Name: BurrellesLuce Insider
Bio: BurrellesLuce invites knowledgeable employees with valuable information and perspectives to share their thoughts on topics relevant to our industry.
Posts by BurrellesLuce Insider:
by Sharon Miller
Showing the impact of your PR strategy is perhaps the most vital aspect of proving the effectiveness of your campaigns and growing your future public relations strategies, but it’s not easy to determine which data is important and which analytics you should focus on. At this year’s PRSA International Conference, I attended a session about just this issue. The day’s experts were Jeni Chapman, US managing director of Gorkana; Sparky Zivin, director at Brunswick Group; and Elizabeth Stoltz, senior research associate at Ketchum.
The panelists stressed that the industry-level goal is to build frameworks, akin to the Barcelona Principles. The advocate abandoning silos and having PR and marketing teams work together to share and talk about their plans and objectives.
As PR pros, it can be difficult to determine what conversations you should listen to, as there’s a lot of noise out there. The panelists suggest getting rid of the noise and focusing on quality. And getting quality in your data is crucial, as the AMEC International Business Insights Survey showed that 67 percent of clients request a clear financial ROI.
The importance of a framework is twofold: first, it helps define your PR activity with content creation, traditional media, social media, influencers, stakeholders, and events. It also helps you measure intermediary effects like audience reach, impressions, and number of articles.
The panelists presented a case study of an Aquafresh campaign, in which the Tooth Fairy left her calling card, or a note in a box for a child who lost a tooth. There was a two-minute song that incentivized brushing teeth, and the length of that song was based on the American Dental Association recommendation that people brush their teeth for two minutes.
In addition to a great PR response that included Tooth Fairy inflation (higher prices for a tooth), kids also talked about how much money they received for their tooth. The measureable outcome resulted in a 2.7 percent increase in sales, and the PR team got a larger budget for marketing because the management saw how PR drives noise.
Panelists also presented a UNICEF case study, which showcases the steps PR pros should take to an effective, measurable campaign. UNICEF’s goal included a global strategy across their more than 100 international offices. They followed precise steps, first selecting their audience, which included youth (to inspire action), the middle class, government and corporations, and their employees, who would hopefully drive the initiative.
They defined key objectives for each audience, including reaching one billion around the world and getting them to take action and getting 50 million of them to actively engage. Next, they adapted their measurement framework to include voice, reach, engagement, brand, and message delivery. They then selected KPIs in each framework element, including quality of communications activities, quality of noise, and quality of reach.
Next, they applied tools and mechanics to measure the impact of their work, which included social media engagement, event attendance, online followers and supporters, and behavioral changes like volunteering.
With a framework like this in mind, it makes measuring your impact an easier, more precise job. And remember that though there are plenty of algorithms and automated measurement tools out there, nothing will ever replace human judgment.
What do you think are the best steps for devising and measuring an effective PR campaign?
by Kristan Nicholson
Besides being a devoted husband, father of two girls and member of the 40-something-man band “The Love Handles,” Mike Buckley is also VP of Global Business Communications at Facebook.
On the final day of the PRSA 2014 International Conference in Washington, D.C., he tells the crowd of more than 800 communicators that “Facebook’s mission is to give people the power to share, to make the world more open and connected. The ONLY way we can do this, to service our 1.3 billion customers, is through the use of data, math and analytics.” And every PR person in the room cringed. “Gasp! Math?!”
He asked how many people in the room majored in math, data or analytics in college and maybe one person responded. But we all measure results, right? This proves that we can use data without math; we just need to embrace it and not be afraid of it. We can become analytical without being a math expert, as simple analytics can have tangible benefits and drive business results. We must correlate our press results with business metrics. Test small audiences, look at K factor (the virality of a story), review social chatter (small clusters of people who are responsible for majority of chatter), and communicate with that group.
Buckley continued to tell us that data equals power; data equals intelligence; data keeps executives from panicking. And there are three laws of news cycles: Understand the cycle; shorten (or extend?) the cycle; and get ahead of it. None of us can manage what we can’t measure. None of us can advise what we don’t measure. And if we (PR pros) don’t do it, how can we ever get a seat at the table?
Every other executive function does their jobs grounded in data and analysis, and we need to pick up our game. Several ways we can do this is by having lunch with someone in our company responsible for analytics. Marry PR with their art. Push our clients to spend money on analytics. Fight for the right to test. And most importantly: approach everything with an ethical framework. Always do the right thing.
