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PR Week Measurement Roundtable Q&A Takeaways

Thursday, July 7th, 2011

Valerie Simon

On Wednesday, May 4^th, I had the opportunity to attend the PR Week Measurement Roundtable, along with some of my BurrellesLuce colleagues.

The roundtable focused on the constantly evolving role of measurement in the PR industry. Bernadette Casey, senior editor at PR Week, and Johna Burke, SVP of marketing here at BurrellesLuce, hosted the event. The breakfast provided attendees the opportunity to network with more than 25 senior leaders in measurement and featured a Q&A with Jason Forget, corporate reputation manager for GE Energy, among BurrellesLuce clients and friends.

In a quest to become a “gold standard communicator,” measurement is a key component of PR and marketing activity. In fact, 70 percent of the day at GE Energy is spent doing media monitoring and analysis.

(more…)

Tags: Analysis, Barcelona Principles, behavior, Bernadette Casey, bottom-line, BurrellesLuce, communities, conversation, Crystal DeGoede, Denise Giacin, Fresh Ideas, GE Energy, Industry Events, influencers, Jason Forget, Johna Burke, leadership, marketing, media, media measurement, monitoring, PR, PR Week, Public Relations, roundtable, Social Media, Tom Kowalski, trends, Valerie Simon
Posted in Industry Events, Media Measurement, Public Relations, Social Media | No Comments »

Business Objectives and the Bottom Line: Karla Wachter, Waggener Edstrom Worldwide, Interview With Johna Burke at the 2011 PR News Measurement Conference

Friday, April 8th, 2011

Transcript -

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Measurement conference. I’m joined by Karla.

Karla, will you please introduce yourself?

KARLA WACHTER: You bet. I’m Karla Wachter, I’m the senior vice president of Insight and Analytics for Waggener Edstrom Worldwide.

BURKE: Karla, you were talking earlier about, you know, people and how they need to tie business objectives to their bottom line. And I think a lot of the viewers probably have very quantitative-based programs right now. What are some of the tips that you would offer for people that want to adopt a more qualitative approach to their measurement campaign?

WACHTER: You bet. Well, first of all, I want to point out that it should be customized based on your unique business problem and business objectives for your company. That’s the most important thing as a filter.

The second thing is taking it beyond volume into thinking about some of the standard metrics like tone, but really thinking today about engagement as well as a core qualitative measurement as well, to really be able to start linking effectively and bridging that gap between what is an output today to an outcome.

BURKE: Excellent. Karla, where can people connect with you online and in social media?

WACHTER: Yes, @karlawachter on Twitter, and waggeneredstrom.com online.

BURKE: Thank you so much, Karla.

WACHTER: Thank.

Tags: bottom-line, BurrellesLuce, business objectives, campaign, Fresh Ideas, Johna Burke, Karla Wachter, media measurement, metrics, PR News, program, Public Relations, Qualitative, Quantitative, Waggener Edstrom Worldwide
Posted in Industry Events, Media Measurement, Media Relations, Online Video, Public Relations | No Comments »

PR News 2010 Media Relations Summit: Colleen Wilber, America’s Promise Alliance, interviewed by Johna Burke, BurrellesLuce

Monday, October 11th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re at the PR News Media Relations Summit. I’m here with Colleen.

Colleen, will you please introduce yourself?

COLLEEN WILBER: I’m Colleen Wilber, vice president of media relations at America’s Promise Alliance.

BURKE: And, Colleen, we’re talking about how the media relations has impacted the bottom line of businesses, and you have a great example of that and the attributes that brought to your business and to you as a PR professional. Can you share those?

