Protecting a Visual Identity

Two people planning their visual identity

Most business leaders understand the value of having a memorable business name and logo, but many don’t realize the importance of a visual identity, what it entails, and why protecting it is paramount.

Building a successful brand takes time, resources, and strategy. Typically, the brand’s foundation is in its mission statement, value proposition, and unique voice which are then expressed through the company name, logo mark, print and digital marketing materials and website. Those graphical components comprise the visual identity, or face of the business, at inception.

However, over time, a business’s actions and reputation become intertwined in the visual image establishing the business’s brand, which, done well, can become one of the business’s most valuable intellectual assets.

When starting a business, trademarking and copyrighting a logo helps to ensure a company will be the only one of its type selling a similar service or goods using the same business name. A visual identity that consists of an icon or wordmark can also be trademarked.

Purchasing a domain name that reflects the business name is another important avenue to stake claim to the business’s brand name online. Creating social profiles that secure the business name across all major social networks should be done as well, even if there is not an immediate plan to activate a social media program.

Brand Guidelines are a Must-Have for Your Visual Identity

A company’s visual messaging effectively expands as it grows if it is implemented with consistency and a long-term strategy in place. Consistency is needed in the color palette, fonts, graphical style and tone to make it recognizable at a glance thus building the brand’s equity. This consistency put into a formalized document with a set of rules to control proper logo usage, font hierarchy, iconography and tone in any public-facing visual communication is essentially the basics of a brand guide.

An example of a brand that has withstood the test of time by making intentional choices and following a brand guide in its implementation of the visual identity is Absolut Vodka. Their bottle has reached iconic status because it hasn’t changed and was used for 25 years in their marketing campaigns. The main star of the visual creative was their bottle and their product name in the same bold font with a simple headline and playful imagery. A brand guide is essential in ensuring deliberate decision making regarding graphic design.

With growth and increased engagement, a brand’s story and personality further develop. The brand personality is tied consciously and unconsciously to the consistent use of a branded visual identity and adherence to brand guidelines. Apple has mastered this practice. As a result, the company is now synonymous with simple design and innovation.

As a company successfully delivers on its value proposition as it matures, it builds trust and brand recognition in the public eye. Its visual identity is no longer simply recognized: it’s preferred. When a brand is trusted, it’s able to expand and raise prices because people are willing to pay more for products or services from a company they trust.

Protecting Your Creativity is Essential

Throughout a brand’s growth, if the visual identity isn’t protected by registering for a trademark, purchasing a website domain with the company’s name, securing branded social channels and possibly consulting with an attorney to protect intellectual property, the business risks eroding its brand equity. Worse, a copycat company with a lower quality product could use a similar logo design, social media strategy or online presence and not only dilute the work that has gone in to developing the brand but also tarnish the company’s reputation.

Another risk is that a new market entrant develops a strategic brand with a strong visual identity and is able to grow its reputation, build the customer’s trust and take market share. Even in commodity industries like insurance or consumer products like toilet paper, brands and visual identities help brands stand out and stand for something, like the GEICO gecko or the Charmin bear. One stands for 15 minutes that could save you 15% and the other stands for strength and softness.

Protecting a visual identity from the start is the best way to ensure a company’s resources aren’t wasted and safeguard its future success. The process is actually relatively simple compared with what’s at stake.

ABOUT THE AUTHOR: Felicia Watson is Director of Creative Services at (W)right On Communications. With a proven track record of success and more than 20 years of design and marketing experience, Felicia approaches each project with a commitment to create an impactful design that achieves results. Responsible for leading the agency’s creative services that integrate print and digital graphic design, online programming, videography, editing and photography, Felicia also oversees agency services including animation, motion graphics, and emerging technologies including augmented/virtual reality and holography as they may be integrated in strategic communication programs.

Crafting An Authentic Personal Brand

Turning an authentic personal brand to eleven!

Everyone has a personal brand, whether they work at cultivating it or not. It’s worth it to spend some time thinking about your own and how to be more intentional about crafting an authentic personal brand for your professional self. 

