Posts Tagged ‘Tim Marklein’


Highlights From PRSA Travel & Tourism 2010: Tim Marklein, EVP Weber Shandwick & Johna Burke, BurrellesLuce

Monday, June 7th, 2010

Transcript –

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PRSA Travel and Tourism Conference with Tim.

Tim, will you please introduce yourself?

TIM MARKLEIN:  Yeah.  I’m Tim Marklein.  I run the measurement and strategy practice for Weber Shandwick.

BURKE:  And, Tim, you had a session this morning about tying sales to PR efforts.  For the people who couldn’t make it to the session, can you talk a little bit about a couple of the big takeaways from that?

MARKLEIN:  Yeah.  I think one of the key takeaways really was about starting with the premise in mind that you can link PR to sales.  I hear all too often where people will either immediately accept that, oh, PR can’t be linked to sales, or they–because they don’t know how to measure it, they won’t take that upon themselves as a goal.  And I would say for any marketing organization where you have a sales objective in mind, that the PR leadership should take that objective on as part of what they do and then work backwards to figure out how to measure it.  And we talked about a number of different ways to be able to connect those dots so that you can, over time, show the link between PR and sales, but that the first part of it is really buying into the premise and having the belief that PR can drive sales.

BURKE:  Great.  And, Tim, where can people find you on the web and in social media?

MARKLEIN:  They can find me on Twitter @tmarklein, or I’ve got a number of presentations on slideshare.net at @tmarklein as well, and LinkedIn as well.

BURKE:  Great.  Thanks so much.

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