“‘If content is king,’ as they say, then Veronica Stoddart is the queen.”
So pal Ronny’s new group, Percepture Travel, a NY public relations firm, opens its praise of its new Executive Editor-in-Residence. Founders of Percepture come from the PR world; Ronny comes from editorial — together, they are leading clients into a post-press release age. Skift Trends Report featured Percepture’s approach on Feb. 13: Working with popular niche bloggers, optimizing search, and producing their own content. (Ronny: “Give users useful information that can improve their lives” and you’ll create a strong bond with the brand, and “ultimately that bond creates demand.”)
To find out whether the marketing meets its goals, Percepture uses well-crafted analytics that give real data. Travel PR agencies would have been shocked at their ROI when I was travel editor of the LA Herald Examiner . It hovered near zero. Who on a staff of one had time to open a crate of over-sized envelopes every day or two? I tried for two weeks and found almost nothing but no-news “news releases.” A web cam would have shown me trash-canning most of my mail.
Percepture gets it about visionaries — Ronny is such an innovative, entrepreneurial director that not only did she bring in millions to USA Today when she was Editor in Chief of the Travel Media Group, but she so quickly and successfully merged her print and digital staff that all of the other editorial divisions followed her model.