I recently joined Henry DeVries, Forbes columnist, author and founder of Indie Books International, on his podcast to talk about personal branding, especially for people sharing their expertise as authors. But the advice applies to everyone at every stage of their careers.

Why Work at an Authentic Personal Brand?

Crafting an authentic personal brand can help advance your career and professional goals, build your business and expand your network. Who doesn’t want that for themselves? There are a few key steps to success.

First is identifying your assets. Start with your product and service or its features and benefits. The point is to make sure your brand is marketable. Next, think about your most unique characteristics. What is it that your family, friends and coworkers say about you? What are your natural or standout characteristics?

The idea here is to differentiate yourself from others by emphasizing the things that really make you who you are. Maybe you’re boisterous and irreverent or especially thoughtful and kind.

Whatever your unique identifiers are, they must connect with your target audience on an emotional level. If they don’t, it’s not really a brand. A brand has to evoke a feeling in others and that’s what you’re aspiring to do by cultivating yours.

Your Personal Brand is an Exaggerated Version of Who You Really Are

The secret behind the most powerful personal brands on the planet is the emotional connection the make. You can get there, but you need to be willing to take your special, authentic characteristics and turn them up to ‘11.’

Consider some of the best-known personal brands: Howard Stern, Elon Musk, and Oprah Winfrey. What do you think of when you hear these names? And, most important, what do you feel?

  • Stern is the totally outrageous yet neurotic shock jock. The outrageousness is his “it” factor. Combined with his vulnerability, he becomes relatable. It’s a magical combination, and totally authentic.
  • Musk is the eccentric technology mogul. He’s taken the idea of disruptor to the extreme in his professional and personal life. 
  • Winfrey is the media powerhouse who’s famous for her extreme generosity as well as her down- to-earth persona, which works despite her fame and fortune.

When your brand is based on who you really are, it’s sustainable. Personal brands that are based on a fiction fail. Many a PR scandal has broken when someone’s personal brand has proven false. 

An authentic personal brand can take a setback. Just look at style maven and homemaker extraordinaire Martha Stewart who came out of prison and teamed up with Snoop Dogg to resurrect her brand.

How Can You Make Your Personal Brand Stick?

So, you know what makes you stand out and how to maximize your personality capital. Now it’s time to come up with your origin story. Your parents might not have been gunned down in an alley and, to my knowledge, no one has ever been bitten by a radioactive spider but that doesn’t mean you don’t have a compelling story to tell. How did your core characteristic(s) evolve? What key events built the pillars of your personality? This is your opportunity to further develop your public persona into something that makes people want to turn the page.

Your origin story is something you need to tell again and again and on every media platform: earned, owned, shared and paid.

Earned media is when your story is told by others. This is the most credible source for your audience and the most valuable for building your brand. Owned media is when you tell the story. This includes your website, newsletter, webinars, video and other assets. This is where you have the most control over the narrative. Social media is how you engage people with your brand. It’s a great place to grow your audience and cultivate the vibe your story lends itself to. Paid media is the last, and least credible, platform but it has potential to reach the most people, depending on your budget, and the ability to target the audience that your message reaches with tremendous precision. 

Proper use of the right media channels is the secret sauce of a successful marketing strategy.

Your Brand is Built Upon Your Behaviors 

Lastly, think beyond marketing copy and brochures. Think about how people experience you. That’s a personal branding opportunity. Maybe it’s how you sign off your emails, how you greet people or what appears in your Zoom background. Simple things. Or it could be more lavish and require a financial investment like an annual fundraising event you host or the furniture and art in your lobby.

People’s beliefs are formed by their experiences. So, make sure that your behaviors are consistent with the brand you’re trying to cultivate. As a career public relations consultant, I assure you that walking the talk is the most important thing you can do to create and maintain your personal brand. As Warren Buffet famously said, it takes 20 years to build a reputation and five minutes to ruin it. 

Build your reputation faster through personal brand activations. If that sounds like jargon, here are some examples of what I mean by that.

