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The issue I see is that when you have goals related to vanity metrics, you have to achieve them in order to be considered performing well. The time you spend on achieving vanity metrics takes away from real achievement that can come from deeper, more meaningful measurement. Walking the tight rope between vanity and real measurement means that you spread yourself thin and therefore can't achieve as much in either realm...
1 year ago on Vanity Metrics in PR May Be a Necessary Evil
Those last 5 paragraphs made my stomach hurt. I can't imagine the sinking feeling of packing in around the TV, eager to watch the 60 Minutes episode, and then... horror. I'm glad you wrote, this, @ginidietrich. I'll pass along to my colleague who teaches media relations ;).
1 year, 7 months ago on There is No Such Thing as Off-the-Record
@Randy MilanovicThanks, Randy!
1 year, 8 months ago on Social Media Marketing: Tactics Versus Strategy
@yvettepistorio I agree. No need to be on a platform if it doesn't move you toward your goals. As for the tool I mentioned, Randy said his org launched a free tool and I was inquiring about where we can find it online. @RegisDudley @Randy Milanovic
@Randy Milanovic This is great! Where can we find the free tool?
I always follow the order of:GoalsObjectivesSWOTBudgetRough timelineStrategiesTacticsMeasurementThorough timelineSummaryConclusionI never stray from that order. It's pretty much engrained into me. Building that order as a habit helps me to always stay focused on achieving objectives and measuring impact.One issue I find is that a new platform often pops up and a senior manager decides we're using that platform without considering the strategic relevance. I try my best to use that platform in my plan, but I don't if it doesn't have strategic value.
I'll be there! Will there be the opportunity to ask questions, @ginidietrich?
1 year, 8 months ago on The Rebel’s Guide to Email Marketing Webinar
@JoeCardillo @TaraGeissinger Exactly what I was going to say! Managing expectations is key. It's important to have a standard of service communicated to all front-line employees but give incentives to go above and beyond when it comes to customer service (awards, Linkedin recommendations and personal thank you notes are cost-effective options).
1 year, 8 months ago on Customer Service: Should You Try for Second Place?
@ginidietrich @LSSocialEngage @Kato42 I love this. Even changing one person's thinking is a win and could have ripple effects throughout an organization.
1 year, 8 months ago on Integrated Marketing Communications for Every Sized Organization
I'm interested in picking up extra work, @anitahovey. Got anything in mind? :P
1 year, 9 months ago on Starting a Public Relations Firm: The Business Side of Things
@anitahovey Go Anita!
@giesencreative Good luck :). It must be an exciting time for you!
@bhas Perhaps more check-ins are in order. If you stated from the get-go that you'd have check-ins every ___ weeks and/or every project milestone, and you are clear that you won't move forward until after approval, you could have those approvals to prove that the client accepted the work at each time point. Then you have proof that they must pay you for everything they've approved. You can negotiate doing the work over if they don't like the final project, but they must pay you for everything they've approved. Thoughts?
I LOVE these. They're clear and concise points! I've shared with a few independent consultant friends :).
There is also the pressure to base pay on performance for some new PR agencies. This really grinds my gears because so many factors can influence performance of activities (esp. when it comes to media relations). Don't give in to this, friends!
@ginidietrich Thanks for organizing, Gini!
1 year, 9 months ago on Join Danny Brown for a Special Livefyre Q&A Today
@Danny Brown you're awesome. Thanks for all your insight!!
@Danny Brown What are your favourite marketing case studies?
@Danny Brown @RegisDudley @adamsinger LOVE them both. Thanks, Danny :).
@Danny Brown What are some measurement blogs/resources you'd recommend? Any books on tracking ROI for PR goals?
@Danny Brown @sherrickmark Danny, how would you track ROI to justify the purchase of Traackr and/or similar influencer marketing tools/platforms?
@Danny Brown @RegisDudley @susancellura @ginidietrich THIS IS AWESOME, DANNY! Thank you so much for this :).
@Steve Birkett @ginidietrich @susancellura @Danny Brown can you elaborate on what you mean by "break out the percentages?"
@Danny Brown @Neicolec @susancellura @ginidietrich @InNetworkInc Sorry if it seems like I'm flogging a dead horse, but how do you know who's driving action? Through Google Analtyics?
@Danny Brown@susancellura@ginidietrich@InNetworkInc ROI is difficult to calculate for relationship-building initiatives.
Any suggestions on how to assign a monetary value to time spent cultivating relationships
(online and offline)?
@ginidietrich @susancellura @Danny Brown Awesome point, Gini!! Danny, and Gini What are some ways to assign a monetary value to influencer relations?
1 year, 9 months ago on Giveaway: summer beauty essentials from Benefit!
2 years ago on Access denied | Foreign Policy
Gini, I love this idea for very small businesses, but I must note the value of communications professionals in even the smallest of tasks.
Small business owners often have valuable insights but communications professionals are experts in crafting those insights into interesting and succinct stories. The more well-crafted and interesting a comment or post, the better an interview candidate the business owner appears and the more likely he'll catch a journalist's eye.
My advice is that as soon as a business can afford a communications professional, hire one (even if it's a freelancer or a part-time student).
3 years, 8 months ago on Small Business Tip Tuesday: Creating Your Own Media Relations Program