PR, As Explained to Grandma

I was asked how I’d explain the public relations to someone quickly and without using jargon that most people wouldn’t understand, AKA how I’d tell my grandma.

Public relations is talking to your publics and sharing information that means something. Publics are people inside an organization and outside that need to know about what’s going on when things are good and bad. Public relations is not bout lying and spin, it’s about telling a story and setting a tone. Public relations work is not marketing or advertising, there is no media buying, it’s all about relationships with people who can spread your message –and not always in the way you intended. It’s art and skill combined.

12. May 2012 by Ivan Silva
Categories: Derivations, PR, Public Relations | Tags: , | Leave a comment

The Public Relations Yardstick Model

Public Relations Effectiveness Yardstick is a straightforward set of guidelines a professional PR practitioner can follow if he or she wants to measure PR effectiveness. There are three levels of to be taken into account:

  1. The most basic level measures message distribution and media placement.  This level lets practitioners know where the message is being sent, and who is receiving it. Message reach and dissemination details are a starting point to gauging effectiveness.
  2.  The second level serves as a measurement of audience awareness, comprehension, and retention of the message. On this level there is more information about what portion of the audience was aware of the message. With this one can gauge what they took from the message and what they clearly remember about it.
  3. The third and most advanced level is the measurement of changes in attitudes, opinions, and behavior. With this detail oriented measurement comes the part that practitioners love –how did the audience react, did they buy something, change their opinion, not buy something? This level gets to the core of not only message reach and perception, but audience synthesis and adaptation.

12. May 2012 by Ivan Silva
Categories: Derivations, PR, Public Relations | Tags: , | Leave a comment

7 Rules for Responding to Customers Online

Sam Keninger leads product marketing at Medallia, a customer experience management company.

By now it’s clear that negative online sentiment cannot only damage a business’ reputation but also its bottom line. You don’t get many chances to address a vocal, disgruntled customer or correct a fake, perhaps competitor-generated, social media review. And silently ignoring social feedback from customers is never an option.

That said, too many companies have fallen prey to the idea that robotic responses “cover their bases.” They believe they’re on top of their social media presence because their corporate marketing department is monitoring brand references and aggregating metrics. But those actions do not focus on improving the customer experience, which is ultimately what affects a company’s revenue.

Here are seven social media management rules to prevent your employees from becoming response robots and incite them to respond in a way that boosts customer loyalty.

1. Be Timely

The right underlying technology solutions can help a company monitor what’s being said online and immediately alert property managers to a new social post. Instilling a culture of urgency among employees is important when closing the loop on social reviews. Not only is one customer watching — so is everyone else. You don’t need to respond to every post, but it’s also important to respond to both good and bad posts because it shows future customers how involved you are. For example, scathing reviews that are tempered with rational, genuine responses are much less potent in deterring future customers.

2. Don’t Auto Respond

Every response is visible in stream, and the presence of scripted responses will quickly become apparent to followers. If your responses seem automated, they won’t seem genuine and you might as well not respond.

3. Leave it to the Frontline

The employees who are closest to your customers are the best at interacting with them, either online or face-to-face. Getting your frontline of employees on board with your social media strategy invokes a strong sense of urgency to fix underlying problems. Because of social media’s transparent nature the frontline will appreciate the importance of improving the customer experience. Best Western responds to well over a third of their TripAdvisor reviews (above the industry average) to foster customer rapport.

via 7 Rules for Responding to Customers Online.

03. May 2012 by Ivan Silva
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Special speaker on Civil War in South Texas at UTPA Library on April 30

Rip Ford in the Civil War lecture by Dr. Richard B. McCaslin
 
On May 12–13, 1865 John Salmon “Rip” Ford led the Confederate troops to victory in the last land battle of the Civil War at Palmito Hill, 12 miles east of Brownsville, Texas. Unfortunately, the war had already ended the month before when Robert E. Lee surrendered at Appomattox.  Come and hear Richard B. McCaslin, master storyteller and biographer of Rip Ford, tell this Rio Grande Valley Civil War story on April 30, 2012 from 6-7 pm in the UTPA Library Auditorium.
 
UTPA Bookstore will be selling McCaslin’s book “Fighting Stock: John S. ‘Rip’ Ford of Texas.” 
 
This event is free and open to the public.
 
Then from 7-9 pm we will have our fifth and final discussion of the Let’s Talk About It: Making Sense of the American Civil War” series, led by Project Scholar, Dr. Trini Gonzales from South Texas College. The focus will be ” War and Freedom” and all our readings will be from Part Five of Edward L. Ayers’ anthology called “America’s War”.  This event is free and open to the public as well!
 
This LTAI series has been made possible through a grant from the National Endowment for the Humanities and the American Library Association.
 
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26. April 2012 by Ivan Silva
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The Spendor of Nature by Mars Woodhill opening at Quinta Mazatlan April 26


26. April 2012 by Ivan Silva
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UTPA Symphony Orchestra performance April 27

 

26. April 2012 by Ivan Silva
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Arab Spring Panel Discussion on Wednesday April 25 at UTPA


Arab Spring Flyer.jpg
 
 
 

19. April 2012 by Ivan Silva
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Tales of the Waria film screening with filmmaker Kathy Huang April 27

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19. April 2012 by Ivan Silva
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“Sustainable Health In A Changing World” Workshop on April 20


We are pleased to announce and invite you to attend a half-day Sustainability Workshop:

 

Sustainable Health In A Changing World

 

Friday, April 20, 2012
8AM – 1PM

 

UTPA – 1201 W. University Blvd., Edinburg, TX
International Trade & Technology Building, International Room

 

This workshop is designed for learning the latest developments in health systems that promote healthy lifestyles to reduce human health risks that arise from environmental, economic, social and behavioral causes…Evidence suggests that health gains trigger economic growth.  Increase your strategies for a holistic and ecological approach to promoting health.

 

 

There is no charge for this workshop, Breakfast and Lunch are provided.

 

Please reserve your seat ASAP as seating is limited
With Naomi Keith, keithnk@utpa.edu or phone 956-665-2488.

 

 

 

 

 

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17. April 2012 by Ivan Silva
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6th Annual Mexico Artisan Expo


6th Annual Mexican Artisan Expo

 

The Consulate of Mexico in McAllen and the Pharr Chamber of Commerce, invite the public in general to attend the 6th Annual Mexican Artisan Expo, taking place next Friday 20th, Saturday 21st, and Sunday 22nd of March 2012, at Centro Mall, located at 500 N. Jackson Rd., Pharr, Texas. The entrance is free, open for all the family from 9 AM to 8 PM every day.

 

In this 6th Annual Mexican Artisan Expo you will find more than 130 artisans with typical Mexican arts and crafts from different States of the Country, such as silver jewelry, woodcrafts, saddler and leather crafts, Mexican toys and candies, and thousands more, as well as a designated food area with typical Mexican food. There will be musical entertainment with Mariachi music, the Banda Original from Guadalajara, and the Folkloric Dancing Group of the City of Edinburg, their performances will take place every day between 1 and 3 PM.

 

If you need more information on the expo please call (956) 787-1481, go to the following webpage www.sre.gob.mx/mcallen or look for Consulado de México en McAllen in Facebook.


17. April 2012 by Ivan Silva
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