One of my professional colleagues has a strong personal brand. I would describe hers as an otherworldly passion for public relations and developing excellence in the next generation of communicators (good thing she’s an educator!) with a healthy dose of aloha spirit. One of the ways she consistently brings her personal brand to life is in her thank you notes. She never misses an opportunity to pen one when she feels someone has helped our her or her students. She also instills that as a best practice in her students. As a result, when she calls on her colleagues for help, we’re all absolutely willing to jump in because we know she appreciates  anyone who takes a moment to share their passion with her, her program and her students or alumni.

Another example is a young student who graduated from her program, as a matter of fact. We met for an information interview, and I kept an eye on her career, noting that wherever she appeared online, she had a flower in her hair. It stuck with me and helped me to remember her. Now, when I describe the flower to anyone who has met this gal, they know exactly who I’m talking about! As someone just starting out, she didn’t necessarily have a calling card or a proven characteristic she knew was marketable, so she created one. Nice.

Crafting your authentic personal brand is a worthwhile exercise. While we can’t all take ours to the exaggerated extremes of the celebrity examples I mentioned, it does require dialing yourself up to 11 if you want to stand out from the pack.

ABOUT THE AUTHOR: Julie Wright is President of (W)right On Communications, Inc., the award-winning integrated strategic communications firm she founded in 1998. With offices in San Diego, Los Angeles, and Vancouver, B.C., her team handles complex communications challenges for B2B tech, cleantech and energy, healthcare, tourism and hospitality, not-for-profit and public sector organizations. Wright and her team elevate the agency experience through data-driven insights and measurable results for client partners.

Influencer 101: A guideline for influencer marketing campaigns

Social media post example of influencer marketing

More often than not, businesses and brands are turning to social media influencers to help spread their messages, gain awareness, and win over the masses. These pay-for-play personalities make it their jobs (literally) to make you happy and can change the way your business engages and interacts with potential customers. Successful social media campaigns must be a comprehensive mix of your personalized voice, authentic engagement, worthy visuals, branded and topical posts, and now influencer content. 

Relevant influencer content is great, but not all influencers create equal content. Here are some tips and tactics on what to look for when selecting the right influencer to meet your marketing goals.  

Create Campaign Goals & Targets  

Having a clear idea of your must-haves, required stats, and overall influencer objectives will help you understand the type of influencer you need and can keep you on track if you get overwhelmed. Not everyone will be a fit, and it’s important to be particular.  

It will help to have campaign “must-haves” in place to help narrow down the sea of options at your fingertips. Are you looking for influencers in a particular geographic location? Do they meet your minimum follower counts and data markers? This could even be something as specific as what university they attend. 

If your campaign plans to use both paid and unpaid influencers, what are your must–have stats for both categories? Creating a list of influencer and campaign goals at the very beginning of your search will save you invaluable time.  

Find Your Influencer 

Though there might be a plethora of “perfect” people to choose from, finding the right influencer for your brand can be harder than you expect. There are numerous online tools and databases that can help you plug in requirements to find potential influencers. However, depending on the size of your company, brand or campaign, and therefore your budget, paying for influencer vetting software might not be an option. 

Even if you opt for one of these services, you may find yourself having to do additional vetting, as there is no software that can tell you that an influencer’s vibe and esthetic matches what you are looking for.  

If you are trying to build brand loyalty, then you will want to focus on influencers in the same genre as your brand. However, if you are trying to expand your brand awareness and build your audience, then trying out influencers within different categories will be important. For instance, a travel brand might seek out a lifestyle influencer to expand brand awareness by targeting yoga enthusiasts. Or a clothing brand might target a high-end fashion influencer to cement their brand’s reputation as trend setters in the fashion industry. 

One free yet time–consuming way to find the right influencers for your campaign is by doing a simple search. Google is your best friend. A search for “top lifestyle influencers” delivers almost 24 million search results; each writer has a different opinion and has decided on the best influencers by looking through their own individual vetting lenses. Each blog or article will have its best choices represented, so look at a few on a couple of lists to see which writer’s vision you most identify with. You may even find that there are influencers that are represented on multiple lists!  

