PR Methodology

Is your Team Moving in the Right Direction? Understanding the similarities between sailing and PR & the Meaning behind “Ballast”

Posted by on Jun 22, 2017 in Lessons, PR Methodology, Sailing | 0 comments

As another Chicago summer sets the tone for humid heat and warm winds, public relations firms and sailing teams prepare for a busy season. America’s Cup fanatics are watching the 35th Cup this week from Bermuda as Lake Michigan sailors get ready for Chicago Yacht Club’s 109th Race to Mackinac, taking off July 15 east of Navy Pier. Similarly, PR professionals are gearing up for a season of outdoor events, new seasonal products and holidays that celebrate the excitement of summer fun. Though it may seem strange to liken business to sailing, when you break it down, and look at how each team...

Read More

12 Leads in 12 Minutes: Now What? Never Assume Your Client Defines PR the Same Way You Do

Posted by on May 9, 2017 in Client Talk, General, Lessons, PR Methodology | 0 comments

Every public relations professional and many CEOs know the power of earned media. A lead in a major metropolitan newspaper or an interview on a network station that gets syndicated — this type of exposure can lead to millions of impressions that increase a business’s revenue and reputation. While PR contributes to sales goals, sometimes different levels of leaders can misinterpret the role and responsibility of the PR function. Typically business leaders dictate the strategy for building the internal structure necessary for managing an influx in prospects and leads due to great PR...

Read More

Built to Last: Why Honesty and Transparency Matter between Public Relations Professionals and Journalists

Posted by on May 2, 2017 in General, Lessons, PR Methodology | 0 comments

Behind every great story is a journalist. And behind every great journalist is a public relations professional offering ideas and sources for those stories. With increasing access to stories breaking around the globe, journalists no longer have time to develop a story the way they used to. When a PR professional does his or her job well, journalists are brought good stories to consider. Once these stories are told, PR professionals and journalists are launched into relationships built on mutual trust. According to The Ballast Group founder, Kellee Johnson, these symbiotic relationships are...

Read More

Define Success before a PR Engagement Begins

Posted by on Apr 25, 2017 in General, Lessons, PR Methodology | 0 comments

A question that I like to ask CEOs or sponsors at the beginning of any new project is: “How will you define success at the end of this project? If your definition was a news headline, what would it say?” A former Baxter executive founded a medical education start-up company that taught physicians how to practice a simulated procedure instead of practicing on a real patient. He answered my question with a commanding: “I want to be on the cover of Fortune magazine as the most feared man in medicine.” Alrighty I thought — a very articulate and focused leader. He continued, “If hospital...

Read More

Amplyifying earned media: why the story is only the start

Posted by on Feb 27, 2017 in General, Lessons, PR Methodology | 0 comments

Earned media results always starts by asking “why.” Why is this story relevant? Why does your audience care? Once this is clear the chance of your story getting published greatly increases. The story is only the start. Earned media is the most credible of the four types of media – paid, earned, shared or owned- also known as P.E.S.O. Earned media begins by convincing editors, writers, producers and bloggers that your story has merit. You can’t buy earned media. According to Amplify, LinkedIn’s Marketing Solutions Report, “Earned media is the holy grail of marketing. Chipping away...

Read More

How PR has grown up: the evolution to a blended branding approach

Posted by on Feb 10, 2017 in Lessons, PR Methodology | 0 comments

The purpose of public relations has not changed in decades — build interesting and accurate narratives and tell great stories that include stakeholder perceptions.                                                       What has changed quite significantly in the last two decades is the way stories are told. The number of available channels has increased to make parts of our jobs 24/7 – online news, blogs, and social media. Despite the number of increasing channels, knowing your audiences and where they are online is the first step to creating a dialogue that’s valued and shared....

Read More