Name: Crystal DeGoede
Bio: After graduating from East Carolina University with a Marketing degree in 2005, I moved to New Jersey. In my four years as a member of the BurrellesiLuce marketing team and through my interaction with peers and clients I have learned what is important or what it takes to develop a career when you are just starting out. I am passionate about continuing to learn about the industry in which we serve and about my career path. By engaging readers on Fresh Ideas I hope to further develop my social media skills and inspire other "millennials" who are just out of college and/or working in the field of marketing and public relations. Twitter: @cldegoede LinkedIn: Crystal DeGoede Facebook: BurrellesLuce
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Television news journalist Amy Robach kicked off the PRSA 2014 International Conference as keynote speaker at the opening general session. Robach is known for her role as anchor on Good Morning America and has nearly 20 years of journalism experience. Since joining ABC, she has covered a number of high-profile stories from the Oscar Pistorius trial to the 2014 Winter Olympics in Sochi, Russia to the birth of Prince George and a live, televised mammogram that diagnosed her breast cancer. I had the pleasure of attending Amy’s keynote and here are some key takeaways for all PR/Journalism pros.
How do practitioners – especially women – set themselves apart as journalists?
By being the first one in and the last one to leave and having unbridled enthusiasm. Never be afraid to work that triple shift; you have to have the right mindset and mentality to do this job.
How do you set your emotions apart from your work?
As a journalist you experience some of the worst and best things that can happen to a country, a family or and individual.
Why do you think there are some few female leaders and how do you think that can be changed?
In so many corporate cultures it is still a men’s club and it’s hard sometimes for women to be taken seriously. We shouldn’t walk into our boss’s office and say “I’m sorry to disturb you” because we need something. We have to teach ourselves as women that we don’t need to apologize for everything.
Journalists are always asked to get the story fast; how do you handle that and make sure it is accurate?
Speed should never affect accuracy. You have to make sure you are responsible and ethical in the information you are providing.
Discuss a time when ethics came into play and how you handled it.
It was actually a time when I was reporting live from SkyFox helicopter here in Washington, D.C. and we were there to give breaking news for all the morning shows. There was a moment when we were flying over a river and we saw a dead body floating and there was a car parked on the bridge and the folks on the station wanted me to report on this story. And I had learned a long time ago that you never report on suicides or bomb scares. So I turned the camera off and put up the color bars so they couldn’t take the shot.
What advice can you offer for achieving a work-life balance?
It is a constant struggle keeping my family life as good as I want it to be while still doing the best at my job. I put the phone away as soon as I get home, but I do have to check it every thirty minutes or so. I make sure I am there to pick the kids up from school and help them with their homework because I am not there in the mornings. You can be a mom and you can be a working mom.
How do you balance the need for speed and accuracy? Do you find that getting ahead as a woman requires working harder and longer?
In this day and age you would think that being intelligent and confident would allow women to be taking seriously in the board room, on the golf course and at home, but there are still many who struggle with self-esteem and the entitlement to feel empowered no matter where or what situation they are in.
Luckily, several brands have jumped on board and created campaigns that don’t just appeal to women that are housewives and mothers but to strong ambitious women. These brands are inspiring women to feel assertive when it comes to the way they look, act and feel.
Let’s look at a couple of brands that are leaders in empowering women:
Over the last couple of years, Dove, has certainly become the leader in the movement with their “Campaign for Real Beauty”. The goal behind the campaign is to “Imagine a World Where Beauty is a Source of Confidence, Not Anxiety.” The campaign started a global conversation about the need for a wider definition of beauty after the study proved the hypothesis that the definition of beauty had become limiting and unattainable. Among the study’s findings was the statistic that only two percent of women around the world would describe themselves as beautiful.
Ban Bossy Campaign
This is not your customary ad campaign; it is a PSA by Lean In and the Girl Scouts of the USA. Many celebrities have joined the campaign to empower not only women but young girls to take the leadership role, be ambitious, and know there are no limits to what they can achieve. And “bossy” is just the beginning. As girls mature, the words may change, but their meaning and impact remain the same. Women who behave assertively are labeled “aggressive,” “angry,” “shrill” and “overly ambitious.” Powerful and successful men are often well liked, but when women become powerful and successful, all of us—both men and women—tend to like them less.
