Posts Tagged ‘Media Coverage’

Heels vs. Flats: The Qualitative Metrics Your Measurement Might Be Missing

Monday, April 14th, 2014

Heels vs. Flats: The Qualitative Metrics Your Measurement Might Be Missing Johna Burke BurrellesLuceHeels vs. flats; of course there’s a difference.

No, this isn’t a misdirected post intended for 5inchandup; this is very much about media analysis and intended for those of you who rely on technology alone to gain insights from your news coverage.

How are shoes relevant? Because if you rely on software alone to tell the story of your media results, you’re potentially sawing off the branch you’re sitting on – the branch needed to demonstrate the value of your media relations efforts to your organization.

You see, I love my Jawbone Up Band and app, which tracks fitness, food, and sleep. It provides me a baseline to understand how active or sedentary I am day to day. On any given day I wear heels or flats – some days both. There’s no way to log this into my app, but I feel the difference in my legs and shoulders depending on the weight of my computer and whether I’m wearing flats or heels. My app consistently tells me the number of steps and distance I’ve traveled, but without the ability to qualitatively alert my device to the external factors (heel height, weight of computer bag, flat or hilly terrain), the app is limited to what true insights I can gain.

The same goes for your media coverage.

All media coverage is NOT created equal. Often times an outlet is a primary sorting field for many organizations, but depending on the goal, a hyper-local outlet could be far more influential based on the measurable objective. Example: An organization has a production plant in Bisbee Arizona. The media relations department has a goal to reduce talent acquisition costs by 10 percent for the fiscal year. This includes recruiting more local talent who do not require relocation services. In this example, it’s easy to understand that The Bisbee Observer, the town’s weekly newspaper, would be far more critical to achieving the goal than, say, The Arizona Republic. Unless your goals are aligned with your efforts, it is nearly impossible to show anything more than activity.

One common misconception in the marketplace is that public relations practitioners have to settle for the metrics provided by their software because they either have no extra time to drill into the results qualitatively, or it’s too expensive. That’s simply not true. In order to better understand if you are making progress toward achieving your goals (and ultimately saving money on efforts that are not supporting the end goal), you can work with a random sample of your coverage to glean real insights.

Granted, if you are reporting on only a sample (i.e. Google Alerts) of data, the challenge becomes more problematic. Without a larger purview  your ”sample” could be very limited and as a result, your insights and ability to project future actions and insights is equally as limited. The ”cost” of not doing deeper analysis could be much more costly to your organization if you continue down a path that is not garnering the results needed to achieve your goals.

While I’m not a digital native, I love my technology. I wear it, carry it and I’m lost without it should a battery need charging. At the end of the day there are other factors that let me know my Up Band is really working, and those results are reflected on the scale, in blood pressure results, and in overall well-being, things which my device alone cannot provide.  There’s no silver bullet to health and without adding insights to the fast metrics available, there’s no silver bullet to bettering your communication efforts as they relate to supporting your organization.

Crisis Proofing Your Agency: PRSA Counselors Academy

Monday, June 6th, 2011

Colleen Flood*

iStock_000011860969XSmallOn May 13, 2011, Jay Silverberg, senior vice president of Xenophon Strategies, lead a breakout session – Crisis Proofing Your Agency and Client Support – at the annual PRSA Counselors Academy.

As a journalist you have to be prepared to cover any story. After all, bad things happen!

Silverberg explained his experience of a major crisis situation firsthand. He was at Candlestick Park for the third game of the World Series when an earthquake hit.  He said a few media organizations had emergency plans and emergency generators, but many media organizations in the area were not prepared for the crisis and did not have an adequate plan in place. Media coverage that day in San Francisco ranged from the unexpected to atrocious.

PR and communications professionals, along with the businesses they represent, must also be prepared for times of crisis. This will not only help with business continuity – the ability for your business to continue operation in times of crisis – but also keep The Media on its toes!

So how can PR practitioners start crisis proofing their agencies?

