“It seems obvious to me (and research backs me up) that we are most productive, persistent, creative, and flexible when we’re engaged in precisely the combination of activities that brings us maximum fun.” —Martha Beck, O Magazine- May, 2002
Well, work may not be all fun, but I am a firm believer that we should do work that we love and love what we do for a living. Life’s too short to do anything less.
For me, that means counseling clients on their business. More precisely, providing strategic counsel on how the communications programs I implement can impact their business. What’s that I say? Linking public relations and marketing communications efforts to business results? Yep.
Another one of my firmly held beliefs is that public relations is NOT the same thing as publicity or media relations. In fact, the role of public relations goes far beyond just awareness building. Or at least it should.
I’m not the only one who thinks this. A few weeks ago, a group of public relations organizations met and developed principles that guide the measurement of communications. The seven principles the organizations agreed to are:
- Importance of goal setting and measurement
- Measuring the effect on outcomes is preferred to measuring outputs
- The effect on business results can and should be measured where possible
- Media measurement requires quantity and quality
- Ad value equivalents (AVEs) are not the value of public relations
- Social media can and should be measured
- Transparency and replicability are paramount to sound measurement
In future posts, I’ll go into detail about each of these principles and how healthcare organizations can apply them to see greater results from their marketing and public relations efforts.
Agree or disagree, I’d love to hear your thoughts on achieving business results through public relations.
© 2010 Modern Health Communications, Inc.