Rae Hostetler

Public relations measurement

Rae Hostetler · Aug 8, 2018 ·

Let’s face it, public relations measurement isn’t fun or exciting. Creating dashboards, reviewing data and figuring out the why behind the metrics is great if you’re an analyzer who likes to dig into the data. Yet it’s probably one of the most important areas where we as business leaders and owners need to focus.

In public relations, I’ve heard it said that programs and projects cannot be measured. Not true. A well organized and thought out plan includes a lead up to the expected metrics. And honestly, I can be a bit of a data geek when I dive into Google Analytics or review details on an email newsletter campaign.

Often, we meet with prospects who want to get straight to the tactic. Their expectations are high. They want their news release to hit the mark and generate article after article. Others want a social media program, yet when we ask what’s the message and goal, they aren’t sure. This is why it’s important to have a plan with realistic measurement tools embedded.

Think of it like this. If you build a house, you don’t jump in picking flooring, countertops, paint, backsplashes and all of the other selections that make the home look nice and impress the guest. You think big picture: where’s the lot, what’s the home’s floor plan, what’s the timeline, how much will it cost and more?

So ask: what’s the lead up to your public relations plan and what’s your expectation. What are you measuring? If you’re not sure if it’s realistic, consult a public relations professional.

While thinking through measurements for this blog, I did what most professionals do—searched Google. Most of what I read was a refresher, but overall it made me think this: PR professionals have been trying to unravel the measurement mystery for decades. Most of our clients want to keep it simple, and those clients range from top global companies to local non-profits.

In 2010, the Barcelona Principles were adopted by PR professionals during a conference in none other than Barcelona. This is a set of seven principles that provide the first overarching framework for effective public relations (PR) and communication measurement.

Goal setting and measurement are fundamental to communications and PR: Your public relations project or program should have goals that are measurable. Think about how you’ll measure.

Measuring communication outcomes is recommended vs. only measuring outputs: You are printing 1,000 postcards and mailing them. How many leads do you want? How many clients?

The effect on organizational performance can and should be measured where possible: Maybe your company has a fantastic community relations program. How does that impact your employee retention, for example?

Measurement and evaluation require both qualitative and quantitative methods: Surveys are great, but face to face interviews or focus groups allow people to speak and share ideas. You can really get to the why with qualitative research.

Advertising Value Equivalents are not the value of the communication: Yes. Nothing more to add here.

Social media can and should be measured: While this seems like a no brainer, consider these principles were created in 2010. Facebook and Twitter were four to six years old, respectively.

Measurement and evaluation should be transparent, consistent and valid: Consider the ethics and integrity of the data and evaluation. Also consider how it will be shared.

Measurement takes planning, organization, time and commitment. It’s done in partnership with clients. And when it’s done well you don’t just feel the impact, you see it in data, dashboards and reports. And for us, that’s the fun part–impacting a client business by meeting their goals and objectives.

Do you know what your public relations firm really does?

Rae Hostetler · Jul 17, 2018 ·

I had a conversation with a client yesterday that got me to thinking. I honestly do not think she fully understands what our team’s complete scope of services is. She sees Public Relations in our company name and immediately thinks press relations. It’s time to fix that misconception.

You see, she was asking us to sponsor one of their non-profit events alongside another firm that does exactly the same thing. When I explained I didn’t think the particular ask was a good idea and that the competing firm would not be happy to be billed alongside us, she said, “But you don’t do the same thing.” I nicely replied, yes we do.

This conversation goes back to a common misconception among business owners who tends to think of us as just a PR agency–as I call it press relations. Yet public relations is much more. It’s how you communicate with the people you need to influence, move, impact, get to buy, get to call for services and more. That’s why most public relations agencies do more than just media relations. Good public relations professionals are curious. We want to investigate before we act. We research. We think. Then we make recommendations for communications tools.

That’s why our scope of services includes:

Strategic planning/budgeting (work has to be affordable for the client, thus, what’s the budget?)
Communications audits (Researching what your audiences think of you now and how they want to hear from you gives a base line to start work.)
Message development (You know your logo colors right? Do you know the three to five key things about your company that need to be communicated?)
Branding (Consistency creates brand.)
Internal communications (How do you share information with your own employees to ensure they know your message?)
Media relations (local, regional, national)
Writing sales collateral/blogs/sales letters
Website development, writing and management, including SEO
Social Media
Community relations
Trade show support
Ads
General counsel

Given the conversation yesterday and review of this list, my next step is to ensure said client fully understands the above list and that pr is not just press relations.

