In the PR world, positive interactions with the public, stakeholders and media are paramount. But how do you measure the benefits? With all of the many tactics available, including old and new technology, what is the best way to measure the success of a campaign or long-term communications strategy? There’s no easy answer. In fact, even those considered to be the best of the best in the PR industry are still scratching their heads about that very question.
To prove my point, earlier this summer PR representatives from 33 countries met for the Association for Measurement and Evaluation of Communication (AMEC) Summit in Lisbon, Portugal. Their goal was to figure out how, in this ever-changing 21st century communications world, the next several years should play out in regards to public relations research, measurement and evaluation. Nearly 200 summit delegates voted from among 12 issues, or priorities, to focus on in the near future. The top two:
1. How to measure the return on investment (ROI) of public relations
2. Create and adopt global standards for social media measurement
Number one has been debated ever since the Father of Public Relations, Edward Bernays, brought about the concept of the art of scientific persuasion half a century ago. However, now that social media is fully ingrained in the mix, PR practitioners are knee-deep in acquiring and using all of the new quantitative tools that software and the Internet provide.
But as we all know, numbers can be skewed and manipulated, or show results that don’t have anything to do with objectives but look great because they show a huge increase or decrease in something. But if that something has nothing to do with business goals, then all that fabulous data proves useless. For example, just counting the number of likes on a Facebook page: Have your profits gone up as a result? Are any of these “likers” key players in your industry? Have they returned to your page or linked to your company website?
Measuring effectiveness should be tailored to the campaign
We have many of those fancy software tools, clipping services and formulas at our fingertips at MB, too. But when we measure the effectiveness of a public relations campaign, we understand that each of our clients have different goals, so that means each needs different benchmarks to show what’s working. Then we can tweak tactics or revise and revisit as necessary.
For instance, some companies’ annual benchmarking may involve using advertising equivalency values to put editorial coverage in perspective. This helps assign value to a third party endorsement, however, it does not mean artificially inflating the value of an article published on a major media website, as we don’t think there’s any way to know how many of the preferred targeted audience actually read or saw the article. Yes, you can say a web page received a certain number of hits or impressions, but that doesn’t mean the visitor actually read or glanced at a client’s story. Be careful of working with someone who is going to artificially inflate these types of placements as the Holy Grail.
The bottom line has always been the bottom line: Did the editorial coverage ultimately meet or exceed strategic goals? To get the discernable results, you need to fit ROI calculations and metrics to each campaign, figuring out beforehand what is most important to track. It’s a tough task – but taking the time to set measurable objectives beforehand pays off. All the new tools that measure online coverage just make the math easier.
It will be interesting to see what AMEC comes up with in the near future to try and standardize ROI and set real standards for social media measurement, because public relations should always be tailored to fit to each individual client’s needs. Only time will tell if adopting AMEC standardization will help in fostering the two-way communication that good public relations professionals strive for, further developing those valuable long-term business relationships.
Related posts:
Measuring media: How do you do it?
Tags: Commentary, current events, editorial, measurement, media measurement, PR, ROI, social media, social media marketing
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Like the gritty Wild West or a bad horror film, the summer of 2011 has already seen its share of extreme storms. With dust clouds 50 miles wide in Arizona, and heat waves threatening to push heat indexes in excess of 100 degrees, what’s next?
Next in the lineup of summer storms is a story of distrust and drama.
What is unfolding as a terrible reality show is the media storm sparked by News Corporation’s dirty laundry hitting the fan. Allegations that individuals working for the organization’s now-defunct British tabloid, News of the World, were engaged in phone hacking has escalated to include the voicemails of celebrities, politicians and a murdered school girl.
On the heels of several executives stepping down and a possible suicide (or murder), News Corp. has now turned to the very PR firm that put the writing on the wall when it comes to the public’s mistrust of media.
Edelman’s 2011 “Trust Barometer” study clearly revealed the public’s increased distrust of media in the U.S. and U.K. Today, News Corp. turns to Edleman for guidance in weathering the storm and regaining trust. This is the first smart move the organization has made in several weeks, as the comments and actions of the leadership have done nothing to mend the public’s perceptions of the media. Hopefully Edelman can help bring the organization out from under its dark cloud, as its communications thus far will go down in PR history as what not to do following a crisis. Clearly News Corp. got too big and forgot the importance of transparent and forthright communications. The perfect storm.
