Proving PR value

Use measurement to demonstrate your value

01 Jun, 2020 PR measurement, Proving PR value

As communicators, we invariably have to battle to prove the worth of our activities in dollars. Here’s a case study of how US consultant Angela Sinickas helped one client to prove the value of her internal communication. A division of the former Pharmacia Corporation had identified five goals. One was to increase sales of their highest profit-margin product, a goal they exceeded. They did this without increasing the advertising or PR for this product, ...

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How to get senior management to act on your crisis communication plan

01 Jun, 2020 Issues and crises, Proving PR value

Well, well...the threat of a virus pandemic never entered experts' minds, not to mention the mind of the average person. All other risks have paled in comparison. Nevertheless, other risks still exist. Every week we see in the media the latest terrorism incident that has been thwarted or happened in countries around the world. And, of course, there are all the types of corporate crises that could happen, many related to the internet and ...

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How to sell your communication plan to senior management

01 Jun, 2020 Annual communication plans, Communication campaigns, Proving PR value

A good communication plan doesn’t sell itself; you need to convince management of its merits. Don't waste your time developing a plan that you can’t get approved by senior management. This was one of the key points made by Angela Sinickas, a US expert on communication planning and measurement. When I brought her out to conduct six workshops around Australia and New Zealand, she always impressed participants with her ‘street-smart’ approach. In true professional ...

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Thinking strategically will increase the value of your communication role

01 Jun, 2020 Annual communication plans, PR planning, strategy, budgeting, Proving PR value

Studies show communication is a highly valued function in organizations – but only if the head of PR manages strategically. The single greatest determining factor of excellence is having the expertise required of a strategic manager. Read in this article how to generate strategic value. It is available to you in a convenient Kindle collection of 12 top articles on communication planning and strategy for only $11.99 including tax. Click here to buy.

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A formula for winning more executive approvals of your strategies

01 Jun, 2020 PR management, Proving PR value

One of the crucial tests of a communicator is winning the approval for a high-level recommended strategy, whether it relates to communication or more general management issues. A bullet proof way to present a strategy to top decision makers is to work to the following formula that Jim Lukaszewski, one of the most experienced US PR consultants says is proven in use. The persuasive formula for winning executive approval of your strategies Prepare, and ...

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The wider leadership potential of the effective public relations manager

01 Jun, 2020 Careers, Leadership role, PR management, Proving PR value

Many PR managers find it difficult to understand management issues beyond the level of communication concerns. However, to be fully accepted by top management, you need to think like a manager, understand management issues from management’s perspective, talk like a manager (not use PR jargon) and to figuratively put yourself in the shoes of operational managers in looking at their problems. Above all, you are proactive and assertive, prepared to insist that PR should ...

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10 reasons why PR still matters

01 Jun, 2020 Proving PR value

From "the press release is dead" to "PR is dead. Long live SEO" (or variations on those themes), there have been some catch phrases and other memes going around to suggest that public relations might be going the way of the buffalo. Of course, nothing could be further from the truth. The PR industry is going through some growing pains and significant change, but the importance of effective communications has never been more pronounced ...

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How to develop strategic communication capability

01 Jun, 2020 Annual communication plans, PR management, Proving PR value

Build the right team To develop your function's strategic communication capability, you need to bring together a team with the right knowledge and skills, with the potential to develop their capabilities. Your team needs to  be across the use of digital technology and social media. Corporate communication and PR consulting both require plenty of energy, but that energy needs to be directed at the right level. It needs to start with taking a strategic ...

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How to win top level support for your communication role

01 Jun, 2020 Careers, Managing upwards, Proving PR value, Reputation, trust, stakeholder relations

When I joined a billion dollar engineering company as Corporate Affairs Manager, I found my CEO thought internal communication should mostly comprise propaganda and gloss. He was only interested in good news being communicated to employees. This approach meant that important and difficult issues were not shared with staff, even though the company was struggling as the economy turned down. It was a frustrating time because employees knew the communication wasn’t candid and therefore ...

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You can now clearly show how communication adds to business value

01 Jun, 2020 PR planning, strategy, budgeting, Proving PR value

One of the toughest tasks for communicators is to clearly show how we add direct, tangible value to a business. Communication professionals internationally believe proving our value is one of the most important issues confronting practitioners. Responding to this need, a practical Communication Value Circle framework has been developed, which helps communicators to explain the ‘big picture’ about their role and demonstrate how it adds measurable value to the organization. All too often, senior ...

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