There is a blog for every topic and an excess of writers to choose from. Another search that is helpful will be “top ____ blogs.” You will be hard pressed to find a blog that isn’t also tied to that blog’s specific social world. Depending on what you are looking for, and if you have the budget to support it, securing an influencer with a blog has its own benefits.  

Create Your Wish List 

You may feel overwhelmed by the large number of influencers to choose from. Staying organized and listing your favorites will be helpful, because this is where the real work and in-depth research begins. An easy place to start is with your must-haves and data dealbreakers. Look at their social sites and review their follower counts. This is an easy way to shorten your list.  

With that said, if you feel there is an influencer with amazing pictures, great content, and good engagement, but who doesn’t meet your minimum numbers, don’t discount them yet. You may find you have to readjust or re-evaluate your goals as you go along, especially if you have a very specific demographic. At the very least, these particular influencers might be a great way to get some free user-generated content that you can share on your own social channels.  

Vet Your Targets Against Your Criteria 

Another easy way to cut down your list is to consider the demographics and psychographics of the influencers you are vetting. Now that you have your list, it comes down to whether they represent who you are. 

Are they the right age, gender, geographic location, or does that matter? What are their interests and motivations and do those align with your product or brand values? Do they have previous sponsored content on their page?  

By looking through various influencer’s platforms, you will eventually get an idea of what you are looking for, whether that is a certain esthetic or something that will resonate with your already loyal following. Read their posts and study their digital habits; a simple “vibe check” can go a long way.  

More important questions to ask yourself: 

  • Are they relevant to your topics or brand? 
  • What is their credibility to products in your category? 
  • What is their sponsored engagement rate vs overall engagement rate? The only one that matters is sponsored engagement. 

There are currently over 570 million blogs out there and 86% of content makers use them, so it is more likely than not that your influencer will have this additional platform for you to utilize. With blogs I suggest looking at the esthetic and vibe. Does it look like someone threw together pictures of their family vacation on a WordPress template, or are there nicely organized sections and tabs to filter their content?  

Many blogs will offer media kits with extra information about their audience, previous branding sponsorships or partnerships, or how many subscribers they have to their newsletters. It is worth noting that previous sponsorships are great, but it will be important to ask what the success rate of that partnership was. Did they just make pretty pictures, or did they increase followers and sell product? 

It will also be helpful to know the blog’s unique visitors per month (UVPM) and domain authority (DA). These could also be featured on the blog. The DA is a search engine ranking score that is a measure of the site’s relevance to a subject area or industry and shows how successful a site is based upon search engine results. Generally anything over 50 is considered good. You can get this free overview of search engine performance from a software development company called Moz.  

Influencer Budget and Negotiations 

You have your list, yay! Now it is actually time to reach out to your chosen influencers. After all of that time you spent on finding and vetting them, you want them to be a right fit and they want to be a right fit too.  

Just like your own “deal-breakers,” your budget may narrow down your list even further. Determining which one will offer the right results to fit your campaign will come down to feel and your marketing budget.  

Price tends to go up with the number of followers. If a blog post and newsletter mailing is part of your deal, the price can go even further. You may want to use paid influencers, unpaid influencers or both, depending on your budget and size of your campaign.  

Do some research online to find an example of the approximate influencer pricing for various types of campaigns. Many influencers who are trying to gain followers and popularity will work in exchange for product/experience, or whatever it is you are promoting. You can always ask them to do it for trade—the worst they can say is no.   

Online research should reveal the approximate influencer pricing for various types of campaign participation.

You’ve signed a contract—now what? 

Many times, companies will want a firm list of deliverables from their influencer. It is definitely okay to have a must-have shot list. If there is something you would like to feature, a certain product demonstrated, or event highlighted—tell them. You are paying and they want you to be successful because it helps them to have successful content. 

Do not, however, script their entire campaign. Give them creative prompts but not exact messages. Provide the message and vibe you are trying to communicate, but also give them some control and let them play to their strengths. They know their audience and what they will respond to, so work with them to decide the look of the posts and then let them do what they do best. Together, you may even go viral! 

