Political PR

Yesterday I saw a posting on a fellow PR blogger's site talking about a highly successful PR tactic that was used by Senator McCain in his bid for the White House.

The New York Times turned down an editorial by Senator John McCain, so the McCain camp leaked it to the Drudge Report, which not only published the editorial but made a news event out of the turndown. The result is that more people are seeing the editorial than readers of The New York Times -- and the Times looks bad. The negative to this, of course, is that the Times will get even, but the McCain camp apparently feels that the Times won't be fair in any event. The McCain camp has burned its bridge to the Times with style.

Today, I received an e-mail talking about the controversial cartoon in the New Yorker featuring Barack Obama in Islamic dress beside a burning US flag in the Oval Office. AdWeek offers one interesting perspective on the Barack cartoon saying that advertisers should be thrilled.

Meanwhile, within this world of minute media issues that are sensationalized enough to fill a full 24-hour news cycle, are there any lessons to be learned from this latest New Yorker kerfuffle? No. 1: I think that the magazine's advertisers should be thrilled. Any cover that through sheer cleverness generates this kind of attention is to be worshiped.

Get the rest of the story here. Thoughts? Comment below.

Reserve your spot for a fall APR prep course now!

The MN PRSA Accreditation in Public Relations (APR) committee is gathering details for a fall APR prep course. We need to know how many of you might want to attend and what type of schedule would work best for the group.

Number of MN PRSA members that are APRs: 103 out of 460
Number of new APRs since January 2008: 3


What is the APR Prep Course?

Feedback from APR candidates is that face time with each other and the APR prep course instructors makes a difference. Because each candidate is at a different place in their development, the books and study materials take them only about 80 percent of the way. The last 20 percent comes down to refining each person’s individual experience with the help of peers and instructors.

That is, candidates typically don’t know what they don’t know until they start dialoguing with the APR instructors, and hearing reactions from the other candidates.

The APR prep course provides candidates with the quality time they need with peers and instructors to close the gap.


Number of instructors: 10-12
Hours of instruction: 12

Cost: None! It’s free!

1. We need a headcount.
If there is any chance that you might attend the fall APR prep sessions, please let me know by clicking here right now!

2. What type class format should we have?
Please let me know which of the following you would prefer by clicking here. We won’t offer all of the following, but, we’ll consider feedback as we plan.

• One evening each week for six weeks?
• Over a weekend?
• Over two Saturdays?
• Webcast* during business hours?
• Other? If so, what?

*Note: A Webcast may be a long shot due to the fact that APR instructors volunteer their time and also have full-time jobs. It may be difficult for them to be available during business hours. That said, we are interested in exploring new approaches, so, let us know what you think!

MarketingLab Adds Art Director and is Named to Prestigious Industry List

MarketingLab has added Chris Haas as Art Director. Haas is an industry veteran who earned his stripes at retail industry giant Best Buy.

Haas has experience ranging from in-store promotion to television spots to guerilla marketing. He’s worked for both Best Buy Advertising and Promotional Marketing, and has been recognized by the Retail Advertising and Marketing Association and Advertising Age. During his nine years at the company, Best Buy’s growth and stature helped hone Haas’ experience in a variety of different areas.

"Chris has almost a decade of experience working for one of the world’s largest specialty retailers," said Rich Butwinick, Founder and President of MarketingLab. "At Best Buy he had the opportunity to develop and support many unique campaigns that addressed a variety of targets. That’s what we are about here so we’re looking forward to our path together."

At Best Buy, Haas worked for projects on behalf of the company and its partners. Product, campaign and client integration have been key to his work; that will be no different at MarketingLab.

The firm also recently earned another PROMO magazine top 100 ranking as one of the elite U.S. promotional marketing agencies. The rankings figure in net revenue, two-year growth, number of years in the business and net revenue per employee. MarketingLab has been on the Top 100 list each of the last five years.

"We’re very proud to be on the PROMO 100 list again," said Butwinick. "We consider consistent performance as a priority so to be a part of this important list for a fifth time in a row, it means an awful lot."

MarketingLab takes a unique approach to its promotions projects and focuses its efforts at retail or market-level marketing. The agency’s client list includes such stalwarts as Procter & Gamble, 3M, Qwest, Land O Lakes and Schwan’s Consumer Brands, among others.

