Posts Tagged ‘Sharon Miller’


Build a Framework for Better PR Measurement

Thursday, October 30th, 2014
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flickr user Markus Grossalber under CC BY

by Sharon Miller

Showing the impact of your PR strategy is perhaps the most vital aspect of proving the effectiveness of your campaigns and growing your future public relations strategies, but it’s not easy to determine which data is important and which analytics you should focus on. At this year’s PRSA International Conference, I attended a session about just this issue. The day’s experts were Jeni Chapman, US managing director of Gorkana; Sparky Zivin, director at Brunswick Group; and Elizabeth Stoltz, senior research associate at Ketchum.

The panelists stressed that the industry-level goal is to build frameworks, akin to the Barcelona Principles. The advocate abandoning silos and having PR and marketing teams work together to share and talk about their plans and objectives.

As PR pros, it can be difficult to determine what conversations you should listen to, as there’s a lot of noise out there. The panelists suggest getting rid of the noise and focusing on quality. And getting quality in your data is crucial, as the AMEC International Business Insights Survey showed that 67 percent of clients request a clear financial ROI.

The importance of a framework is twofold: first, it helps define your PR activity with content creation, traditional media, social media, influencers, stakeholders, and events. It also helps you measure intermediary effects like audience reach, impressions, and number of articles.

The panelists presented a case study of an Aquafresh campaign, in which the Tooth Fairy left her calling card, or a note in a box for a child who lost a tooth. There was a two-minute song that incentivized brushing teeth, and the length of that song was based on the American Dental Association recommendation that people brush their teeth for two minutes.

In addition to a great PR response that included Tooth Fairy inflation (higher prices for a tooth), kids also talked about how much money they received for their tooth. The measureable outcome resulted in a 2.7 percent increase in sales, and the PR team got a larger budget for marketing because the management saw how PR drives noise.

Panelists also presented a UNICEF case study, which showcases the steps PR pros should take to an effective, measurable campaign. UNICEF’s goal included a global strategy across their more than 100 international offices. They followed precise steps, first selecting their audience, which included youth (to inspire action), the middle class, government and corporations, and their employees, who would hopefully drive the initiative.

They defined key objectives for each audience, including reaching one billion around the world and getting them to take action and getting 50 million of them to actively engage. Next, they adapted their measurement framework to include voice, reach, engagement, brand, and message delivery. They then selected KPIs in each framework element, including quality of communications activities, quality of noise, and quality of reach.

Next, they applied tools and mechanics to measure the impact of their work, which included social media engagement, event attendance, online followers and supporters, and behavioral changes like volunteering.

With a framework like this in mind, it makes measuring your impact an easier, more precise job. And remember that though there are plenty of algorithms and automated measurement tools out there, nothing will ever replace human judgment.

What do you think are the best steps for devising and measuring an effective PR campaign?

Connect Content Marketing to the Bottom Line

Friday, December 20th, 2013
flickr user photosteve101

flickr user photosteve101

by Sharon Miller*

Content marketing is a hot topic in the PR community, but plenty of organizations are still trying to figure it out. Last week, I attended the PRNews Media Relations Next Practices Conference in Washington, D.C. and attended the session “Show & Tell: Examples of Content Marketing That Connects to the Bottom Line.”

The sessions presenters were Doug Simon, president and CEO of D S Simon Productions; Julie Craven, VP of corporate communications at Hormel Foods; and Blair Austin, marketing director at ILMO Products.

Simon began with his five-step process for content marketing and what he calls “PRketing,” which goes far beyond brand journalism. The steps are:

1. Identify the behavior you’re trying to change

2. Identify the people who you’re trying to reach and where they consume content

3. Create content that will effectively change their behavior

4. Place the content where they’ll find, view, and share it

5. Measure, assess, and revise

Simon used the American College of Physicians as an example. The college created an iTunes channel for its members, allowing them to download important news on studies in a digestible, user-friendly format. So they not only identified a new channel in which their members consumed content, but changed the way they delivered information they deemed important for members.

Next, Craven explained that we’re competing against everyone now on social media, and that means our messages must be on target or we won’t get any time with our target consumers. Craven advocates developing a hub-and-spoke model to drive awareness and conversion via branded content. This model requires setting a goal and defining what you’re trying to accomplish, and using content, set in the middle and connecting to every goal, to push toward that goal.

Craven stressed that hub content must be concise, graphically driven, and shareable. And of course, that content must be channel specific to provide utility and drive conversion.

Finally, Austin spoke about how to get attention with little money. She used a case study with ILMO, a medical, industrial, and laboratory gas provider. Their challenge was not only budgetary, but also that their industry doesn’t support marketing. The company’s goal was to generate national media attention with its 100th anniversary, and share that media attention on its existing channels to encourage its core audience and position ILMO as an industry leader in marketing and communications.

So, when the company turned 100 years old, it created an event: The organization gave each of its 100 employees $100 on the 100th day of the year.  They fostered engagement by driving it to social media channels and spread brand awareness all on its small budget.

What content marketing strategies do you use to drive engagement? What new models have you developed to reach your target segment?

*Bio: Sharon Miller has been with BurrellesLuce for 25 years, and is currently the VP of Enterprise Solutions. She has Bachelor of Arts degrees in psychology and social work from Millersville University of Pennsylvania. She did her graduate work at Drexel University in Pennsylvania, and currently resides in Ohio. Facebook: BurrellesLuce LinkedIn: Sharon Miller