It’s the definitive question in C-suites, boardrooms and industry conferences: is there a correlation between PR and sales? It’s safe to say that, as a whole, communicators have not done a stellar job at demonstrating the link between PR and the top or bottom line.
While PR can sometimes directly be tied to sales, I am not espousing that it should always be tied to sales. Rather, your role as a valuable public relations practitioner includes demonstrating a return on investment from your PR efforts (refer to #3 in the Barcelona Principles). That “return” is not always about revenue; it’s about building awareness, improving reputation, informing stakeholders, and more.
There’s only so much you can control when it comes to the actual sales close. But you can be a part of ensuring there are processes in place to draw a correlation between your performance and that of your organization. Get familiar with your typical customer’s buying journey and understand that your sales team comes into the journey rather late in the game. Consultant Debbie Qaquish, in a column on prnewsonline, explains rather adeptly how PR can, and why it should, augment sales.
What’s missing in many organizations is a collaborative approach in which the marketing mix includes PR from start to finish: PR is not thrown into the mix half way for good measure. It’s not sprinkled onto the mix as a nice to have ingredient and it’s not heaped on at the end to give it flavor. Rather, PR is a formidable ingredient in an organization’s marketing mix. For this to happen, the leaders in an organization need to believe in the power of PR and you need to preach what you practice. Here are 3 ways to begin connecting your PR efforts to sales:
1. Talk to your sales team regularly. Do you know who the top salespeople are at your organization? Ask them what their clients are saying about your brand and products. Equip the salespeople with supporting data, materials and anything you think would help them sell more. Set up monthly meetings with your sales colleagues, with the goal being to give them the updates, trends, thought leadership pieces and other supporting materials that will set them apart from competitors. You can’t sell for them but you can sell with them.
“Run your communications team like a sales team,” advises Mark Stouse, vice president at BMC Software, in a recent Q&A with PR News. “Focus on aligning your marketing and communications efforts with the three legs of sales productivity — demand generation, deal expansion and deal velocity.”
2. Know SEO. Search engine optimization is not the sole domain of IT, Marketing or an outsourced firm. Optimize your content so it’s landing high in search results and attracting the right eyeballs. Whether you’re on WordPress or a custom content management system, you need to make your words sing louder and live longer online. There are countless tools available to learn the keywords your prospective customers are using (such as SEO Moz) and helpful PR/SEO workshops, but there’s no gaming the system. Produce fresh, relevant content and you’ll increase traffic, which should boost sales. Whether it’s Google Analytics or a premium tool, track your visitors’ conversion rate so you can prove that what your department is producing online results in positive, monetizable action.
3. Optimize social for sales. Understand your audience behavior on social. Work with your marketing team to drive traffic to your Pinterest board or your Facebook page and don’t be afraid to sell them something while they’re there. You might currently be investing in social promotions and advertising, so why not complement those efforts with direct selling on your own social pages? Additionally, if your press release is not optimized with multimedia and unique links to points of sales (where applicable) then you are wasting a good press release opportunity.
There will come a day when we stopping putting a question mark after PR’s role in the marketing mix and its tremendous value to organizational growth. But this will require an integrated communications approach and a collaborative spirit. Do you have it in you?
- Diane Schwartz
Let’s connect on Twitter: @dianeschwartz
If you weren’t at the PR News Social Media Summit last week, I forgive you. But really, you should try to attend an upcoming conference of ours because you are going to pick up a lot of unique, sound and creative tactics and strategies – what we like to call “stealable ideas” – that will move your PR and marketing efforts forward more than a notch. I must confess that I am engaging in shameless content marketing as I write this blog post. I get very excited after one of our PR News events and want to share some (not all!) of the gleanings from the day’s event. So herewith I present 9 really smart social media tips to get your week off to a #greatstart. These are made possible by our outstanding summit speakers, attendees and sponsoring partners.
- Best quote of the conference: “No one wants to be friends with a butter cracker.” Kathryn Sheaffer, brand manager for Ritz Crackers, so aptly summed up the challenge of Facebook communications for brands. Be realistic about your brand’s presence on social media and engage with your fans in realistic ways.
