At this year’s PRSA International Conference we had the opportunity to meet with a number of recent college graduates excited to enter the profession and, even better, those who’ve landed jobs across the country and are hitting the ground running. While some of these junior practitioners are just entering the workforce, it was pleasantly surprising to hear that they are hungry for tips and information on how to be a better PR professional. Almost unanimously, the first few questions from those we met rounded out to “how can I be better at my job?”
Tags: career, Effective Public Relations, pigeonholed, PR plan, responsibilities, Strategic Planning, tactic, training
via: Ken Fager
The best endorsements of performance are typically word of mouth.
A success story about a successful implementation seizes verbal recommendations and sets them in stone.
Suppose a customer speaks highly of your company to 10 others. That same endorsement in a success story recommends you to hundreds of others in a direct mail campaign and thousands more when it is posted on the web or when it appears in the news media.
Success stories prove you’ve delivered such a highly valued service that you’ve transformed a customer into an advocate who is willing to speak out on your behalf. Launch a more aggressive success story program by first asking:
via: Tracy Byrnes
No, not your singing voice, but your ability to pitch yourself to the next level.
In business and in life, there are many times that we will have to make a pitch to reach goals ranging from a job promotion to earning the business of a potential client. Often, we may find that we are in situations where we’re pitching ourselves without even knowing it. Platforms like social media, projects we take on at work, and volunteer committees we work on are all ways of pitching our capabilities with those around us. For this reason, it is important to properly do your “pre-pitch prework.”
Editor’s Note: Michelle Nielsen, Senior Research Associate, Ketchum, is previewing Dr. David Rockland’s session, Strategic Ingredients: Inspiration and Innovation, which will be presented at the PRSA 2014 International Conference on Sunday, Oct. 12, from 3–4:15 p.m. The following is a guest post previewing the session.
Ketchum Global Research & Analytics has conducted PRSA’s Membership Study since 2008, testing concepts related to member satisfaction, likelihood to renew and perceived value of various products/services – with the ultimate goal of uncovering drivers of sustained membership and growth. In recent years, PRSA has been challenged with a declining membership pool, so our research set out to understand what appeals most to members from an educational/resource and industry organization perspective to ultimately offer solutions for maintaining PRSA’s strength in the years ahead.
In this year’s study, we saw a pattern in demographics that revealed an interesting predicament for PRSA: as Boomers leave the workforce and retire, they are being replaced in PRSA – albeit not as rapidly – with younger Millennial members. To put the age differences into perspective, in our 2011 study Boomers outweighed Millennials 45% to 27% of total membership – that ratio in 2014 was 29% Boomers to 32% Millennials – a gap which is only expected to increase in favor of the Millennial crowd. With this shift, we’ve seen a change in what members value, revealing an opportunity for PRSA to hone-in on what these younger, less-tenured members look for in PRSA to help maintain its membership pool.
Tags: 2014 International Conference, analytics, case studies, Corporate Communications and Public Relations, growth, Ketchum, Ketchum Global Research & Analytics, Management & Leadership, measurement, member satisfaction, new professionals, prsa conferences, PRSA International Conference, research, Research & Evaluation
Editor’s Note: Rita Gorenberg, PR & Social Media Manager, The Clorox Company and Leslie Schrader, Partner, Ketchum are presenting Don’t Cry Over Ick: Laugh It Up With Clorox, a PRSA Silver Anvil Case Study at the PRSA 2014 International Conference on Sunday, Oct. 12, from 4:45–6 p.m. The following is a guest post previewing their session.
For 100 years, Clorox attacked stains and messes so consumers can live by the mantra, “Now you see it, now you don’t.” But as Clorox entered its Centennial year, today’s consumers weren’t cleaning like their parents (or grandparents) and saw Clorox as the brand of the older generation. Younger consumers would rather enjoy life than spend hours ridding it of filth. Many of them didn’t understand how products like bleach and Clorox® Disinfecting Wipes could help them spend less time cleaning and more time living.
To make the Clorox brand and line of products relevant to today’s new generation of cleaners, dubbed “Newly Responsibles,” we started with research to identify opportunities. During the session, we will share our findings, but overall research showed us that young parents aren’t afraid to talk online about life’s messy moments. What isn’t talked about is how to clean up those messes so they can be laughed at later. This insight revealed an opportunity for Clorox: Join the national conversation about messy moments, insert Clorox products as solutions and make it fun.
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