Need a Creativity Boost? How About a Run?

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By Shae Geary, Senior Communications Strategist

I went for a run today. This is not out of the ordinary, but it had been a while since my last run. As I settled into my road rhythm, my mind began to whirl and I had one of those Oprah “a-ha” moments. Having been away from the activity for a period of time, I had forgotten how much running was vital to my job.

Yes, you read right. More than just a cardio boost, running has always been an essential part of my professional toolbox. It just took time away to realize how much. While my endorphins were flying high, I was equally excited about the creative juices that had started to flow. I finished my run with a great mental outline for a press release I needed to write, as well as a fun new idea for a program a client partner has been trying to get off the ground.

As many of us are continuing to tackle health resolutions for the new year, this serves as a good reminder that the benefits of exercise often spill over into our professional lives, making us more productive, happier and, as in my case, creating the ideal time and space for brainstorming. I find that running is especially conducive to creative inspiration because the activity itself doesn’t require a ton of thought or even strategy (unless you are training with time intervals, but that’s a whole different kind of running!) As muscle memory kicks in and heart rate peaks, so does your brainpower.

Scientific research seems to concur with my experience. According to this recent blog post by Eric Barker, researchers at University of Pennsylvania found that movement is in fact a secret to being more creative. If you’re not a runner, even the simple act of walking can help solve problems and provide a new perspective.

While the dream of showing up to the office in spandex and running shoes is probably far off, it’s exciting to know that stepping away from your desk for a run or walk is becoming part of the corporate culture for some companies. I loved reading about Facebook’s new headquarters, which include a nine-acre rooftop garden complete with walking paths so that employees can get outside and even hold walking/running meetings.

In short, the next time you’re looking for your a-ha moment, try plugging in your headphones, tying up your shoes and hitting the road. At best, you’ll return to your desk flowing with ideas. At worst, you’ll be reinvigorated to finish off the day. To me, that’s a win-win.

 

Meet the Team: Joaquín – Communications Specialist

We’re giving you the inside scoop on the entire WOC team with our “Meet the Team” series. This month, the spotlight is on our new Communications Specialist, Joaquín Enríquez.

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Originally from Los Angeles, Joaquín is a senior at San Diego State University pursuing a Bachelor of Arts degree in Journalism with a focus in Public Relations. Before joining the team, he spent time in the U.S. Army as an Infantryman deploying to Afghanistan and Iraq in support of the Global War on Terrorism. Joaquín’s strengths as a communicator include organization, active listening and an eye for detail. Joaquín is two-year member of Public Relations Student Society of America, with ambitions to build upon his PR experience and one day start his own sports communications firm.

 

What would you be doing if you weren’t at your current job?

Coaching soccer somewhere

What’s one word you would use to describe yourself?

Classic

Fill in the blank. “If you really knew me, you’d know ____.”

That I’m working on a suspense novel

What super power would you like to have?

Time manipulation

What would a “perfect” day look like to you?

Barbeque with my family and friends

What’s the most important lesson you’ve learned in the past year?

Appreciate the time you spend with others

Best vacation you’ve had?

Napoli, Italy 2004

What’s your most embarrassing moment at work?

I’m still working on that

Favorite quote?

People tell you who they are, but we ignore it because we want them to be who we want them to be.

If Hollywood made a movie about your life, who would be cast as you?

Joaquin Phoenix

What’s your drink of choice?

Old Fashioned (double citrus)

If you were stuck on an island and could only choose 5 CDs, what would they be?

Morrissey/ The Smiths mix, Dean Martin’s Greatest Hits, The Eagles mix, Depeche Mode mix, and New Order mix.

Fill in the blank. “People would be surprised if they knew___.”

That I’m a two time combat Veteran

What’s your biggest pet peeve?

Bandwagon sports fans

What tv show/movie is your guilty pleasure?

Married with Children

What’s one thing you can’t live without?

My family

Favorite line from a movie?

“They drew first blood, not me.” –John J. Rambo

Do you have an office nickname? What is it?

Not yet

What’s the best/worst gift you have ever received?

Best gift: mom Worst gift: non-functional bottle opener

What do you like to do in your free time?