I hope the dust settles soon. In the meantime, make like an ostrich — or consider changing your voicemail password!
Tags: Commentary, Communication, current events, Edelman, Edelman Trust Barometer, Media, News Corp, News Corporation, PR, Trust Barometer
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Walk down the street or open a magazine and chances are you’ll run across a little icon that’s changing the face of communications. It’s called a Quick Response code or QR code®.
A QR code is a two-dimensional matrix code readable by QR barcode readers and camera phones. The code itself consists of a series of black modules arranged in a square on a white background.
There are also codes that look like this:
This is a High Capacity Color Barcode (HCCB)—the name that is used by Microsoft® for its 2D barcode technology and serves as the basis of the Microsoft Tag application. Codes are made using clusters of colored triangles instead of square modules typically associated with 2D barcodes. HCCBs can range from 2-color black and white up to 8-color images.
Microsoft Tag is a proprietary 2D barcode implementation of HCCB that is specifically designed to be scanned by a mobile phone. The major difference between Tag and other 2D barcode technologies is that the URL (or data) is stored on the cloud. This means that you can actually use a single tag multiple times, allowing you to adjust your campaign on the fly.
QR codes have been around since the 1990s.
The QR code was originally developed in 1994 by the Toyota subsidiary Denso Wave to be used in tracking parts in the automotive supply chain. It has since been adapted for a variety of uses, including but not limited to, sharing a vCard, opening a web page, composing an email or sending a text message. They have been used everywhere from product packaging, magazines and signs, to trade shows, buses and business cards.
The applications are virtually endless.
QR codes can be used in a variety of ways and places. Using them in marketing efforts provides a greater ability to track response and calculate ROI.
Examples of QR code uses:
Why consider QR codes:
They’re green.
Using QR codes helps reduce the use of printed materials which saves paper, making it a more sustainable and cost-effective option for promoting your business.
Concise up-front information.
By using a QR code on your printed material, you don’t have to weigh down your target audience with too much information. In addition, it saves the recipient from having to carry physical materials, such as brochures and press kits, around with them—items that can be misplaced or accidentally thrown away. QR codes significantly increase convenience for your target audience members who use smartphones and provide an immediate experience with a brand.
Increased website traffic.
Since QR codes instantly take smartphone users online, they increase website traffic for companies. And chances are, once the person is online, they will delve deeper into the company web page to find out more information.
They’re new and different.
Tech-savvy smartphone owners love all things new and different. Giving them a new, more convenient and creative way to access information may get them more interested in what your company or products have to offer.
Cost considerations.
Denso Wave owns the patent rights on the QR code (the term QR code is a registered trademark of Denso Wave Incorporated), but the use of them is free of any license. QR codes are defined and published as an ISO standard.
A variety of online tools make it easy for anyone to generate a QR code. Real costs are incurred when there is a need for detailed reporting and campaign control using a provider like ScanLife.
Want to learn more?
Scan either the QR code or the Microsoft Tag featured in this article (or simply click this link) to view a digital version of our QR code white paper.
Originally published in the MB Journal Q2 2011
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TweetStaying on top of industry trends is no easy feat for those who work on the agency side of public relations. Clients to impress, meetings to attend, trade show booths to staff, press releases and bylined articles to write, editors to pitch, 140 characters or less to write and projects to manage… there’s a lot going on!
To stay current in the PR world, I turn to my Google Reader. Following are my top five favorite feeds:
Ragan: Every PR person should be following this. It covers a broad range of topics: social media tips for newbies, suggestions for speechwriting, ideas for effective internal communications as well as the “leading” most overused buzzwords. Plus, since most PR pros are reading Ragan, isn’t it important to be in the loop?
FeverBee: Are you familiar with online communities? You should be. It’s no longer about having the most “likes” or the largest forum. It’s about engagement and nurturing the relationship customers have with your brand by understanding what motivates and concerns them. For example, Pampers has an online community, not about diapers but about parenting. FeverBee gets into the nitty gritty of community management for the newbie and the veteran.