Mike concluded with a story, which seemingly challenged everything he’d just told us. He started by saying: “The biggest lever on Facebook reputation has to do with the experience people have with their product.” Their best day was the launch of their “Look Back” video. When Jesse Berlin’s dad made a video standing in his living room with tears flowing down his cheeks begging someone at Facebook to help him recover his late son’s “Look Back” video, it didn’t go viral. It didn’t have a K-factor. And data would never explain John’s pain. Because regardless of the fact that data can tell us so much, predicting business outcomes will never replace human action. And there should be days when data simply shouldn’t matter. Mike’s team retrieved Jesse’s video for his dad and THAT is what it’s all about.
by Alfred Cox*
Have someone you want to be a guest on a nationally-broadcast television show? Then there are a lot of things to keep in mind when you’re pitching producers. Last week I attended PRSA-NY’s Meet the Media: National Broadcast event that brought together four producers of national broadcast programs to give their advice to public relations pros.
The panelists were:
Tommy Crudup, senior talent executive at Rachael Ray
Todd Polkes, coordinating producer at The Meredith Vieira Show
Shira Sky, host and executive producer at HuffPost Live
Cheryl Strick, director of talent relations at Talk Stoop
Here are some highlights from the event.
On how they’d like to be pitched
All panelists agreed that they want to be pitched by email. Crudup said no phone follow-ups – they won’t respond at all. Polkes wants email pitches that include links and/or clips of potential guests on shows of similar formats, and Sky requested that the most pertinent info go in the subject line as well as a bio and links to interviews.
The panelists also discussed some no-nos: don’t, said Crudup, send a three-page pitch, and don’t tell producers what they should talk about; that’s their decision. Sky doesn’t want to have to ask to describe what you’re trying to pitch, and if she has to Google, she’s not a happy camper. Strick doesn’t want to hear just about what a guest is doing now, she wants to hear what they’ve done in the past.
Perhaps most important is that you know the show and their audience. Know the kinds of guests the show has had in the past, and stay up-to-date with what they’re doing.
Crudup says since they’re a new show, they are looking to book exclusive guests, but their most important criteria is that a guest is fun. On the other hand, Sky says they don’t like exclusives and that they want people who resonate with their audience and have a lot of talent. For taped shows, exclusives aren’t always an optin, Strick acknowledges, but the guest must be someone big or represent something big.
On paid spokespersons
Of the panelists, only Strick’s show accepts paid integration, but she stressed it must be organic and related to Talk Stoop. Sky said they have no regulations about paid spokespersons, but they do have a “resource wall” where they will plug websites or links you bring, but they will not post products.
Crudup and Polkes both said no to paid spokespersons, though Polkes said they will mention a campaign but not a product, as that’s too much advertising.
On social media
All panelists agreed that social media is an integral part of the show’s success, and that it’s just as crucial for guests to be active social media participants as well. Sky says that community and fan engagement is huge for their show, so a guest with a large and/or devoted following is a huge bonus. Crudup wants guests with about two million social media followers and they expect the guest to tweet about the upcoming appearance.
Strick says they will personally tweet before the guest comes on, and Polkes says they can’t have a great show without social media and that tweets are essential to their ratings. So when you’re pitching, be sure to include how active a potential guest is on social media and highlight their influence and following in the initial pitch.
Bio: Alfred Cox is a rare commodity of a performer who combines a relentless drive to succeed with the ability to provide “first-person” touch to his clients, creating loyalty and repeat business. He has a hard-nosed work ethic in a results- driven environment and he is often called the “Network King.” Alfred has been in the PR industry for the past 18+ years and joined the BurrellesLuce team in 2011. Connect with him on Twitter: @shantikcox Facebook: BurrellesLuce LinkedIn: Alfred Cox
by Lauren Skidmore*
You’ve written a book. Great! But that’s only the start of publishing. Even if you do public relations or marketing as a day job, marketing your own debut book can feel like shouting into a void, especially when you don’t have a built-in audience from a large publisher to do half of the work for you. My debut novel was released a month ago, but the work that went into marketing it began long before that. Here are three quick tips on how to jump start getting that book into the hands of readers.
Create an Online Presence
People need to be able to find you. The general recommendations are to pick two or three social media platforms to do, and then do them well. An author website is a must, even if it’s just a simple landing page – you can always expand it later, and you’ll be glad when you’ve claimed your domain name early.
Facebook and Twitter are also strongly recommended, but it also depends on which platforms your target demographic use. With a young adult fantasy novel, I split most of my time between Twitter and Tumblr because that’s where many of my readers are (and it’s where I have the most fun). I also use a Facebook page and my blog for big announcements so readers can always quickly find out what’s new with me.
