The Public Relations Blog

With the increased emphasis on quantifying the results of public relations actions, having a solid grasp of the fundamentals of measurement and evaluation is essential in making wise decisions around the use of data. Although many people put them together, measurement and evaluation are separate concepts. To be most effective, you must remember that they’re distinct tasks at different places within the framework of data collection and analysis. 

One of the first things we do upon rising in the morning is check the news to see what’s happened overnight. Some seek out the weather report or stock reports, while others prefer to digest leading headlines or sports news. The fact that news occurs around the clock is one of the main reasons it’s imperative to have a trained media spokesperson on staff at all times.

A guide for a PR informational interview

At some point during their education, most public relations students receive the assignment to interview PR professionals about the industry, the job and to offer advice to someone considering a career in the profession. Trying to find a PR practitioner who is willing to speak to you can be frustrating. We know that PR pros are busy; and we also understand how important it is to help students prepare for their future in PR. Therefore, we created a list of the top six questions we get from PR students in informational interviews.

Advertising Value Equivalency is an outdated PR measurement

Earned media coverage is a terrific way to get your organization in front of audiences that may want to purchase your products and services. Unlike advertising, earned media is an unpaid, third-party mention – that may be a quote, an endorsement or interview. How do you measure earned media coverage and prove its value to executives? Make sure you discuss measurement with your public relations agency early in the relationship so you have shared objectives for communication efforts.

When it comes to public relations, the term media relates to different channels a brand might use to attract new customers.

There are four types of media:

• Paid (advertising)
• Earned (news coverage)
• Shared (social media)
• Owned (web content)

3 reasons to change PESO for PR

The PESO model for segregating paid media, earned media, shared media and owned media has been around for years. Some PR and marketing professionals are adopting its communication framework to manage their efforts in reaching audiences. The PESO Venn diagram provides a holistic picture of the many channels that influence audiences’ buyer behavior in the decision-making process.

It’s prime time to ‘bracket’ your public relations efforts

Here we are mid-March and mid-NCAA Tournament, which we affectionately call March Madness. College basketball fans (myself included – go Syracuse!) complete brackets in the hope of seeing their favorite teams earn a spot in the Final Four. I’ll admit it: I’m regularly glued to the screen during these few weeks. In watching the start of the Madness though, it occurred to me that the timing aligns well with the end of the first quarter, when many companies begin to consider forecasts, budgets and expectations. The first 90-day overview outlines successes, patterns, challenges and even opportunities.  

4 ways to ensure your public relations is working

A banana is more than a tasty addition to your cereal. It’s a perfect metaphor for what makes successful public relations.

Don’t let a lack of understanding cause you to miss out on the benefits of public relations for your company

Much of what people know about PR they base on misconceptions and the mistaken belief that PR is just a bunch of spin. When you separate myth from reality, you understand the actual value of PR and what it can do for your company.

Myths can be persistent, persuasive and potent. Breaking them down takes time. However, your company doesn’t have time. You must increase your market share and get a jump on the competition today. Getting rid of negative stereotypes and myths about PR will help you quickly move forward by taking advantage of all it has to offer.

4 reasons to stick with public relations for the long haul

The insightful Warren Buffett says it takes 20 years to build a reputation. Public relations shouldn’t be a short-term investment. PR is about building relationships and building results. It’s important to know that every company’s needs and objectives are different. PR isn’t a cookie-cutter process. In fact, the best results come from a strategic and proactive PR campaign. Companies that don’t stick with public relations for the long haul are making mistake #15 of Axia Public Relation’s list of the top 15 mistakes companies make when they hire a PR firm. Below  are four reasons you should commit to a long-term relationship with your PR firm.