Job - Boston Scientific - Sr. Public Relations Project Manager

Boston Scientific - Sr. Public Relations Project Manager

CLS Hires Gardeen

Ben Gardeen has been named senior associate at public relations firm Carmichael Lynch Spong and will be based out of the Minneapolis office. His role includes managing the Maytag Repairman campaign while assisting and managing the Maytag brand. In 2007, Carmichael Lynch Spong generated the campaign, "The Next Maytag Repairman: Could It Be You?" in order to revitalize the brand, which included an open-to-the-public, nationwide search for the next Maytag Repairman.

Gardeen comes to Carmichael Lynch Spong from Porter Novelli, a public relations firm in Chicago , Ill. , where he was an account executive in consumer, health care and sports marketing practices. While there, he represented clients Merck/Schering-Plough, Gillette, Alcon and Harman/Becker, along with several others. Gardeen successfully pitched media in the top 100 U.S. markets, planned and executed client activities and co-led national media relations in programs for Merck/Schering-Plough and Gillette.

"We are thrilled to welcome Ben to Carmichael Lynch Spong," says Douglas K. Spong, APR, president of the firm. "His experience working with a variety of well-known clients, along with his media relations exposure, will be valuable in continuing the success of the Maytag Repairman campaign."

While at Porter Novelli, Gardeen was a 2007 team recipient of the Bronze Anvil Award for work in media relations with Merck/Schering-Plough, and a 2008 team recipient of the Golden Trumpet Award for work with Idearc Media, publishers of the Verizon Yellow Pages.

Prior to his role at Porter Novelli, Gardeen completed an internship at Ogilvy Public Relations, also located in Chicago , Ill.

Gardeen received a bachelor of arts degree in journalism and mass communications and a bachelor of arts degree in Spanish from Iowa State University .

APR has nothing to do with Interest Rates!

While I was on vacation Heather Schwartz wrote an excellent article on the value of APR. For those that don't know APR, in the PR industry it stands for more than Annual Percentage Rate it is the distinction of Accreditation in Public Relations. Below is the first in a series of articles talking about what APR is and its value. The Minnesota Chapter of the Public Relations Society of America is looking to find out your thoughts on APR and how they can make it more relevant to the broader business community.

APR – Is it worth it?

I’ve been hearing a lot about how no one outside of PRSA knows what APR is. APRs want more support from PRSA National. They want a campaign to help MBAs understand the value of APR.

While many people in business may never have heard of APR, the benefits stand. APR provides you with a solid framework, supported by your industry’s experts. People who have earned their APR say that the process of preparing for the portfolio review and exam helped refine their work and made them stronger PR practioners.

Proposal: Update terminology to enhance APR’s image.
One proposal in support of changing APR’s image is to update the terminology used to describe it. What if we used the term, “Board certified in public relations” in place of APR?

After all, the credential is awarded by the Universal Accreditation Board. It seems reasonable to think that "board certified" would be an accurate description of the accomplishment.

PRSA and the Universal Accreditation Board have been notified of Minnesota PRSA’s membership’s desire for support. The Minnesota PRSA-APR Committee will monitor the situation. We are glad to pass along any feedback you have.

In the meantime, remember that if you are an APR, your local APRs are here to stand behind you. As you move into a leadership role, you may experience some growing pains. Suddenly, the path is less clear. That’s because part of what you’ve worked for is the right to create your own path!

Here are some tactics that might help if you are feeling as if your APR credentials aren’t recognized by co-workers or people outside of PRSA.

1. Show the strategy behind your work.
2. Ask questions about business, law and ethics if/when it will enhance the work. Show that you’re up to speed on what the rest of your project’s stakeholders will be looking for.
3. Use the term, “advanced certification in my profession,” in place of “APR” when talking with non-PRSA members.
4. Speak highly of other APRs to co-workers and bosses. Explain how their qualifications show through in their work, and/or inspire you.

Leah Otto
APR Committee Co-Chair
MN PRSA

Job - Dow Water Solutions - Communications Assistant

Dow Water Solutions - Communications Assistant

Job - BAE Systems - Communications Specialist

BAE Systems - Communications Specialist

Portman Hired at CLS

Catherine Portman has been named senior associate at public relations firm Carmichael Lynch Spong and will be based out of the New York office. Her new role includes leading clients Lutron® and Therma-Tru® and working with the media relations team to pursue broadcast opportunities for the firm’s clients.

