Posts Tagged ‘resolutions’


7 Steps to Setting Meaningful Goals

Friday, December 28th, 2012

Goal setting

December 2012

As a PR and marketing professional you’re probably familiar with both the excitement and, perhaps, even the anxiety of creating new goals for yourself and your organization. In the past, BurrellesLuce has written about using S.M.A.R.T goals to boost productivity, setting measurement goals aligned with company benchmarks, and how to commit to communications planning and achieve PR resolutions.

Now we are offering you 7 steps to help you achieve more meaningful and satisfying goals. Read more.

Using Social Media in a Fast Paced World Requires That You Slowdown and Plan

Thursday, August 12th, 2010

by Tom Kowalski*

I recently attended the Social Convergence and The Enterprise conference held at The Graduate Center of CUNY.  I listened to more than a half dozen speakers discuss the importance of social media in their organizations.  There was one underlying message that everyone seemed to get across:  companies who try and jump on the bandwagon of social media without a concrete plan will ultimately BurrellesLuce Fresh Ideas: Using Social Media in a Fast paced World Requires That You Slow Down and Plan, Tom Kowalskiend up failing with this initiative. 

There’s been a 230 percent increase in social media since 2007.  The growth is staggering. Yet, the question remains – how are companies engaging in social media successfully?  Brian Renny, CMO, Harvard Business School says we need to understand the sociology of engaging social media to connect with our audience; otherwise we’ll fall short of success.  Just because a company tweets or has a Facebook fan page, doesn’t mean the organization is successful.  It’s all how the organization is using the social media tools available to them and how they’re leveraging them to connect with the community. 

Conversations, good and bad, are happening everywhere.  As we all know, a successful public relations campaign is always well thought out and planned.  So why should this be any different with the way we handle social media?  Matt Peters, creative director, Pandemic Labs, says building a solid social media platform is essential to the organization’s success of future initiatives. Although social media has certainly changed the way we do our jobs, the core concept is still the same.  We still must identify how we communicate with our audience.

Some of the most successful PR campaigns and crisis communication resolutions in recent times were well-thought out plans that connected with the audience via social media.  As my colleague Denise Giacin points out in a recent post on the BurrellesLuce Fresh Ideas blog, Jet Blue is a great example of a company using social media to manage PR communications and engagement.  When the Valentine’s Day brand disaster occurred in 2007, the company quickly turned to YouTube to connect with their customers.  Founder and former CEO, David Neeleman, went on the Internet first apologizing to the employees of Jet Blue and then to their customers for going against everything the company stands for.  He ensured something like this will never happen again.  The quick response and admittance of fault allowed the public to forgive the airline and move on. 

Jenny Dervin, director of corporate communications stated that the company built the brand on goodwill through daily engagement and cashed in on that when the disaster occurred.  Dervin said it’s important that you’re proactive with social media on daily basis and people will be more forgiving, should a crisis occur.  Another important point Dervin made is that social media allowed the company to directly speak with their audience, rather than using traditional media channels as a middle man.  People perceive the company as being more genuine and sincere when the message is direct.

So before you send that tweet, or create a fan page, have a concrete method that parallels the goals of your business and/or your campaign or crisis and do your research. Once you have the appropriate channels in place remain sincere and proactive when connect with constituents.  Otherwise, if you jump in too soon without thinking, the chances of your success with social media or handling crisis communication will diminish.

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*Bio: As a Senior Account Manager at BurrellesLuce, Tom Kowalski works closely with New York-based clients and PR agencies. Tom brings extensive knowledge of the PR industry with more than 7 years of agency experience. He hopes to stimulate readers of BurrellesLuce Fresh Ideas by sharing useful information related to the communications industry and business in general, as well as different perspectives on customer service. LinkedIn: Tom Kowalski Twitter: @BurrellesLuce Facebook: BurrellesLuce

BurrellesLuce Newsletter: Committing to Communications Planning – Another Unmet New Year’s Resolution?

Thursday, January 21st, 2010

Most public relations professionals would probably agree that developing a solid communications action plan is one of the first steps to take in kicking off a successful year. The process of crafting the plan can help to pinpoint the prior year’s accomplishments, define new objectives, and identify areas requiring improvement.

These are some of the most-often cited PR resolutions for 2010:

  • Establish/maintain status as “go-to person” for the media
  • Prove the value of social media initiatives
  • Attend more industry events
  • Build relationships with stakeholders, constituents, reporters, and online friends, etc
  • Blog more frequently/establish a blogging schedule
  • Become a mentor/mentee
  • Discover a new PR tool such as an up and coming social network or platform
  • Strengthen internal communication with key employees and executives

Committing to Communications PlanningWhen it comes to implementing a communications action plan, however, many PR practitioners fall short of the mark. Like those who have resolved to “eat less junk” or “save more money,” we soon revert to old patterns, straying from the intended strategy, and in effect killing what should be a living document in our communication arsenal. (Bob Nunn hits upon a similar point in his post on the Search Engine People blog when he asks, “Will your own social media program face a similar burnout down the road?”)

Read more of this month’s newsletter in the BurrellesLuce Resource Center to learn 5 ways beat the communications resolution blues.

Smart Goal Setting for 2010

Thursday, January 7th, 2010

by Colleen Flood*

smart goal setting conceptMy nine year old son came home from swim team practice the other day with a print out of his best times and an assignment to set a goal to improve on each.  His first attempt at putting his goals on paper read like this: “I will do better than 44.84 on my 50 yard backstroke.”  “That’s great,” I told him, but then asked, “How much better?”  I guided him to set specific, tangible numbers and explained that he wanted to reach his goals so they must also be realistic.

We all know goals are essential to success in our lives.  Both personally and professionally we utilize goals to keep us moving forward.  As we see from my son’s assignment, both children and grownups need goals to stay on track.

After helping him complete his little assignment (which he wrote down and taped on his water bottle) I started thinking about my own personal and professional goals.  Are they big enough for the year ahead?  Are they focused?  Are they reachable?  Most important, are they written down and taped up where I can see them each day?  I decided to reevaluate my goals with a technique I learned about a year ago when BurrellesLuce had Martin Riesenberg, author of How to Stop Whining and Start Winning and life coach, instruct our sales staff on goal setting.  He advised our team to write down our goals – if we think it, ink it!  Martin also suggested the SMART method of goal setting:

Specific:  Be unambiguous as to exactly what it is you want to achieve.

Measurable:  Reaching your goals is  a step-by-step process.  Be sure to assess your goals on a regular basis to see if they align with your objectives.

Attainable:  Make your goals realistic – like I explained to my son, don’t set your goals so high that you won’t reach them. You might even consider breaking larger goals down into more manageable and achievable chunks.

Relevant:  Does your goal have significance in your personal or professional life? In Business is it aligned with your overall business objective?

Time Frame:  When do you want to achieve your goal?  Write the date down on paper.

Goals are very powerful and can help you change things that are not working in your personal or professional life or serve as positive reinforcement for those things that are working. By the way, my son beat his breast stroke goal by 3 seconds!  He was so pleased with his accomplishment. 

My goals for the New Year are going to be SMART.  How do you set goals?

*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