WILBER: Sure. For the past two and a half years, America’s Promise has been working to raise awareness of the high school dropout crisis in this country. And as a result of that work, we’ve seen nearly 3,000 news stories in print, more than 400 million media impressions. We’ve seen a fivefold increase in news coverage on the high school dropout issue, with nine out of 10 of those stories being directly attributable to America’s Promise Alliance. So not only has that meant an increase of awareness of the actual issue of the high school dropout crisis in this country, it’s meant a lot for our organization. It’s helped to raise our visibility and credibility. It’s helped to increase our partner network so the people who are working with us two and half times–we’ve gone from 150 partners when we started this campaign to close to 450 now. We’ve seen increase in financial support. And we’ve actually seen a big increase in the support in the action on the ground for the work that we’re doing. So it’s meant quite a bit.

BURKE: Great, Colleen. And where can people find you online and in social media?

WILBER: Sure. You can find us online at http://www.americaspromise.org/. That’s our website. Check it out. You can see videos about our launch and the work and the media clips. And you can find us at Twitter. Our handle’s @fivepromises. And we’re on Facebook at facebook.com/americaspromise.

BURKE: Great. Thanks so much, Colleen.

WILBER: Thanks.

Tags: @fivepromises, America's Promise Alliance, attributable, awareness, bottom-line, BurrellesLuce, Colleen Wilber, Coverage, credibility, Fresh Ideas, high school dropout crisis, Johna Burke, media impressions, Media Relations, partner network, PR, PR News, print, professional, stories, visibility
Posted in Career Advice, Industry Events, Media Outreach, Media Relations, News Coverage, Online Video, Public Relations | No Comments »

2010 PR News Media Relations Conference: Yanique Woodall, 1-800-Flowers, interviewed Johna Burke, BurrellesLuce

Wednesday, October 6th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Media Relations Summit. And I’m here with Yanique.

Yanique, will you please introduce yourself?

YANIQUE WOODALL: Yes. My name is Yanique Woodall, and I’m the vice president of enterprise public relations at 1800flowers.com.

BURKE: And, Yanique, you’ve led a session that I think is invaluable for communicators and PR professionals especially, talking about how you targeted your audience, and the research and the focus that you used with your existing audience. Can you share how you did that?

WOODALL: Specifically, when I joined 1800flowers.com, it was important for our internal in-house–our internal PR team, as well as our external PR agency, to align ourselves with the marketing partners to really understand our target audience. But for us it was not just about knowing who the target audience is, because 1-800-Flowers services anyone from 18 to 54, basically anyone with a credit card, we wanted to know the sweet spot of the audience, the brand influencers, the ones that were going to move the needle. So we knew that when we put together a PR campaign, it would affect that audience and we could show measurement at the bottom line.

Specifically, it was important for us to be a part of the focus groups, be a part of the surveys, be a part of the opinion polls, to understand the customer. And once we figured out that customer, we understood she was a social media maven and she was in Twitter, she was in Facebook, and she wanted to engage with brands through social media tactics. Specifically, once we found that best media vehicle, which we understood it would be social media tactics, we needed to do some research to understand if that vehicle was going to have an impact on our brand. And through some research, we did find out that social media has a great impact on the brand, and we decided to go about that route.

Looking ahead, we did a case study for Mother’s Day around our Spot a Mom Movement. Basically, we’re encouraging all of our customers, our best customers, to celebrate every mom in their life. In this case, we saw an increase in multiple purchasing and we saw an increase in total transactions, so we knew that that was a success.

BURKE: Fantastic. And where can people follow you in social media?

WOODALL: If anyone has any additional questions in reference to social media, they can follow me on Twitter @woodallpr.

BURKE: Great. Thank you so much.

WOODALL: Thank you.

