Comments on: What to include in your 2010 PR plan http://www.valleyprblog.com/pr-best-practices/what-to-include-in-your-2010-pr-plan/ A (dry heated) group blog from Phoenix, Arizona on public relations, marketing and social media Mon, 22 Aug 2011 21:48:29 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Laura Kinoshita http://www.valleyprblog.com/pr-best-practices/what-to-include-in-your-2010-pr-plan/comment-page-1/#comment-11321 Laura Kinoshita Thu, 08 Oct 2009 19:10:53 +0000 http://www.valleyprblog.com/?p=2684#comment-11321 Also, make sure you set aside 5% of budget to measure outgrowths and campaign outcomes, not just outputs like clips or Web site hits. Align your metrics to how the business measures itself. I have some formulas, if interested. Also, make sure you set aside 5% of budget to measure outgrowths and campaign outcomes, not just outputs like clips or Web site hits. Align your metrics to how the business measures itself. I have some formulas, if interested.

]]> By: Jim Veihdeffer http://www.valleyprblog.com/pr-best-practices/what-to-include-in-your-2010-pr-plan/comment-page-1/#comment-11320 Jim Veihdeffer Thu, 08 Oct 2009 18:47:44 +0000 http://www.valleyprblog.com/?p=2684#comment-11320 how about: Fun! how about: Fun!

]]> By: Dana Arnold http://www.valleyprblog.com/pr-best-practices/what-to-include-in-your-2010-pr-plan/comment-page-1/#comment-11318 Dana Arnold Thu, 08 Oct 2009 17:40:51 +0000 http://www.valleyprblog.com/?p=2684#comment-11318 I think it's imperative to break out goals (those things that will never change that you're aiming for - big picture) and objectives (very measurable items that you intend to obtain through the course of the year/contract term). Without stating those items up front, it's impossible for your management or client to measure your success on the back end. Especially today when so many of us are ROI-driven, we need to quantify what we do for the companies we serve. I think it’s imperative to break out goals (those things that will never change that you’re aiming for – big picture) and objectives (very measurable items that you intend to obtain through the course of the year/contract term). Without stating those items up front, it’s impossible for your management or client to measure your success on the back end. Especially today when so many of us are ROI-driven, we need to quantify what we do for the companies we serve.

]]> By: Marketing Sociologist http://www.valleyprblog.com/pr-best-practices/what-to-include-in-your-2010-pr-plan/comment-page-1/#comment-11317 Marketing Sociologist Thu, 08 Oct 2009 17:00:32 +0000 http://www.valleyprblog.com/?p=2684#comment-11317 Very good essay. I recommend adding why you need Twitter, Facebook and other 21st Century marketing tools in that plan. This is the hardest sell to management. It is also easier to measure results utilizing 21st Century marketing tools (some call them "social media") and how your overall Marketing $ociology plan is contributing to the company's BOTTOM LINE. An example is recently Facebook outpaced Yahoo on Alexa's list of most popular sites. YouTube was #4 behind Yahoo (remember all you marketing executives who said no in early 2007 when I was recommending this 21st Century Marketing tool?). That means only Google search engine tops Facebook in the millions upon millions worldwide who use the Internet. To me, a Facebook, MySpace, YouTube presence is more important than being on CBS Evening News. An example is the Wedding Dance video from YouTube. All over every news outlet. Same with the cat playing piano. Yet many executives are stuck in 20th Century thinking as we are just 2 months from the 21st Century's second decade. Richard Kelleher Marketing $ociologist MediaRelationsExpert.com Friendfeed & Twitter: PhoenixRichard Very good essay.

I recommend adding why you need Twitter, Facebook and other 21st Century marketing tools in that plan. This is the hardest sell to management. It is also easier to measure results utilizing 21st Century marketing tools (some call them “social media”) and how your overall Marketing $ociology plan is contributing to the company’s BOTTOM LINE.

An example is recently Facebook outpaced Yahoo on Alexa’s list of most popular sites. YouTube was #4 behind Yahoo (remember all you marketing executives who said no in early 2007 when I was recommending this 21st Century Marketing tool?). That means only Google search engine tops Facebook in the millions upon millions worldwide who use the Internet.

To me, a Facebook, MySpace, YouTube presence is more important than being on CBS Evening News. An example is the Wedding Dance video from YouTube. All over every news outlet. Same with the cat playing piano.

Yet many executives are stuck in 20th Century thinking as we are just 2 months from the 21st Century’s second decade.

Richard Kelleher
Marketing $ociologist
MediaRelationsExpert.com
Friendfeed & Twitter: PhoenixRichard

]]> By: Pat Elliott http://www.valleyprblog.com/pr-best-practices/what-to-include-in-your-2010-pr-plan/comment-page-1/#comment-11316 Pat Elliott Thu, 08 Oct 2009 16:41:37 +0000 http://www.valleyprblog.com/?p=2684#comment-11316 Good info, Linda. I've also found it helpful to use the planning process to identify inappropriate functions that have migrated to the PR team and use the opportunity to put them in context and get management support for eliminating them or moving them to a more appropriate department. Also, given the economy, it's critical to measure, quantify and communicate the value of PR to management and be assertive about being heard. The budget process in most companies today also includes a hard look at staffing levels and potential cutbacks. If PR is viewed as non revenue producing it's in a vulnerable position. Good info, Linda. I’ve also found it helpful to use the planning process to identify inappropriate functions that have migrated to the PR team and use the opportunity to put them in context and get management support for eliminating them or moving them to a more appropriate department.

