FOUR QUESTIONS TO ASK YOURSELF WHEN MEASURING THE EFFECTIVENESS OF A PUBLIC RELATIONS PROGRAM

1.)   Is your company known for what it is known for?

At the beginning of a public relations program, the need to advance your corporate message is important. At this point, your company may not be known for precisely what it does … or what you want it to be known for. The public relations firm may set forth messages that will help you define your company and educate your target market about your products of services. This, however, takes time and will not happen in 30 days.

2.)   Is the content / message strategically sound (and newsworthy)?

To effectively communicate with your target audiences, you need to make sure that all content is strategically sound and can be measured back to a business objective.  The second ideal for all public relations content is that it in fact newsworthy. Many novel products and services are not “newsworthy” until taken through an editorial filter that presents them in a way that is meaningful to the current trends and topics in our society. The debut of a new product may be newsworthy to you, but reporters will likely not give a rip unless you explain the context and why this matters to the marketplace.

3.)   Am I hearing anecdotal evidence from vendors, customers and other key influencers about my company?

With the onset of a public relations campaign, you may begin to hear feedback such as “I’m hearing about your company all over the place,” “Gee, that was a great news story about you,” etc. This feedback may indicate that the public relations firm is generating exposure for you in desired places. The exposure may come in the form of small exposures, theme related stories or full features on your company. This feedback indicates that the public relations firm is pushing the needle on awareness.    

4.)   Am I performing pre-campaign measurement and post-campaign measurement

Well-capitalized companies perform pre-campaign measurement and post-campaign measurement via primary and secondary research. Various measurement tools including content analysis, an examination of comparable advertising values and other tools can be used. Most public relations firms offer clients measurement tools to affirm that the public relations program underway is generating desired outcomes.  

Five (5) Tips for Selecting a Public Relations Firm.

1. Hire a public relations firm to create business solutions for your company: Public relations as a profession has dramatically changed since the creation of the Internet, and the profession has adopted many of the strategic communications platforms used in the Silicon Valley to launch every company from Apple and Cisco to Intel  A strong strategy will yield strong connections with your key audiences, and this is achieved using multiple channels and multiple media, both traditional and social.
   
   
2. Interview public relations firms who are willing to offer business solutions for your business and has experience in dealing with firms like yours. A public relations program is not simply a “news release” and a “media kit,” but rather a marketing and communications platform to articulate your company’s brand and product points of difference. You want a firm that understands that you want to attract customers of Saks or IBM, yet comprehends that you are not yet Saks or IBM.
   
   
3. Establish a strategic platform for your marketing and communications program: Make sure you work with a public relations group that documents communications objectives, and make sure those objectives are consistent with your business objectives.  You need a strategy that sensitively addresses the needs and interests of your ideal customer or audience and then creates connections that reach out and engage!
   
   
4. Measure the program: Prior to starting a public relations program, determine jointly what metrics you and the firm will use to measure success. Determine what you want to accomplish and how that ties back to your objectives.
   
   
5. Find the Right Chemistry: At the end of the day, you want a vital working relationship with your public relations resource. You need to trust them to articulate your company’s mission and message. The right chemistry is important, and frequent interpersonal communications lie at the heart of this. Establish standing meetings – whether that is once a week, once a day or once a month. Engaging with a public relations professional.

A tip: Look for firms and individuals who are active in the PRSA (Public Relations Society of America): PRSA members bring a level of professionalism and ethics to your account. The PRSA offers accreditation of members, so look for the “APR” or “Fellow” designation. It’s an honor to have a APR or Fellow work directly on your account.

If marketing and communications were so easy, there would be many more successful entrepreneurial ventures. You have to give marketing and communications a strategic value – the same you would ascribe to achieve sound financial management and quality manufacturing – and make the commitment to succeed. You will not achieve this if all you are looking for is a few quick headlines that you think will generate sales – that will only produce disappointment.

Shameless Plug: We recognize that many people are looking for public relations counsel, but don’t have the inclination to buy off on lofty retainers and lengthy commitments. That is why at www.mainmarketingpoint.com, we offer businesses access to senior level public relations counselors in a reasonable program. Please feel free to call me at 864.616.4303 or visit our website for a free assessment of your communications needs. We can help.

MEDIA CONTACT:
Reed Bolton Byrum, APR
Kristie Bohm Byrum, APR
MainMarketingPoint
864.242.1102
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MAINMARKETINGPOINT DELIVERS NEW WAY FOR BUSINESS OWNERS TO ACCESS MARKETING SERVICES

New National Marketing Resource Accelerates New Business Development, Enables Online Monitoring

JANUARY 7, 2010 –  A veteran technology entrepreneur and communications expert announces today the formation of MainMarketingPoint – a new venture designed to help companies accelerate new business development by delivering marketing advice from senior, knowledgeable professionals across the nation. The new venture gives business owners easy access for finding, recruiting and tapping into accredited marketing communications professionals nationwide at www.mainmarketingpoint.com.  

“Small- to medium-sized businesses today want marketing assistance on demand. Business owners want results in affordable, ‘bite-sized’ pieces,” MainMarketingPoint.com founder Kristie Bohm Byrum said. “MainMarketingPoint greets the market with an answer for these demands and enables clients to gauge progress with a customized, online dashboard.” MainMarketingPoint clients choose from modules devoted to branding, starting a PR program, trade show planning, internal communications and other topics and receive customized counsel from accredited professionals.

MainMarketingPoint (www.mainmarketingpoint.com) is a centralized marketing services company that provides business owners in multiple industries access to senior-level marketing professionals who are accredited by national organizations such as the Public Relations Society of America (PRSA) and the International Association of Business Communicators (IABC). For businesses, that means rapid, on-demand access to marketing professionals and quick fulfillment of their needs, Byrum said.

MainMarketingPoint matches accredited professionals across the nation with companies in multiple industries such as manufacturing, technology, healthcare, financial services, global services and not-for profits to deliver customized consultation through telephone and online contact.   

“In researching today’s landscape, we found many businesses remain wary of ‘blank check’ consulting fees for marketing services and are seeking an easier, more modular way to obtain qualified marketing counsel,” Byrum said.

Kristie Byrum, a founder of one of the Southeast’s best-funded start-ups and of South Carolina’s first technology marketing firm, currently represents national and regional clients in multiple sectors.

Customers may log into their customized, online dashboard, keeping a real-time monitoring of marketing modules completed, marketing goals, interaction with the accredited professionals and others.

About MainMarketingPoint
MainMarketingPoint is a venture of the Byrum Innovation Group, Inc. MainMarketingPoint helps businesses get more business by delivering on line and telephone marketing counsel through accredited marketing and communications professionals.  Individual businesses owners receive personalized counsel and a hands-on result-oriented approach allowing them to achieve their goals. MainMarketingPoint specializes in working with businesses in healthcare, manufacturing, technology, financial services, global relocation and not-for-profit industries. For more information visit www.mainmarketingpoint.com