- Get a few social platforms rights, then start to take chances on others. In other words, don’t dive into the entire social media pool. Pick a few lanes to swim in first, be it Twitter and Pinterest, or Linkedin and Facebook, master your strokes there, then start exploring other waters.
- Take your press release off cruise control. First of all, the press release is not dead. But the old-fashioned press release should be put out to pasture. Make sure your releases are optimized for search, have multimedia components that drive stakeholder engagement, are written well and most of all, are interesting!
- Tweet short: A tweet that’s less than 100 characters lifts share rate by 17%. You thought 140 characters was short? Think again.
- During a crisis, Twitter is for news and Facebook is for hugs. Don’t mix it up.
- Great question posed to the audience: Why don’t PR pros do more A/B testing with their campaigns? Smart advice from Brandon Andersen of Cision, noting that A/B testing goes to the heart of Marketing 101 yet the PR discipline often overlooks this smart exercise in testing your messaging, be it on social media or in a traditional PR campaign.
- You cannot automate judgment. With all the talk of data mining, programmatic and cloud-based communication, the truth is that people still drive decisions. Make sure you put a premium on good judgment when hiring talent and executing on campaigns.
- Content marketing is a commitment not a campaign. Most brands are engaging in some type of brand journalism and the jury’s out on how well it’s working. Those committed to content marketing, weaving it into their marketing-PR matrix rather than a one-off campaign here and there, are most likely to succeed in this area.
- Visuals are the new headlines. A picture is worth a lot more than 1,000 words. Invest in video, infographics, photography and graphics. Take time to learn about Vine and Instagram. See what your audience is seeing and then give them some of that.
I hope you’ll heed a few of these tips and let me know how it goes for you. Also feel free to add a kernel of advice below.
– Diane Schwartz
Let’s connect on Twitter: @dianeschwartz
“PR is losing its leadership position in Social.” That’s what the founder of a new company that provides social media measurement/monitoring tools to brands told me the other day when I asked about his target audience. He continued to note that “PR got too comfortable” and now Marketing, Advertising and automated services are taking over Social.
Let’s say we had a friendly disagreement over his claim, as I defended PR’s role in Social and shared stories gleaned from the PR News front lines of communicators’ role in driving social media. But perception can be reality, as we know.
If there’s a sector of the marketplace that is devaluing PR’s role in any medium, then every PR professional needs to do a better job of tying Social and other activities to the metrics that matter to their organization. Just as importantly, we need to make sure we’re communicating our success stories – effectively and regularly. That is one thing every PR person needs to do to help advance the communications profession.
Take a lesson from the trope about the cobbler’s children having no shoes. As communicators, you’re busy doing PR. Your days are filled speaking with stakeholders, writing, listening, measuring and implementing. Do you sometimes forget to tend to your PR success stories? It’s the last mile of your efforts: to communicate your successes not only to your superiors but to your superiors’ superiors, to the media, to your counterparts in Marketing, Finance, HR, IR, IT and Sales. I’d like to think the cobbler eventually noticed that he forgot to provide shoes for his own kids. PR needs to take care of its own, as well.
– Diane Schwartz
When the Time 100 was released last week, our editorial team discussed how we might cover it. The context was its relation to PR, and how communicators could leverage the value of making the list.
This list is a PR person’s dream. It’s eclectic and interesting, and it covers a wide variety of human endeavor. It’s global in scope. Unlike many magazine lists, the Time 100 is worth coverage and every person on the list is deserving of recognition in some form or other.
Are they the “Most Influential People in the World?” Some might be, but many are not. Why, for example are Kirsten Gillibrand and Rand Paul on the list, but not Ted Cruz and Elizabeth Warren? It’s all kind of random. The common denominator is that all the selections seem to be whom the coastal elites and people in the power centers of Washington, D.C., New York, Los Angeles and San Francisco are talking about. Or think they should be.
