Tuesday, December 30, 2014
FIR on Higher Education #25: PR Measurement Tips from Shonali Burke
You work hard to get a positive media placement or run a particular marketing / communications campaign. Then you wonder – or a colleague asks you – what is the concrete value of these efforts? On episode 25 of FIR on Higher Education, consultant and Johns Hopkins adjunct professor Shonali Burke offers her advice on how to answer this question.
Among the topics we discuss:
• How to approach PR measurement
• Evaluating which marketing / communications levers are having the most impact in getting students to apply and enroll in a program
• Resources for PR measurement
• How to teach students to be analytical PR professionals who are able to effectively measure the impact of their efforts
In our reports section, I highlight some of the things I have learned through one year of podcasting, while Harry Hawk reviews the learning management system Schoology.
About Shonali Burke
A veteran of small and large PR agencies, Shonali Burke is the President & CEO of the social PR consulting firm, Shonali Burke Consulting, Inc. She is founder and curator of the popular #measurePR Twitter chat and started Waxing UnLyrical, the popular blog community of like-minded professionals from around the globe. She teaches at Johns Hopkins University and Rutgers University.
Get this Podcast:
- Download the MP3 file (17.7 MB / 36:58)
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This episode is sponsored in part by Experiential Communications’ forthcoming Media Training for Academics online course.
If you enjoy the For Immediate Release on Higher Education podcast, please considering leaving a review, rating and subscribe at the following link (once at this page, click view in iTunes).
About Your Host
Kevin Anselmo is the Founder and Principal of Experiential Communications, a consultancy focused on education. He helps brands within academia - whether individual or corporate - communicate with stakeholders. He also teaches communications and public relations workshops to different individuals and groups and is currently designing an Media Training for Academics online course.
Previously, Kevin was Director of Public Relations for Duke University’s Fuqua School of Business and prior to that managed the media relations for IMD Business School in Switzerland. In addition, he was an adjunct communications professor at Nyack College in New York.
Currently based in Chapel Hill, North Carolina, Kevin lived and worked in Switzerland for eight years and in Germany for two years. He has led public relations initiatives in various countries around the world.
Find Kevin on Twitter: @kevinanselmo.
Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.
FIR on Higher Education is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.