Posts Tagged ‘effectiveness’


Highlights from BurrellesLuce #PRWebinar – Tips for Planning & Evaluating Successful Events

Tuesday, September 11th, 2012

HMA Public RelationsYesterday BurrellesLuce had the opportunity to host a webinar, “Tips for Planning & Evaluating Successful Events,” with Abbie S. Fink, vice president/general manager of HMA Public Relations. (Download the on-demand webinar and slides on the BurrellesLuce website).

During the webcast Abbie offered some great tips to help PR professionals drive awareness, boost organizational profits, and pitch events to the c-suite and employees.

Here are some Twitter highlights from Abbie’s presentation:

  • Improve the outcome of events by using a PR plan. Your organization’s mission and goals can serve as the foundation for a strategic PR plan for your event.
  • Make sure events fit your plan. Have goals to measure the success and value!
  • Don’t short change your goal setting. Set the expectations in advanced, look at the calendar, and make adjustments.
  • Prioritize your goals and develop objectives. Then develop strategies, tactics and tasks based on needs.
  • Build relationships with spokespeople at every level. Remember to include internal communications/employees as part of your PR strategies. They are one of your best resources for planning a special event.
  • When you partner with the media remember this may limit how other outlets can cover the event. Target your audience.
  • To add value, implement promotions and activities to further enhance media relations efforts & establish partnerships.
  • If you mix the general public and the media at an event – let your spokespeople know.
  • It is easy to get lost in details. So, share responsibilities and know who does what and what time is needed.
  • Remember soft costs should be accounted for when determining the COST of events.
  • Think about trade and other ways to use and maximize your budget through sponsorships and in-kind donors.
  • Separate specific events from special ones. Know what would be standard or regularly occurring rather than a one-time or special milestone. (Think annual Gala vs. 25th Anniversary Celebration).
  • When looking for volunteers, look for people with particular qualities and who enjoy giving their time and energy. Then ensure there’s work for them, even if it is as simple as stuffing envelopes.
  • Remember – if it’s mandatory than it isn’t volunteering.
  • After implementation consider conducting an evaluation (e.g., survey or focus group) to determine the effectiveness of events.
  • Always say “Thank you.”

Want more tips for planning and evaluating successful events? Download a copy of Abbie’s Tip Sheet for Planning and Evaluating Successful Events! And be sure to keep an eye out for an upcoming post where Abbie shares additional insights on the Q&A not addressed in the webinar.

2010 Bulldog Media Relations Summit: Aedhmar Hynes, Text 100, Interviewed by Johna Burke, BurrellesLuce

Wednesday, August 11th, 2010

Transcripts –

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and we’re here at the Bulldog Media Relations Summit, and we’re here with Aedhmar.

Aedhmar, please introduce yourself.

AEDHMAR HYNES:  Hi, I’m Aedhmar Hynes and I’m the CEO of Text 100.

BURKE:  Aedhmar, you were just on the panel talking about the future of public relations, and I loved how you incorporated and said, you know, we really have to step away as PR practitioners from those tactics that give us that feel good that we’ve done a good thing and align our goals with the business objectives.  How do you counsel your team on how to be a bold–be a good consultant and align their PR objectives with the business objectives?  What you’re trying to serve?

HYNES:  Well, I think to a large extent, much of what we’re doing and have always done is really move a story based on the position of a brand or based on the positioning of a corporation.  And for me, I’ve always felt that it’s critically important to understand the context of what you’re doing in relationship to the overall corporation.  So really understanding what influences the success of that brand, which is much broader than simply the success of its product or the success of its people.  And looking at the context of that and making sure that as a communications professional you understand the influence of government, you understand the influence of Wall Street or finance.  Really, all of those things at a global level, even the understanding of cultures across multiple markets is critically important.

And a depth of appreciation and understanding of that as a context setter for what you’re trying to communicate, I think, is critically important.  And in knowing and understanding the context within which you’re working, I think, gives you the opportunity to be much more effective not only in communications, but in being able to counsel your executives in their own effectiveness in communicating their brand.