Influencer marketing may not be right for every brand, but we find it to be an influential tool for brand awareness on specific campaigns. With a little time, a clear idea of what you are looking for, the right tools for searching, vetting criteria and a contract in place, hiring the right influencers combined with unique and relevant curated content will help create a fully integrated marketing campaign.  

ABOUT THE AUTHOR: Corie is a Communications Strategist with Wright On Communications. With more than 10 years of experience in prior marketing roles in the Santa Barbara and Los Angeles markets, Corie supports the (W)right On team in multi-channel digital marketing, client relations management, social media, copywriting and copyediting, research and analytics, media pitching and more.

Four Reasons Publicist is a Dirty Word

 

By Julie Wright —President
Twitter: @juliewright

Has your mom ever used your childhood nickname in front of your adult friends? That’s how I feel when someone uses the term publicist or publicity to describe my work.

Generating positive media coverage is definitely among the many functions performed by a public relations professional. But the word “publicist” says nothing of the research, strategy, messaging and many other thoughtful, and even artful, activities that go into a successful public relations program. The word, in my opinion, minimizes my work.

For that reason, I would like to see “publicist” buried next to “flack” and “spin doctor.”

Public relations professionals are strategic communicators.

Two years ago, PRSA’s 2017 Chair, Jane Dvorak, addressed the PRSA Western District Conference in Riverside, Calif. urging attendees to see themselves as leaders, strategists and analysts. To my ear, “publicist” is a label that says none of those things. Two years later, I continue to hear this term applied to describe work that is only about 10-20 percent producing media coverage.

If you’re not convinced that “publicist” needs to go, give these four points careful consideration, and let me know if they help change your thinking. (If you already agree, these may help you convert or at least educate others.)

1. Publicists Produce Transactions. PR Pros Build Relationships.

We work in a very transactional environment today. Marketing and communications outcomes are boiled down to clicks, likes, links and conversions, but the stakeholders who need to receive your messages are not clicks and conversions—they’re real human beings who crave meaningful emotional connections with other real human beings.

This absolutely includes journalists.

Media databases like Cision and Meltwater make it much easier to build a big list than a targeted one. Journalists become email addresses and not people. Instead of building a relationship with the media, this transactional approach plays a numbers game. Ultimately, when the media gripes about getting a PR pitch addressed to the wrong name or that’s a country mile off the mark, it’s because they’re not being communicated to as human beings.

Public relations requires building understanding, changing perceptions and motivating behaviors and beliefs. Those kinds of outcomes need a relational versus transactional approach, which requires understanding your audiences and treating them as humans. This can be accomplished through surveys, interviews and focus groups and using that information to create personas.

Publicity is just too limiting a term to encompass these approaches.

2. Publicity is a Tactic. Public Relations Requires Strategy.

As public relations professionals, we can’t fulfill our role and responsibilities with a tactical mindset. We must think strategically.

From research to message development and testing to creative—strategy drives the choices we make, and those choices drive our campaign results. Did we communicate in a manner that earned our audience’s attention and resonated with them so that their perceptions, beliefs and behaviors were impacted?

I equate publicity with none of the above. Instead, I picture someone producing a bunch of press clippings which is useful if stroking your client’s ego is the only goal of your campaign.

3. A Publicist’s Communication is One-Way. PR Requires Listening.

There is far more pitching, posting and publishing than listening on social media and the web these days. I like the term coined by Mark Schaefer five years ago, Content Shock, to sum up the impact of content marketing run rampant. Schaefer pointed out then how the pace and volume of content being produced far exceeded the pace and volume of content being consumed.

Anyone today who is pushing content or a message without creating a way for the recipient to engage, respond and be heard is missing a huge opportunity to build relationships.

Communicators who create space for their stakeholders to be heard are the ones doing it right. When a crisis hits, they’ll be able to engage in conversations with their customers or investors rather than an avalanche of angry or outraged Tweets and Facebook posts.

The brands that weather crises more easily than others are those that have built relationships and goodwill with their stakeholders. And those are the brands being stewarded by strategic communicators and not publicists.

