Posts Tagged ‘resources’


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.

Reminder: BurrellesLuce Complimentary Webinar Tips for Planning & Evaluating Successful Events

Monday, September 10th, 2012

Webinar: Planning & Evaluating Successful EventsThere’s still time to register for today’s complimentary webinar from BurrellesLuce, Tips for Planning & Evaluating Successful Events. Not sure if you can make it? No problem! An on-demand presentation will be available for review after the event at www.burrellesluce.com

REGISTER NOW!

 

When: Monday, September 10, 2012

Time: 1:00pm EDT

Participating in and hosting events can help drive awareness and visibility for your organization. Events can help boost organizational profits and financial success. However, pitching events to the C-suite and ensuring company buy-in can be tricky. Growing your revenue requires strategically understanding your income streams and how to financially maximize every opportunity.

Join BurrellesLuce and Abbie S. Fink, vice president/general manager of HMA Public Relations, for this informative 60-minute webcast, “Tips for Planning & Evaluating Successful Events.”

During the webcast you will walk away with:

  • PR tips for incorporating special events into your communications strategy.
  • How to establish strategic goals and properly review your revenue streams
  • How to manage revenue goals and enlist the support of others to help you.
  • How to continue to leverage attendee participation and attention after the event is over.
  • Why it’s important to participate in industry events.

And much more…

REGISTER NOW!

 

Moderator: Johna Burke, senior vice president, BurrellesLuce

Space is limited. Sign up now for this free webinar, “Tips for Planning & Evaluating Successful Events.” If we are unable to accept your registration, an on-demand presentation will be available for review after the event at www.burrellesluce.com.

***

abbie1Abbie S. Fink is vice president/general manager of HMA Public Relations, where she serves as HMA’s primary media and digital communications trainer.  Her varied marketing communications background includes skills in media relations, digital communications/social media strategies, special event management, community relations, issues management and marketing promotions for private and public sectors, as well as not-for-profit organizations.

Hollow-Point Bullets Prompt Solid Online Response Tips

Monday, February 13th, 2012

By now most of you have seen the “Dad uses Facebook to teach daughter a lesson” video where a frustrated father shoots his daughter’s laptop with hollow-point bullets. Yeehaw! But have you all seen his response to the media requests? There are several interesting things about this response. First it prompts my apologies to the IT world as a whole — contrary to popular belief, some of you DO understand media relations as demonstrated by the father’s response to the media. Most importantly, he provides transparent and clear, written communication.

How does this domestic squabble translate to business? Other than being a teenager’s “crisis” I don’t know that it does, but it does strike me to remind everyone the importance of responding to negative comments online.

Here are my top tips for dealing with negative comments online:

1.  Stay calm. Don’t let your adrenaline (fight or flight urge) get the best of you and cloud your judgment.

2. Respond publicly. Mirroring the original format is very powerful. Dominoe’ss Pizza is probably the best case study of this when they had their viral video crisis in 2009.

3. Be courteous*. Offer acknowledgement or an apology, whichever is most appropriate, with sincerity and gratitude for the opportunity to address the matter. *If you run into a troll refrain from calling them out until you have done your due diligence of their misdeed or erroneous feedback.

4. Provide resolution. In some cases this means a refund or some other compensation for the problem. In other cases this will mean “agreeing to disagree” on what is fair and what you can do based on the feedback.

5. Reflect.
         
a. Why did this person take their grievance public?
          b. Was this the only forum available to address the concern?
          c. What are the opportunities you have to improve your product or
          service to strengthen your relationship with all of your customers?
          d. Did you provide resolution to the issue?

6. Be thankful. REMEMBER: Negative can be positive. Your public response will demonstrate your commitment to your clientele. Also, when a customer is talking to you, even sometimes negatively, you are still communicating and can improve the situation.

 At BurrellesLuce public comments are primarily responded to by either our account managers or the marketing team. These are the people who are closest with our existing clients and who manage the external communication and social media interactions. This post by Mack Collier further reinforces the importance of public responses and provides additional resources of how companies have fared much better when they respond to negative feedback. This list is meant to be a primer and I welcome your feedback and additional tips for the Fresh Ideas readers.