The cover of this year’s edition was Beyoncé, featured in a revealing costume and an open-mouthed expression. To me, the image didn’t convey the gravity that the list aspires to. Would other designees be posed that way? But Beyoncé has the gravitas. She was also on the list last year, after her performance at the Super Bowl. Sheryl Sandberg did this year’s writeup.
(This is a cool feature of the list—celebrities do write-ups of other celebrities. It solidifies the likelihood that the list will be the preferred dinner party conversation at not just 100, but 200 parties. Of course, it leaves the door open for questions. Did Japanese Prime Minister Shinzo Abe make the list because he is a “bold reformer,” or because his profiler—U.S. Treasury Secretary Jack Lew—thought that touting Abe’s economic policies might be useful?)
But back to Beyoncé. Sandberg noted that she “doesn’t just sit at the table. She builds a better one.” (This is a variation on a line from the old movie about Sting, where, when his hired musicians complain about what Sting is paying them, the response from one of Sting’s handlers is, “You might have a seat at the table, but Sting owns the table.”)
But Sandberg likes Beyoncé’s message of empowerment for young girls. “I’m not bossy, I’m the boss,” Sandberg quotes Beyoncé as saying. What I like about Beyoncé is her authenticity—there is a sense that what you see is what you get. She’s not a phony. I also like her staying power. She’s been a star since the late 1990s. That seems like forever ago. My kids loved her in the old Austin Powers movie when they were little, and they still love her for her music and style now. That is remarkable. And then there’s her sense of innovation. I’ve followed music my whole life, and I can’t remember anything as unique and unexpected as the release of a new album—a concept album complete with videos—without anyone having the slightest idea it was coming. So if you’re the communications person for any of the Time 200 (the Time 100 plus the celebrity essayists), there are three things you can take from the example of Beyoncé: Authenticity and talent beget longevity, and both beget the ability to innovate.
Dispensing advice is a centuries-old activity and it never gets old. When the PR News team decided to produce a Best PR Advice Book, it looked to the smartest people in the room to write it: the speakers and attendees of our PR News conferences. Over the past two years, we’ve disseminated the little black Advice Book to our conference attendees, asking them to write one piece of advice that has helped them get ahead in their career. With smiles on their faces, our friends of PR News would stare up at the ceiling for a second until they had their Eureka moment, and with pen to paper (most but not all legibly), they’d share an interesting piece of wisdom. Key themes emerged – among them the need to be empathetic, to constantly hone writing skills, to humanize PR efforts, and to not be afraid of failure. The Advice Book is validation and a reminder that the best communications efforts require the best communicators.
I had the honor of editing this first volume of The Best PR Advice Book and enjoyed the contributions from PR professionals from all walks of life and organizations, including Southwest Airlines, Clorox, Easter Seals, IKEA, Raytheon, Weber Shandwick, Ogilvy, AARP, NASCAR, sole practitioners and small businesses. We all know how easy it is to give advice; it’s the heeding that’s the challenge. The book is divided into chapters based on the themes shared by our community: Social Media, Crisis Management, Leadership, Employee Communications, Media Relations, Agency/Client Relations. Below are some of the highlights. I’d say they are my favorites, but as my mother told me when my second child was born: “Remember, never play favorites.”
Check out these words to the wise from your peers who contributed to the Advice Book:
“Empathize before you strategize.”
“Don’t bury the bad.”
“Give social media platforms a face, not a logo.”
“Communication is not what you say, it is what the other person hears.”
“If you come with a problem, come with two solutions.”
“The harder you work, the luckier you get.”
“If there is a smile on your face, then there is a smile in your voice.”
“Do the job you want before you get it.”
“Talk to strangers.”
Choose your boss carefully.”
“Get on the good side of your IT department.”
“Flawless execution of a bad strategy is still a bad strategy.”
“You cannot improve what you don’t measure.”
“Give your people the resources to do their work, then get out of the way.”
…Please feel free to add your favorite piece of advice to this blog post, and we’ll consider it for the next volume of the PR Advice Book.
