On Connecting PR to Business Goals

Media relations is often the first thing that comes to people’s mind when thinking about public relations. As a PR people, we’ve all felt pressured to deliver a big stack of clips, right? And, now with social media, companies are looking at metrics like “fans” and “followers.” But, as you talk with decision-makers higher up the corporate ladder, you’ll find execs don’t actually care about those metrics because clips and followers don’t relate back to a business goal. Newsflash: Network size doesn’t equate to success.

For companies that are looking for PR partners, how can they find the best fit — a strategic partner who can do more than deliver large binders of clips? Watch this video — the first of a series produced by my friend Eric at On Scene Productions — where I talk about some “intangible” qualities PR people should bring to the table to be more effective. (If you can’t see the video, view it here.)

Geben Communication | Digital PR from On Scene Digital Printing on Vimeo.

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