PRSarahEvans: I found out about Sarah Evans from Twitter. She has a lot of information, terrific stats and the latest research covering how people are communicating and receiving information. She recently posted her favorite free social tools for PR. Now, who wouldn’t want that?
UnMarketing: Scott Stratten delivers the common sense and wit that he brought in his must-read book, UnMarketing: Stop Marketing, Start Engaging, (as reviewed by MB’s Kristine Warski) in this blog. His posts are always concise, insightful and for me, at least, always teach something new.
OneForty: I only recently started following this blog, but it’s a great resource covering pretty much all things social. I just read an interesting post about how and why to create a personal QR code for self-branding. Articles have also covered online communities, social media marketing tips and how to make the most of Foursquare.
What are you reading to stay current?
Related post:
Nine reasons why I love Google Reader
Tags: blogging, Communication, current events, Marketing, online, PR, social media, social media marketing, Twitter
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In the early-morning hours of October 15th, I left for the airport, eagerly anticipating my trip to Washington, D.C. for my fourth Public Relations Student Society of America (PRSSA) National Conference. Being the political nerd that I am, I could barely stand still from the excitement!
One of the best things about attending a PRSSA National Conference is getting to listen to the great speakers. The conference committees find people who are very influential in their fields, and it is always inspiring to hear the professionals’ perspectives on the latest trends and topics in public relations.
Learning side-by-side with PRSA
On top of the student sessions and workshops, we also had the opportunity to attend several joint sessions with PRSA. The first keynote speaker was Bettina Luescher, the Chief Spokesperson of North America for the United Nations World Food Program. She was absolutely phenomenal and I can confidently say her remarks are what resonated with me most from my experience in Washington.
Since Luescher took on the job, she has coordinated response efforts for the tsunami in Thailand, the earthquake in Haiti, the flood in Pakistan, genocide in Darfur and the war in Afghanistan. She also coordinates bringing aid to struggling countries such as Sudan, Kenya and Cape Verde. During a typical 20-hour workday, she gives between 20 and 30 interviews. When she finally has time to rest, she sleeps in community tents with more than 20 people.
According to Luescher, the media and the public always want to know two things when a crisis occurs: what the organization is doing to help and how many people are being fed. Considering the World Food Program only accepts voluntary funding, a big portion of her job involves asking for financial donations.
Social media on a global scale
I was surprised to learn that even an organization as big as the World Food Program uses social media to communicate. The organization’s website (WFP.org) and Twitter account are often used to reach out for awareness and fundraising. Twitter is also used for logistics – Luescher said that onsite workers often Tweet about what roads to avoid and how to get help.
The organization created a way for cell-phone users across the globe to donate by sending a simple text message. Developers also created online games to attract people and encourage them to donate. For example, users on the popular Facebook game Farmville raised $15 million in five days.
The main focus for the World Food Program’s very active blogging and online community is to spread the word about how much a small donation can do. According to Luescher, 25 cents a day can feed a small child in school – that’s about $5 a month.
Make passion your job
What most impressed me about Luescher was her passion for her job. She switched from being a CNN spokesperson wearing expensive Chanel suits to an aid coordinator with 20-hour workdays who sleeps in community tents. Her job is no easy feat; not only is it challenging, but she is also in constant danger when she travels into unstable areas. However, you can tell she finds it truly rewarding.
Public relations offers so many opportunities to find something you are passionate about and dedicate your life and your career to it. I can’t wait to find my niche and help make a difference in others’ lives.
Alise
Tags: conference, intern, PRSA, PRSSA, Washington D.C.
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It’s a situation many of us have been in before: You have an important dinner coming up, and you need to provide the appetizer, a side or maybe the dessert. A perfectly selected, expertly prepared recipe that you’ll be remembered for for years to come.
No pressure.
The planning and work that goes into that prize-winning dish is, in many ways, similar to the job of media relations. Instead of an important dinner, though, it’s the release of big client news. Here are five ways the media relations desk parallels with the kitchen stove.
1. Shopping around – A cook pores over recipes, debating methods and comparing choices. Then you spend time at the optimal grocery store, circling the aisles and choosing the perfect ingredients for the dish.
A successful PR pro or media relations specialist knows their client’s industry inside and out, or is at least able to speak that way with the media. They spend time researching and gathering all of the necessary information or ingredients they need to be able to conjure up the perfect mix of information that intelligently positions their client’s news.