I watch a ton of sports. Mostly vintage Real Madrid footage/ matches.

The WOC Guide to Effective PR Measurement & Evaluation

PR Measurement

 

By Molly Borchers, Sr. Communications Strategist

For decades, public relations practitioners have struggled to prove our worth. To complicate matters further, our field is getting more and more convoluted. Today, a single tweet from a Kardashian could be worth more than an entire advertising budget.

Many companies put such a focus on ROI based on the dollar amount, yet there is often forgotten value outside of that box, such as keeping competitors out of news, publicizing positive versus negative content and developing a relationship with the community. Measurement just isn’t as cut and dry as it used to be.

The number-one reason that (good) PR measurement is so important is because we can deliver better and more effective communications to help our client partners achieve goals when we have the right data and insights. Not only does it prove the value, but it enables the practitioner to optimize their strategy and be more successful in the future.

For example, we recently found in one of our campaigns that broadcast TV had been reaching more people and driving more positive coverage than print and online outlets. With that data, we were able to make a strategic recommendation to the client partner to increase their PR support of the popular program and other stories that target local TV news stations, creating a bigger positive impact on public perception.

That’s why it was our 2015 resolution to invest in training on measurement. Here is a look into our process.

The Barcelona Principles

In 2010, a group of PR industry leaders gathered in Barcelona at an AMEC conference and developed the Barcelona Principles. There hadn’t previously been any industry-wide measurement standards or guidelines, and too many practitioners were still using Advertising Value Equivalency (AVEs). For those who don’t know, the AVE is an outdated approach to valuing editorial coverage that was developed in the mid 20th century. AVE is what your editorial coverage would cost if it were advertising space. Many folks like it because it actually puts a dollar value to PR results, but it’s now widely accepted that the metric is inaccurate. Here’s a post that explains a few of its flaws.

The Barcelona Principles were developed to fill the need of an accurate, universal standard of measurement.

These principles contain seven general guidelines for practitioners to implement:

  1. Importance of goal-setting and measurement
  2. Measuring the effect on outcomes is preferred to measuring outputs
  3. The effect on business results can and should be measured where possible
  4. Media measurement requires quantity and quality
  5. AVEs are not the value of public relations
  6. Social media can and should be measured
  7. Transparency and replicability are paramount to sound measurement

For a detailed explanation of each principle, take a look at this post.

Measurement Starts with Planning

There’s a reason why goal-setting is first in the Barcelona Principles: effective evaluation starts with effective objective setting. We cannot measure what we cannot benchmark. At its simplest, PR evaluation is simply checking that the objectives set have been met.

As a best practice, WOC begins any client partner program by defining “SMART” objectives – specific, measurable, attainable, realistic, time-based. Our programs are then measured based on those objectives, and strategies are developed in a way that takes people through the communications funnel.funnel

Starting with awareness – “I have heard about that company,” to knowledge – “I know a little bit about that company or brand,” to interest – “I would like to know even more,” to preference – “I will consider them above their competitors for a purchase,” – to action – “I am making a purchase.” One may also argue that there is a level beyond action that we should be striving for – advocacy. This is the development of brand evangelists who will support your brand for life.

Earned Metrics Framework

With the Barcelona Principles and Communications Funnel in mind, WOC takes our goals and objectives and develops an “earned metrics framework” to identify possible metrics for individual PR programs. They are not intended to be the definitive rules of measurement and therefore do not include every possible metric.

Here’s an example:example

The matrix was constructed to reflect the simplified process of how PR works:

  •  Public Relations Activity – Metrics reflecting the process of producing or disseminating the desired messages (or inputs)
  • Intermediary Effect – Metrics reflecting the third party dissemination of the messages to the target audience (or outputs)
  • Target Audience Effect – Metrics showing that the target audience has received the communications and any resulting action-driven outcomes (or outcomes)

In the chart above, the communications function is on the horizontal axis, the phases are on the vertical axis and the goal is to get down to the bottom right corner because measuring the effect on outcomes is preferred to measuring outputs.

