One of the most ubiquitous examples of market research is the focus group – a handful of people in a sterile room with a two-way mirror allowing observers to dissect the conversation. Online focus groups certainly existed before the pandemic, but since then, they have become the go-to format for this type of qualitative feedback. Now that public gatherings are becoming more common, the question of whether to do an in-person or a virtual focus group is on the minds of many researchers. In this…
Read MoreEvery successful PR and marketing program has a variety of ways to routinely get insightful feedback from the stakeholders that matter most to their organizations. An online stakeholder survey is one of the most common and effective ways to do this. We often incorporate them into our Research and Insights projects for this very reason. But there’s a lot more to them than simply typing up a list of questions and sending out a survey. Here are seven helpful tips for ensuring your survey returns…
Read MoreA few weeks ago, we asked the Virginia PR and marketing community to participate in our survey to assess how COVID-19 has impacted our profession. We were fortunate to have 139 professionals respond – and if that includes you, thank you! At this point, it’s more than a little trite to simply say COVID-19 has impacted our profession. Not to mention the additional unrest. Months into the pandemic, that’s a well-established reality. Some of the most pressing questions we’re now looking to answer include, to…
Read MoreBuilding the perfect sandwich takes precision, finesse, gusto. The same goes for building the perfect report. With the flair of a sous-chef, I’m serving up a recipe for one top-notch report. Start with the bread The bread is what makes the sandwich. It’s the first and last thing you sink your teeth into. Your goals and objectives are the bread. Start your report by reiterating your goals and objectives as a reminder of what the metrics you’re about to present are supporting. Slab on the…
Read MoreA key lesson I’ve learned over the years – painfully at times – is to be wary of assuming how someone feels about something without asking them. Such assumptions easily can be interpreted as indifference. While this holds true for anyone, it can be especially destructive when the victims are those you know well. This might seem like advice for how to manage personal relationships, but it’s also quite applicable for organizations. A key function of PR and marketing is developing messaging campaigns that resonate…
Read MoreA public relations strategy is like the stretch of I-95 between Richmond and Washington, D.C. No, really, stay with me on this one. It’s never really finished. It’s a work in progress. You’ll always work from Point A to Point B, but occasionally, you’ll take some detours, try new things, evaluate what works and what doesn’t and apply your learnings the next time you travel. A public relations strategy is similar in that you often know your starting point and ending point. And while you…
Read MoreIt’s the dirty little secret in PR. It’s the secret that felt so wrong to me when I first started, that I’m only now coming to grips with it. Here’s the reality: CEOs aren’t always the ones uttering profound statements about their companies or apologizing when something goes wrong. Chances are, those well-chosen words originate from communications professionals, crafted so eloquently and precisely that they not only reflect just the right tone but convey all the information and emotion that audiences have come to expect….
Read MoreThe Associated Press recently added a new section on polls and surveys. The guidance is focused on political polling and explains in a blog post, “The new chapter, available immediately to AP Stylebook Online subscribers, leads with longstanding guidance that the mere existence of a poll is not enough to make news.” While the new chapter is focused on political polling – PR practitioners should keep this guidance in mind when considering consumer surveys for media relations outreach. You know the one. Seeking media attention,…
Read MoreLike so much other advice, one of the best tips for an organization launching any sort of marketing or PR campaign is quite simple, yet at times, deceivingly difficult – define and differentiate. Let’s quickly explain both. Define involves clearly articulating who you are, what you do and whom you serve. Differentiate explains how your organization is different (and better) from your competitors. It might seem like basic advice, but it’s a step that often is rushed, fumbled or overlooked altogether. It isn’t necessarily because…
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