Attend any PR workshop, talk or webinar these days and you’ll hear public relations professionals stressing the importance of measuring earned media in PR. “It’s so important.” “Don’t forget to measure!” “If you’re not measuring your work, you’re doing it wrong.” That’s great advice, but how exactly do we go about doing that? This post will provide insight on simple, but effective, measurement tools that will keep your earned media tracking strategy forward-thinking and goal-oriented.
It’s 2018 and the PR industry continues to evolve right in front of our eyes, with social media and mobile technology driving a large part of the transformation. While we need to keep our strategies fresh and relevant, it’s important not to lose sight of the fact that the fundamental essence of PR has not changed: Building and maintaining mutually beneficial relationships between an organization and the public they serve.
In December of 2016, PR News posted “5 Key PR Trends to Watch in 2017,” predicting the changes and progress the public relations industry would experience in the next year. 2016 saw an elevated PR profile in national news, thanks to the magnitude of our presidential election and a variety of corporate mishaps. 2016’s lesson to us was this—the public relations industry is ready for significant growth, and it all relies on credibility.
Yes, it’s May, but it’s never too late to look back and reflect on what you’ve accomplished. That’s exactly what our PR team has done over the last couple months. While we gathered the stats for this infographic, we were able to see how much our team, and our work, has evolved. We do all sorts of projects for our clients at Strategic America, and a majority of our PR team’s work falls into three categories: Media Relations Media relations is one of the most well-known tools in the PR toolbox and an area where we continue to find creative ways to elevate our clients.
Last week, I had the opportunity to attend the 2015 PRSA International Conference in Atlanta. The three-day event was a great experience to network with more than 2,000 other communications professionals from across the world while hearing from some outstanding industry leaders. The theme of the conference was PoweRful Connections, and the conference provided just that.
From the thousands of people who proudly wore “Greatness STEMs from Iowans” backpacks to hundreds of the families who participated in hands-on activities, the second annual STEM Day at the Iowa State Fair proved to be even better than the notorious butter cow. Thanks to our great partnerships with the Iowa Governor’s STEM Advisory Council, we worked side-by-side with their team to coordinate a special day that helped increase interest and awareness of science, technology, engineering and mathematics among Iowans by promoting it across the fairgrounds.
Last week wrapped up my last days as an intern with the public relations team here at Strategic America. It’s been a wonderful experience working alongside not just the PR team, but with members of other departments across the agency. I’ve really felt like a member of the SA team and have enjoyed getting to know everyone who works here.
Raising public awareness is a function of public relations that focuses on providing information about a particular subject, organization, etc. so your target audience can make their own educated decisions and (hopefully) back your cause. Many practitioners will tell you that changing people’s opinions or behaviors is one of the most challenging aspects of PR.
I consistently find myself trying to educate clients on the necessity of public relations. Many don’t find it is necessary or feel it’s superfluous and a lot of small business owners find it difficult justifying public relations in their already slim marketing budgets. My response is this — you can’t afford NOT to have a public relations strategy.
“So how do you measure PR?” This is a common question we get from our clients. A kneejerk answer would be, “Public relations is about building trust, which is not easily measured.” One could argue the perception versus reality of PR, but that is futile. What a PR agency considers a misconception is a client’s reality — and quite simply the reality is that we need to prove the value of PR to our clients.