LIVINGSTON, NJ (May 17, 2011)—“Creating a Lifesaving Communications Campaign” is the theme of a free webinar that BurrellesLuce will present on Wednesday, May 18, at 3:00 p.m. EDT.
The hour-long event will focus on an actual communications program that Palmetto Health, a major regional health system located in South Carolina, launched to raise compliance with handwashing guidelines—an effort that resulted in an extraordinary compliance rate of 98%.
Every day, communicators are given strategic goals to market a new product, increase sales of another line or improve the brand awareness for their organization. But what happens when the reason for the campaign is to save lives? That question will be addressed by three of the people most deeply involved in guiding the handwashing campaign, as communicators joined with the quality-improvement personnel to implement an internal campaign focused on reducing mortality within their healthcare system:
Posts Tagged ‘strategic’
BurrellesLuce Webinar Will Present Timely Case Study Of Successful Health Communications Campaign
Tuesday, May 17th, 2011
Media Outlets Leverage Mobile Apps
Monday, November 29th, 2010by Carol Holden*
For me, it’s official – the world has gone totally mobile. The other night a commercial, on a kids’ cable channel my daughter watches, featured a Grandmother giving her little grandson (he looked about six to me) a tablet-reader for Christmas. I’ve been forewarned and won’t be shocked if my eight year old asks for one.
No wonder the rush continues for traditional media to expand to mobile devices, with some innovative apps already rolled out and others on the way:
- The Economist just launched an enhanced version of its publication for the iPad and iPhone. Readers can tweak the layout and graphs so they can receive all the robust content of the magazine, but in a format that makes sense for a small screen. “You’re trying to recreate your print magazine but redesign it to make the most of the medium,” said Oscar Grut, managing director of digital editions for The Economist.
- Oprah’s O, The Oprah Magazine has just released its iPad app to much fanfare. As described in the Marketwire release, “’I love the written word, and I love the iPad — to me, it’s another way to experience the intimacy of this magazine and its part of the future of the business,’ said Oprah Winfrey. ‘It’s a new way to connect with our readers, who are on a path of becoming their best selves.’”
- New Corps’ Rupert Murdoch and Apple’s Steve Jobs recently announced they would be teaming up to create a new iNewspaper. “The collaboration, which has been secretly under development in New York for several months, promises to be the world’s first ‘newspaper’ designed exclusively for new tablet-style computers such as Apple’s iPad, with a launch planned for early next year,” writes Edward Helmore in this Guardian UK article. “According to reports, there will be no ‘print edition’ or ‘web edition.’”
In fact, there are already enough publications with apps (over 700) available to audiences and readers on the iPad that strategic research company McPheters and Company was able to put together a ten best list. “McPheters ranked the print-to-iPad products based on design, functionality and use of rich content.” The list presents an interesting mix of both newspapers and magazines covering the gamut of lifestyle, culture, politics, news, sports, food, fashion, etc. The number one spot went to The New Yorker app, with apps for newspaper circulation heavy-weights USA Today and The Wall Street Journal making the list at number eight and ten respectively. Fashion entrant Net-A-Porter made the list at number five.
Mobile applications are becoming such an integral part of the media landscape that other industry organizations are taking notice. The American Society of Magazine Editors announced that among the changes to the National Magazine Awards 2011, they will include a new award for mobile editions.
In this age of PR 3.0, how are you using mobile apps to connect with your audiences? If you use a mobile device to read newspapers and magazines, what outlets would top your list of best media apps? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.
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Bio: I’ve been in the media business all of my adult life, first in newspapers before going full circle and joining BurrellesLuce, where I now direct the Media Measurement department. I’ve always enjoyed meeting and especially listening to the needs of our customers and others in the public relations and communications fields; I welcome sharing ideas through the Fresh Ideas blog. One of my professional passions is providing the type of service to a client that makes them respond, “atta girl” – inspiring our entire team to keep striving to be the best. Although I have been lucky enough to travel through much of Asia and most major U.S. cities for business or pleasure, my free time is now spent with my daughter, visiting family/friends, and of course the Jersey shore. Twitter: @domeasurement LinkedIn: Carol Holden Facebook: BurrellesLuce
Sales + Everyone = Success
Tuesday, August 17th, 2010Valerie 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.
Relationships and Referrals: Making the Most of Your Two Most Important Business Assets
Thursday, August 5th, 2010Valerie Simon
Early on in my career I received a phone call from a client who began the conversation with, “Hey Valerie, I want to introduce you to a friend of mine…”
I very much enjoyed and respected this client and was thrilled that he wanted to introduce me to his friend. In my mind I fantasized about his intentions. Perhaps we would all go out for dinner, or maybe he was setting me up on a date… my thoughts were interrupted by the words “director of corporate communications” and “in charge of media monitoring.” My heart began to pound as I realized what was happening. I was getting my first referral!
Today I regularly receive such phone calls, but the thrill has yet to go away. While 
referrals add up to quantitative results of your efforts to build relationships, they also offer bona fide proof that your relationship is one of trust and confidence (Cue Sally Fields, “They like me, they really like me!!!)
