Insurance in Plain English

Reaching the next generation of insurance consumers

Posts Tagged ‘public relations

Why bother measuring?

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My last post generated a lot of interest, and a lot of agreement that some kind of measurement needs to be in play when talking about the less quantifiable fields of social media and public relations. Nick Brown from InsuranceHQ made a great point noting that,

ROI will always be relevant as long as the social media/PR practitioners are NOT the bosses.

Yup. ROI to justify our very existence. It’s a cold, hard fact, but it is up to the PR and social media professionals to translate their value to management. A practitioner’s intuitive “sixth sense” is not enough.

It provides justification for the very existence of such a department. Communication is often the first area to get cut from the budget, simply because there are no immediately observable effects on sales or profit.

One noted communication scholar, Dr. Geduldig, paints the picture,

A hard-nosed manager would have a tough job evaluating a function that cannot be defined and can do well when it does nothing … Don’t expect others to buy public relations on faith. If public relations doesn’t set standards of measurement that are both objective and meaningful, management will apply its own, and the value of public relations will ultimately be measured against the bottom line.

Proving your worth is no longer as simple as showing evidence of volume or claiming public relations, social media and reputation evaluation to be intangible and not subject to measure—managers are demanding quantifiable results of practitioners

Ah, but measurement does actually have a greater, nobler purpose than securing our paychecks (though that in itself isn’t too bad). It helps determine whether or not we are meeting the objectives we’ve set for our communicative efforts. Is social media helping our agency? Is our public relations campaign effective? How can we do better? You can’t attack these questions without having some sort of measurement and evaluation program in place.

So what do you think—why should we be measuring our public relations and social media efforts?

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Written by melissa

June 1, 2010 at 9:00 am

PR grads: Congrats. Now get real.

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Welcome to graduation season. A time for family gatherings, cards holding checks with multiple zeroes and the obligatory advice to the graduating young adult blog posts.

Like so many other bright-eyed young students, I graduated this past Saturday, with my M.A. in organizational communication. I was a rarity in my department—a working professional with several years of experience in the field, as opposed to students who had moved directly from undergrad to grad work. As I listened to commencement speakers talking about the value of a communications degree, I kept wondering to myself, are these kids really prepared for the working world? No one ever told me that you’re supposed to learn how to actually DO something in college, develop a skill set that could help me support myself.

Public relations jobs are out there, but not always easy to come by in this market. And there are plenty of great tips and advice out there for graduates to learn how to land a job and succeed early in their careers. In the spirit of the season, I’m also contributing my insight, not about how to get a job in PR, but how to survive in it, with some tidbits that your professors probably never told you.

  • Get used to explaining what you do to friends and family, over and over again.
  • Accept that you don’t know jack about PR. No matter how many internships or “real world” classes you’ve taken, what the field actually entails won’t sink in till you’ve spent a few years in the trenches. There’s always more to learn.
  • Understand that “flashy” industry jobs (sports, fashion, entertainment, etc.) are the hardest to come by. If you want to emulate Samantha from Sex and the City, you can, but be prepared for it to (1) take years or (2) not work out exactly as you planned.
  • Agency experience is worth its weight in gold. Get some under your belt. It shows you can deal with crazy deadlines, demanding workloads and multiple clients. Plus, there’s no better way to learn a whole lot, quickly.
  • Keep in touch with everyone. Even that awkward kid on your floor from freshman year of college. Actually, ESPECIALLY that kid. Technology makes it easy, so there’s no excuse.
  • Want to make real money? Move to New York City. Now.
  • Your attitude is more important than your appearance. You could be in ripped jeans and a t-shirt, but make make damn sure you’re wearing a smile, every single day. PR is about being a company cheerleader, so act like one.
  • Maintain your hobbies and interests. It makes it a heck of lot easier when breaking the ice with clients and the media. Being an actual, living, breathing human being makes you likable, rather than a desperate flack.
  • Keep writing. And I don’t mean just for work, but personal pursuits as well. Get a Moleskin and keep it with you at all times. If you think this is ridiculous, start googling a new degree program, cause this isn’t the field for you.

So congratulations grads, welcome to the real world! Now get to work. And here’s a shout to some of the most eligible up-and-coming young professionals in the industry, featured on #HAPPO—you should think about hiring them.

Written by melissa

May 16, 2010 at 8:31 pm