– Diane Schwartz
We are well into “conference season” when us avid learners hit the streets and land in a semi-comfortable chair in a meeting room or ballroom to do what we love to do most when attending an event: stare at our phones. It’s so tempting, right? You have the choice of listening to a panel of speakers share ideas on the very topic that you signed up to hear about; at the same time, there are screens to be tended to, be it your laptop, iPhone, iPad or, if you’re lucky, your Google Glass.
Being at a professional conference gives us an incredible opportunity to:
- Meet new people
- Hear amazing speakers
- Hear mediocre speakers, thereby inspiring us to hit the speaker circuit
- Develop new ideas
- Crystallize strategy
- Forge partnerships
- Learn about new technologies
- Un-learn bad habits
- Create a notebook full of smart tactics to take back to the office and implement
Likewise, attending a day-long business conference also allows us to:
- Catch up with old friends on Facebook
- Create a new Pinterest board with summer vacation ideas
- Email your child’s teacher about a homework assignment
- Scroll through Instagram and like a lot of photos
- Take a BuzzFeed quiz
- Check out eHarmony (for the singles set)
- Catch up on news via Twitter and search for retweetable items
- Complete an overdue work project — finally, you have time!
Surely, we can take advantage of both opportunities: there’s no law preventing you from liking your sister-in-law’s latest status update AND listening to panel of speakers share presentations prepared over weekends and late nights (we presume). There’s nothing unethical about taking that BuzzFeed quiz about which Game of Throne character you are (I got Arya Stark) while writing down the 7 Barcelona Principles. Nothing wrong with that at all. Except do you now understand what the Barcelona Principles are just because you sat in a room in which it was discussed? My point is that there’s a time to Buzzfeed and there’s a time to feed your mind with new ideas that will make you smarter, better than your competitors and a valuable contributor to your team.
Next time you’re at a conference, try to be “all in” – which doesn’t mean 100% listening and engaging. That’s impossible, IMHO. If you could just shed half of the bad habits that you personally engage in at conferences, you’ll be way ahead of your peers. Maybe I’ll see you at our April 8 PR News Measurement Conference and we can share our progress on this front. I will spot you right away – you’ll be the one taking notes, asking questions, nodding affirmatively at the speakers and setting goals (which, by the way, is one of the 7 guiding principles of PR).
– Diane Schwartz
There I was in the dentist’s chair with the TV on in front of me, with the 10 or 11 “Good Morning America” co-hosts—or was it 13 or 14?—yelling and laughing maniacally as one at some unfunny cross-promotional tidbit about what’s trending on Twitter. I only prayed the whine and scrape of the ultrasonic scaler would be amplified to drown out their bleating.
I was Alex the droog suffering my personal version of the Ludovico technique.
Helga, my dental hygienist, lifted her face toward the screen when the stars of ABC Family’s “Pretty Little Liars” turned up on a semicircular couch for the next cross-promotional segment, and the ultrasonic scaler razed my gums and upper lip and ended up lodged in my left nostril.
“Oh, I’m sorry!” said Helga after I yelped. “You can rinse now.”
Helga shoved me back in my seat. “Enough water!” She looked back at the TV screen. “Maybe they’ll say who ‘A’ is finally,” she said as she aimed the ultrasonic scaler in the general direction of my mouth.
Next came a hard-hitting cross-promotional news segment on Billy Dee Williams’ dance routine on “Dancing With the Stars.”
“Ach,” said Helga. “Maybe when he was in ‘Star Trek’ he could dance. Not now.”
“He was in ‘Star Wars,’” I mumbled through a mouthful of dental instruments.
“You will not talk!” said Helga. “It breaks my concentration.”
I suppose I’m not the target audience for “Good Morning America.” Maybe they have Helga and her Viking relatives more in mind when they present the universe through a prism of Disney/ABC properties. If so, then Helga is one pissed off member of the target demo. Judging by her reaction when the identity of ‘A’ was not revealed by the stars of “Liars” despite the teases—she fired a promotional tube of Sensodyne at the the TV—she’s tired of being burned by blatant marketing masquerading as entertainment and news.
Before it all leads to a mass revolution and the whole world turns away from established media and to anonymous messaging apps, I offer these three marketing communications lies that the entire solar system is hip to.