In order to earn new business, you’ll need to invest both time and resources and maximize your opportunities in the most efficient manner. Below are 5 steps to help you become more strategic in your relationship building and increase the number of referrals you receive:
1. Perform a SWOT analysis. Identify your own strengths, weaknesses, opportunities and threats and then clearly identify the organizations you are targeting. As you consider different prospects and prospect categories, evaluate the customer needs against your analysis. Brad Douglas, vice president of sales and marketing with Shipley Associates, offers some excellent considerations to help you better assess your opportunities for targeting the right customers.
2. Determine the influencers you need to reach. As mentioned in this post from the Harvard Business Review, you may think you know the decision maker, “the one that is described in the RFP or articulated by those who actively participate in the formal decision-making process.” However, there are often key influencers within the organization who carry informal power as it relates to your opportunity. Take the time to uncover and develop those relationships.
3. Utilize ALL of your current relationships. While most organizations have a sales team or business development group, I am a firm believer that everyone in an organization, regardless of title or department, should consider themselves a member of the sales team. If you are proud of your organization and even if you are not (though you may want to ask yourself why are you working there?), it is your responsibility to help your company grow. Communication and collaboration between the sales team and other departments is essential. Beyond your organization, consider your vendors, partners and affiliates, clients, industry contacts, and even personal networks. If you aren’t actively using LinkedIn it is a great place to start organizing and expanding your network.
4. Ask for the referral! It is interesting that many people shy away from asking for a referral when they need/want it. Consider what’s stopping you. Are you afraid of creating an uncomfortable or potentially annoying situation? If yes, then that is good because it means you are thinking about and potentially being considerate of the person you wish to ask. And that is what distinguishes a “pushy salesman” from a friend you want to help. So be professional to and respectful of the person you are asking, their relationship, and their reputation. But don’t let that stop you from asking. After all, if you have real relationships, qualified targets, and a product/service you believe in, the person you’re asking should have no issue referring you and the person you’re introduced to will soon be thanking your friend for making the introduction.
5. Beyond ABC’s… ABH. While I certainly understand and appreciate the need to “Always Be Closing,” my personal philosophy is to “Always Be Helping.” In sales, and perhaps maybe in life, your reputation is everything. So be the person you want to be perceived to be – whether or not it meets an immediate business goal. In this case, that person is one who is helpful and informative and acutely aware of the needs and goals of his/her clients, prospects, colleagues, friends and family. In other words, take every opportunity to add real value and help them achieve their goals.
How are you making the most of one of your most precious resources – your relationship with others? Do you find it easy to ask for referrals and network when needed? What tips would you add to the list? If you are having trouble, what do you think is holding you back? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.
The Future of Public Relations: Seizing the Opportunity
Monday, July 19th, 2010
I wasn’t able to attend this year’s Bulldog Reporter’s Media Relations Summit workshop (in New York) in person earlier this month. However, I did have the opportunity to attend virtually.
Speakers for the panel “The Future of Public Relations: Seizing the Opportunity” consisted of:
- Aedhmar Hynes, CEO of Text 100
- Matt Harrington, president and CEO of Edelman U.S.
- Peter Land, SVP, communications, at PepsiCo Beverages Americas
- Martin Murtland, VP, solutions for corporate communications for Dow Jones Inc.
I’ve listed some of the key points that I heard in the podcast. (NOTE: Unfortunately since there was only audio and no video, I was unable to keep track of exactly who was speaking at some times – so my apologies, in advance, to the panel if I’ve not credited you with your quotes.)
Hynes talked about marketing, advertising, public relations, etc. all being separate departments with separate budgets, as this is the business model that’s served well in the past. However, in reality, the future of the industry is about communicating the brand of the organization. What are the goals as a whole and what are the skill sets that match those strategic goals? This is the time for organizations to think about the fundamental concept of moving away from managing information or news to shaping and directing conversation.
Companies must influence the influencers. The concept of third-party advocacy has never been more important than it is now.
As in any discussion of PR these days, the conversation moved to changes in ROI and measurement and analytics. We all know we should get away from ad value equivalency, but what do we use in its place (aside from media value)? How do you know your campaign is a success? There are many tools out there that measure “online buzz.” Yet what does that really mean? It goes back to where you start – when you set your goals, they must be measurable. Measurable goals will drive your reporting and allow you to determine which strategies were successful.
So, what does the future look like for public relations?
- PR now has more opportunity and voice as it relates to corporate strategy. In other words, PR professionals are gaining more access to the C-suite.
- The future (of PR) is about confidence and being nimble. According to Land, we must be able to move incredibly fast and confident to walk into our CEO’s office and make suggestions.
- The move away from “agency of record” was briefly discussed because corporations have multiple needs (e.g., advertising, digital, creative, B2B, direct to consumer, etc.)
- The next decade in public relations is predicted to be the most exciting in history thus far. It may seem like it’s “back to the future,” as some have lost sight of fundamental best practices, but we must now come back to this strategic consulting in shaping views, per Hynes.
What would you add? What does the future of PR look like in your mind’s eye? If you attended the conference virtually, what are some of the points you took away from it. Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.
