How good PR & Comms can make a measurable difference

It’s been a great reminder of what I know from experience working for many years in this ever-changing world of PR & Comms. It’s also reinforced my excitement and passion about what #Good PR & Comms can do for a business. So many people don’t understand what PR is, how to measure it or how to engage and get it right for their business and brand. The industry still needs the balance of wisdom and energy (for that read experience and youth!) to navigate the ever changing geopolitical, digital evolving landscape.

The session also reinforced my long-held belief that the role of good PR & Comms advisors is to champion and coax leaders to embrace good business ethics for the greater good. Change is happening everywhere. A good business leader can make a measurable difference to our futures and I’m here to support them.

Here’s a useful summary ‘cheat sheet’ I’ve created for those that are unsure where to start with PR. If you’d like a complete version please get in touch and I’ll happily send one along. And if this doesn’t cover it, I’m here to help!

WHAT IS PUBLIC RELATIONS?

• PR is a strategic communication process that builds relationships between organizations and their publics.

• It helps maintain a positive brand reputation and is crucial for business success.

• Public image constitutes 63% of a company's value, and recovering from a negative reputation can take 4 to 7 years.

DO’S AND DON’TS IN PR

• DO build relationships with media and personalize pitches.

• DO monitor and measure PR campaign results for improvement.

• DO value transparency to build trust.

• DON’T spam journalists or neglect follow-ups.

• DON’T forget to have a crisis communication plan in place.

B2B vs B2C PR

• B2B PR targets business leaders, focusing on reliability and relationship building with longer sales cycles.

• B2C PR targets the general public, emphasizing brand awareness and emotional engagement with shorter sales cycles.

PUBLIC RELATIONS GLOSSARY

• Key terms include press release, pitching, earned media, media relations, and thought leadership.

• Understanding these terms is essential for effective PR communication.

WHAT GOALS CAN PR ACHIEVE?

• PR can drive brand awareness, build credibility, manage crises, and attract investment.

• It influences public perception and can lead to increased sales and quality leads.

HOW TO DO PR WITH NO NEWS

• Newsjacking can generate media attention without new announcements.

• Collecting data, organizing events, and participating in awards can also create PR opportunities.

MEDIA TRAINING TIPS

• Develop key messages, understand your audience, and keep communication simple.

• Stay calm, use confident body language, and practice active listening.

PRESS RELEASE TIPS

• Send press releases on Tuesday to Thursday, ideally between 10 am and 2 pm for maximum impact.

• Consider time zones and use QR codes for additional content.

HOW TO SET PR GOALS

• Align PR efforts with business goals and ensure they are SMART (Specific, Measurable, Achievable, Relevant, Time-bound).

• Set key performance indicators (KPIs) to measure success.

PR KPI's & METRICS

• Important metrics include web visitors, sentiment analysis, traffic referral, conversions, domain authority, backlinks, impressions, and share of voice.

• Establishing specific KPIs helps track PR effectiveness and brand exposure compared to competitors.