Rae Hostetler

OK. Let’s face it. Public relations is often the first thing to go in tough economic times. Often executives don’t understand its value when they look at the bottom line and ROI. Truth is… economic study after study has proven through recession after recession that if a company stops its marketing, it has a tougher time in recovery. Whether or not we’re about to hit the double dip recession… the question becomes if you’re using effective public relations how are you measuring it?

Let me first go back to point of fact from last week’s blog entry… the P is public relations does not stand for press. So simply measuring news clips isn’t going to show an effective campaign.

Last month public relations professionals from around the world met in Barcelona. They adopted a new set of global measurement principles based on the current Web 2.0 (or is it 3.0?) world we’re practicing in. This is the first time a group of practitioners rejected using media coverage as a method to determine value. That’s fantastic! About time!

Instead they adopted the following:

• Goal setting and measurement are fundamental aspects of any PR program. What are your goals for a communications plan? Do you review them regularly to see how you’re doing?
• Media measurement requires both quantity and quality. It’s not enough to get a mention… are you or your business the story?
• Advertising Value Equivalents do not measure the value of PR and do not inform future activity. Advertising is not PR! Enough said!
• Social media can and should be measured. Definitely. How many times a day does the local paper post a story online that doesn’t appear in print due to affordability issues?
• Measuring outcomes is preferred to measuring media results. Is press driving reputation and business ROI?
• Business results can and should be measured. I like to hear from clients when a PR tactic drives new prospects.
• Transparency and replicability are paramount to sound measurement. Does your staff speak the same way and actually do what you say? Are you real?

In business, it’s a phrase we’re often asked, but sometimes forget when we get lost in daily business dealings of the day.

I read recently that researchers at the University of Rochester found that workers tend to have better moods, more energy and fewer physical complaints on the weekend. Even people with interesting and desirable jobs reported being happier on Saturday and Sunday.

HMMM where’s our job satisfaction? What are we doing as company leaders to create job satisfaction to make our employees tick? Bottom line, what makes you tick at your job?

Sometimes we lose our way. True. But it’s great when we find on-the-job enthusiasm. Wait… great? Let me change that to inspiring.

Today I had the opportunity to work with one of my creative partners-Matt Sommers. We were actually coming up with ideas for my business’ 10^th anniversary marketing. I came to the table (literally because we were having coffee) with a structured marketing plan and ideas for creative concepts I want incorporated. (It’s what I do for my own clients, so why not do it for myself?) I showed Matt the plan, the ideas-everything-and we started bantering. Matt is a great person to work with because he takes a good concept and helps make it better. By the end of the meeting our creative juices were flowing. We were laughing and both could see the end goal of the various projects. He was excited about his role and I am giving him creative freedom. I know he’ll do a great job for me.

I said, “Now this is what gets me excited. We’re creating and complementing my brand vision to who I’m a serious but fun person who’s real with clients and co-workers.

So I’m curious? What got you excited about your business today? How did you inspire your staff, colleagues and business partners?

I’ve worked in the public relations business for 20 years providing service to local, regional and global companies.Before that I was a journalist working in radio/television news. When I made the leap to pr, I came to learn that too many business professionals think the profession is only about working with reporters. They think the “P” stand for press. Truth is that’s just a small part of what we do.

The “P” in pr is for public, or audiences you need to talk to about your business, non-profit or brand. Like others in my business, we work enhance the reputation and image of a company’s brand through word and deed. How? We create a strategic plan that outlines business goals and then addresses audiences. This list is often long and should be inclusive. Reporters are just one audience on that list.

So who else is included in a public relations plan? Here’s one list recently created for client:

• Employees
• Sub contractors and/or preferred partners
• Vendors
• Clients
• Past clients
• Prospect clients
• Reporters

A great public relations strategy creates a company story and communication tools that start from inside any company. That means employees should always be the first to know. They are, after all, first on this list. How many times do you hear people talking about how they read about what’s happening at their company from the Internet or newspaper—the press?

Does that create good-will among employees? Heck no!

The press should be the last to know… your publics come first… your employees, customers and anyone closest to your brand, business and revenue should always be first on your line of communication.

If you want a great public relations strategy, rethink who you’re communicating to first. The rest will listen and follow.

In our client marketing work through my CH Communications partnership, we often talk about how the brand translates to company culture and employee actions. Last week I had to take a last minute trip to Florida. I checked flight costs and schedules and chose Southwest. I hadn’t flown Southwest for years. I stayed away from the airline because I despised the boarding system that was utter chaos. But the flights were cheap and I had to get to Florida fast for an emergency.

Wow was I surprised at the changes in the boarding system. If you haven’t flown Southwest recently, flyers can print out the boarding pass ahead of time (A-B-C with a number). Then there are posts at the gate that correspond. There were even special laptop areas where I could plug in and manage email messages before boarding.

On board the flight crew was attentive, funny and nice. YES I said nice. Recent experiences with other airlines have proven complete the opposite. From grumpy flight crews to attendants checking-in bags. Who needs that! Southwest even chose to hold our flight for 20 minutes so we didn’t leave passengers who were connecting and delayed. Now that’s an idea! Be nice to the customer.

Bottom line, I’m a convert. And I appreciate a brand that actually has employees that exemplify its core messages. Do you and your company?