The PR Skill You Didn't Think You Needed

“Math is not my thing, that’s why I’m in public relations.” Press releases, blog posts, email blasts, pitches- after a semester or two of writing, you start to consider that maybe you won’t need to remember what you learned in high school algebra after all. But just when you think you’re finished with math after that final gen ed course, think again. Numbers and calculations are actually vitally important in public relations (and life in general), so here are a few instances when you’ll need to utilize those math skills in PR…sorry.

(Source: Quickmeme)

• Measurement. Advertising value equivalency is what news coverage would cost if it were advertising space. And although AVEs are by no means an accurate way to measure the success of public relations according to the Barcelona Principles (for more info on the these principles, check out a previous post here), they are still widely used. AVEs need to be calculated using ad rates, column inches, and other figures.
• Evaluation. Effectively evaluating the results of a public relations campaign takes more than counting the number of media outlets that have picked up your story. You need to be able to calculate the percentage of increase in followers, page views, and other statistics that show your campaign is positively affecting client. It is one thing to tell your them that your work is making a difference but it’s quite another to show them the numbers to prove it.
• Data analytics. In the last decade or so, there’s been an explosion of data available to, well, just about everyone. The challenge lies is knowing what to do with all this new information. Being able to analyze and apply the information effectively in a campaign or strategy is now a necessary skill to have in PR.
• Research. The hardest part of doing primary research isn’t creating an effective survey or properly moderating a focus group. Like in data analytics, the real challenge is taking the information you’ve gathered and knowing what to do with it.

So learn to embrace math in public relations, because it’s a (very) necessary evil.

The Difference Between the Three "Os"

One of the most common and widely accepted approaches for evaluating the effectiveness of communication-based activities focuses on measuring the three “Os”: outputs, outtakes and outcomes. 

Measuring the effectiveness of your public awareness activities is not an exact science. However, if you build a program that measures your efforts (outputs), stakeholder awareness and knowledge (outtakes) and key stakeholder behaviors (outcomes) you can determine which elements of your program are effectively impacting behaviors and influencing attitudes. 

Outputs, Outtakes and Outcomes connect the dots between communication-based activities in your tactical plan and the impact they have on behaviors and attitudes that result in safer pipelines. 

Outputs are the actions you take to communicate messages to stakeholders. Tracking your 
outputs should be one of the first measurement activities that you implement and can be done 
using a paper-based or electronic database method. Examples of outputs include: 

• Brochures or other direct mail 
• Press releases 
• Face-to-face meetings  
• Social media posts

Measuring outputs allows you to document the opportunities that key stakeholders have to see (or hear) your messages and to analyze the frequency and mix of communication vehicles used to deliver these messages. 

Outtakes are knowledge, attitudes, opinions and levels of confidence. Outtakes also include the self-expressed likelihood of an action or behavior. Samples of outtakes include: 

• Percentage of affected public that recognize the problem or issue
• Percentage of affected public who correctly answer knowledge questions 
• Basically, the takeaways from the experience

Measuring outtakes helps you determine the effectiveness of your tactical plan. Techniques for 
measuring outtakes include surveys, in-depth interviews as well as focus groups. 

Outcomes are stakeholder actions and behaviors.

Measuring outcomes is the holy grail of understanding the effectiveness of your public awareness program. Sample techniques for measuring outtakes include analyzing behaviors, field research and surveys.

How do you utilize the three "Os" within your measurement evaluation? We want to know!

Why You Should Be Evaluating the Interviewer Too

The night-before jitters strike. Picking the perfect outfit and making sure you are well prepared for your interview are common behaviors. The moment you have been waiting for arrives and you’re ready to go. But what happens when your interviewer appears to fall short? Unfortunately, there are many components of a faulty interview. A meaningful understanding of the interview provides a foundation to determine your future working environment. Take into consideration the following telltale signs after your interview. 

1. “Tell me a little about yourself, I haven’t had a chance to look at your resume” - If that is the case, run. This is a negligent approach to an interview. It shows little thought and lack of interest of a prospective employee. After all, you’ve done your research on the company, so it is only fair that they reciprocate.
2. Easily Distracted - The interview has been scheduled for a specific time. Lunch and snacks should have been taken care of, and the utmost attention should be present by both the interviewer and interviewee. If the interviewer continues to look around, answer emails, or complete other tasks, then it is clear that they are inattentive.
3. “I’m not sure.”- The interview is reaching the end, and it is your turn to ask a few questions. The last response you want to hear is “I don’t know.”  If an interviewer or outside resource cannot give adequate answers to your questions, then it shows that there is a lack of familiarity and knowledge within the company.

Reflect and evaluate your first encounter with your potential employer as soon as you leave an interview. If you do not feel comfortable or satisfied, write a pro and con list to assist you before reaching a decision. The internal communication and culture of an organization or company is ultimately the most influential component in cultivating your future productivity, teamwork, and overall happiness. 

Share your favorite interview story with us!

This guest blog post was written by PRowl Staff Member Caitlin Kummeth.