Portman comes to Carmichael Lynch Spong from ABC News, where she was an associate producer for “Good Morning America.” While there, she produced tape pieces for anchors Diane Sawyer, Charles Gibson, Robin Roberts and ABC News correspondents.

"We are very pleased to have Catherine join our team of achievement addicts here at Carmichael Lynch Spong," says Douglas K. Spong, APR. "Her extensive experience with broadcast media will be beneficial to our clients who call for support in this area."

Portman has over five years of experience in television news. Prior to her role at “Good Morning America” she was a production assistant at the Washington Bureau of ABC News. While there she helped produce the show open for “This Week with George Stephanopoulos,” along with coordinating all graphic and tape elements for the weekly show.

Portman began her television career as an intern for CNN in the Washington , D.C. and Los Angeles , Calif. news bureaus. During her time at CNN she covered the contested election of 2000.

Throughout her television news career, Portman received several accolades for her work. In 2005, she was on the Emmy-award-winning team that produced Diane Sawyer’s reports from the tsunami-afflicted area. Then in 2007, as a part of the “Good Morning America” staff, she won a daytime Emmy for “Best Morning Show.”

Portman received her bachelor of arts degree in history from the University of California , Davis . She also studied abroad for a year at Trinity College , University of Dublin in Dublin , Ireland .

WEBER SHANDWICK ANNOUNCES NEW HIRES

The Minneapolis-St. Paul office of Weber Shandwick today announced the new hires of six employees in the interactive and emerging media, technology, financial services and corporate, community and public affairs practices.

Andy Keith joined the interactive and emerging media practice as an interactive B2B strategist. Prior to Weber Shandwick, Keith was a strategist providing expertise in Web marketing, online communities and portals, corporate blogging, social media, knowledge management and e-learning for companies such as Macromedia, TechRepublic and Analysts International, as well as several local tech startups. Originally from the Los Angeles area, Keith graduated from California State University at Northridge with a bachelor's degree in theater and also received his master's degree in education from Lewis and Clark College in Portland, Ore.

After completing her internship, Mary Elizabeth Sisk joined the interactive and emerging media practice as an assistant account executive. Prior to Weber Shandwick, Sisk was an event staff member for the South Carolina Governor’s Mansion and was the public relations director for the Daily Gamecock, University of South Carolina’s student newspaper. A native of Greenville, SC, Sisk graduated from the University of South Carolina with a bachelor's degree in public relations and a minor in business with cum laude honors.

Amy Steigman joined the technology practice as an account supervisor. Prior to Weber Shandwick, Steigman managed public relations and membership marketing and communications at Scientific Societies. A native of International Falls, Minn., Steigman earned her bachelor's degree in journalism from the University of Wisconsin-Superior and her master's degree in technical communication from Metropolitan State University. Steigman is also a member of the National Association of Science Writers.

Jessica Walstrom also joined the technology practice as an assistant account executive. Prior to Weber Shandwick, Walstrom held internships with Piper Jaffray, Wells Fargo, Padilla Spears Beardsley, Carlson School of Management and Trammell Crow Company. A native of Anoka, Minn., Walstrom earned her bachelor's degree in journalism with a minor in business management from the University of Minnesota.

Sue Diekman joined the financial services practice as an account director. Prior to Weber Shandwick, Diekman was the senior director of corporate communications for HealthPartners. A native of Brooklyn Park, Minn., Diekman earned her master's degree in business communication from the University of St. Thomas and received her bachelor's degree from the University of Minnesota.

Jeff Falk joined the corporate, community and public affairs practice as a senior account executive. Prior to Weber Shandwick, Falk served as director of communications for the Minnesota State Auditor Rebecca Otto and worked as the broadcast media relations manager in the University of Minnesota's Office of University Relations. He also served as a press aide to Minnesota Gov. Tim Pawlenty. A dual citizen of Germany and the United States, Falk holds a bachelor's degree from Macalester College in St. Paul, Minn.

Successful Public Relations Does Not Equal Clip Books

So I must admit I am so tired of PR success being personified by a statement like – “It was a successful PR campaign because it generated 10 million media impressions and had an ad value of $12 million.”

MNPR Blog readers – it is time we take a stand against these statements and work to educate the business community that strategic public relations does not equal clip books. That is all well and good that your campaign generated a ton of media coverage – however what did those results accomplish? How did they drive your business? Did the tie back to your business objectives?

