outputs tagged posts

September 19, 2013,  Guru in a Bottle, News  No comments

Last week I was in the audience for a debate at the Chartered Institute of Public Relations in the UK.

The panel discussion turned to the value of public relations and getting more bang from your PR buck. The discussion moved onto the best practice of PR framed by the Barcelona Principles: to measure PR success in terms of inputs, outputs and outcomes as discussed in my latest book, High Impact Marketing That Gets Results.

So let’s go through what this means in practice, and see how you can apply this if you are using an external agency for your PR and public affairs (PA) efforts.

Desired audience segments

This is an extremely important part of the PR process...

July 8, 2013,  Guru in a Bottle  No comments

It’s often very difficult to know what makes a news release work and what doesn’t if you haven’t been doing it for that long. For those of us who do it for a living, we’ve witnessed some major changes in the art and craft of getting the message across to desired audience and customer segments. Today, PR is a very different business to what it was even a couple of years’ ago.

For me it comes down to taking a hard-nosed approach and increasingly that means understanding what we’re trying to achieve with using PR as a business tool rather than leaving it to chance and Lady Luck.

PR used to be about what I call the “transmit” mode of communication...