NEW YORK, Jan. 21, 2021 /PRNewswire/ -- Communicators
and marketers have long sought a solution for the problem of
evaluating the effectiveness of earned media on business outcomes
with the same precision as paid media. That is now possible with
the launch of Omnicom Public Relations Group's (OPRG)
patent-pending precision communications platform,
omniearnedID™.
"Being able to consistently link earned media to sales is a game
changer, not just for PR, but a company's entire marketing
picture," said Erin Lanuti, chief
innovation officer at OPRG. "For decades, communications leaders
have been looking for ways to better understand their audiences and
to create more precise programs at scale. We developed omniearnedID
to give brands a serious edge through using data to connect the
valuable PR-driven earned results back to the business."
OmniearnedID marks a significant step forward for public
relations, transforming communications from insights to strategy to
creative and, ultimately, to outcomes. The platform provides
valuable, anonymized information about the individuals who are
consuming and reacting to a brand's earned media content and links
them to measurable business impacts, such as sales and brand
reputation. With this intelligence, brands can measure campaign
effectiveness and refine future earned content and channel
strategies.
Built on Omnicom's precision marketing and insights platform
Omni, omniearnedID brings together OPRG's unparalleled global
communications expertise with dozens of top-tier data sources and
unmatched technology from Omni. It can be applied to any industry
such as consumer packaged goods, technology or health and wellness,
as well as any communications discipline, including corporate
reputation, crisis communications and influencer relations.
"When we launched Omni more than two years ago, the platform was
designed to be distributed across Omnicom and not siloed in any one
agency or network," said Jonathan
Nelson, CEO, Omnicom Digital. "By migrating OPRG to the
group's Omni platform, we are able to leverage data and directly
link social to sales."
While other analytics offerings in the public relations industry
are limited to tracking individual metrics such as coverage, reach
or engagement results of communications campaigns, omniearnedID was
designed to solve specific challenges that have long confronted the
earned media side of marketing and communications, including:
- Proving the impact of earned media based on sales and brand
health;
- Quantifying the business impact of influencer campaigns;
- Assessing the reach of a potentially damaging article or blog
post;
- Analyzing anonymized information about who is consuming earned
media; and
- Understanding current cultural trends and predicting future
trends.
The omniearnedID platform is designed to comply fully with
global data privacy regulations.
For more information on omniearnedID, please visit
www.omniearnedID.com.
About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three
of the top global public relations agencies worldwide and
specialist agencies in areas including public affairs, marketing to
women, global health strategy and corporate social responsibility.
It encompasses more than 6,300 public relations professionals in
more than 370 offices worldwide who provide their expertise to
companies, government agencies, NGOs and nonprofits across a wide
range of industries. Omnicom Public Relations Group delivers for
clients through a relentless focus on talent, continuous pursuit of
innovation and a culture steeped in collaboration. Omnicom
Public Relations Group includes Fleishman
Hillard, Ketchum, Porter
Novelli and Marina Maher Communications and is part of the
DAS Group of Companies, a division of Omnicom Group Inc. (NYSE:
OMC) that includes more than 200 companies in a wide range of
marketing disciplines including advertising, public relations,
healthcare, customer relationship management, events, promotional
marketing, branding and research.
About Omnicom Group Inc.
Omnicom Group (NYSE: OMC) is
a leading global marketing and corporate communications
company. Omnicom's branded networks and numerous specialty
firms provide advertising, strategic media planning and buying,
digital and interactive marketing, direct and promotional
marketing, public relations and other specialty communications
services to over 5,000 clients in more than 70 countries. Follow us
on Twitter for the latest news.
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SOURCE Omnicom Public Relations Group