By definition public relations is the practice of managing the flow of information between an organization and its publics. Now I am not unrealistic, I fully understand that media relations is one of the key functions of our industry but it’s not what PR is. For decades, we as a profession have trained businesses that PR is measurable by clip books. We are perceived to churn out press releases and “spin” the story to make an organization look good. Too often, PR is brought in as an afterthought – “oh we have a great product and our ads are done – lets see what PR can do with this.”

I think it is time that we as professionals revisit the definition of PR. It is not about spin, it’s not about clip books – it’s about communication, it’s about perception, it’s about relationships. This is the core of our business ladies and gentleman but yet there is this massive lack of understanding about what the utility of public relations truly is.

The landscape of the media is changing daily. The lines between PR and marketing continue to blur and intersect. No longer can marketing and PR fall under a one-way communication model. The multitude of ways consumers or audiences relevant to your business receive information is staggering. Consumers can now engage directly with organizations and voice their opinions, good or bad. And companies now have the opportunity to engage with audiences on so many different levels.

The concept of permission marketing is at the forefront and PR professionals need to be leading conversations with organizations about the impact public relations can have on an organizations brand and message. PR needs to be at the table from the beginning.

Organizations do not bring the legal team or financial team into the picture at the last minute – because these entities are viewed as strategic counsel. My questions is – why is public relations viewed any different?

So I want to have a conversation with all you blog readers out there. Share your thoughts. I am sure people have an opinion on the matter.

• Do you gauge PR success to be the clip books you build? 
  
• Where does long-term strategy fall within the walls of your agency or company? 
  
• How do you define PR? 
  

Social Media: The New PR Landscape

Let me introduce myself. My name is Karen Sams and I'm Marketing Co-Chair on the Minnesota Interactive Marketing Association's (MIMA) Board of Directors. As an interactive association, we're always looking for ways to bridge the gap between traditional and online marketing. In fact, many offline disciplines are now becoming increasingly relevant in an online context..... including Public Relations.

When people think of PR, the first things that usually come to mind are press releases, newspapers, TV and radio; not the Internet. With PR being a traditionally offline practice, marketers are only just beginning to realize its potential online. The emergence of Social Media, what I consider to be the epitome of online PR, has opened up new opportunities for PR professionals to communicate with both consumers and journalists.

Social Media is completely changing the way that journalists do business. Not only are journalists now writing blogs and contributing to online versions of their publications, but they're also leveraging Social Media as a research tool. According to a recent article in PRWeek (State of Transition, March 30, 2008), journalists are increasingly turning to online tools to acquire information and find sources for their stories.

• 25.5% have profiles on MySpace
• 29% are on Facebook
• 32.3% are using LinkedIn
• 38.7% use blogs to find subject matter
• 29.5% use social networks and blogs for identifying industry experts
• 13.9% use RSS feeds

With journalists increasingly responding to the online tools available to them, PR professionals must adapt their practices to leverage new communication channels that are constantly emerging. Not only do PR pros have new vehicles for communication, but actual media coverage is happening more quickly than before. News stories are hitting in real time, sometimes only hours after an interview has taken place. PR pros no longer have to wait days, weeks, months to view their client's/company's story in print.

Social Media is not, however, without its PR challenges. The very nature of Social Media makes it very difficult to control the dissemination of information about your company or client. Whereas traditional PR may often be viewed as one-sided, a one-way communication from PR agency to consumer, Social Media opens up the topic for discussion, allowing consumers to publicly respond. It's more important than ever for companies to build credibility and become a trusted brand. In this sense, Social Media becomes the double-edged sword. Positive product reviews, for example, help you build credibility, but negative coverage quickly unravels your good work. At the end of the day, Social Media offers transparency, which makes your brand so much more real and is an important factor in building trust.

How are you all leveraging Social Media for your clients/company? And, how are you managing negative coverage?

“We need to do something in MySpace.” – Strategizing for social media

The PR profession has seen significant growth in social media marketing. There is a lot of chatter on how to best participate in online environments and networks and utilize the latest apps and technologies. One area of particular interest, however, is the initial strategy piece of social media marketing.

Now that the “what is social media” question has been chewed over for several years now, how can PR counselors be more strategic in this category? Here's a starting point: ask good, thought-provoking questions and seal the deal on clear objectives.

