12 Leads in 12 Minutes: Now What? Never Assume Your Client Defines PR the Same Way You Do
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 MoreBuilt to Last: Why Honesty and Transparency Matter between Public Relations Professionals and Journalists
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 MoreDefine Success before a PR Engagement Begins
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 MoreAmplyifying earned media: why the story is only the start
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 MoreHow to Build Your Reputation Plan to Prepare for the Worst
How do smart businesses define and manage issues that arise whether internal or external? Concerns about an organization’s decisions could affect its mission, reputation and economic performance. Issues have an impact on all stakeholders: employees, recruits, customers, partners, investors, politicians, activists and the general public. How does an organization build and maintain a great track record in the public’s mind? We believe this responsibility is based on three foundations for reputation management that include economic performance, social responsiveness, and the ability to deliver...
Read MoreThe Words from Steve Jobs that Drive Kellee Johnson as an Entrepreneur
I got the idea to start an integrated communications firm in 2005, the same year the late Steve Jobs gave a commencement speech at Stanford. It was called: “Stay hungry, stay foolish.” I still follow these words today. ‘Hunger’ to me is staying curious enough every day to define the WHY. ‘Staying foolish’ to me is not being afraid to take risks that may result in mistakes. I had to work hard once I decided to go out on my own and build a team of experts. These words were my daily inspiration. Hear more on Entrepreneur.com about how the Ballast Group team applies the ‘why’ people will care to...
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