4. Publicity is About Earned Media. Public Relations Crosses All Media.

A decade ago, traditional media outlets underwent an implosion, while podcasts, online videos, blogs and social media storytelling platforms exploded. In the aftermath of these two trends, traditional media gatekeepers like the daily newspaper or evening newscast have lost their ability to influence public perception at scale.

Earned media was once the bread and butter of the public relations function, but today, it is just one of several communication platforms our profession employs to reach and engage with its stakeholders.

The contemporary integrated approach, sometimes referred to as the PESO Model, combines paid, earned, shared and owned media. Paid media can include social media ads and boosting or Google AdWords. Earned media includes press coverage but can include analyst relations, awards and speaking opportunities that imply and/or impart third-party validation. Shared media refers to social networks like Facebook but also review sites like TripAdvisor and Yelp. Owned media describes all of the creative assets at your disposal to engage your audiences and to interact with them directly including print, digital and multimedia content.

Publicity is a component of only one of those four platforms, making it an inadequate label for describing what today’s strategic communicators do.

So, Let’s Retire the Term Publicist and Champion the Role of Strategic Communicator.

It’s time to toss this transactional, tactical, and out-of-touch term. It’s old school and perpetuates a narrow stereotype of what public relations today actually is. Publicity is about as apropos to what my team and I do every day at (W)right On Communications as my childhood nickname is to my adult identity. Now, if only I could get my mom to stop calling me Oobies.

PR Best Practices Can Restore Public Trust in the Post-Truth Era

By Julie Wright —President
Twitter: @juliewright

It is not business as usual in the media industry.

Some say we’re in a post-truth era. One thing is for sure: the role and honesty of spokespeople, the press and state-sponsored fake news has us all talking. And, it turns out, this controversy has had an enormous impact on public trust.

Trust levels in the U.S. and around the world are measured by the Edelman Trust Barometer. This annual report provides an in-depth analysis of trust in the U.S. breaking it down by trust in the media, CEOs, businesses, experts, NGOs and more. This year, the Edelman Trust Barometer showed a crisis in trust in America. The deep plunge recorded year over year was akin to a stock market crash.

It found that  63 percent of the U.S. general population struggles to distinguish between what is real news and what is fake. Trust in U.S.-based companies dropped from 55 to 50 percent continuing a decline that began in 2014. Trust in NGOs fell from 58 to 49 percent.

This is the environment in which public relations professionals, their employers and clients are communicating. Information from most sources is greeted with skepticism or outright disbelief by the public.

So, here we are. The scarcest commodity in the U.S. today is trust.

Last week, I interviewed Lynn Walsh, project manager of the Trusting News project to find out how the media is working to restore trust with its readers, viewers and listeners. This week, I’m asking how PR pros can work to restore trust with the public?

The answer is to stick to PR best practices and good media relations fundamentals and to recommit ourselves to the crucial role that public relations best practices play in building and restoring trust.

Let’s Refresh on Media Relations’ Primary Goals

Media relations strategies typically start with two high-level goals in mind.

The first is to raise awareness of a brand’s story and messages with its target audiences through well-placed articles, features and other media mentions.

Since earned media cannot be bought, unlike paid media (advertising), it is more credible—with the public and with Google too. Have you noticed that news articles in major media outlets have a much higher search engine ranking? That’s because the websites that they’re published on have a much higher search engine authority, so Google ranks them higher. (This can cut both ways: it’s awesome when the news in such links is great, and terrible when it’s bad.)

The second goal is to influence perceptions and preserve or build an organization’s reputation.

This starts with ensuring media coverage is accurate and fair. It continues with proactive strategies to communicate a brand’s excellent financial performance, corporate social responsibility program, product innovation or corporate culture.

As brand storytellers, the PR team is approaching these communications as an ongoing process or narrative and not as a one-off event or announcement.

When both of these goals are achieved, the news stories topping your brand’s Google search results are the stories you’re most proud of and not the cringe-worthy ones. Plus, you maintain your organization’s trust with its stakeholders (customers, employees, constituents, vendors, partners, patients, donors—whoever you need to keep onside in order to operate effectively).

