Strategy of the Week


One of the major themes at this year's PRSA International Conference was the pressing need to quantify the impact of PR on business. That means not only measuring accurately, but turning your focus away from activities that don't have a quantifiable impact on your business - like creating a long-running internal newsletter that employees toss upon receipt, or pitching reporters whose coverage doesn't reach your key stakeholders. Maril MacDonald and Christopher Hannegan, both of Matha MacDonald LLC, counseled PR professionals attending their session, "Drive the Results that Drive the Business," to take stock of their communications objectives and eliminate those that add no value. Their advice: First identify a number management cares about, whether it's a sales figure, customer satisfaction levels or employee absenteeism. Get familiar with the strategies management is using to achieve that number, and then find out where communications can fit in. For example, if management wants to improve absenteeism, don't just go after the behavior (skipping work) with a campaign designed to boost morale or reward those who put in a full week. Find out what beliefs and experiences are at the root of the behavior. The belief may be that management doesn't "value my contribution," a result of the experience that management has ignored employee suggestions for years. This is where communications can come in. Your campaign to make changes in employee absenteeism will make for easily measurable results. (MacDonald, Hannegan, firstinitial.lastname@matha-macdonald.com)

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.