Name: Johna Burke
Email:
Bio: I’ve been in the media monitoring and measurement business for nine years, joining BurrellesLuce in 2000. How did I get here? I was a client. I was the PR and IR director at U-Haul International for nearly 11 years. Then I chose to help make my former peers more efficient and effective. I enjoy my role as a trusted advisor and am enthused to speak about best practices in public relations. My commentaries on the subject have appeared in PR print and web outlets. Currently, I chair the Southern Region of the International Association of Business Communicators (IABC). So what am I passionate about, aside from measurement? My family which includes my three “boys” (Boston terriers). By the way, did I mention that I am also a master at Seinfeld trivia? Twitter: @gojohnab; LinkedIn: Johna Burke; Friendfeed: gojohnab; Facebook: BurrellesLuce
Posts by Johna Burke:
- How to measure the return on investment (ROI) of public relations (89%)
- Create and adopt global standards for social media measurement (83%)
- Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit (73%)
- Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from the PR programs (61%)
Ethics in the News and PR: Gini Dietrich, Spin Sucks, Interview With Johna Burke, BurrellesLuce, at the 2011 Counselors Academy
July 29th, 2011Transcript –
JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at Counselors Academy in Las Vegas. I’m joined by Gini.
Gini, will you please introduce yourself?
GINI DIETRICH: I’m Gini Dietrich. I own Arment Dietrich in Chicago, and I’m also the author of Spin Sucks and Spin Sucks Pro.
BURKE: Fantastic. Gini, you know, there’s a lot of talk about ethics with some of the current news events going on, and I would just like to get your perspective on how you educate and work with your clients and with your staff on how to be ethical in all of their activities.
DIETRICH: Yes. So, you know, I mean, one of our values is ethics, and being very ethical and being very honest. And of course, Spin Sucks is the fight against destructive spin, so it’s very integrated into our culture and into our values. We actually have one client who will say, `Why won’t you let us do that?’ And we always say, `Because it’s not ethical.’ And he’s always like, `But why?’ And so, you know, we have a really good rapport with him in helping him understand why certain things are ethical why certain things are not. And it’s really an ongoing education process because there’s so many bad examples in our industry. So we just keep educating and just keep talking about it.
BURKE: Gini, thank you so much. I think holding that line will continually elevate and educate those about public relations and all the value that can bring. Where can people connect with you online and in social media?
DIETRICH: So Twitter is Facebook–or not Facebook–ginidietrich. Spinsucks.com is the blog, and then facebook.com–facebook.com/armentdietrich is our page.
BURKE: Thanks so much, Gini.
DIETRICH: Thanks for having me.
Potential for Viral-Level Activity on Facebook?
July 20th, 2011
Flick Image: raphaelle_ridarch
Are you responsible for growing your Facebook page? If so, and if your sole motivation is quantitative and not engagement, you may be able to use the latest update to drive your goal. The new Facebook administrator change is a new/old change and allows administrators to send a notification to “Like” your page versus the old method of sending email notifications that were often lost in the shuffle.
Why does this matter? Now, you can simply link to “Invite Friends” and not worry the call to action will be lost somewhere – as these invites come up as Facebook notifications rather than generic recommendations. The interesting option suggested on Inside Facebook is to increase the number of administrators to your page to help drive growth of new pages. This gave me moment for pause because of the security ramifications. But, if Facebook is the preferred medium and the community owns the space and the page creator has taken the time to make informed decisions about who else they would like to have admin their page then, perhaps, this wouldn’t be as scary an option.
Facebook is being cautious with the use of this feature and is only making this available to administrators with the initial launch of a new page. Still, there’s the potential conflict that this free function could interfere with paid marketing efforts.
My advice. Try it. If you’re comfortable, increase your administrators for a week and see if you improve your conversion and overall numbers. If you do, please share your results here, on Fresh Ideas, so we can all learn.
If you want to experience a whole day of learning all about Facebook, please join PR News for the August 9th Facebook Conference in San Francisco. BurrellesLuce is a sponsor and I look forward to seeing you there.