In short, PR’s first goal is to get you into the media spotlight and its second goal is to ensure, once you’re there, that you’re lit to show your best side so that your audience applauds, or at least understands, your behaviors and decisions versus throwing tomatoes at you.

Along the way, we apply media relations best practices: knowing what’s newsworthy, building good media relationships and being authentic, timely, accurate and transparent.

Truth and Accuracy are PR Best Practices

We are also ethical. Most PR professionals are members of the Public Relations Society of America. As such, we are expected to uphold the society’s professional code of ethics (PDF). This means that we are advocates for our clients and respect their confidential or privileged information, while also being honest, accurate and truthful in our representations to the public. We take responsibility for the authenticity of the information we represent in our communications and outreach.

It’s not an easy task. Public relations is consistently ranked as one of the top 10 most stressful jobs in America, and it’s not a thankful task to be the media spokesperson when the chips are down or the heat is on. (That’s one big reason why so many of us appreciate our thankful clients and employers so much.)

But, here’s the point of this refresher. Ethical PR that follows PR best practices like transparency, accuracy, authenticity and timely communication is what builds trust.

And trust matters. It has an ROI. There’s even a name for it: brand equity. When brands and people are trusted, they’re valued. When things go wrong, trusted people and brands get the benefit of the doubt. When you look these benefits, an investment in PR best practices makes incredibly good sense.

If this resonates with you as either a PR pro or someone who can influence a company’s PR strategy, I encourage you to fight for PR best practices, to remember that PR is not happy talk and spin. It is also tough talk and the hard work and soul searching that sometimes come when tough conversations are required with your stakeholders.

Remind your colleagues in the C-suite and at the board room table that when they hold strategic communications to the same high standard as you do, the public will hold your brand in higher regard. And when your brand consistently communicates with transparency and truthfulness, you’ll earn the public’s trust. Trusted brands have higher valuations because trust is a precious commodity. So, stand up for standards and stand up for trust.

 

Five lies about PR measurement that can sink your strategy and career

By Julie Wright—President and Founder

Twitter: @JulieWright

Last month I attended the Ragan PR Daily PR measurement conference in Miami. The two-day event was crammed with hot tips and excellent case studies on PR measurement–how to design measurable campaigns, incorporate analytics, conduct surveys and develop metrics that matter.

Businessman pointing graphs and symbols Free PhotoIt is increasingly clear to anyone in the public relations profession that PR measurement is something our industry needs to embrace. With marketing budgets and margins under constant pressure, companies are looking to optimize their investments across paid, earned, shared and owned strategies. Not only does PR need to stack up against highly measurable digital strategies, it also needs to take digital paid, shared and owned tactics under its wing to produce more integrated, measurable campaigns.

After two full days of discussion in Miami, I was even more convinced of these truths and returned to San Diego fired up to confront some of the biggest whoppers about PR measurement head on. So here are my top five falsehoods. I’d love to hear your take on this list and maybe together we can all help move the PR field in the right direction.

LIE #1: PR just isn’t measurable.

If you are in PR and truly believe this, you’re toast. Sure, PR is not as easy to measure as digital marketing, but it is far from impossible to measure!

It requires a little more legwork and setting aside some campaign resources to do it well. But, keep in mind, the gold standard for PR excellence has always started with research and ended with evaluation—a.k.a. measurement.

Don’t believe the lie that PR isn’t measurable. Instead, refresh yourself on best practices in PR research and evaluation.  

  • Read “Public Relations Research for Planning and Evaluation” by Walter K. Lindenmann on the Institute for Public Relations’ website.
  • Check out the International Association for Measurement and Evaluation in Communications and their Integrated Evaluation Framework. AMEC has developed an interactive online tool that walks you through each step in the PR planning and evaluation process. The tool is designed to help support campaign evaluation; however, you can just as easily use it to guide campaign development to ensure you’re creating measurable campaigns from the start.
  • Read how others have designed measurable campaigns. AMEC has an annual awards program and shares case studies about the winning campaigns.
  • Check out the measurement resources provided by the Public Relations Society of America. It has collected all the measurement resources and links you could wish for in one place.

LIE #2: Our campaign goal is to raise awareness.

