MarTech Podcast ™ // Marketing + Technology = Business Growth

Episode Summary: "Landscape Of PR Tech"
Release Date: May 5, 2025
Host: Benjamin Shapiro
Guest: Jerry Towsley, Head of Marketing at Business Wire

1. Introduction to PR's Role in Marketing

In this episode, Benjamin Shapiro welcomes Jerry Towsley, the Head of Marketing at Business Wire, to discuss the evolving landscape of Public Relations (PR) technology and its integral role in modern marketing strategies. The conversation delves into how PR intersects with technology to drive business growth, the essential tools in the PR tech stack, and the future implications of artificial intelligence (AI) in PR.

2. Current PR Tech Landscape

a. Media Monitoring and Analytics

Jerry emphasizes the importance of media monitoring and analytics in PR:

Jerry Towsley [04:35]: "There’s media monitoring. You want to be able to monitor the media landscape. There's some big names in this area. Meltwater is a big one, and they provide analytics as well."

Key Tools Discussed:

• Meltwater: Offers comprehensive media monitoring and analytics.
• Critical Mention: Renowned for its PR-focused media monitoring capabilities.

b. Relationship Building with Journalists

Building and maintaining relationships with journalists is crucial:

Jerry Towsley [05:00]: "A tool like Muckrack is a big name. We have a partnership with Muck Rack, and that's how you build those relationships."

Key Tools Discussed:

• Muckrack: Facilitates relationship building by identifying journalists and managing outreach.
• Just Reach Out: Ideal for startups to find podcasters and other media contacts.

c. Newswire Distribution Platforms

Effective distribution of press releases is foundational to PR success:

Jerry Towsley [05:20]: "Newswires need to be part of your tool belt of PR as well. And what we ultimately, what we sell is distribution in a very, very targeted way."

Key Platforms Discussed:

• Business Wire: Specializes in secure and accurate distribution of press releases to targeted audiences.

3. Evolution of PR Tech with Artificial Intelligence

a. Generative Content

AI is transforming the creation of PR content:

Jerry Towsley [06:45]: "The low hanging fruit is the generative content. Right. PR is all about content."

AI tools are enabling the generation of high-quality press releases and stories, allowing PR professionals to focus on strategic initiatives.

b. Enhanced PR Analytics and Integration with Demand Generation

AI promises to revolutionize how PR analytics integrate with broader marketing efforts:

Jerry Towsley [08:36]: "AI can take that to the next level and beyond."

Future Implications:

• Improved Attribution: AI can better link PR activities to lead acquisition and conversion.
• Real-Time Insights: Enhanced ability to track the immediate and long-term impacts of PR campaigns on marketing and sales funnels.

Example Discussion: Benjamin probes how AI can connect PR analytics with demand generation, to which Jerry responds by highlighting the potential for AI to reduce guesswork in measuring PR's impact on lead velocity and revenue.

4. Measuring the Impact of PR

a. Attribution Challenges

Attributing business results directly to PR efforts remains complex:

Jerry Towsley [10:00]: "The secret sauce is connecting that bounce to revenue and showing a correlation."

b. The Recipe for Effective PR Measurement

Jerry outlines a multi-faceted approach to measuring PR impact:

Jerry Towsley [11:04]: "There's engagement tracking and there's media monitoring and what I just call the buzz factor."

Components of the "Secret Sauce":

1. Buzz Factor: Measuring the immediate impact and visibility from press releases.
2. Engagement Tracking: Analyzing deeper interactions and conversations influenced by PR.
3. Revenue Correlation: Linking PR activities to sales metrics such as lead velocity and time to close.

c. Timeframes for PR Impact Analysis

Understanding the delayed effects of PR is essential:

Jerry Towsley [13:56]: "You have to have a body of time to be able to go back and look at it and say over six months to a year."

Key Insights:

• PR often requires patience, as its benefits accumulate over months or even a year.
• Consistent PR efforts lead to sustained visibility and ongoing business growth.

5. Final Thoughts on PR Investments

Both hosts agree on the long-term nature of PR as a marketing channel:

Jerry Towsley [16:46]: "It doesn't happen overnight. You have to build, first of all, you have to build those stories and those narratives."

Benjamin Shapiro [17:36]: "PR is not a short term gain. It is a primarily brand channel that will grow over time the more you invest in it."

Concluding Advice:

• Commitment: Long-term dedication to PR efforts is necessary to reap meaningful rewards.
• Consistent Program: Maintain regular PR activities to build and sustain brand credibility.
• Integrated Tools: Utilize a robust suite of PR tools for distribution, monitoring, and analytics to effectively measure and enhance PR impact.

Notable Quotes with Timestamps

• Jerry Towsley [04:35]: "There’s media monitoring. You want to be able to monitor the media landscape."
• Jerry Towsley [06:45]: "The low hanging fruit is the generative content. Right. PR is all about content."
• Jerry Towsley [11:04]: "The secret sauce is connecting that bounce to revenue and showing a correlation."
• Jerry Towsley [13:56]: "You have to have a body of time to be able to go back and look at it and say over six months to a year."
• Benjamin Shapiro [17:36]: "PR is not a short term gain. It is a primarily brand channel that will grow over time the more you invest in it."

Conclusion

This episode of the MarTech Podcast offers a comprehensive exploration of PR technology's current landscape and its future trajectory, especially with the integration of AI. Jerry Towsley provides valuable insights into building effective PR strategies, measuring their impact, and understanding the long-term benefits of sustained PR efforts. For marketers looking to leverage PR for business growth, the discussion underscores the importance of the right tools, consistent engagement, and a patient, data-driven approach to evaluating success.

Additional Resources:

• Jerry Towsley's LinkedIn: LinkedIn Profile
• Business Wire Website: businesswire.com
• Episode Summaries and Guest Applications: martechpod.com
• YouTube Channel: Search for "MarTech Podcast" on YouTube
• Subscribe to MarTech Podcast: Available on major podcast platforms