worth,Maybe,you,not,using,the, marketing Is PR worth it? Maybe youre not using the right measurement
Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t
As we near the end of the year, its a great time to look at your PR results, see if theyre delivering ROI, and make adjustments for the new year. And you should do this if youre doing your own PR as well. As a business person, your own time is much more valuable than your money. Ive included a couple articles on this topic in this months newsletter and I encourage you to visit KD Paines blog and newsletter often. She is a genius at explaining complex measurement techniques in simple, understandable language. But to avoid the yearly scratching your head at your PR bill, let me give you a few ways to measure your results that are easy and quick to do. Set long-term and short-term goals. Understand what youre after. Do you want to be in the top ten natural search for Google? Do you want to establish credibility for you and your product or service online? Drive traffic to your website? You must identify what you hope to gain from public relations. If its a book, measure your Amazon orders, but dont expect PR to create immediate sales. Unless you get on Oprah or Ellen, you need to use PR to complement your sales and marketing activities, not replace it. Stay on top of your public relations efforts. Check in with your publicist on a regular basis to see what he or she is working on, and what seem like likely placements in the next 60 days. At the same time, be patient. Placements take time, and if you havent done any media outreach before, it can take a while to get you on the radar screen. Have a wish list of key target publications and outlets. A lot of people dont understand their demographics well enough to do this, but you must have that list identified, if nothing else than to focus your own or your publicists efforts. And dont try only for Oprah or Ellen. Pick media outlets that are attainable. Shoot for the moon, but spend most of your time on reasonable targets for you. If your public relations firm tells you the hook needs to be more unique, believe them. Dont think you are special or that there arent 10 or more people doing what you do. Im sorry if this is blunt, but its true. Too many people get defensive when their publicist is hunting around for angles. Trust that they know when a storys been done. Otherwise youll end up paying them to send outreach that is not compelling. This is implied from my other comments, but dont just sit back and wait for results. Be ACTIVE in your publicity campaign. If you want to get into a particular magazine, read it often and make suggestions on particular angles. Watch the shows you want to be on. Become an expert in your targeted media outlets. Write, and if you cant write, hire someone who can write for you. Custom content can be much easier to place in trade magazines and online. Come up with ideas for new articles, and make them unique. Finally, be upfront and honest with your PR firm. If you feel things just arent getting going, dont get frustrated. Sit down with them, review your goals, and if they cant show marked progress, let them go. (and then call me.)
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