Presence vs Participation
We’re seeing a strong desire from CEOs and marketing managers to connect with key stakeholders online and experiment with or enhance social media marketing efforts. This is commendable and encouraged as it demonstrates a willingness to better understand the customer, grow as a brand and be open and involved. But Jason Heller from Online Media Daily shares a relevant concern about assertive statements (e.g. ’We want to do something in MySpace.’ ‘What about Facebook?’ ‘Second Life?’ 'Twitter?' ‘We need to do a viral campaign.') that are "without respective objectives.” Yes, many of these platforms, networks and technologies are great places for a brand, but first, some desired objectives please.

Heller also draws a nice distinction about forced social media marketing: “presence” versus “participation.” Participation requires a thoughtful strategy and a serious time and resource investment. While participation is certainly ideal and presence can be generally valuable from an awareness point of view, when done without a strategic vision there is simply more at risk. Like what? The potential to fail in “clear sight of your most valuable consumers and brand advocates.”

Social Media Marketing Strategizing
The abovementioned statements and questions are examples of how brand managers want in but may not understand what would be the most meaningful, appropriate and strategic way(s) to be in. That’s when as communications professionals (in all industries) we have a responsibility to help guide that strategy based on a deep knowledge of the business and opportunities, an understanding of social media marketing best practices and use of the right tools, OR, by pulling in the smart resources and experts out there to partner with for sustainable social media marketing projects.

What are some of the questions and considerations to ask or ponder when shaping a social media strategy? Lee Odden from Online Marketing Blog throws out a few common outcomes for when talking about goals or strategy, including driving traffic for ad revenue models, building links for SEO or increasing brand visibility and authority. And when asked to strategize social media marketing initiatives for brands, Heller suggests first starting with “Why?” A standard reaction? Hopefully. Smart? Yes. He goes on:

“What are your specific objectives? Engaging and developing brand advocates? Establishing or expanding your consumer feedback loop? Creating additional media reach? Dissemination of marketing activation like coupons, incentives? … Does the combination of your existing brand personality and assets lend themselves to engaging consumers, or do you need to create new assets and a brand personality extension to accomplish your objectives?”

Simply doing it because everyone else is just doesn’t cut it. It needs to tie back to business and communications goals. Then, the value derived from the social media marketing effort becomes much clearer, rewarding, and – important to ROI – measurable! Hello KPIs.

In managing and committing to your or your client’s social media marketing plans, what have you found to be the most popular answers or drivers received when prompted with the “Why” question?

Katharine (Kaboord) Mudra
Beehive PR

CaringBridge® Selects CLS As Agency of Record

CaringBridge, a nonprofit that offers free, personalized Web sites to connect seriously ill or injured people with their family and friends, recently selected Carmichael Lynch Spong as its agency of record. This adds to the Minneapolis-based public relations firm’s growing list of non-profit clients. CaringBridge, of Eagan , Minn. , is funded nearly 90 percent by individual donations. Nielsen//NetRatings ranks CaringBridge.org as the third-most heavily trafficked non-profit Web site in the world, behind AARP.org and MoveOn.org.

When family members and friends are concerned about a patient who is hospitalized, in treatment or recovery, CaringBridge offers free, easily-created, private and personalized Web sites to ease the communication process. A CaringBridge Web site can help keep loved ones aware of a patient’s day-to-day progress. The user can select varying levels of privacy for his or her site, and it is always free. CaringBridge Web sites do not contain banner ads, pop-ups or spam. Since its creation in 1997, visitors to CaringBridge sites have left more than 15 million messages of hope and encouragement. The CaringBridge community includes families in all 50 states and over 190 countries around the world.

"Having Carmichael Lynch Spong on board to help spread the word about our nonprofit service means a lot to our organization," says Chris Moquist, director of marketing and communications for CaringBridge. "We’re confident in the firm’s ability to increase broad awareness of CaringBridge, and therefore help more and more families stay connected to share information, love and support during a critical time in their lives."

As one of the 20 largest public relations firms in the nation, Carmichael Lynch Spong represents a select portfolio of clients that are the leaders of their industries. Current nonprofit clients include the American Humane Association and TransFair USA, owners of the Fair Trade Certified trademark.

"It brings us an immense sense of fulfillment to be able to work with an organization like CaringBridge," says Douglas K. Spong, APR, president of Carmichael Lynch Spong. "From a business standpoint, we’re proud to be affiliated with such a successful enterprise; and from a personal standpoint, it is fulfilling to be able to aid distressed families in any capacity."