  1. Brainstorm. Come up with several crisis scenarios relevant to your agency and its clients. Don’t be afraid to think outside the box. Some examples might include: IT emergencies; prolonged office closures because of fire, power outage, flooding, etc; senior staff or management unavailable because of prolonged illness, missing persons, death, etc.; client crisis, or some other internal issue that might affect the operation of business. 
  2. Responsibilities. Create a check list and prepare an internal guide for your employee handbook that outlines duties and responsibilities and what is expected of employees.
  3. Business Continuity: Set the expectation for your clients. How are you going to keep the office open and operations running smoothly to minimize impact and return to normal as quickly as possible?
  4. Process: Outline procedures. If it is an IT emergency what measures could you put in place before, during, and after the crisis? For example, employees may be required to have two backup email addresses. All employees may be required to have access to a VPN and Internet at home.

Examples of Additional Backup Procedures:

  • 24 -36 hour backup of emails in Outlook
  • Cell phone with a separate area code from where you do business normally
  • Access to landline in case of emergency, including emergency contacts
  • Private Facebook pages for companies
  • Know what backup systems your monitoring service has in place
  • Purchase additional domains
  • Scripts or changing voicemail
  • Coordinate conference calls

Of course you will want to set the expectation during the hiring process, as well as write down your plan and revise it as needed. The key is getting staff involved from start to finish so that they understand the process.

Got any other great tips for handling a crisis? Be sure to share your thoughts with me and the readers of Fresh Ideas. 


*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce

BurrellesLuce Newsletter: Media Relations – Know the Facts from the Fiction

Thursday, April 21st, 2011

BurrellesLuce Newsletter - Media Relations: Know the Facts from the Fiction


April 2011

Media relations has always been a vital part of a successful communications strategy. What has changed, however, is the way communications professionals must interact with The Media — and, by extension, the bloggers, journalists, freelancers, and syndicated writers who generate coverage.

It is no longer enough to merely send out a mass press release — also known as the “spray and pray method” — and hope that someone working at a relevant media outlet or online site not only reads it, but then acts to convert the release into a story. No, in working with The Media, the expectation is that media relations professionals are educated and informed about proper targeting and evolving trends. This includes building one-on-one relationships with bloggers and journalists, regardless of their title, assigned beat, or outlet/website affiliation.

Click here to discover six myths and facts about media relations and how savvy PR practitioners can get a handle on them.

How to Leverage YouTube in Your PR Campaign

Monday, May 24th, 2010

At the PRSA International Conference, last fall, I attended the “PR Needs YouTube” panel discussion and subsequently wrote a recap of the session. We were told that in September 2009, Americans conducted 3.5 billion searches on YouTube.  In April 2010, just seven months later, that number is even higher at 3.7 billion searches, according to comScore.

An AdAge article stated that some marketers have just about given up on the traditional path to broadcast media coverage – instead of pitching their stories to reporters, they are directly engaging consumers through original content they and their agencies have created. “And while they haven’t completely abandoned traditional media outlets, big-name marketers such as Procter & Gamble, Best Buy, MasterCard and Coldwell Banker are among those who have taken matters into their own hands by creating content and bringing it straight to consumers.” 

 And, it’s not just broadcast news using video anymore. A large number of traditional print outlets have online affiliate sites that are complementing text with video – even radio stations are getting into the game by incorporating videos into their websites.

If you aren’t already utilizing YouTube in your public relations efforts, it’s definitely time to sit up and take notice! (My colleague Denise Giacin recently discussed a similar topic in her blog post, “YouTube Turns Five … Are You Tuned In?”)

So, how do you get started?  Here are some tips from Douglas Idugboe at smedio:

  • First (obviously) create the video. Expensive equipment or production studio time is not needed; you can use your own flipcam or other video recorder.
  • Build your own YouTube channel by choosing a name. The name should include your company’s or one that reflects the product/service category you’re associated with. Register it and you’ll receive a URL reading[yourfullnamehere]. 
  • Create a profile and upload an avatar or video screenshot that catches peoples’ attention.
  • YouTube has different types of accounts. Idugboe recommends “Guru” to stand above the crowd.
  • You can upload your own images and backgrounds to create a look consistent with your website, blog, business cards, etc.
  • To help build your brand and your online community, check all relevant options under “Modules”
  • If you want viewers to always see the latest and greatest, click “Edit” on the screen’s top right. At “Featured Video” click “Use the Most Recent”

From there you’ll then want to:

  1. Embed your YouTube videos on your website and blog.
  2. Link your channel and videos everywhere possible to maximize visibility (making sure to follow the rules of proper engagement).
  3. Leverage your current network, and let YouTube help grow and expand it.
  4. If applicable, notify local newspapers, TV and any other media outlets via press releases, to alert their audiences to your video.

