October 4, 2022

Helping PR pros make smarter decisions

Elusive Influence (and Other PR Blog Jots)

Elusive Influence (and Other PR Blog Jots)

Elusive Influence
Shel Holtz
In a post that seems to admit that measuring influence online is nearly impossible if you think about the measurement in the right way, Shel Holtz has some interesting arguments. He counters Steve Rubel’s recent claims that Google Page Rank has the best measure of online influence, looking at a theory from measurement guru Katie Paine instead. ” Katie Paine, in her excellent book, “Measuring Public Relationships,” defines outcomes as “quantifiable changes in attitudes, behaviors, or opinions that occur as end results of a PR program.” It’s a definition I agree with. The highest possible Google Page Rank cannot determine whether your site has produced such a quantifiable change. That’s what influence is–the ability to alter someone’s attitudes, behaviors, or opinions.”

Personal Brand Equity
The Buzz Bin
Qui Diaz reminds us all that when it comes to online reputation management and personal brands, you pretty much are what you type. So to speak. Your personal brand is pretty easily defined, it’s your reputation. It’s up to you what that reputation ought to be worth to a company. “Ultimately, your personal value proposition is what you do in tangible business results. Jeremy Epstein put together some starting KPIs for personal brand value. Shonali Burke (guestblogging for Kami Huyse) reminds us that ROI is about more than impressions.”

Obligatory Economy Post
Communication Overtones
In a guest post for Kami Huyse’s blog, Shonali Burke offers up today’s obligatory post on PR, social media and the tanking economy (and I mean that in a good way, this crisis has prompted some really great thinking from some of my regular reads!). She points out that PR pros and communicators will need to show their value–namely, how are you having an impact on a company’s bottom line? “Now, more than ever, clients and organizations are going to be looking for communicators who understand how to connect communications directly to business objectives, and use their PR savvy to impact the bottom line. Yes, we all say we do that – after all, it’s one of the cornerstones of strategic communication planning – but do we really? Aren’t a significant number of us still relying on impressions (and, even worse, multipliers) and clip books to make our case? No wonder, then, that PR is the first department to go when the going gets tough.”

Stop Struggling to Write
Ugh, writer’s block. We all suffer from time to time. When I get it, I get it bad. So what to do, how to find inspiration? Darren Rowse says to not bother. If you go looking for inspiration you’re less likely to find it when you need it. Sounds a bit like my least favorite relationship advice, but for writing I think it makes sense. Don’t go looking for it, and you’ll find it by accident. “Achieving inspiration means forgetting about it completely. Instead of seeking it out, we need to disconnect from the quest and sever our continual self-hounding to find the right answer, the ultimate story, the perfect angle. Of course, there are the usual common-sense solutions to finding inspiration. Take a break. Go for a walk. Read a book. Play music. Give your brain something else to do. Walk away from the incessant hunt for inspiration.”

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