Job -Select Comfort - Corporate Communications Manager

Select Comfort - Corporate Communications Manager

LaBreche Launches Health and Wellness Practice

LaBreche, announced yesterday that it has launched a health and wellness practice dedicated to serving the communications needs of medical device, biotechnology and health care organizations.

"We wanted to introduce an offering during this perfect storm in the health and wellness industry," said Beth LaBreche, CEO. "Medical device, biotechnology and health care organizations need top talent to help them meet their aggressive growth goals. But competition for talent is fierce. Thus they are tapping into agencies to help fill the void and realize their business potential through sound market development strategy and communications programs."

LaBreche adds that Minnesota and Wisconsin, where the agency has offices, represent an epicenter for early- to late-stage medical device companies. More than 927 medical device companies in 16 diverse market segments are headquartered in the two states. Minneapolis, specifically, is the city with the largest concentration per capita of medical device companies worldwide, and is home to such industry icons such as Medtronic, St. Jude Medical, Boston Scientific and 3M.

Carrie Nelson will lead the firm’s health and wellness practice. Nelson brings 16 years of experience in consumer and business-to-business health care marketing with companies such as Medtronic, American Medical Systems and United HealthCare. Nelson notes that medical device marketing demands a different approach, skill set and experience than other sectors. “Marketers must understand the regulatory, product development, sales and marketing processes that launch and sustain products. They must also understand and apply AdvaMed best practices,” she said.

Most recently, Nelson served as the public marketing manager for the National Marrow Donor Program. Her innovative work in direct-to-consumer medical device marketing has earned several top industry awards including an International Association of Business Communicators (IABC) Gold Quill Award and two Medical Marketing and Media (MM&M) awards. Nelson earned her journalism degree from the University of St. Thomas.

"Health and wellness is a dynamic, complex sector," said LaBreche. "Carrie Nelson is a highly experienced marketer with a strong track record of creating original, results-oriented marketing strategies that are fueled by an intimate understanding of the market. She will lead a strong team dedicated to innovative strategy and personalized service that will be a valuable asset to our clients."

MNPR needs your assistance!!!

I will be out of the office on business next week and then on vacation the following week I am looking for volunteers that would be interested in guest blogging.

I will be out of the office from June 9 - June 24 and I would like to schedule sometimes for people to act as guest bloggers.

There are a couple of rules to being a guest blogger. They are as follows:

Don't say bad things about other companies.(even if they are true, this isn't the forum)

Don't use language that the FCC wouldn't approve

Don't post images of people or images that the FCC wouldn't approve

Don't get into personal attacks

Don't make unrealistic claims about your company (for example, "we are the greatest thing since sliced bread")

I think that covers it.

If you are willing to stick to these rules and you think you have some communications insights you want to share I am happy to have YOU as a guest blogger. Let me know and I will send you an invite. Also, if you could let me know what days you are interested in posting that would help me plan with other guest bloggers.

Cohen vs. McClellan

Former White House Press Secretary Scott McClellan shook up the PR community this weekend when he released his book which admits that he lied during his tenure as Press Secretary.

While many were shocked others, like CBSNews.com Legal Analyst Andrew Cohen, suggested that telling a PR person not to lie is like telling a burglar not to steal. In response to Cohen's comments PRSA issued a response saying, "the PRSA Code of Ethics, to which all members pledge, embodies a strict set of guidelines defining ethical and professional practice in public relations."

Are all PR professionals liars? I certainly don't think of myself that way, but maybe I am just a really good liar? If all PR people are liars, what does that make lawyers? Watch the video and then comment below.

Job - Blue Zones - Education Outreach and Public Relations Associate

Blue Zones - Education Outreach and Public Relations Associate

KPIs, Evaluation and Measurement

I am at my company's annual communications conference this week and we are all talking about how we can be better communicators.

Part of the discussion yesterday was about whether we do enough evaluation of some of our communications efforts. For those of us who have been in PR for awhile we know that this question is always asked right around the time we need to justify next years budget. The answer is almost always, no.

The moderator had a few key questions to think about when building a communications campaign so that upon completion you have answers for evaluation.

What are your Key Performance Initiatives?

What is the Cost Per Message?

Does your work increase employee engagement and credibility?

Does it improve the company reputation or relationship with customers or the community?

Does it encourage thought leadership?

Of course in addition to this list, management will likely want to know how many press releases were distributed, how many "hits" the Web site received and whether or not s/he was quoted in the Wall Street Journal.

Comments?