June 28, 2022

Helping PR pros make smarter decisions

“A car without gas”: using measurement to make the most of social PR

“A car without gas”: using measurement to make the most of social PR

Shonali with SCoRE post-graduate students in Mumbai, India during a day-long Social PR workshop.

As you read this, I’ll be wrapping up my month long trip to India.

My first stop was Mumbai, where I taught a full-day workshop on using Social PR to “unleash your Inner Social PR Superhero” to 40-odd graduate students with journalism, advertising, and PR backgrounds.

Though I was jet-lagged like nobody’s business—remember, this was at the start of my trip—teaching that student workshop was an incredible way to begin my trip. Because it reminded me of why I do what I do, and the joy that comes from helping others harness their untapped potential.

While we covered a lot of ground – literally, their eyes were rolling in the backs of their heads by the time we finished – the area that blew their mind was when we talked about measurement.

Because no one had really focused on that in their education thus far. Tons of focus on tactics, tag lines, all the fun stuff.

But measurement? Nah.

It amazes me that in this day and age, so many PR professionals are not being taught logical and simple (note, I didn’t say “easy”) ways to use data and correlate outputs to outcomes… showing the very tangible benefits of our work.

It doesn’t just amaze me. It astounds me to the point of wanting to stand underneath a bridge and scream while a train passing overhead drowns out my agonized cries of frustration.

Because PR without data is like a car without gas – it may be pleasing to the eye, but it won’t get you very far.

From finding a home for our late uncle’s “orphaned” dog, to alleviating some of the suffering associated with the global refugee crisis, to helping me launch my very own online course, understanding and leveraging the insights gained from data have helped me shape campaigns that have had a huge impact on Social PR.

As PR pros, our job is to help build and maintain mutually beneficial relationships for our organizations with their audiences. This means finding smart and compelling ways to share their stories.

And what are stories if not just the re-telling of data in a language that our audience understands?

The more we can harness social technologies to do this, the better we work, the better the communities we build, and the better our businesses and world function.

The more we make decisions based on data, the more credible and successful these efforts become.

So to that end, I’m bringing you a power-packed free, live, online training that will teach you how to unleash your Inner Social PR Superhero—including the hidden measurement nerd inside of you—in just 3 hours: “LIFT OFF! The Social PR Superhero’s Guide to the Galaxy.”

It’ll take place Feb 10, 11 & 12, just 1 hour a day (with a 24-hour replay for registrants). Did I mention that it’s free, LIVE, and online? Yes, that means you can literally attend from anywhere as long as you have an Internet connection.

It’s a little bit edutainment, a LOT bit informational, and by the time we wrap on Feb. 12, you’ll be walking the Social PR talk like a true Social PR Superhero… and doing your bit to bring data to life with successful Social PR campaigns.

So please do join me for LIFT OFF. I would love to see you there, so that together, we can begin changing our world.

Image courtesy Shonali Burke, used with permission

Shonali Burke, ABC, is a globally acknowledged, award-winning Social PR strategist, teacher and trainer. She is also the world’s biggest ABBA fan, and would have given anything to see Elvis live in concert.

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About The Author


Shonali Burke, ABC, owns her own eponymous Social PR consulting firm which helps businesses small and large take their communications from corporate codswallop to community cool™.

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