« Gotta Have Analytics | Main | Blog Bits - Week of November 7th »

The Big Max for PR: Measurement

Seth Godin has a really interesting post on people and companies that get stuck in a rut, repeating the same approaches to marketing, business expansion, product development and even job-changing that lead to their initial success. This is called Local Max – the point at which your efforts are paying off to the max. The problem is that a drop often comes after a burst of growth. Achieving the same level of success when trying new approaches often leads to near-term disappointing results or even a decline in performance relative to the initial growth. So, many people retreat back quickly to what made them successful originally. While retreating to core values for your brand is often helpful when companies shift away from the brand promise that customers bought into originally, retreating to old marketing and PR tactics often results in disappointing outcomes.

PR-guy commented that this same Local Max phenomenon may be happening in the PR measurement space. Are PR Firms abdicating their responsibility to measure PR Effectiveness to firms like Cymfony? I don’t think so. Well not at least for the PR firms we work with. These PR firms embrace measurement because it demonstrates effectiveness faster, exposes problems with messaging quickly and highlights areas for improved media targeting and competitive positioning. Smart PR firms are providing more valuable services to their clients by offering more valuable guidance based on deeper insight on the media, message adoption, product differentiators and competitor strategies. Cymfony’s Orchestra product also connects PR people more closely to consumers so they can understand what people care about and how they perceive the company and its products.

Using automated products and services offered by companies like Cymfony can be the catalyst for PR Firms and their clients to get to Big Max rather than wading in Local Max territory reusing the same PR strategies that worked in the past until the client finally decides to switch PR firms in a quest for fresh ideas.

,,

Posted by Julie Woods on November 10, 2005 at 11:43 AM | Email this post Permalink

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341cdcdc53ef00d83521c05a53ef

Listed below are links to weblogs that reference The Big Max for PR: Measurement:

Comments

The comments to this entry are closed.