4 ways to demonstrate PR ROI

Public relations is maturing into its own recognized discipline, with more formal education programs, professional associations and development opportunities. Organizations are coming around as well. PR pros are showing up more and more at the senior leadership table, able to contribute to the decision making and priority setting of the company. All good things.

But the big question mark that hangs over our heads is: how do you measure your effectiveness? Continue reading 4 ways to demonstrate PR ROI

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In search of the next 250

What a ride! I am now fully three quarters of the way to my target of 1,000 followers on Twitter, and I am happy to report that I am one step above ‘quietly confident’ that I will manage to reach my goal before the end of the year.

With that said, after all that I’ve learned with this experiment, from its humble beginnings, to my midpoint achievement, it seems a bit silly to strive for a specific number of followers on any social media platform. Let alone by a specific end date. Quality must trump quantity, right? Well, that remains to be seen. Continue reading In search of the next 250

Crisis Roundup for 2015 (so far)

Not sure if this is just the Baader-Meinhof Phenomenon wreaking havoc with my mind, but I’ve been in crisis mode of late, helping others navigate the uncertain waters of unfortunate events in their business, projects and personal lives, and it seems that every day my eyes are drawn to the headlines surrounding PR gaffes, scandals and crises.

Whether it reflects an editorial shift for media, or just my own sharpened awareness, I feel that 2015 has been a bonanza of blunders, and we’re only just halfway through!

But the half-year mark is a good time to reflect on what has transpired and take a look at some of the potential crises that are lying in wait. Continue reading Crisis Roundup for 2015 (so far)

How to effectively measure public relations

Photo courtesy of Niuton may on Flickr Photo courtesy of Niuton may on Flickr

Rob Swystun, Pristine Advisers

While it’s important to keep track of the amount of content you’re sending out, tracking the effectiveness of public relations campaigns shouldn’t just be about that, as tracking the amount of content won’t give you an accurate depiction of whether the PR campaign is actually working.

The true measure of a PR campaign’s success is outcomes and behavioral changes, according to William Mills Agency account director David Jones, writing for The Financial Brand.

While advertising and marketing initiatives will often have a direct and measurable impact on success, the true impact of PR programs is more difficult to gauge.

The core of any PR program will have the following three goals, Jones says:

  1. Reach a particular audience with a specific message,
  2. Influence the audience to make a change or take an action.
  3. Create a positive effect on the…

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Comms & The Bottom Line

The distinction between strategic partner and tactician is key. The best way to make sure that alternative opinions are heard is to ensure the one delivering the message (often the communications head) must have the full confidence and trust of the leadership team.

EuroBusiness Media Blog

All too often, communications directors face management teams which regard communications people as add-ons, nice-to-have but non-essential parts of the business. Now there’s proof that the right kind of communications can help a company achieve its business goals.

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4 things I’ve learned from my first 100 Twitter followers

It’s been a grand total of three weeks since I took my first deep dive into social media, Twitter specifically, with any sort of concerted effort. Not long enough to pretend I know it all, but enough time to say that I’ve learned a few things that are worth sharing. Continue reading 4 things I’ve learned from my first 100 Twitter followers

5 point check-up for your communications

UPDATE: This article is now also available as a Slideshare!

I was driving to my local mechanic to address an unwanted clink (or was it a clunk?) that was beyond my expertise. I know the basics of taking care of my car, but I was without the necessary diagnostic tools to figure what the problem was, let alone the remedy.

So I pulled into the shop and then it hit me. Perhaps this is why so many struggle with their messaging, stakeholder relations, and sales targets. They never bring their comms in for regular maintenance.

The single best tool for figuring out how to fine-tune your messaging is the Communications Audit. With it, you take stock of your tactics, channel selection and evaluate their results so that you have a complete understanding of whether or not you are being successful. Too many businesses rely on their standard marketing metrics and never take the time to optimize their comms.

So whether it is a DIY project, or you bring in an outside perspective, here’s a 5 point check-up for your comms engine. Continue reading 5 point check-up for your communications