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If you have ample budget, better to spread your dollars around to see which PR campaigns get the most traction on which social channels.
There is one area that is problematic even for the most seasoned PR pros: helping to drive communications when their company or organization makes layoffs.
Developing your core message is an essential exercise. It gets everyone, internally and externally, on the same page in terms of explaining your brand’s attributes and differentiators.
For years, the measurement experts, including me, have told you to spend 10 percent of your communication budget figuring out whether the other 90 percent is working. But that doesn’t really tell you how to allocate that 10 percent, nor does it cover all the scenarios.
There has been relatively limited effort by corporations, agencies and especially colleges and universities, to properly train the next generation of communications leaders as cross-functional, multi-disciplined marketing managers.
As the primary storytellers in your organization, it would make sense that PR executives would own the strategy and the budget for their company’s content marketing initiatives. Why, then, is that so rarely the case?