2. Preparation – My dad always said, “All it takes to be a good cook is preparation.” A cook cleans their kitchen, sets out everything they will need, and plans the preparation so everything comes together at the right moment.
In media relations, a significant part of the process is preparing the perfect media list that reaches the right media for the target audience. Then they’ll supply hyperlinks that direct the media to the right information and attachments that will ensure they have everything they need.
3. Timing – In the kitchen, one of the most invaluable tools a cook uses is a timer. No one wants to serve a burned dish.
At the desk, a media relations specialist must be aware of media trends, so they can jump on timely opportunities and meet deadlines — giving their clients the chance to be seen and heard.
4. Presentation – For a cook, it’s all about visual appeal. Nobody wants to eat something that doesn’t look great. What will make mouths water?
In media relations, you want to position your client’s information the right way. As Peter Shankman says, be a helper. You are not just helping your client – you’re also helping the media by providing relevant and interesting content. It’s all in the presentation and how you deliver that information.
5. Share and provide council – Your dish was a hit! When you’re asked about your recipe, you can respond — explaining why you substituted olive oil instead of butter to make the meal healthier or taste better, for example.
When a client inquires about why you chose to bypass an opportunity, as council, you must be able to explain the strategy behind that decision, keeping that client’s best interest (and reputation) in mind.
Both media relations and cooking require a certain amount of preparation and positioning to provide the most appetizing and successful result. So PR and media folks: remember, take time for the right setup, perfect ingredients, and a tempting presentation… and then, bon appétit!
Tags: Media, Public Relations
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It’s no surprise that optimism and inspiration at trade shows ebb and flow with industry and economic changes. The forecast is easily read on the faces of exhibitors and attendees. Having spent many years meeting with media at various industry conferences and shows, it is always eye-opening to get a read on the state of an industry from the media. Because they are working up-close and personally within many corners of an industry, they are often on the forefront when the tide starts to shift for the good or bad.
If the mood of the media attending this year’s NeoCon show is foretelling, there is plenty of optimism in the air. Attended by approximately 40,000 architects, designers, facility managers and large institutions, NeoCon gives a peek into the design world’s newest thinking, products and services. Much of the optimism at this year’s exposition stemmed from commercial projects in healthcare, medical facilities and federal developments. Designers, manufacturers and media all agree this is the place to be. The excitement was a welcome relief for many at the show, and we hope to see it continue in coming months.
Inspired by the next generationOn a fun note, one of the most inspirational moments of the show for me came from a very unexpected source: an aspiring 13-year-old journalist.
The Kimball Office showroom couldn’t have been a more fitting meeting place to discuss Alternative Workplace Strategies for multigenerational work forces with 13-year-old Liam Kirkbride and his father, Rob. Both were sporting press badges for the office industry’s Monday Morning Quarterback. Between Liam, his father, my younger co-worker, and me, we certainly had “generational work forces” covered. Liam’s reactions and genuine curiosity brought optimism of a different kind: a look into the mind of our future journalists.
In a strange juxtaposition, as the father and son journalists departed, I couldn’t help but notice the 13-year-old was wearing highly shined dress shoes and dress clothes while the more seasoned reporter sported Onisuka Tiger tennis shoes and a more comfortable set of digs. It will be interesting to see how the two generations of journalists influence each other’s wardrobes and work styles.
Cheers to the new, fresh, young journalists.
Tags: Commentary, current events, Events, Public Relations
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Guest blogger: Read about our PR intern, Sarah’s, trip to the PRSSA conference!
As a member of PRSSA, I was fortunate to attend the annual PRSSA conference last year in San Diego. It was my first trip to the conference – as well as California. My favorite session focused on tourism at the San Diego Zoo, and it only intensified my disappointment in not having enough time to visit the Zoo.
The San Diego Zoo is a sanctuary to animals and a leader in conservation communication efforts. Christina Simmons, public relations manager of the San Diego Zoo, spoke during the recent PRSA/PRSSA conference in San Francisco about her efforts with this special zoo.
Elephant Odyssey is the newest exhibit and largest project ever at the Zoo. Considering the current economic situation, this was a daring project to take on.
