Despite the constant flux in marketing and communications, some if not many of the changes that are being bandied about in the marketplace often take on a Groundhog-Day quality.
People often spend their workdays stuck in the “important and urgent” mindset—things that need to happen and need to happen now. With budgets, deadlines and pressing client requests, it can be difficult to find time for anything else. But spending too much of your workday stuck here limits professional growth and development.
Public Relations professionals are under more and more pressure to measure the results of their work. At the same time, the professional media outlets, which have been the mainstay of the third-party credibility model, continue to crumble while digital communication has taken center stage.
Our friends in marketing have been conducting observational research for years, and now leading communicators are following suit. Think of it as a tactical adaptation bred of a Darwinian necessity—it’s a messaging jungle out there, and if we are to survive we must be ruthlessly in touch with our stakeholders’ realities so we can somehow influence them with our words and images.
Marketing Florida’s inviting beaches and sun-dappled weather is an easy sell, but the real challenge is finding the best way to remind people to visit when its not peak season.
What do you do when your CEO is under siege, the media smell blood and the story you’re trying to control takes on a life of its own?
My previous two articles set the stage for developing a successful tracking program. We begin by defining objectives and establishing tracking mechanisms to ensure proper data collection.