This is also a lie. As Joseph Ogden, BYU public relations professor, threw down in Miami, “If anyone tells you their only goal is awareness, they’re lying.” No one wants their PR campaign to simply raise awareness. They want their campaign to drive people to take some measurable behavior—to buy a product, drink less soda, visit a destination, attend an event, enroll in a course, submit their email, visit the website, vote, download the white paper or make a donation.

Hold yourself to a higher standard and help your client or boss understand that you do more than just “create buzz.” (Eye roll.)

It’s easier if you start by developing an objective that clearly states the behavior you want your stakeholders to take, by when and how often. Once you know your behavioral objective, work backwards and think about your informational objective–the message or knowledge your stakeholders need to receive and internalize—and the motivational objective—the emotional connection they need to make—to drive them to take the desired behavior.

Once you’ve set your intention from awareness through motivation and behavior, you can start to research your stakeholders to find out what their level of awareness and knowledge is and what motivates them so you can develop your strategy.

LIE #3: PR people aren’t numbers people.

That’s B.S. Don’t be boxed in by this lie. Good PR people are good storytellers, and one of the most powerful storytelling elements available to you in 2017 is data. Don’t shy away from it.

IBM Digital Experience Manager Brandi Boatner put it another way during the Miami conference: “Congrats, you’re all data scientists.”

Boatner pointed out the many data streams at our disposal today. There are internal sources that are coming from your advertising, website and internal processes. Analyze them as well as external streams you can study such as news trends, social media trends and competitive intelligence.

Google’s Louis Gray pointed conference attendees to Google Trends, a site where you can see in real-time what the world or the U.S.A. is searching, what news stories are trending and find interesting reports on search behaviors.

If you’d like to dig deeper into your audience’s awareness, beliefs or behaviors, check out Google Survey. Use this tool to cost-effectively add your questions to consumer surveys pushed out to targeted demographic groups via a network of publishers.Image result for PR measurement memes

Or if you have data of your own that you’d like to put into an impressive visualization, Gray pointed to Google Public, a data visualization tool. And don’t forget plain old Microsoft Excel. It will recommend the optimal charts and graphs for you based on your spreadsheet data.

It’s a data-rich world. Your company and clients are collecting data all the time. Extract that data to find amazing trends or to dispute conventional wisdom. Maybe there’s a surprising correlation between weather patterns and shopping behaviors, or day of the week and donations. The point is, you won’t know if you don’t look. And you won’t look if you think it’s outside of your skillset.

So, call a meeting with your company’s data guru and start spit balling with your new best friends in I.T.

LIE #4: More data is the answer.

It’s not about metrics. It’s about insights. And it’s not about the quantity of data points. It’s about their relevance to your goal.

Over a third of social marketers reported recently that they struggle to “distill data into insights and actions.” And it’s no wonder. Facebook and Google Analytics are just two sources that can generate a massive amount of data on your target audiences’ behavior.

Going back to your informational and behavioral objectives, it’s important to pinpoint a handful of key performance indicators to show that your message is reaching your target audience and that they are taking the behaviors that your client or boss really cares about.

You don’t need to track them all. You just need to focus on the metrics that matter and then go beyond tracking to analysis.

LIE #5: Setting measurable PR objectives sets you up to fail.

The old saying applies here: you can’t improve what you don’t measure.

It is not a failure to set measurable objectives and then fall short of them.

The failure is in not understanding why you didn’t meet your objectives. Were they not SMART enough–specific, measurable, attainable, relevant and time dimensioned? Was your strategy missing an element? Was your target getting the information but not motivated sufficiently or too inconvenienced to take action?

If you’ve set measurable goals, you are forced to ask yourself these questions and better understand your successes and challenges, which will make you better.

The only real failure that should scare you is the failure to even try. Or as another old saying goes, no one plans to fail, they just fail to plan.

Let us know what you think. How has your experience with PR measurement been? What tips or tools have you discovered? What obstacles have you encountered with your team, boss, budgets or clients? We’re all in this together and I’d love to hear what you think. Tweet me at @juliewright or @wrightoncomm.