Despite the fact that tourism is down, they had to open the Zoo 30 minutes early on the Elephant Odyssey’s opening day, and Zoo attendance is up 14 percent since the exhibit opened. The public relations team used this exhibit as a chance to educate the public on elephants and elephants’ needs. Conservation is never far from their minds.
Simmons also spoke about the ongoing publicity surrounding the Panda exhibit. This was another daring move because only two other panda bears had been born in the United States, and both died shortly after birth. Pandas cannot always be open to the public, so that created another challenge.
To showcase the new additions without endangering their safety, Simmons and her team came up with a creative idea called the Panda Cam. With the Panda Cam, the public can remotely peek in on the animals whenever they want – making the exhibit a success despite the pandas’ special needs.
In addition to describing how the Zoo managed new exhibits, Simmons also talked about what she calls “Zen PR,” or finding a communications balance. She described three situations the team had dealt with in the past and asked the audience to think about what they would have done.
Situation: An advertising agency approached the Zoo with the idea of doing a Super Bowl commercial where a bicyclist would tackle a cheetah. Would you do it?
How the Zoo responded: They passed on the offer, despite the publicity they would have received, because this does not promote the Zoo’s overall message of conservation.
Situation: The team is planning the relocation of panda bears to the San Diego Zoo. Do you tell the public? If so, when?
How the Zoo acted: They knew they had to tell the public the pandas were coming, but waited until the pandas were one hour away from the destination and did not give an exact arrival time. This way it was a sure thing, and no one could interfere with the plan. Can you imagine everyone rushing to the highway to see panda bears being relocated? The animals’ safety was the Zoo’s main priority.
Situation: A man jumps into the bear pit, resulting in minor injuries – and it is all caught on video. Minutes later the video is being shown all over the country. Do you cash in on the extra publicity or not?
How the zoo responded: They had the tapes pulled off the air as soon as they could. Simmons believes this is not how you promote conservation, and she said, “Not all PR is good PR.”
I really gained a lot from listening to Simmons speak passionately about the safety of animals and ongoing conservation efforts of the Zoo. She advised us to always look for a communications balance between personal ethics and the job.
Do you agree with how the Zoo responded to those three scenarios?
Tags: Miller Brooks, Public Relations
Posted in Public Relations | 2 Comments »
At a time when we are hustling to do more with less and keep up with the hectic pace of today’s ever-connected world, we need to keep our eye on the basics as well. This includes not forgetting to connect with customers in personal ways.
When it comes to customer loyalty, the “relationship” is king. Whether perceived or real, few make major purchase decisions without a connection and trust. Today’s crowded business-to-business environment, paired with a down economy, makes this basic relationship more important than ever.
Mix it up. At a time when people are becoming overwhelmed with emails, alerts and tweets… why not call or visit? I receive upwards of a hundred emails a day, yet my phone only rings a handful of times. Which correspondence am I more likely to remember?
Beyond a virtual tradeshow, webinar, mobile app or eblast, let’s not skimp on the personal touch. Let your customers experience your brand and trial your products and services in person. How about a lunch-and-learn or an in-person sales call? As simple as it seems, it might be the best way to stand out from the crowd and be remembered when the rebound comes.
When it comes to relationships… it’s personal.
Tags: Communication, Customer relations, Public Relations
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Communicating with the media and measuring an organization’s share of voice has always had its challenges. However, given the break-neck speed in which the media landscape — and the tools available to measure discussions — are changing, it is easy to feel a bit overwhelmed.
While keeping up with the newness can be a job in itself, I truly believe that the biggest challenge we all have today isn’t the technology. Instead, it is staying on strategy while keeping pace with new and exciting opportunities.
Being curious by nature, I love to soak up new information. So, I have been testing and embracing new tools, gadgets, phrases and trends as they arise to stay abreast of the communication industry’s evolution. It is okay to get geeked about the technological widgets and apps. But we also need to filter each tool and opportunity based on our strategy — understanding that not every gadget makes sense for every company or campaign.
If you want to chat about social media, the collision of traditional and new media, or the tools available to measure awareness and coverage, I am right there with you. However, let’s first commit to incorporating a broader discussion around communication goals and objectives.
Tags: Communication, online, Public Relations
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May 17, 2012—The faces of MB