1. No one is bothered by cross-promotion, especially if your content or message has value. False: Many people in the Western world and beyond work for corporations that indulge in their own cross-promotions. They can smell it a mile away and it dilutes trust.
2. You can pretend that what you’re offering is news even if what you offer is hardly ever news. False: It’s just another version of bait and switch, and people will always be on the lookout for something more authentic. (Yes, “GMA” overtook “Today” in broadcast ratings, but this is not 1970 and broadcast ratings are not what they used to be.)
3. If you pretend to be “thrilled” with your own product or service, no one will notice the hollowness of your pitch. False: This approach stopped working sometime around the release of Roger Corman’s “The Wasp Woman.” Carnival barking doesn’t work—unless what you’ve got really is a carnival with a trashy midway.
And really, who doesn’t like a carnival with a trashy midway from time to time? I might be in the mood for one in six months’ time, when I’m scheduled for my next bout with Helga.
—Steve Goldstein, @SGoldsteinAI
Over the weekend, I repeatedly came across examples of the realities of the new media ecosystem. On Saturday, I saw on Facebook a hot conversation about an apparently serious car accident in my town. People were reporting what they saw. They were sharing second-hand accounts, and of course, opinions. I toggled over to the local daily newspaper’s website. Nothing. I went to the weekly paper’s site. Nothing. The local Patch sites have been decimated, so I didn’t even bother checking them.
The next day I spent part of the morning reading about the crisis in the Crimean Penninsula online (in old-school newspaper brands) and engaged in conversations on social media around that situation. I subscribe to the paper New York Times, but only opened that later, after I had read the most recent headlines on the paper’s home page, or on links shared through Facebook and Twitter.
Later on Sunday I read about how “social buzz” can be a very accurate predictor of key pop culture events, including, of course, last night’s Academy Awards.
The article relies on an Adobe initiative, called the Adobe Digital Index, which is based on an analysis of data from more than 5,000 companies worldwide that use the Adobe Marketing Cloud solutions. The ADI, this story reported, has already demonstrated pretty convincingly the ability of social buzz to predict a movie’s financial prospects. ADI correctly predicted that “Ender’s Game” and “Delivery Man” would do poorly, while “Thor: The Dark World,” “Anchorman 2,” and “The Hunger Games: Catching Fire” would make money.
So how did it do with the Oscars? Hmmm. It predicted that Leonardo DiCaprio and Jennifer Lawrence would win, and we all now know that Matthew McConaughey and Lupita Nyong’o won. Beyond that, the ADI was close. It predicted that Cate Blanchett would win, and she did. It predicted that the race for best picture was too close to call between “Gravity” and “12 Years a Slave.” The latter won. It did, however, say that “12 Years a Slave” director Steve McQueen had run away with the social buzz and would win best director. He did not.
But put aside the accuracy of those particular indices and you realize that something really important is going on in media. Social is where the action is. It’s where people get their news. It’s where they engage with commmunities. It’s where marketers measure pop-culture resonance. One of the things I was thinking about as I read about the Ukraine crisis was how old the headlines in the print newspaper really were. They were published on the Saturday, probably late afternoon. They were based on reporting from earlier that day and the day prior. So what I was reading in the print version of the Sunday New York Times was anywhere from 24 to 48 hours old, while what I was reading on the New York Times website was very close to real time. At best, it was a few hours old. Where would you gravitate?
All of which leaves PR pros with five important takeaways.
• Don’t obsess over traditional media relations and media placements. Instead, make your brand and your clients part of the social-media news and information ecosystem.
• Old-style media coverage, while still important, has absolutely been eclipsed by social communities, and sometimes those communities don’t even need the established media brands.
• News travels fast. Don’t find yourself responding to what was relevant 48 hours ago.
• Make social-media monitoring and measurement a top priority for your team. It’s a more productive source of cultural understanding than older media.
• Old media brands offer first-rate journalism. Social buzz tells you how your own brand (and other relevant entities) are faring among stakeholders and the culture at large.
