The New Power Metrics for PR
Remember the good old days when a 30 lb clip book, dropped dramatically on the conference table, would tell the story of your PR campaign’s success? Whether you remember those days with fondness or disdain, for most of us, they’re largely a thing of the past. For many PR practitioners, there’s been a recalibration on two fronts: First, how do we remain effective in our core competency of media outreach? Second, how do we find meaningful, measurable ways to deliver value in a time when “media impressions” aren’t measured in tonnage? This presentation will highlight, through case studies and real-world examples, how navigate today’s new PR paradigm. You can expect to learn:
a. Why the old metrics aren’t working
b. The New Power Metrics for PR – Earned, Owned, Paid
c. Why every PR firm needs an audit process
d. Where we’re headed: brand journalism
Jon Newman’s 30-plus year career includes his years as a working journalist running TV newsrooms in Virginia and Tennessee. His transition to public relations began at The Martin Agency where he oversaw national media relations efforts for hundreds of clients who wanted to see themselves on Oprah or in The New York Times or Wall Street Journal. For the last 13 years he and Josh Dare have piloted The Hodges Partnership, a full-service PR firm in Richmond. There they have witnessed the shift from classic PR and media relations to social media and now to content marketing. Jon lives in Short Pump with his wife Kyra, children Sarah and Zack and their dog, Izzy.
Caroline Platt is Chief Operating Officer at The Hodges Partnership, a public relations firm based in Richmond, Virginia. She is also a co-founder of Hodges Digital (hD) a web and mobile development company. During her 15-years in marketing communications, Caroline has advised Fortune 100 brands, federal, state and regional agencies, as well as academic and non-profit institutions. She has presented nationally and internationally on subjects including social media and media outreach. Her areas of expertise include positioning and strategy, media relations and brand journalism. Caroline is a graduate of Davidson College where she was an NCAA Division I swimmer. She holds professional certification in interactive marketing from VCU’s School of Business. Prior to moving to Richmond, she lived in Athens, Greece and Manhattan, NY.
This lunch is presented by The Hodges Partnership