From the course: Public Relations Foundations
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Tying PR to business goals
From the course: Public Relations Foundations
Tying PR to business goals
- PR is often labeled as intangible. You can change this perception. There are specific high level buckets or business cases that interest executives. If you want to have your PR programs well-funded, then connect communications to important areas of focus. Look at brand health, this is a measure of public attitude, an overall good perception of your company. When people are positive about your organization, you'll have higher brand value in the market. Make your PR more tangible by evaluating the sentiment of what people are saying about your company. Use simple tools to do this. For example, Sentiment Viz, short for visualization, for Twitter, lets you know a range of emotions about your customers, tying communication to brand health. Next is marketing optimization. It's critical that PR strategy and execution help to improve the effectiveness of marketing programs. How? Well, you can use PR media outreach to drive more exposure and traffic to your website. Marketing will applaud…
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