6. Embrace numbers.
No doubt, figure has been a weak
point in the PR profession for a long time. Nowadays, companies demand more.
This is especially the case for social media and paid media programs. The days
of output-focused measurement are numbered, and outcome-focused measurement is
on the rise. You don’t need to be an expert in dissecting website traffic more especially
if you have a measurement team supporting you. But as a PR professional, you
should know the basics and know how to coach clients and people within your
organization on how to approach measurement effectively.
7. Measure through the life cycle.
Measurement is so much more than
reporting, and companies are demanding more from PR measurement nowadays. Know
how to take full advantage of the potential that measurement holds throughout a
program:
·
Inform your objectives (setting
realistic goals, fueled by insights from past programs);
·
Fuel your planning (again, with
insights from past work);
·
Identify and help to address
issues mid-flight;
·
Measure results and generate new
insights to fuel future work.
8. Solutions Provider
Tough challenges are a fact of
life in the PR industry, where the role of communications is often to help change
behavior or perception. In some cases, it is to manage reputation. That’s
difficult. Few things will endear you to your clients. Become the person who
comes forward with solutions alongside their problems. It doesn’t have to be
the solution they choose (that helps, though), but the fact that you are
thinking it through and considering solutions demonstrates the kind of your
mindset. Clients gravitate towards such PR expert.
9. Keep your head cool.
PR professionals frequently have
to deal with difficult situations, many of which can’t be predicted. These are
moments where you can distinguish yourself and improve your reputation, or the
reverse. Be one of those people who keep a cool head. Stay calm, and focus on
solutions .Remember: frantic doesn’t mean effective.
10. Know what you don’t know.
Self-awareness is a valuable
trait, regardless of where you are in your career. Be humble enough to know
when you are out of your depth, and to learn from those who have experience in
areas you don’t. Make sure that when you find yourself in that situation you
don’t sit paralyzed until it’s too late for anyone to help you.
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