AMEC European Summit on Measurement 2011 – Creating a Focused Measurement Agenda 2020
June 24th, 2011
I recently attended and participated as a speaker, on behalf of BurrellesLuce, at the AMEC 3rd European Summit on Measurement in Lisbon, Portugal. The conference represented nearly 200 delegates from 33 countries and provided some good insights and conversation about the future of public relations research, measurement and evaluation.
Last year, in Barcelona, Spain, AMEC was the driving force behind the Barcelona Principles. Many of you have likely seen these referenced in conference presentations or blog posts (some even here on Fresh Ideas) and have worked to apply these basic principles to your own organization’s measurement efforts. The AMEC U.S. Agency Research Leaders Group also provided communicators with the framework and context of how to apply these metrics to drive organization outcomes in the validated metrics overview.
This year, the focus of the group was on identifying and starting to work on the top priorities and issues referenced as the Measurement Agenda 2020. During the delegate discussion, each delegate had the option to select four topics where the organization would look to focus effort and resources.
The top ranking issues, along with their percentage of the vote, are represented below:
Measurement and the Barcelona Principles: Angie Jeffrey, VMS, Interview With Johna Burke, BurrellesLuce, at the 2011 PR News Measurement Conference
June 21st, 2011Transcript –
JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Measurement conference. I’m joined by Angie.
Angie, will you please introduce yourself?
ANGIE JEFFREY: Angie–I’m Angie Jeffrey, vice president of integrated media for VMS.
BURKE: Angie, you spoke earlier about the Barcelona principles. Can you talk a little bit about the validated metrics for those that weren’t here to experience those, about what those mean to PR and to PR campaigns?
JEFFREY: Yes. The validated metrics guidelines were put together by a group of people from AMEC and PRSA who wanted to make public relations measurement much more–much more valid, and to give an alternative to ad value equivalency. And they take into account three phases of public relations on the left-hand part of the matrix, and on the top they go through the five stages of the communications funnel so that you go from a very simplistic type of measure down to outcomes, business outcomes, much more complex. But the goal of the program would be to work a client down through that grid to that business outcome.
BURKE: Excellent. And I know that part of the benefit of being an AMEC member is having that international influence, and we look forward to seeing how those Barcelona principles continue to develop and influence measurement. Angie, can you tell people where they can connect with you online and in social media?
JEFFREY: Sure, Johna. I’m @ajeffrey1, which is A-J-E-F-F-R-E-Y-1, or my regular e-mail address is ajeffrey@vmsinfo.com.
BURKE: Thanks so much, Angie.
International Public Relations: Israel Mirsky, Porter Novelli, Interview With Johna Burke at the 2011 PR News Measurement Conference
April 18th, 2011Transcript -
JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Measurement conference. I’m joined by Israel.
Israel, will you please introduce yourself?
ISRAEL MIRSKY: Hi, I’m Israel Mirsky, I’m executive vice president for emerging media technology at Porter Novelli.
BURKE: Fantastic. Now, in your presentation earlier you talked about, you know, creating a measurement plan around international clients, and how it has to be the language first and then the medium. Can you talk a little bit about how you approach those international clients and kind of some of the groundwork that you lay in order to make sure that they’re getting good, measurable results?
MIRSKY: Well, the challenge is that as soon as we start rolling out a social media program that’s successful in English, the clients really want to extend it out to regions because that’s the way they’re organized.
Unfortunately, the Internet doesn’t have national boundaries, per se, it really has language boundaries. So people are speaking in Spanish in one country while they use different dialects, the Boolean searches, the channels and places that they talk are often similar or related. While some companies are working to build indexes that relate directly to regional, on the whole we don’t believe that regional perspectives are the most valuable way to approach international deployments in social media programs. Instead, you go from the language first. You build out your Spanish and your Portuguese, French, Russian and so on, and then you allow the channels where people want to engage from, the countries that they want to engage from, to follow from there. And it’s been a pretty successful deployment for us. We’re starting to do it on a number of clients now, and I’m very excited about it.
BURKE: Excellent. I think it’s so valuable because, you know, we start to think that it’s a global experience and, you know, everything applies everywhere. And so I loved the fact that you have that distinction in establishing your programs. Where can people connect with you online and in social media?
MIRSKY: So our website is www.porternovelli.com, and you can reach me at @israelmirsky on Twitter.
BURKE: Fantastic. Thanks so much.
MIRSKY: Thank you.
