![]() Getting PR To Perform by Diversifying Its Application Otherwise, the message will fall flat, or worse, never even see the light of day. And the volume of earned coverage is certainly not the best KPI for a program. There are many other places to reach people and we believe that when it comes to performance, finding the right medium for the message is one of the most critical parts of a PR program. Getting a story on the top of the fold of the WSJ or NYT might be the solution, but not always. In fact, even though we will be the first to tell you that PR can be an amazing vehicle, we might also be the first to tell you earned media isn’t the right channel at all. Despite all the lip service around delivering “the right message to the right people at the right time,” there’s an association that PR equals earned media - and only earned media - maybe with some awards wins, speaking engagements and analyst efforts thrown in. There is still such an outdated perception of PR. We believe 2022 will be a year for reassessing – and elevating – PR strategy as we enter this era of performance communications. It’s a critical business function and driver. In equal measure, I believe we’ll also see a serious focus on performance.īusiness leaders must realize that PR and communications programs are no longer just a marketing overlay. I expect PR to have a continued emphasis on authenticity. ![]() This is also true of communications programs. Volatility still grips much of the world but, based on what we’re seeing, brands are getting back to business. #Public relations expert clipart how to#
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