What can a band named the Arctic Monkeys possibly teach the public relations community about the anatomy of buzz? This article details how the community of bloggers and the mainstream media have a symbiotic relationship that helps brands and ideas explode onto the scene.
One of the great myths about public relations is that measuring our results is difficult at best. The root of the myth is the misunderstanding that the primary result of PR activities is the publicity we generate. While publicity can be important, it is most valuable when aligned with your organization’s strategies and business goals. Organizations can and should hold their public relations programs accountable for achieving clearly defined and measurable objectives that matter. In many cases, the same measurements that are used to examine advertising effectiveness can be used to measure the effectiveness of PR. Public relations results usually fall into one of three categories: education, persuasion and behavior. Education: Public relations can call attention to an organization, issue, product or service. If an organization hasn’t clearly defined itself, PR can help. Persuasion: Once a baseline of awareness is …