Public Relations


Plan to Protect Your Reputation

By Beverly M. Payton, M.A., APR Public relations professionals who specialize in crisis communications are among the highest paid in the industry. That’s because they are usually called in to consult for an organization only after a crisis has been boiling over for some time. Besieged leaders hope the consultant can invoke some PR magic that not only turns down the heat, but also moves the boiling pot off the burner and cleans up the gooey, sticky mess. Most of the time, they can’t. The kitchen is already on fire. What will you do when the S%#$ hits the fan? A …

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Mark Weiner, CEO of Prime Research

In PR, Measurement Matters; But How Do We Do It?

  Key Takeaways from the Public Relations Society of America Measurement Symposium Any public relations professional who has studied for the APR exam, or who has read the Barcelona Declaration of Measurement Principles, released in 2010, knows that research and measurement are key components of an effective, strategic communications plan. The first Barcelona Principle stresses the importance of goal setting and measurement. Effective measurement begins with developing communications objectives that answer who, what, when and how much the PR program is intended to affect.  A useful acronym many PR professionals are familiar with is SMART–Specific, Measurable, Attainable, Results-driven and Time-based. …

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