BURKE:  Great.  Thank you so much.  I think those are amazing insights that we all need to keep abreast of and take our ego out of the equation.  Where can people find you in social media?

HYNES:  Well, I’m pretty easy because I’ve got a very complicated name. And the spelling of my name is A-E-D-H-M-A-R.  And so if you use that as your search, then actually all of the places that I am in the social media pop up straight away.

BURKE:  Great.  Thank you so much.

HYNES:  You’re welcome.

What Are Your Top Clients Worth?

Monday, August 24th, 2009

I am always impressed by small business owners and their entrepreneurial spirit. Fortunately, I’ve been very lucky to work closely with many public relations agencies that I believe will be among those to survive as the economy improves.

Recently I spoke to a small agency owner who had just contracted with BurrellesLuce for three monthly Share of Voice (SOV) reports. (To find out more about SOV, read our white paper, “Do Share of Voice Metrics Matter in an Online World?”) He told me he was using the SOV reports as a value-add for his biggest clients. He advised me that he was using them to compare the outcomes of brand and project campaigns his team worked on for various clients.   

When I dug a little bit deeper and talked to him about quantitative reporting (which is what this SOV report consists of) versus more qualitative reporting his response was, “Sometimes a thirty-thousand foot view is enough.” He went on to add, “My team provides other reporting, but this perspective of how we’re doing compared to competitors resonates with clients.”

I asked him how he persuaded his clients to add the service and he scoffed, replying: “There is no extra charge for my clients. This is an agency business expense.” He then revealed how his team further uses the reports – drilling down into competitors’ coverage to identify journalists and bloggers who are not currently covering his clients. This is a classic example of using public relations efforts to show value and hold on to top clients.

Are you taking advantage of everything you can to bring maximum value to your current and prospective client base? Are you downloading free whitepapers, like those provided by BurrellesLuce, and sharing them with your clients? Do you use the resource section of professional associations like PRSA? What are other ways you are leveraging your existing resources?

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A Holistic Media Measurement Program Can Secure Your PR Position

Wednesday, March 4th, 2009

Why are Arizona legislators investigating a new tripod based photo radar camera? Supporters of the program will tell you it’s because these cameras help enforce the law and make our streets safer. Skeptics will tell you it’s all about the financial gains, an estimated $165 million for 2008, generated by the statewide system. I believe it’s a combination of both. Let’s face it, states just like many businesses are struggling in this economy and it’s good business to look for revenue opportunities. There are many facets to this story, but one particular quote from Arizona Attorney General, Terry Goddard’s struck me: “Public safety and common sense require that reckless speeders be held accountable before a criminal judge and not be allowed to turn our highways into ‘pay to race’ mayhem scenes.” After hearing about the growing number of citations issued for drivers exceeding 100 mph my support of the program is growing. I myself occasionally feel the “need for speed”, but I fight that urge to avoid unnecessary risk to myself or my fellow Arizonans. Truth: the growing camera population influences my decision as well.

A holistic media measurement program can help you avoid a PR highway of mayhem. If you implement your own “photo radar” system of your department to evaluate your spokesperson effectiveness, key message saturation and prominence you can leverage your measurement efforts for other business purposes. The reality is if you don’t police your efforts you are subject to the parameters set upon you by others (impressions and AVE) versus metrics you can influence with your PR skills. Whether you are starting a program or supplementing a current quantitative program with qualitative metrics you need to self-police your initiatives now more than ever.

The photo radar system has reduced fatalities by 50 percent in Arizona. Comprehensive strategic measurement efforts have the potential to save you and fellow practitioners in the event that lay-off talks occur in your department.

No matter what your source for media monitoring (i.e. BurrellesLuce, Google or Yahoo) you must develop a plan to apply measurement to your coverage. Just as only having one approach to law enforcement will not catch all traffic violators – no one approach to media measurement will provide a comprehensive view of the effectiveness of your efforts.