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Public Relations Tactics

What you can learn about digital media from Lady Gaga

New York-based ThinkTank Digital served as pop superstar Lady Gaga’s digital agency of record for two-and-a-half years. Learn how you can generate the same online excitement that propelled Lady Gaga into the social spotlight, find the channels that best fit your clients and measure online reach.

Content curation: Strategic syndication or simply saturation?

This month’s Digital Dialogue column by Ryan Zuk, APR, discusses how the volume of online information is rapidly expanding and what the role of the content curator is. Here’s why it’s important to identify and organize information produced by others and share it with your own audience, while also producing original material for your information stream.

Measuring influence in the digital age

Before Facebook and Twitter, media relations professionals turned to spiral-bound directories to identify which publications would best reach a specific audience. When online media came along, PR people looked for new ways to assess which sites reached their target demographics. The rise of social networking brought impressions, Likes and followers. Here, Katie Delahaye Paine explains four steps to help you measure what matters.

Seasons greetings: Communicating the Hallmark way

Steve Doyal, senior vice president of public affairs and communications, has been working at Kansas City, Mo.-based Hallmark Cards, Inc. in a variety of roles since 1974.  Doyal — this month’s Profiles in PR feature — who leads the company’s communications, public relations, government affairs and community involvement programs, shares his experiences from nearly 37 years in the profession.

Measurement

  • Deliverable Objectives: Considerations for Creating Measurement Plans
    Measuring public relations results plays an integral part in effective communications strategy. More important that measurement, however, is targeted measurement. Research pros Jackie Matthews and Pauline Draper-Watts share their expertise on setting appropriate goals, selecting research vendors and providers, understanding methodology and attaining delivering results.
  • Mind Your Metrics: Building a Measurement Strategy Across Paid, Earned and Owned Media
    The convergence of paid, earned and owned media has made measuring influence and engagement much more difficult. Each form of media has its own tools, metrics and standards for success. Yet making sense of these different signals is critical to your business. Jay Krall, business development manager for Cision, discusses the different measurement approaches and what to incorporate into your strategy.
  • Speak Their Language: Communicating Results to the C-Suite
    Increasingly, C-suite executives are learning the importance of public relations in achieving business objectives. But without concrete, measurable, results, the true value of our communications efforts may be lost. Research and measurement expert Marianne Eisenmann talks about presenting PR to the C-suite: which data to include, how to present them and how to most effectively demonstrate their relevance.
  • The Strategic Approach: Writing Measurable Objectives
    While public relations campaigns are almost always goal-oriented, they often lack concrete, measurable objectives to provide Evaluation tools and criteria. Don W. Stacks, Ph.D., a public relations professor at the University of Miami, talks about the importance of integrating evaluation tools and criteria into each step of a PR strategy.

Internal Communications

Writing with Wylie

  • Dangers of Word Choice: Why Convoluted Terms Scare Off Readers
    In writing, word choice plays a big role in comprehension and believability. Readers prefer words that are short, familiar and easy to understand. Writing pro Ann Wylie talks about the dangers of complicated terms, hard-to-pronounce words and difficult language when communicating a message.

Ask the Professional

Inside PRSA

  • Sweet Success: The Central Pennsylvania Chapter Unites for a Cause
    When Kris Green was diagnosed with lung cancer in January 2010, her friends and family were not the only ones to come to her aid. The Central Pennsylvania PRSA Chapter, to which Green belonged, banded together to raise $6,300 in less than 30 days to help cover Green’s medical expenses. Read the inspiring story of Kupkakes for Kris, the cause fueled by love and sustained by one woman’s legacy.

PRSA Perspectives

  • The ‘Value of National’ Question
    Since PRSA now has 114 local Chapters around the country, some have questioned the value of PRSA’s national organization in providing value to members. PRSA COO William Murray outlines the integral relationship between the national and local organizations, stressing their interdependence and how they succeed in benefitting PRSA members at every level.

About Public Relations Tactics

PRSA’s award-winning newspaper brings you the latest news, trends and how-to information about the evolving public relations profession. The monthly tabloid delivers essential tips from experienced public relations practitioners that will help you enhance your job skills and stay competitive in today’s marketplace.

Tactics will keep you current on the best practices regarding everything from employee communications and public relations measurement to media relations training and social media.

Our articles reflect the growth and change in crucial areas of professional development that will empower you to advance your career as well as showcase the positive influence of the public relations profession.

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