Last year Pantene launched The Global #ShineStrong campaign, which educates and enables women to overcome bias and societal expectations and celebrates strong women. A recent ad campaign was created to trigger water cooler talk regarding how women innocently minimize their power by always apologizing, even though there is no need to. The “Not Sorry” ad has already received over 2.5 million views, with hopes to be a successor of the Pantene Philippines “Labels” campaign from last year that has over 46 million views.
Kevin Crociate, marketing director of Procter & Gamble’s North American hair care business, said “We’ve struck a chord in terms of changing gender norms for women” and that they “used market research to look at what gender norms were holding women back and tried to tap into the most relevant and insightful areas. This problem of saying sorry, it wasn’t just something women in the U.S. were facing but globally. After the success of the first campaign, ‘Shine Strong’ is something we’re committed to as a brand.”
While many of the female species may claim that these brands are being condescending in their attempts to to empower women, I think that ads that enable women to show their true beauty and poise will continue to encourage all of us.
Do you think these campaigns are actually empowering, or are they calling us out for lack of confidence and implying that we hold ourselves back? Or worse, are they pandering?
Summer is less than a month away, and that means schools will be closing, beach houses will be rented, and swim trunks and flippy floppies will be on as temperatures rise. As we sit at our desk and fantasize about being anywhere but here, like on a boat or at the beach sipping a margarita or just outside enjoying a hike or run, these summer distractions will curb our workplace productivity and creativity. Here are four quick tips to help you avoid the approaching dog days of summer and boost your efficiency at work.
Plan Time Away. Everyone needs to step away from the world of emails, social media, conference calls and projects. When planning to take time away from work, make sure that you have arranged to have back-up while you are out and that everyone you work with or manage knows you will be off the grid and who they can contact during your absence. Even leaving a couple of hours early during the summer to enjoy activities can help with those summer blues; arrive to work early and get everything done so there is no reason why you can’t leave at 3pm.
Prioritize. Your boss is on vacation but you really need approval on this one project, which may leave you feeling stuck and not able to focus on something new, but try to move on to projects that require in-depth thinking. “This may be a time of fewer distractions because of people being out. Capitalize on that by focusing on projects that require strategic thought and planning so you’ll be ready to proceed with your fall proposals at a time when the pressure cooker environment returns. You’ll be glad you took advantage of any lulls.” says Lynn Taylor, a national workplace expert and author of Tame Your Terrible Office Tyrant.
Keep Working. Many people fall prey to thinking, “The boss is out; I can’t do anything or there is nothing to do.” This especially happens during the summer when lots of your co-workers are also away. You are still receiving a paycheck so you should still be delivering the same quality and quantity of work.
“If you’re not productive simply because things around the office are slow, use the time to get a jump start on upcoming projects, or to catch up on many lose ends that have accumulated,” says Anita Attridge, a Five O’Clock Club career and executive coach. “Just keep in mind that achievements trump hours spent. Just because you’re in the office for the required eight hours, doesn’t mean you’ve done your job.”
“The summer is not a ticket for slacking off,” Taylor agrees, “so don’t do it!”
Take a Walk. Recent studies have shown that taking a walk during the work day helps boost productivity and get the creative juices flowing, and as we all know, “Sitting is the New Smoking,” so it’s not healthy, either. Instead of sitting in that drab conference room with a sweater on because the office doesn’t have controlled AC, take your team meetings outside for a walk around the building.
Not only do walking meetings amplify productivity and creativity, they also boost morale and endorphins. To quote the famous Elle Woods in Legally Blonde, “Exercise gives you endorphins. Endorphins make you happy.” And don’t forget that by soaking up some rays during your walk you are also getting a natural source of Vitamin D!
In her new book Thrive: The Third Metric to Redefining Success and Creating a Life of Well-Being, Wisdom, and Wonder, Arianna Huffington explains how walking has helped her navigate the many challenges of life. So don’t feel guilty for leaving your desk to enjoy a beautiful summer day when you can’t be on vacation.
What are your tips for staying productive during the summer months?
The PRNews PR Measurement Conference in Washington, D.C. earlier this month provided a platform for the industry’s measurement experts to share their knowledge and strategies. Yesterday, we wrote about Mark Stouse’s recommendations for thinking like a CEO to link PR efforts with sales numbers. Today we cover the second half of the presentation, in which Angela Jeffrey, managing director U.S. at Salience Insight, brought metrics and formulas to help realize those PR-sales metric connections. If you want to DIY and need an easy formula for calculating ROI and cost efficiency, here are the formulas Jeffrey explained.