Build an Audience
When I pitched my novel to potential publishers, one of the things they wanted to know was how many followers I already had online. As a hobby, I had a Tumblr with over 4,000 followers at the time – that’s 4,000 potential readers right there! Publishers don’t like to take risks, and if they see you already have thousands of potential buyers, that’s one more mark in your favor. Again, pick the place that works best for you. It doesn’t really matter whether you do this through blogging, Twitter, or elsewhere, just get that follower count high.
You also want to hold on to your audience, and newsletters are great for that. People can sign up and get updates right in their inboxes. I suggest only sending these newsletters when you have big announcements, such as a book release or promotions, and definitely no more than once a month so you don’t spam your readers. MailChimp and Constant Contact are two popular tools for creating your own newsletters, and if you’re under 2,000 subscribers, MailChimp is free!
What will people associate with your name as an author? For non-fiction writers, you should establish yourself as some sort of authority or expert in your field. You can write guest blog posts or maintain your own blog, participate in social media or forum discussions, or whatever you can think of to put your name out there.
For fiction writers, it’s a little different, although doing any of the above certainly won’t hurt. You’ll want to define your genre, as well as what you’re bringing that’s new. For example, my novel was essentially pitched to publishers as a Cinderella retelling in which Cinderella has to rescue the prince.
Genre? Fairy Tale Retelling. What’s different? Role reversal. My target audience knows right away if this was something they’d be interested in, as well as what makes it different from every other retelling.
The good news about doing all this early is that the groundwork will already be done when your release date is here, and you can hit the ground running on your next novel. Because in the end, the best thing you can do is keep writing and keep releasing new material. Your books will begin to advertise for you as they take up more shelf space and loyal readers return to see what else you have in store.
Lauren Skidmore is the Broadcast Keyperson at BurrellesLuce by day and writes by night. She graduated from Brigham Young University with a degree in English Teaching and double minors in Teaching English as a Second Language and Japanese. After graduating, she lived and taught in Japan for a year before returning to the United States where she spends far too much time on computers and the internet. What is Hidden is her first novel.
by Sharon Miller*
Content marketing is a hot topic in the PR community, but plenty of organizations are still trying to figure it out. Last week, I attended the PRNews Media Relations Next Practices Conference in Washington, D.C. and attended the session “Show & Tell: Examples of Content Marketing That Connects to the Bottom Line.”
The sessions presenters were Doug Simon, president and CEO of D S Simon Productions; Julie Craven, VP of corporate communications at Hormel Foods; and Blair Austin, marketing director at ILMO Products.
Simon began with his five-step process for content marketing and what he calls “PRketing,” which goes far beyond brand journalism. The steps are:
1. Identify the behavior you’re trying to change
2. Identify the people who you’re trying to reach and where they consume content
3. Create content that will effectively change their behavior
4. Place the content where they’ll find, view, and share it
5. Measure, assess, and revise
Simon used the American College of Physicians as an example. The college created an iTunes channel for its members, allowing them to download important news on studies in a digestible, user-friendly format. So they not only identified a new channel in which their members consumed content, but changed the way they delivered information they deemed important for members.
Next, Craven explained that we’re competing against everyone now on social media, and that means our messages must be on target or we won’t get any time with our target consumers. Craven advocates developing a hub-and-spoke model to drive awareness and conversion via branded content. This model requires setting a goal and defining what you’re trying to accomplish, and using content, set in the middle and connecting to every goal, to push toward that goal.
Craven stressed that hub content must be concise, graphically driven, and shareable. And of course, that content must be channel specific to provide utility and drive conversion.
Finally, Austin spoke about how to get attention with little money. She used a case study with ILMO, a medical, industrial, and laboratory gas provider. Their challenge was not only budgetary, but also that their industry doesn’t support marketing. The company’s goal was to generate national media attention with its 100th anniversary, and share that media attention on its existing channels to encourage its core audience and position ILMO as an industry leader in marketing and communications.
So, when the company turned 100 years old, it created an event: The organization gave each of its 100 employees $100 on the 100th day of the year. They fostered engagement by driving it to social media channels and spread brand awareness all on its small budget.
What content marketing strategies do you use to drive engagement? What new models have you developed to reach your target segment?
*Bio: Sharon Miller has been with BurrellesLuce for 25 years, and is currently the VP of Enterprise Solutions. She has Bachelor of Arts degrees in psychology and social work from Millersville University of Pennsylvania. She did her graduate work at Drexel University in Pennsylvania, and currently resides in Ohio. Facebook: BurrellesLuce LinkedIn: Sharon Miller