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Guest lecturing at the ASU Walter Cronkite School
 
Posted by Aric on Sunday, March 29, 2009
in categories Advertising, Communications, Mrktng Communications, Public Relations, Social Media

This past Thursday I guest lectured to a public relations class at ASU's Walter Cronkite School of Journalism and Mass Communication. I thought that I'd share an interesting question that came from one of the students who currently has an internship with one of the very large PR firms in town. Her question was about how to measure the results of Social Media and PR campaigns.

Unfortunately, this student was asking a question that is all-too-commonly asked by firms that "take on functional area assignments first and ask results questions later." The fundamental problem with such questions is that they are generally being asked by firms and clients that first make the decision to undertake Social Media and PR campaigns, and then afterwards ask what the results were.

I encouraged the student and the rest of the class to try and resist the temptation to simply take on PR business because it's there for the taking and to instead try to encourage clients to first identify what the goals of their PR and Social Media are, and then, and only then, undertake the campaigns.

Here are some of the real world examples I gave them that relate to a couple of Zion & Zion's recent PR and Social Media projects.

1. VanDenBosch Doors and Windows wanted to increase sales closure rates with residential consumers. To facilitate that we obtained visibility for them in a trade pub. That article highlighted VanDenBosch's current success relative to its competitors. And, in turn, reprints of that article became a convincing sales tool that, when shared with VanDenBosch's potential residential customers, increased those potential customers' confidence in VanDenBosch and thus increased closure rates.

2. Paradise Medspa & Wellness wanted to increase its visibility by first being nominated and then by placing or winning the AZ Central "Best of" poll in its category. Zion & Zion used PR and Social Media campaigns to drive the desired result. Note that our client is currently the front runner in the AZ Central poll.

I gave several other examples to the student and the class, but the point is that we started with a goal that was far more than "the client wanted their name out there" or "the client wanted to be seen." All too many PR firms, especially firms that only specialize in PR and outsource the rest, just say to clients, "ok, we'll do PR for you", without first setting goals. And as we all know, without apriori goals, it's tough to know what to measure and how to gauge success.
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