Tags: 1-800-Flowers, audience, bottom-line, brand influencers, brands, BurrellesLuce, campaign, Communicators, customers, Facebook, focus, focus groups, Fresh Ideas, Johna Burke, marketing, media measurement, Media Relations, Mom Movement, Mother's Day, opinion polls, PR News, PR professionals, Public Relations, research, Social Media, social media tactics, surveys, Target, target audience, Twitter, Yanique Woodall
Posted in Advertising/Marketing, Career Advice, Industry Events, Media Measurement, Media Monitoring, Media Outreach, Media Relations, Public Relations, Social Media | No Comments »

Sales + Everyone = Success

Tuesday, August 17th, 2010

Valerie Simon

How do you get everyone – from your maintenance team to your CEO – participating in the sales process? During a special Twitter chat last Wednesday evening, Heather Whaling and Justin Goldsborough, co-moderators of Twitter’s #PR20Chat, and Beth Harte and Anna Barcelos, leaders of #imcchat asked this question to more than 100 participants.

Here are a few takeaways every business should consider.

Top down and bottom up, goals must be aligned.

AdamSuffolkU: First step, make sure goals are aligned and input is asked/received from all-bottom on up

SuperDu: It starts w/ CEO creating top-line strategic plan. ALL divisional plans & emp. objectives feed into that one plan

jeffespo: It should be the trickle up effect. Everyone knows the brand and wants to sell it and make more money.

Create a customer-centric team environment

BethHarte: If all employees understand the customer is #1, they will all work to make sure they work hard from top to bottom

LoisMarketing: Communicate successes and celebrate at all levels. Make all staff aware of “wins,” new clients. Sincere appreciation.

Transform employees into evangelists

kimbrater: It’s more than the sales process, everyone has to internalize +evangelize the brand in order to sell it.

CASUDI: everyone has to be in love with, believe in the product ~ everyone will have the desire to sell

IABCDetroit: Engage employees thru educational, relevant communications so they’re empowered to relay company message, align w/ company goals

Everyone can have an impact on sales

BethHarte: Sales starts the minute someone walks through the front door. Better hope the receptionist isn’t cranky/mean

rpulvino: Everyone in the company is involved in sales in some way. Employees are the most important spokespeople for an organization.

And my respond: ValerieSimon: Education. When you take pride in, and understand your organizations strengths, you’re compelled to share the story!

Beyond 140 characters, I’d also emphasize that a strong and positive corporate culture is an investment that will not only pay off in increased productivity but sales. As I’ve mentioned before, I am a firm believer that everyone in an organization, regardless of title or department, should consider themselves a part of the sales team. Here are some ways organization can provides the training and follow-through to make the most of this extended sales force:

Make certain that ALL employees are educated on your products or services and the benefits of these services to your clients and customers.
Keep employees updated with a daily report of news for and about your organization, the competitors and the marketplace.
Create a simple process whereby all employees can easily submit referrals through to the sales team to close.
Share success stories. Recognize and reward those who are referring business, as well as the teamwork with sales that helped to win the new business.

Do you consider yourself a part of your organization’s sales efforts? What does your company do to harness the sales power of all your employees? Please share your thought with me and the readers of BurrellesLuce Fresh Ideas.

Tags: #imcchat, #PR20Chat, @BethHarte, AdamSuffolkU, align, Anna Barcelos, appreciation, Beth Harte, bottom-line, brand, BurrellesLuce, CASUDI, celebrate, chat, clients, communicate, communications, competitors, corporate, culture, customer, edcuation, educations, empower, Fresh Ideas, goals, Heather Whaling, IABCDetroit, internalize, investment, jeffespo, Justin Goldsborough, kimbrater, LoisMarketing, Marketplace, message, objectives, participation, plan, process, product, productivity, Public Relations, referrals, reports, rpulvino, sales, sell, spokespeople, story, strategic, strengths, success, SuperDu, team, Twitter, Valerie Simon
Posted in Advertising/Marketing, Career Advice, Industry Events, Public Relations, Social Media | 10 Comments »

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Posts Tagged ‘bottom-line’

Business Objectives and the Bottom Line: Karla Wachter, Waggener Edstrom Worldwide, Interview With Johna Burke at the 2011 PR News Measurement Conference

PR News 2010 Media Relations Summit: Colleen Wilber, America’s Promise Alliance, interviewed by Johna Burke, BurrellesLuce

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