Posts Tagged ‘PR industry events’

PR News Measurement Pre-Conference Q&A

Thursday, March 18th, 2010

PRNews Measurement Conference 2010


by Carol Holden*

In a recent PR News Q&A with Tim Marklein of Weber Shandwick, leading up to the Measurement Conference in D.C., a number of points resonated with me – particularly those relevant to our media measurement work.

Some of the highlights were:

  • The more you can frame metrics in the context of your own organization, the more they’ll matter.
  • Bridge the gap between PR language and the broader language of the business when presenting media metrics and when attempting to convey the value of your efforts to the C-suite.
  • Think of a good measurement structure and process before looking at measurement tools and cost.
  • Define clear, crisp, desired outcomes for your communications objectives; get more specific about your target audiences and clearly define each one.
  • Some long-held measurement assumptions — one is impressions – are being called into question. So carefully consider the types of metrics you are using.

The last two points, in particular, struck a cord when reflecting on own my experiences with our clients:

First, as we design custom measurement programs with clients, many clients struggle to be able to define clear target audiences for us. In providing quality rating scores (QRS) for stories, we marry the story content score with the media importance score, so the clients’ ability to provide their targeted tiers of media by importance is crucial, but often difficult for them to do. 

Secondly when we do provide impressions or “opportunities to see,” we judge these by favorability and we always encourage clients to present all media metrics in the context of favorability.

This Q&A served its purpose in whetting my appetite for the actual live discussions that will be presented by my BurrellesLuce colleague Johna Burke and the other presenters at the PR News’ Measurement Conference. I am particularly curious to learn more about the measurement challenges PR and marketing professionals face in the ever-expanding world of media.

What areas of measurement do you struggle with? What areas have proved successful for you, your company, brand, or client? Will you be attending the measurement conference? If so, what are you hoping to take away from the experience? I look forward to continuing the discussion here on the Fresh Ideas blog. 

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

Young Professionals: St. Louis PRSA Pro-Am Day

Monday, March 1st, 2010

I had the pleasure of attending and serving on a career panel at the PRSA/PRSSA Pro-Am Day in St. Louis last week. (New PRSA president/CEO Gary McCormick was the luncheon speaker, but that’s for a future post here on BurrellesLuce Fresh Ideas.)  

 In this post I’d like to share some of the advice that was provided in the “Diary of Young STLPRSAproam-youngpro panelProfessionals” session.  Allison Hughes, Lara Golike, Tanya Kath and Phillip Cleveland served as panelists and answered questions from the Missouri and southern Illinois PRSSA members in attendance.

When asked for advice about entering the job market, the panel offered these points:

  • Don’t go in with a sense of entitlement. You’ll be “knocked down a peg” and only set yourself up for disappointment.
  • Not everyone works with clients immediately. While you should have a writing portfolio, you are still the “low man on the totem pole.”
  • With entry-level positions, you may have to jump through the hoops and prove yourself until acknowledged as a professional.  It can be a long road, but you must keep on until accepted.
  • In corporate PR there can be as many as ten approvals and red lines before something is given the go-ahead.
  • Not every office is like “Devil Wears Prada!”

As far as advice about job searching and what skills should be highlighted, the panel offered this guidance:

  1. Digital PR is a must. Agencies want to hire those that already have these skills. 
  2. Be sure Facebook, Twitter and other social media pages are “clean.” With Facebook, you can set privacy filters, but keep in mind that nothing is truly private on the web. 
  3. As far as skills to be highlighted, do NOT say you are a “people person.” 
  4. Include group projects (not just individual) as this demonstrates team work.
  5. Showcase achievements rather than activities. 
  6. Be prepared for an on-the-spot writing test.
  7. When interviewing, ask lots of questions before accepting a position so you know what you’re getting into.
  8. Early in your career (or even when doing internships) – diversify. Even if you know what area you want to go into, don’t pigeon-hole your experience.

Finally, panelists were asked about some the things they wish they’d learned more about in school, to which they responded:

  • AP Style (there’s even an app for that now!)
  • Social Media
  • Reading industry magazines and newsletters as well as thought-leaders blogs.

If your local PRSA, IABC, AMA or other group has a Pro-Am event, I’d encourage you to participate in any way that you are able.  What additional advice would you offer these about-to-be young PR pros?

Everyone’s Talking About Social Media

Monday, November 10th, 2008

This week I attended two BurrellesLuce sponsored awards events, Washington Women in Public Relations (WWPR) Washington PR Woman of the Year Award luncheon and PR News’s PR People Awards. Both were great opportunities to hear from seasoned professionals on why they have succeeded and what they see as the future of the industry.

At least two of the new PR News Hall of Fame members commented on the future of the industry being in new social mediums. Ron Culp, Ketchum, plugged his blog  in his video introduction. Hall of Fame inductee Matt Gonring, Gagen MacDonald, commented on PR’s unique position to lead the way for all of marketing communications. The reasoning: we all need to be able to communicate appropriately with our new interactive environment. This is my third PR People awards, and the first time I’ve heard Hall of Fame inductees promoting social media.

Kathleen Matthews, Marriott International, keynote at the WWPR event, defends public relations to her former colleagues in journalism, who say she has gone to the “dark side.” She says it is just storytelling, which is really no different from what she did as an anchor and reporter. She went on to tout the success of Marriott’s social media outreach. From Bill Marriott’s blog, more than 5 million reservations have been made at Marriott hotels from the link on the blog page, which goes a long way in proving to executives the success of blogging.

I’d like to hear your thoughts. What direction do you see the PR industry moving? How are you using social media to promote your organization?