Let’s delve into how this can be applied:

  • Start with your inputs or activities – this may be pitching magazines, writing contributed articles or coordinating a speaking engagement
  • Next, look at the intermediary effect – these metrics all correlate with the media in which stories are placed and have to do with “outputs” as we typically know them
  • Finally, we’re looking at the targeted audience effect or the outcomes. Once we get this row through the communications funnel, we’ve reached our goal, whether that may be leads generated, sales, market share, customer loyalty and so on

Taking Action

All this information would be useless if we didn’t put it in action. Here are some first steps to implement these measurement best practices into your campaign:

  • Adopt an Earned Metrics Framework in annual planning to determine what metrics to measure and set up your media tracking to reflect these metrics
  • Discuss outcome goals with client partners
  • Create SMART objectives
  • Start talking to client partners about measuring sentiment and share of voice, if appropriate
  • Track links and integrate campaigns with Google Analytics
  • For B2C companies, plot PR volume spikes against sales data
  • Do what makes sense for your client partners – think in terms of outcomes rather than outputs

Meet the Team: Kara – Communications Coordinator

Headshot_KaraWe’re giving you the inside scoop on the entire WOC team with our “Meet the Team” series. This month, the spotlight is on our new Communications Coordinator, Kara DeMent.

Kara is known for her “out of the box” thinking and passion for the media industry. As Communications Coordinator, she supports (W)right On’s land development, energy, utility, technology, B-to-B, professional services, hospitality and non-profit clients. Before joining (W)right On, Kara served as a PR Assistant at a boutique PR firm and supported communications for the Orlando Magic and LA Clippers. She graduated from California State University, San Bernardino with a Bachelor of Arts in Communications with an emphasis in PR and Mass Communications. As a California native, she enjoys the beach, Disneyland trips, crafting, and being outdoors.

What would you be doing if you weren’t at your current job?

I would be looking for my current job! Haha

What’s one word you would use to describe yourself?

Ambitious

Fill in the blank. “If you really knew me, you’d know ____.”

If you really knew me, you’d know that I have this dream of becoming a New York City Rockette and performing in the Macy’s Thanksgiving Day Parade.

What super power would you like to have?

I would love the power of having super strength.

What would a “perfect” day look like to you?

A perfect day would be going to brunch (I love mimosas) and going to a sporting event. Preferably, a Clippers game J

What’s the most important lesson you’ve learned in the past year?

To be patient and know that things will happen when they’re meant to.

Best vacation you’ve had?

A family trip to Walt Disney World, followed by a cruise to the Bahamas!

What’s your most embarrassing moment at work?

There was one time I spilt coffee on Deandre Jordan before a press conference. He was cool about it, but I about died. Haha

Favorite quote?

“Happiness can be found, even in the darkest of times, if one only remembers to turn on the light.” –Albus Dumbledore, Harry Potter and The Prisoner of Azkaban

If Hollywood made a movie about your life, who would be cast as you?

Jennifer Lawrence, for sure!

What’s your drink of choice?

Jack and coke.

If you were stuck on an island and could only choose 5 CDs, what would they be?

Usher 8701, Matchbox Twenty Yourself or Someone Like You, NSYNC, Bing Crosby Christmas CD, Brittney Spears (not sure which one though), and Journey’s Escape CD.

Fill in the blank. “People would be surprised if they knew___.”

People would be surprised if they knew that I have a weird obsession with everything supernatural and Harry Potter. I own a wand from Harry Potter Land.

What’s your biggest pet peeve?

I feel like I have a lot, but the one that really gets me is when people don’t say thank you.

What tv show/movie is your guilty pleasure?

I have a lot of these too, but if I had to choose one Vampire Diaries would have to be it.

What’s one thing you can’t live without?

Disneyland. Haha

Favorite line from a movie?

One of my favorites, “SANTA, I know him!” – Buddy, ELF

Do you have an office nickname? What is it?

No.

What’s the best/worst gift you have ever received?

The best gift I’ve received would have to be my Mustang. I love that car.

What do you like to do in your free time?

I enjoy sporting events, hiking, crafting (specifically painting), brunching, Disneyland, being with my friends and family, and Netflix.

