ComPRehension: Public Relations Professional Development Blog
  • ComPRehension
  • Public Relations & Communications Training
  • Training Calendar
  • Public Relations Conferences
  • PRSA

Currently viewing and reading

The Right Mindset for PR Success

Posted by Kimling Lam on October 2nd 2012  

Join Meltwater Group’s Kimling Lam for the PRSA 2012 International Conference workshop, Get the Right Buzz: Newsworthy Campaigns That Showcase Your Brand, on
Sunday, Oct. 14, 4:45–6 p.m.

What is the right buzz? Is it a top-tier hit in the New York Times, TechCrunch, Wired, or a leading trade journal? Or does getting the right buzz mean going viral in social media? Is it some magical combination of the things described above?

At Meltwater, we believe the right buzz is media coverage and/or viral conversations resulting from implementing a public relations strategy aligned with business objectives. It results from delivering campaigns that are relevant to readers and audiences — and have an impact on the business.

Most of us working in public relations and communications have been asked to measure the ROI of public relations campaigns. Let’s take a step back. The first thing to consider before running any campaign, or even measuring the performance of campaigns, is to make sure public relations strategy is an extension of business objectives. How do you create campaigns that get coverage AND support the strategic goals of your company? I think this particular question can’t be answered before we as communications professionals modify our approach to public relations.

There is a fundamental mismatch between public relations goals and a journalist’s goals. The journalist’s main objective is to serve readers. Journalists want to publish engaging content that gets read and shared. However, the public relations professional’s goal is oftentimes too narrow. The public relations professional just wants “great” coverage, with the definition of “great” often varying from a quick, top-tier mention read by thousands of readers (reach), to a feature article in a smaller publication that includes targeted key messages (relevance).

So given this lack of alignment, how can we as public relations professionals consider the reader? How do we help journalists create engaging and widely-read content that serves their audiences? I’ll be exploring these questions and providing key tactics for achieving the right buzz in my workshop at the PRSA 2012 International Conference in San Francisco.

I look forward to seeing and discussing my points above with fellow public relations strategists!

Please also take a moment to answer this public relations LinkedIn poll: What is more important when measuring public relations success: Reach or Relevance? Please go to this to weigh in: http://linkd.in/S33bPM.

And don’t forget to download the Meltwater-sponsored Conference app to your smartphone to make sure you get the most out of your PRSA International Conference experience!

Kimling Lam is director of marketing communications at Meltwater Group, a digital media intelligence firm with over 20,000 clients worldwide. Prior to Meltwater, Lam was a news reporter at a major network in San Francisco.

Stay Connected with the 2012 PRSA International Conference

  • Follow us on Twitter, or Tweet using the #PRSAICON hashtag.
  • Join our Facebook fan page (search “PRSA”) to track and discuss the latest Conference news.
  • Check in on Foursquare.
  • View our page on Pinterest for tips on touring San Francisco.
  • Download the International Conference app (via iTunes, Google Play) to receive updates about the Conference and networking events.
  • Scroll through photos on Instagram.
under: Professional Development
Tags: #PRSAICON, branding, Corporate Communications and Public Relations, Professional Development and Training, PRSA International Conference

Related Post

  • APR: Provide Vision for Public Relations in Your Organization (December 8th, 2015)
  • It’s Never Too Late to Earn Your APR (November 19th, 2015)
  • How PR Pros Can Do Their Research Without Breaking the Bank (November 9th, 2015)
  • Cover your visual assets: Creating magnetic visual content with Canva (November 6th, 2015)
  • Infuse Creativity into Your PR Campaigns (November 5th, 2015)

No Comment Received

« Looking Forward to the PRSA 2012 International Conference: An Interview with Robert Flaherty, APR [Podcast]
How To Debate Better Than A Presidential Candidate and Manage Conflict Like A Pro »

Welcome



Join the public relations conversation and get connected with expert insight from our guest bloggers! The views and opinions expressed here are those of the authors and do not necessarily reflect the official policies or positions of PRSA.

Join PRSA!

  • With your PRSA membership, you will:

    • Stay on top of emerging public relations trends and industry news.
    • Be a part of a vibrant community of more than 22,000 public relations professionals.
    • Accelerate your career -- at any level.

Search

Categories

Archives

Guidelines & Policies

    • Terms of Use
    • Submissions Policy and Guidelines

Recent Entries

  • APR: Provide Vision for Public Relations in Your Organization
  • It’s Never Too Late to Earn Your APR
  • How PR Pros Can Do Their Research Without Breaking the Bank
  • Cover your visual assets: Creating magnetic visual content with Canva
  • Infuse Creativity into Your PR Campaigns

Recent Comments

  • Dakota in APR: Provide Vision for Public Rela…
  • Drake Fanslau in How PR Pros Can Do Their Research W…
  • Infuse Creativi… in Infuse Creativity into Your PR Camp…
  • Dijana Simijono… in How PR Pros Can Do Their Research W…
  • Elizabeth Seeli… in 5 Tips to Leverage Social Media and…

Most Comments

  • Status Update: Millennial Staffers Can Update Your Social Media Plans (31)
  • If You Can’t Measure It, It Doesn’t Count (12)
  • Five Ways to Make Your Content Stick (12)
  • Going solo? It’s NOT easy (11)
  • The End of the Press Release? (10)
©2007-2018 ComPRehension
Powered by WordPress 4.5.14
Box-Tube Box Modulize WordPress Theme By Dezzain Studio
  • Public Relations & Communications Training
  • Training Calendar
  • Public Relations Conferences
  • Terms of Use
  • PRSA