Posts Tagged with measurement
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At the end of each term, the students in PR Campaigns, our capstone PR course, present their portfolio of work to a panel of professionals. It’s an exciting day, with lots of great energy and terrific feedback from our talented professionals who give anywhere from 2 hours to 8 hours to share their expertise with our students. I had a chance to speak at some length with several reviewers this term at the end of the process and at the top of that feedback was that the students need to focus on the results of their work. This is often hard to do for students (it’s often hard to do for anyone, let’s be honest). If you’re dropped into the middle of a campaign at an internship, for example, your work is often task-oriented – write this release, compile this clip report. But having a results-oriented brain will help tremendously... Continue Reading
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If you’re dreaming an agency career, chances are you will need to know how to monitor the media for coverage. Often the monitoring doesn’t mean just collecting a bunch of links, but writing short summaries of the coverage so the busy executive can breeze through and read those pieces that are important. The final product at the end of the quarter is a clip book. When you put it altogether, the clip book is one measure of the value of the work that the public relations team is doing. It’s just one measure, but at the intern or account coordinator level, it may be the one that you have the most ability to contribute to. Here are some tips for media monitoring and writing coverage reports: Understand why it’s important. I can promise you that monitoring and putting together clip books is bor-ing. But if you understand the why, it... Continue Reading
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