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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.
Case Study: The Greater Ft. Lauderdale Convention and Visitors Bureau Reminds Consumers It’s Always Sunny in Florida
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.
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.
Case Study: Klick Health Program Rewards Employees Doing Well By Enabling Them To Donate To Charity of Their Choice
Last summer a group of five Klick Health employees travelled to Rwanda for 10 days to check out multiple projects and cooperatives throughout the country, accompanied by three people from one of Klick’s charitable partners, Plan Canada. The crew visited several livestock cooperatives, a few schools, a vocational training center and two water projects, where they realized that the difference Plan and Klick made in various communities was exponentially larger than anyone could have ever imagined.
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.