Closing The Book

As we prepare to say farewell to another year, it is likely that many PR pros are saying goodbye to old clients and prepping to usher in new ones. Closing an account or completing a client project should always envolve more than wishing the client well and going on your way. While it may seem evident to you that you did your job, and very well at that, you may have to outline and make clear exactly what you've done for a client. These are usually done in the form of an evaluation report. Even if you aren't closing an account with a client, providing evaluation reports is a great way to make sure you and the client are on the same page. Here are some things you should include in your evaluation:

• Review the original goal: Provide details what you set out to do for the client. Although this has likely been outlined in the original contract, providing it again helps to refresh the client's and your memories.
• Results: What did you get done for the client? Track how well you accomplished all of the original goals that were set. Be sure to be honest, the client deserves to know what you actually did.
• Problems and solutions: What strategies or tactics didn't work out so well? Here is a chance for you to explain some of the less favorable results you may have gotten. Note things that you would do differently the next time around. Maybe you hosted an event the same night as another event in town, so next time you know to check local event calendars before setting a date.
• What went right: Talk about some of the good things that happened on the account. Maybe you enhanced media relations or increased awareness about your client locally or nationally. All of those things are great and while they may not be quantifiable, they are more than noteworthy.
• Reevaluate and reset goals: Now that you and the client have a better idea of what works and what doesn't work to meet their needs, you can form new realistic goals for the client. For example, if you found that the client's target audience responded well via social media, then hosting a social media contest is more than doable for that client.

Have you ever done an evaluation report for a client? Share your experiences with us.

RACE to the New Year: Resolutions and Evaluations

I've noticed New Year's resolutions get scoffed at a lot more often than they get created. In fact, when talking of my personal resolutions to a friend, I was told, "Why wait until one day in the entire year to decide to make yourself better? Shouldn't you be constantly be making resolutions to accomplish?"

I realize he made a valid point. It was this conversation that sparked my realization that we view New Year's resolutions all wrong. They aren't a list of the typical, yet hardly-ever-accomplished goals we make for ourselves once and year only to abandon two weeks later. Instead, they are a part of an on-going process that in PR, we like to call the RACE model, and January 1st is all about evaluation.

The RACE model is known worldwide in terms of the PR industry, however I think it applies perfectly to the concept of New Year's resolutions. The four-step model includes the phases of Research, Action, Communication and Evaluation.

(R)ESEARCH:
Before we make any resolutions, we need to know our problem areas or areas of improvement. It takes time, thought and effort to put together a list and some basic research is always done prior to declaring resolutions. There are only so many days in a year, and its important to set reasonable and achievable goals for yourself. It's important to note, these goals can be set any time of the year, as self-improvement should always be an on-going process.

As an example, one of my goals this year is to take the time to create an online portfolio for myself to showcase my work to potential employers.

(A)CTION:
Like any good campaign, it's always best to start with a plan of action. What resources will you need to accomplish this goal? What steps will you need to take and when do you need to take them? When you have a plan in place, it's much easier to stay on course. This isn't to say you won't deviate from the plan at times, but its there to always steer you back in the right direction.

Continuing with my previous example, I know in order to accomplish this goal I will need to create a detailed timeline for myself, compile my best work that I want to highlight and consult someone with web design knowledge to assist me in the creation of my website.

(C)OMMUNICATION:
Typically in a PR campaign, this is where you communicate your message(s) to target channels and publics. With resolutions, it's a bit different. Sometimes resolutions can seem unreachable or you've run out of ideas to inspire yourself and find motivation. The communication stage should be used to communicate your goals to peers, mentors, friends and family in order to gain additional support and sources of motivation. These people may be able to provide you with solutions to any roadblocks you may have encountered during your plan of action. Always communicate your goals and take advantage of the advice others may have to offer.

For my personal resolution of building an online portfolio, I may reach out on Twitter for example to outsource ideas for what materials I should include and what site builder is best to use. There are many people who have already accomplished this goal who may be able to offer me their advice.

(E)VALUATION:
At the end of every PR campaign, the most important part is always evaluating whether or not you were successful in achieving your goals and objectives. With resolutions, it is no different. As I stated earlier, you can create goals for yourself during any point of the year, however it's always good to have a slated time for reflection and evaluation and what better time than the start of a new year? Use this time to ask yourself, "did I accomplish any of my personal goals this year? What worked and what didn't? What should I continue to improve for this upcoming year?" Don't use New Year's as the one and only time to make goals for yourself. Instead, use it as a time to evaluate everything you have accomplished in the past year and determine where to go from there.

This past year, for example, I accomplished my goal of studying abroad during the summer. Through careful research, a solid plan of action and my willingness to communicate any questions or help I needed in the process, I was able to spend five weeks this summer in Paris, learning French at the Sorbonne.

So regardless of what you want to accomplish, or when you set your goals, always remember New Year's is about self-evaluation and a time of reflection, not a two-week membership to the gym.

What are your resolutions this year? Did you accomplish any of your goals from last year? Let us know!