Put your PR program to work for you
Filed under: public relations
In part one of our series on building more efficient public relations programs, we talked about the importance of setting PR goals and an achievement strategy. In this blog, we will talk about two other important factors that help shape effective PR campaigns: workforce talent and measurement.
Workforce talent
Essentially, this boils down to how well your staff and/or your PR agency develops and/or executes the PR strategy in order to reach your goals. If your strategy is weak, the workforce talent is a moot point. Even the best of us will have trouble reaching company goals without proper planning.
If your strategy is sound, then make sure you have the right team to implement it. If your PR strategy utilizes a combination of traditional and digital tactics, then your workforce should reflect this. You will need team members with experience in these areas. If your staff has all but one of the components you need, like a social media expert, and you cannot afford to take on another full-time employee or wait for current employees to gain the expertise needed, then consider collaborating with a qualified consultant or agency to help fill-in-the-gaps.
PR measurement
One of the most important and overlooked factors in building an effective PR program is measurement. Determine how to qualify your PR success before you begin implementing PR tactics. This will save you time and frustration both during and after the campaign.
Develop your PR measurement plan while setting your goals. This will help you focus your PR efforts, which improves your ability to succeed. It can also help you spot problem areas early on, enabling you to adjust your PR plan accordingly.
Posted on November 11th, 2009 by wambam
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