Reporters value public relations professionals

Rae Hostetler · May 17, 2018 ·

Just like bell bottom jeans, public relations and communications trends tend to come and go. One thread remains consistent quality communications planning and execution.

I’ve been working in the communications field for about 30 years. When I worked as a journalist reporting the news, I relied on the AP wire, good information from sources, well-written and informative news releases and background information to bring the news to our listeners and viewers.

Over the decades working in public relations, I’ve seen the advent of the Intranet, blogs, websites, social media, texting, emails and more for communications tools. A recent study impresses on me that regardless of the communications tool, it’s the message and quality information that continues to be appreciated by journalists.

According to a 2018 Cision study: 78 percent of American journalists surveyed say that ensuring content is 100 percent accurate is the most important element to their stories in 2018.

Some say there’s a benefit to the fake news phenomenon.

21 percent saying that’s increasing the importance of journalistic standards.
9 percent said that it’s improving the popularity of trusted and established media brands.

When everything else in the media industry is being disrupted, journalists continue to trust press releases for high quality, authentic and relative information. And reports say relationships with public relations professionals are more valuable now than ever before with:

63 percent saying news announcements and press releases are what they want from PR contacts.
44 percent saying press releases are the most trustworthy source of brand-related information.

To read the full study, click here.

What is an independent PR Practitioner . . . really?

Rae Hostetler · May 9, 2018 ·

Some 15 years ago when I decided to venture into the world of independent work (it was called freelance then) people thought I was crazy. At that time, only a few of us in Indianapolis were working independently. There were large downtown PR agencies filled with my business associates/friends I’d made over the years. Then there were PR professionals in Indianapolis working for businesses, government, sporting teams and non-profits.

Today, the independents seem to outnumber the agencies. We’ve found each other. We partner and work on projects together. We use our creativity to tap each other’s skills and get great results. If that’s not enough benefit to the client consider this:

Customization: Every client is different. That means their marketing communications needs are unique. Finding the right professionals to execute what a client needs is often easier for a well-networked independent. We can find the resources and make things happen effectively, efficiently and within budget.

Expertise: Most independents have expertise in a wide range of public relations and marketing/communications. If we don’t do it, we know someone who knows how to do it well.

Budget: Most of us have low to no overhead. I often joke my office is my duffle bag that carries my MAC and my padfolio. Like most independents, a day in the office is a rare day. We’re out meeting with clients, prospects, networking and generally getting things done. We know no work means no pay—and that’s motivational for us while beneficial to clients since we deliver.

So here’s to my independent public relations professionals in Indianapolis and throughout Indiana. Let’s keep up the good work and our successes on behalf of our clients.

The importance of internal communications

Rae Hostetler · May 1, 2018 ·

I was recently researching information for a client to derive recommendations for an internal employee communications program surrounding culture and wellness. I stumbled on a great Gallup research study with the title Why Your Workplace Wellness Program Isn’t Working. It reminded me of the importance of employee communications for business leaders. Here’s the study summary:

A RAND Corporation study found that 85% of U.S. companies with 1,000 or more people offer some kind of wellness program.
Gallup’s study shows only 60% of employees are aware of their company program.
With just 40% of those people saying they are aware of it and are participating.

The study doesn’t dive into the reasons for these numbers. Instead it talks about employee engagement and internal cultures as a driver for participation. An underlying tone in the document cites communications from management as a key driver for employee satisfaction. Often company leaders (including myself) forget that the more we share with our team members, the more satisfied and engaged they feel in our companies. This takes time and focus—consistently.

Ask yourself, as a leader in my organization…

Where do I focus my communications—internally/externally?

A lot of leaders I work with want to see their name in the paper, their ad on TV or a cool website. Do you employees know about these external marketing tactics and why your doing it before it appears?

Are my employees cheerleaders for my organization?

The more employees know, the more they’ll share your news and information. It’s that simple. This doesn’t mean you have to give them financials of your privately held company. I simply suggest sharing your vision and direction so they know where you’re going to get onboard. And every communications plan should consider employees as the audience to know first (or as soon as possible if you’re in a publically held company).

Is your business culture open and honest?

Often business leaders are tentative to share information because it may change. Why? What in life doesn’t change with twists and turns? Just because a business initiative changes it doesn’t make you a bad leader. Be open and honest. Your staff will appreciate being trusted to hear the information.