I’m writing this blog post on Amtrak’s Northeast Regional, but I want to make it plain that it’s not on Amtrak’s dime. So I’m free to complain about the woman across the aisle from me on the quiet car who keeps talking on her cell phone, the stopped-up sink in the bathroom, the stifling heat and the stale air.
I mention this because the railway has succeeded recently at creating positive buzz over its new writer residency program, in which it offers writers a free round-trip ride (but no pay) as a sort of mobile writing space. The New Yorker reported that the program was inspired by a comment this past December from train-enthusiast and novelist Alexander Chee, who said that he wished Amtrak offered residencies for writers. The comment was shared among writers on Twitter, and Amtrak jumped into the fray and offered one of those writers—New York-based freelance writer Jessica Gross—its first free ride in what will soon become a formal program, based around the official hashtag #AmtrakResidency.
Amtrak is still trying to figure out the particulars of the program. Gross’ ride was just a test run, and the railway was probably not expecting such a clamor for free rides from writers. While Amtrak basks in this wave of goodwill and takes deserved credit for being so quick and clever, it might want to take seriously the question of quid pro quo raised by New Yorker writer Vauhini Vara and Poynter.org writer Al Tompkins’ comments that while it’s fine for a novelist or songwriter to accept a free ride from Amtrak, journalists should always avoid conflicts of interest, real or perceived.
It’s all too easy for a suddenly popular promotional vehicle to turn bad, so Amtrak will have to work out clear guidelines before sending the next writer out on the rails. For instance, how will Amtrak handle it when a writer complains in a blog post about the stopped-up sink, the lack of fresh air and the blabbers in the quiet car?
Damn, it’s hot in here.
There are three types of PR professionals: ineffective, good and great. It’s as simple as that, really. Most PR pros are good – they’ve found a comfortable place to practice their trade and are making an impact with their organization or clients. But Public Relations cannot afford to be a majority of Good professionals if it wants to lead the charge in moving markets and reputations.
Going from Good to Great takes work and new habits. Fortunately, habits are hard to break – so if you can acquire these 9 Habits of Highly Effective PR People, then you’ll no longer settle for Good. Based on conversations with PR professionals and our PR News team’s interviews with thousands of leaders, here are nine great PR habits:
1. Listen hard: don’t pretend you’re listening. Focus during key conversations and jot down what you heard, because you think you’ll remember the key takeaways but you won’t.
2. Speak the local language: understand the lingo of the communities and markets you serve and learn their language. The nuances can make a difference in your communications campaign.
3. Read until your eyes hurt: Always be reading something – be it a magazine article, a news item online, a fiction or non-fiction book. Reading stirs your imagination, helps you to become a better writer, and, of course, keeps you well-informed.
4. Embrace measurement: you’ve heard that you can’t manage what you don’t measure. It’s true. Sometimes it’s tough to swallow the results, much less communicate them. Establishing reasonable metrics and evaluating regularly will allow you to pivot, improve, learn and succeed.
5. Become a subject matter expert: Being a Jack (or Jackie) of All Trades is over-rated. Find a niche, study it, live it and become the go-to expert on that niche.
6. Practice your math: Knowing how to read a Profit/Loss statement, how to build and execute on a budget, how to calculate growth and decline will position you for leadership, and improve your PR initiatives.
7. Hone your writing skills: whether it’s a finely crafted memo, a post-campaign report or an email to a colleague or client, make your writing sing. How you write is often how you’re perceived in the field of communications. If you can’t articulate your message in writing, you can’t go from Good to Great.
8. Master your Social: Social media is not a strategy, it’s a platform. Understand it and use it regularly but don’t let Fear of Missing Out make you an obsessive social communicator. The other “social” — communicating and networking with peers and stakeholders (preferably in person or by phone) — holds more long-term value for you as a PR leader.
9. Be a PR advocate: Public Relations often suffers from an image problem; PR is not just about pitching to the media or bitching about the media; it’s one of the most important disciplines within an organization. Advocate for your profession – and the best way to do that is by being a Great PR Person.
I might have missed a few habits, so please add to this list!
- Diane Schwartz