At the PRSA 2013 International Conference in Philadelphia, Ustream’s senior vice president of marketing, David Thompson, and the vice president of digital and TV entertainment at Emmis NY, Lin Dai, hosted a workshop titled “Live Video Meets PR and Advertising: How to Extend Your Reach and Win New Customers.” It became clear during the workshop that publicists are interested in integrating live video into their publicity plans, but many of them either didn’t know where to start or they already had a plan but weren’t sure how to get the best ROI. Integrating video into your B2B and B2C plans has been such a hot topic lately; we’re fielding inquiries like these more and more lately. And because we get questions like these so often, I decided to write an article highlighting David and Lin’s five points for how to seamlessly integrate live video into your publicity plan.
Techniques & Tactics's archives
Tags: 2013 International Conference: One World, Corporate Communications and Public Relations, prsa conferences, PRSA International Conference
We in PR aren’t like journalists.
We don’t always have the luxury of shooting down story ideas people bring to us — we ought to apply our creativity and media savvy, and find a way to make them work.
There are several formulas for turning boring or mundane topics into newsworthy angles that journalists and bloggers crave. Exemplifying a trend, tying to pop culture or tapping into breaking news are among them.
Another great one is to link to what’s currently on the media agenda. What do the media seem to have a love affair with right now? What can’t they get enough of?
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development & Training, Seminars, Social Media, Techniques & Tactics
About a month ago at 7:30 a.m., I was standing in line at Starbucks — you all know the drill — when the customer four spots ahead of me struck up a conversation with the counter staff about the difference between Fair Trade and Rainforest Alliance certification. Faced with the prospect of eschewing my morning latte so I could make an 8 a.m. meeting, I did what any rational professional would have done and texted the office that we’d need to start the meeting 15 minutes late.
Now, this wasn’t because of my well-documented caffeine addiction. This was billable work. Playing out right in front of me was an unadulterated case study on how the products and services we all buy are becoming overshadowed by the stuff used to make them.
A good chunk of PR industry revenue falls into a category we call — in a somewhat antiquated manner — business-to-consumer, or B2C. The reality of the supply chain, from raw material to Jane Doe, is that B2C is actually made up of a series of business-to-business, or B2B, relationships. Even at the near-end of the chain, the brands many of us represent sell their wares not directly to consumers, but to big-box grocers and retailers that place a series of B2B requirements on suppliers.
And, like any meme with a kitten in it, those B2B requirements are creeping onto consumers’ radar.
Tags: 2013 International Conference: One World, B2B, B2C, business-to-business, business-to-consumer, Corporate Communications and Public Relations, Integrated Communications, Professional Development and Training, prsa conferences, PRSA International Conference, Techniques & Tactics
Over the past decade, I’ve had the chance to consult with organizations of all sizes regarding their need to measure, and learn from, their public relations campaigns. Fortunately, they’ve all heard PR industry teachings about the importance of accountability, which has made my job easier! But, most are confused as to how to move beyond simply measuring outputs(such as clip counts or impressions) to more meaningfully tying together outputs to business or organizational outcomes (such as leads, sales, donations, and/or survey scores).
Some of this new quest for higher-level measurement results from the now-famous Barcelona Principles, which were established by the International Association for the Measurement and Evaluation of Communication (AMEC), PRSA, the Institute for Public Relations and two other industry associations at the 2010 AMEC European Summit in Barcelona, Spain. Utilizing much of the language and ideas found in PRSA’s The Business Case for Public Relations™, the seven Principles primarily mandate the importance of setting measurable goals and objectives, and moving toward linking outputs to outcomes.
All that is great, but PR pros have been left wondering how to execute these mandates. They have plenty of guidance on objective-setting, but not as much on how best to measure outputs — and then, how best to link them to outcomes.
Fortunately, the founders of the Barcelona Principles didn’t stop there. A special taskforce was deployed to develop what has become the AMEC Valid Metrics Guidelines, a set of practical frameworks that guide PR pros through developing a holistic, meaningful measurement process. I have found the Guidelines to be of enormous help to my clients, so I hope the following brief overview will be helpful to you.
Tags: Corporate Communications and Public Relations, measurement, Professional Development and Training, Research & Evaluation, Techniques & Tactics, Trends, Webinars
There’s been a lot written about the Affordable Care Act (ACA) and its potential impact on key industry players — i.e., pharmaceutical and device companies, clinicians, health plans and patients. But, what about the PR professionals who work alongside these players?
Whether we work in-house or on agency teams, PR professionals know that everything that affects clients affects us too. . . eventually. We can be reactive and wait for the ACA dust to settle or we can proactively help clients navigate the new landscape.
Now, there’s a huge opportunity for us to be proactive and to expand the range of internal and external stakeholders with whom we work.
Historically, health product companies have been organized around departmental “silos” – e.g., Patient Safety, Advocacy, Product Management and Access. For decades, health care PR and marketing teams focused on product/service promotion. Our goal has been to demonstrate clinical outcomes; our opinion leaders have come from academia and science.
In the wake of Medicare reform and the ACA, a new mandate has emerged: to help health decision-makers understand the relative outcomes and costs of available treatment options. The goal is now to demonstrate total value as our opinion leaders include health economists, payment authorities and policymakers (in addition to clinicians).
To help clients succeed in this new environment, PR teams need to make five key changes:
Tags: Corporate Communications and Public Relations, health academy, Legislation and Regulations, Professional Development and Training, professional interest sections, prsa conferences, section conference, Techniques & Tactics, Trends
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