Also, given the economy, it’s critical to measure, quantify and communicate the value of PR to management and be assertive about being heard. The budget process in most companies today also includes a hard look at staffing levels and potential cutbacks. If PR is viewed as non revenue producing it’s in a vulnerable position.

]]> By: Marketing $ocologist http://www.valleyprblog.com/pr-best-practices/what-to-include-in-your-2010-pr-plan/comment-page-1/#comment-11314 Marketing $ocologist Thu, 08 Oct 2009 16:16:37 +0000 http://www.valleyprblog.com/?p=2684#comment-11314 Very good essay. I recommend adding why you need Twitter, Facebook and other 21st Century marketing tools in that plan. This is the hardest sell to management. It is also easier to measure results utilizing 21st Century marketing tools (some call them “social media”) and how your overall Marketing $ociology plan is contributing to the company’s BOTTOM LINE. An example is recently Facebook outpaced Yahoo on Alexa’s list of most popular sites. YouTube was #4 behind Yahoo (remember all you marketing executives who said no in early 2007 when I was recommending this 21st Century Marketing tool?). That means only Google search engine tops Facebook in the millions upon millions worldwide who use the Internet. To me, a Facebook, MySpace, YouTube presence is more important than being on CBS Evening News. An example is the Wedding Dance video from YouTube. All over every news outlet. Same with the cat playing piano. Yet many executives are stuck in 20th Century thinking as we are just 2 months from the 21st Century’s second decade. Let me know if I may help. Richard Kelleher Marketing $ociologist MediaRelationsExpert.com Friendfeed and Twitter: PhoenixRichard Very good essay.

I recommend adding why you need Twitter, Facebook and other 21st Century marketing tools in that plan. This is the hardest sell to management. It is also easier to measure results utilizing 21st Century marketing tools (some call them “social media”) and how your overall Marketing $ociology plan is contributing to the company’s BOTTOM LINE.

An example is recently Facebook outpaced Yahoo on Alexa’s list of most popular sites. YouTube was #4 behind Yahoo (remember all you marketing executives who said no in early 2007 when I was recommending this 21st Century Marketing tool?). That means only Google search engine tops Facebook in the millions upon millions worldwide who use the Internet.

To me, a Facebook, MySpace, YouTube presence is more important than being on CBS Evening News. An example is the Wedding Dance video from YouTube. All over every news outlet. Same with the cat playing piano.

Yet many executives are stuck in 20th Century thinking as we are just 2 months from the 21st Century’s second decade.

Let me know if I may help.

Richard Kelleher
Marketing $ociologist
MediaRelationsExpert.com
Friendfeed and Twitter: PhoenixRichard

]]> By: Marketing $ociologist http://www.valleyprblog.com/pr-best-practices/what-to-include-in-your-2010-pr-plan/comment-page-1/#comment-11313 Marketing $ociologist Thu, 08 Oct 2009 16:14:58 +0000 http://www.valleyprblog.com/?p=2684#comment-11313 Very good essay. I recommend adding why you need Twitter, Facebook and other 21st Century marketing tools in that plan. This is the hardest sell to management. It is also easier to measure results utilizing 21st Century marketing tools (some call them "social media") and how your overall Marketing $ociology plan is contributing to the company's BOTTOM LINE. An example is recently Facebook outpaced Yahoo on Alexa's list of most popular sites. YouTube was #4 behind Yahoo (remember all you marketing executives who said no in early 2007 when I was recommending this 21st Century Marketing tool?). That means only Google search engine tops Facebook in the millions upon millions worldwide who use the Internet. To me, a Facebook, MySpace, YouTube presence is more important than being on CBS Evening News. An example is the Wedding Dance video from YouTube. All over every news outlet. Same with the cat playing piano. Yet many executives are stuck in 20th Century thinking as we are just 2 months from the 21st Century's second decade. Let me know if I may help. Richard Kelleher Marketing $ociologist MediaRelationsExpert.com Friendfeed and Twitter: PhoenixRichard Very good essay.

I recommend adding why you need Twitter, Facebook and other 21st Century marketing tools in that plan. This is the hardest sell to management. It is also easier to measure results utilizing 21st Century marketing tools (some call them “social media”) and how your overall Marketing $ociology plan is contributing to the company’s BOTTOM LINE.

An example is recently Facebook outpaced Yahoo on Alexa’s list of most popular sites. YouTube was #4 behind Yahoo (remember all you marketing executives who said no in early 2007 when I was recommending this 21st Century Marketing tool?). That means only Google search engine tops Facebook in the millions upon millions worldwide who use the Internet.

To me, a Facebook, MySpace, YouTube presence is more important than being on CBS Evening News. An example is the Wedding Dance video from YouTube. All over every news outlet. Same with the cat playing piano.

Yet many executives are stuck in 20th Century thinking as we are just 2 months from the 21st Century’s second decade.

Let me know if I may help.

Richard Kelleher
Marketing $ociologist
MediaRelationsExpert.com
Friendfeed and Twitter: PhoenixRichard

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