5 Tips for Enhancing Your Link Building and SEO Strategy

Thursday, December 22nd, 2011

SEO flow chart on chalkboard

December 2011

Links come from many different sources and in many different sizes. Whether industry resources, your company or client’s news release, or shortened URLs shared throughout your online communities – link building is a vital part of your marketing and PR efforts.

You don’t have to be a tech-whiz to make the most of SEO (search engine optimization) and increase the exposure and credibility of your company, brand or client via inbound and outbound links.

Learn 5 Tips to enhance your link building strategy and brand awareness in this month’s BurrellesLuce Newsletter.

A Listening Exercise – Gaining Information and Encouraging Action from Your Social Media Communities

Monday, June 13th, 2011
Flickr Image: Sebastian Fritzon

Flickr Image: Sebastian Fritzon

Valerie Simon

Listening, as I define it, is not a passive exercise. Listening is not a matter of simply hearing words. Listening requires a concentrated method of digesting the information, and using that information to take action. So like any exercise program, I’ll recommend you do a quick check up before starting to strengthen your listening efforts.

Check Up
Take a quick pulse: Review your business objectives and marketing plan. Keep in mind that social media participation should be integrated with your overall communications plan.

Set Goals:  What business objectives will your social media participation help you to achieve?

  • Sales
  • Donations
  • Event attendance
  • Customer Service (response/retention/loyalty)
  • Brand Awareness
  • Crowd sourcing/ product development
  • Membership/Admissions
  • Communications amongst different stakeholders
  • Recruitment
  • Thought leadership

Warm Ups
Who are you trying to reach? Consider what social media channels will be most beneficial for your organization. Stretch. Extend beyond Facebook and Twitter. Consider Flickr, YouYube, Tumblr, LinkedIn and seek out forums and blogs with strong communities.  BurrellesLuce offers several tools to help get you warmed up quickly, including ContactsPlus™, which helps you to identify new blogs by matching up a current release with those bloggers who are writing on similar topics, and Social Media Monitoring and Engagement solution, Engage121, which enables you to explore what is being said across social media channels and effectively build and manage your online communities.

Speed
Are you planning/prepared to provide immediate responses? The W Hotels “Whatever/Whenever” promise may well be on its way to becoming the standard, rather than the exception, in customer service. Social media allows stories to break and quickly spread at any time of day. I encourage those using BurrellesLuce’s Social Media Monitoring and Engagement solution, to experiment with setting up alerts using filters such as Klout rank or sentiment to sift through the noise and make sure that they are advised of critical information whenever it breaks. Of course a quick, well thought out and efficient response across all channels is critical.

Strength
Do some heavy lifting, err, searching. Investigate the current conversations being said about you, your competitors and the industry. Identify recurring themes and study trends. Review sentiment and compare how the conversations vary across different platforms. Identify key influencers and pay attention to the language and tone. What topics evoke passionate responses?

Flexibility
Don’t get stuck monitoring the same keywords you have always deemed important. As you study industry trends and influencers, adjust your searches accordingly. Begin listening to your communities even when they are not actively speaking about “relevant” topics. What do they care about? Consider what new topics or audiences may be interested in your organization.

Endurance
Set yourself up to succeed over the long term. Put in place a structure to collect the data that will allow you to learn from both your communities and your own social behaviors. There are a myriad of ways to measure social media buzz, sentiment, link tracking, share of voice, fans and followers, geo-location check-ins… slow down and take another pulse check. Review business objectives and consider what metrics can best indicate whether your activity is supporting those business objectives. As you embark upon this listening exercise, look at the data in a number of different ways.

Cool Down
Evaluate all of the data you have collected and all your new knowledge regarding trends and influencers. Go back to your business goals and consider how you will align your social media activity to meet those goals. What channels are best suited for your organization? Where should your voice be heard? Where can you build a strong community that will offer business results? Participating in social media will require an investment of time, so consider the time and resources you can devote. 

Prepare to Play
Listening exercise complete, you are ready for the big game… engagement. But that, my friends, is another post!

What would you add to your listening exercise? What activities are included in your daily listening routine? Share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.