JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PR News Media Relations Conference. I’m joined by Mark.
Mark, will you please introduce yourself?
MARK PHILLIPS: Hi, I’m Mark Phillips. I’m the vice president of communications for the USO.
BURKE: Mark, I know that you have a great campaign and a great effort of tying your business results to your PR efforts. Can you share some of the secrets of that?
PHILLIPS: Well, you know, anybody who works in this business knows that it is both an art and a science. The science is getting better, but there’s still a lot of art to it, as well. Some of the things that we try to do to capitalize on the science part are being very rigorous about clearly identifying what our goals are, our communication goals as well as our operational goals, making sure that there is a logical connection between the two, that one supports the other, and then making sure that we dedicate the resources to accurate research before we plan, good planning, execution, and then good follow-up research to determine whether or not we were successful both achieving our operational goals and our communication goals.
BURKE: That sounds like a great plan and a good practice for all of us to follow. Mark, where can people find you on Twitter?
PHILLIPS: Easiest way to find me on Twitter is @mark_phillips, P-H-I-L-L-I-P-S.
BURKE: Great, thanks so much.
PHILLIPS: My pleasure.