Payback = incremental revenue
Investment = what you put into it [either in time (calculated as dollars per hour) or in dollars]
Here is a simpler formula for determining the correlation between ROI and PR. It is not a valid ROI but is valid a contribution toward it.
Revenue Event= (Payback-Investment)
Where payback is incremental revenue and investment is what you put into it.
To calculate cost efficiency metrics by your activities, use:
Cost-per-impressions (Tweets, Fans, Website Visits)
* Add up target impressions
* Divide campaign costs by impressions
* Results: Cost for one person to see your item
You can use the results for a specific survey or campaign to compare cost against the total of progress seen.
Cost-per-awareness (Attitude, Understand, Preference or Loyalty Uplift)
* Gather percent of uplift in survey scores
* Divide campaign cost by percent gain
* Result: Cost of percent gain in survey results
When it comes to measuring your web analytics, do your homework first. Understand Google Analytics and be able to create goals and funnels. Having those goals and funnels in place actually helps you determine what you want your outcome to be. Most of us do not usually get the opportunity to influence sales. So where you can, define macro and micro goals.
An example of this was developed by Avinash Kaushik, where he created a formula or assigning dollar results to micro goals, which can show progress against macro goals, and can be established with a bit of internal research and agreement with management. An example of a micro goal would be a “contact me” sign-up form, and a macro goal would be a $500 sale or donation garnered from that signup form. So if it took ten “contact me” sign-ups for one sale or donation, that would mean that each sign up cost $50.
Once you have your goals established, set up a goal funnel to compare your web analytics with the channels. Track visits and dollars spent from each channel and divide the revenue by number of visits from each platform to compare values-per-visit.
If you use a competitive share of voice, which is weighted tonality, to link outcomes, you can see the correlations. But earned media coverage analysis must include qualitative measures like message, prominence, or dominance, as well as quantitative measures like number of items or impressions.
Ultimately, successfully measuring the link between public relations and sales means a lot of math and careful analysis, but streamlining your processes and orienting them toward measurement will lead to reliable data that gives you deeper insight into your PR efforts. How are you tying your ROI & Outcomes/Outputs to your PR and Sales activities? Which measures give you the most insight?
How do you measure the link between PR and sales and drive brand revenue and engagement?
Last week I attended the PRNews Measurement Conference at the National Press Club in Washington, D.C. The annual conference brings together the most spirited group of measurement experts.
The session started off with its first speaker, Mark Stouse (Twitter: @markstouse), VP Global Connect at BMC Software. He stated that there are three big questions that every CEO wants the answer to, not just from the sales leaders or marketers but from everyone within the organization, including PR practitioners:
1. How well are you performing in your area of business?
2. How well are you leveraging the resources you already have?
3. What contributions are you making to the organization?
What the CEO or CFO of your organization cares about the most is revenue, margin and cash-flow. In order to make your way into a position of delivering value to the CEO and answer those three questions, you have to start thinking like a CEO. CEOs don’t care about possibilities, they care about probabilities; nor do CEOs care about how creative something is, they care about if it actually works. So, when CEOs talk about cause and effect, they want to see correlation (at a minimum), and preferably, causality.
Your c-suite expects you to understand what you do so well that you have the necessary data in-hand and are confident enough to present this data at any time. If you cannot predict what the outcome of your PR is going to be, then a CEO may see your success as luck, whereas if you’re able to use your data to predict an outcome, that would show skill. Showing the relationship between public relations and sales through data-driven correlation and causality is critical to obtaining executive buy-in.
Stouse recommends four key steps to success:
1. Think like a CEO
2. Understand your functional performance
3. Understand what ROI really is
4. Connect the dots with sales productivity
Another way to tie your PR measurements and metrics to sales is to support the three legs of sales productivity (below) and to tie investment to revenue, margin and cash-flow.
1. Demand generation
2. Deal expansion (sale to the same person)
3. Sales velocity (close the deal quickly)
According to Stouse, we are all in sales. We have to sell to people on the outside and on the inside. It redefines the marketing mix model.
If you tie into the numbers and the money you will be credible and get that seat at the table.
Check back tomorrow for mathematical insights from the session’s second presenter, Angela Jeffrey.