations practitioners "matter."
- It's about the integration of all communications disciplines, not PR or advertising.
- The news environment significantly impacts advertising effectiveness.
- Message consistency is crucial and needs management across all channels.
Meanwhile, Jeffrey will be joined by and engaged in debate with Katie Delahaye Paine. Their subject will be, "The Great Debate: How Valid is AVE? and What are the Alternatives?" These two esteemed media intelligence industry experts will discuss their differing viewpoints from 10:45 a.m. until 11:45 a.m. The presentation promises to be substantive and educational.
Jeffrey will share some new research and insights on what ad value data really measures, what it does not measure, and how it stacks up against other popular measurement metrics in correlations to outcomes. She will present a working draft of a white paper with several compelling case studies illustrating these comparisons, and will also call for a complete paradigm shift in the way this data is used today. Finally, some brand new insights from a different part of the marketing equation promises to add some surprises and entertainment value.