Community Involvement Matters

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By Grant Wright

At (W)right On, we’re frequently asked to become engaged in community affairs of some sort – support a political cause, gauge the pulse of an issue, contribute to a worthwhile endeavor – and in as balanced of a way as we can, we often say yes.

We’ve supported at-risk youth; senior Olympics; domestic violence prevention; independent living for disabled adults; cancer prevention; youth sports programs; student academic scholarships; hospital programs; and more. Additionally, team members engage individually in support of men’s health issues, high school and college student mentoring, and a number of worthwhile causes.

Unless you live under a rock, community involvement matters… to a degree. There will always be more to be done than time or resource allows, so ‘everything in moderation’ is probably apt here. So what are considerations as you think about why and how to engage in your community?

Benefits

  • Community engagement is often smart business. It expands your brand, is a source of intelligence, fosters teamwork and enhances morale, and provides your organization a higher sense of purpose.
  • It makes a difference – to the community and sphere that is your influence. A simple effort or gift of timely wisdom can literally change someone’s life in far more profound ways than the effort or thought needed.
  • It feels good – doing the right thing always does, and in that it contributes to improving the community in which you live, it comes right back to you.
  • It provides a sense of purpose and direction.
  • It sets an example for others – your engagement can have a multiplier effect.
  • It’s fun – Involvement in the community expands your circle of relationships and can often serve as stress relief.

Potential Pitfalls

  • Community involvement can overwhelm or be extremely time consuming. It may be worthwhile to begin with something simple and consider additional support from there with better insight.
  • It can just be more work, busywork or misdirected – it is important to have reasonable understanding and expectation of the benefit you’ll be causing.
  • It can take time from professional and family growth – there are only 24 hours in a day for all of us, and if engagement involves some sort of financial assistance it’s important this is done in a balanced way with all the demands upon your time and resources.
 

At (W)right On, we take great pride in all of our community involvement endeavors. It’s the right thing to do and it’s smart business. Plus, at its core, good communications is all about creating connections and building communities. But especially as we begin to approach the “giving season,” it’s important to consider the size and scope of your community involvement.

What are some of your favorite ways to get involved in the community? Let us know in the comments.

(W)right On Communications Continues Growth

Chris Jensen hired as Jr. Communications CoordinatorHeadshot_Chris 2[1]

SAN DIEGO, February 16, 2015 – (W)right On Communications, one of the region’s largest marketing and public relations agencies, welcomes Chris Jensen to its growing team as Jr. Communications Coordinator. Chris will support the Communications Coordinator and Strategist team who are leading programs for client partners in the hospitality, healthcare, energy, technology, professional services, land development, public agency and non-profit industries.

“As a recent graduate Chris brings a fresh perspective to the team,” says Molly Borchers, Sr. Communications Strategist, “and with his journalism and SEO capabilities we’re looking forward to his contributions toward our Client Partners’ success.”

Chris graduated from San Diego State University with a B.A. in Journalism with an emphasis in Public Relations and a minor in International Security and Conflict Resolutions. During college, he also studied in Australia at the Royal Melbourne Institute of Technology.

Before joining (W)right On Communications, Chris cut his teeth in the digital marketing industry. His ample knowledge of SEO, content creation, and social media optimization helps to establish a strong online presence and personality for brands. Chris is keen to support (W)right On’s diverse client partner roster and particularly enjoys working with non-profits and ethically minded businesses.

About (W)right On Communications

Founded in 1998 in Vancouver, British Columbia, (W)right On Communications is a full-spectrum communications and public relations firm headquartered in San Diego, California, supporting small through large organizations in the USA and Canada. With practice areas in Hospitality, Healthcare, Energy, Technology, Professional Services, and Land Development, (W)right On has produced results-driven local through national media relations, social media and promotional campaigns, Emmy-award winning videography and community relations programs for client partners including iconic national park destination resorts, Top 10 nationally ranked hospitals, major energy and water utilities, technology startups, universities, fashion and entertainment brands, land developers, non-profits and philanthropic organizations among many more. To learn more about (W)right On, visit wrightoncomm.com. 

 

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