In addition to cross-marketing to your existing network and the media, you’re probably asking “How do I optimize the video for SEO?”  In the video below, Greg Jarboe provides three tips for video search engine optimization from the International Search Summit in London last week:

Do you have additional tips on using video for PR for the BurrellesLuce Fresh Ideas readers? Are you using YouTube or other video sharing sites?  Care to share any examples of successful (or unsuccessful) cases of video used in public relations campaigns?

Leveraging Experiential Marketing to Drive PR

Monday, March 8th, 2010

by Denise Giacin*

So, you’ve hired BurrellesLuce to monitor the media for coverage of your brand and now your boss wants you to increase your monthly impressions and media value. Now is the time to be bold and think outside the box.

Last week I attended a PRSA-NY seminar entitled, “Leveraging Experiential Marketing to Drive PR: Planning and Executing Buzz-Worthy Events in New York City” held at the Museum of Modern Art. I was excited to learn how integrating marketing and PR could benefit your brand, mainly because I knew this could attract the media like bees to honey.

Keith Green, vice president of marketing and communications at Synergy Events, was first to speak at yankeesthe seminar and explained how experiential marketing “attempts to connect consumers with brands in personally relevant ways.”

One way to achieve this connection is through product launch events where people can sample and experience your brand. Being a huge Yankees fan, one of my favorite product launches in New York City was when Herald Square transformed into a baseball diamond and Derek Jeter himself showed up to promote G2, the new drink from Gatorade. After listening to Keith Green’s presentation, I realize the event was successful for the following reasons:

  • The event was creative.
  • The look and feel of the event was relevant to the product, which is a direct result of the event planning team understanding the brand.
  • The location chosen is one of the busiest intersections in the city so the exposure was great.
  • Derek Jeter, the face of the event, is a local icon so the media had a field day.

Keith Green also gave a bunch of tips for holding an event, which I will share with you. Some of his ideas:

  1. Give yourself plenty of time. Especially in New York City, you will need time to plan, obtain permits, etc.
  2. Realistically decide if your event is possible. Brainstorm with people who know how to pull off the kind of event you are looking to successful hold.
  3. Determine what you want people to remember.
  4. Figure out where you will host the event and who will be the face of your company or brand at the event.
  5. Have a team driving people to attend your event.

With all of this planning comes the actual promoting and media coverage of the event as well. Kim Mitchell, the chief communications officer of the Museum of Modern Art, explained that media clips “are not information but validation” of the events. Kim continued on by showing press clips on events held at MoMA from New York Magazine, Women’s Wear Daily, Harper’s Bazaar, and the New York Times. Kim also explained how the media have special access and times to meet with sponsors, artists, and other participants at the events they hold. Perhaps Kim is on to something here. Providing the media with the tools they need to create their pieces can lead to more and better coverage of your event.

What’s your next event going to be? How are you going to leverage experimental marketing to drive PR? If you’ve already done so, how were your initiatives successful? What would you improve upon for next time? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

Bio: Prior to joining the BurrellesLuce Client Service team in 2008, Denise worked in the marketing industry for three years. She holds a bachelor’s degree in communications from the University of Connecticut, where she gained experience interning in PR and working for student organizations. By engaging readers on the Fresh Ideas blog Denise hopes to further her understanding of client needs. In her spare time, she is passionate about Team in Training (The Leukemia & Lymphoma Society’s charity sports training program) and baking cupcakes. Her claim to fame: red velvet cupcakes with cream cheese frosting. LinkedIn: dgiacin Twitter: BurrellesLuce Facebook: BurrellesLuce