Jewels of PR Wisdom from A Treasure Trove FPRA Conference!
By: Samantha Scott, APR
Grand Poobah / Owner
I had the opportunity to attend the 74th Annual Florida Public Relations Association (FPRA) Conference this week – what an exciting time! Thanks to my local chapter, Southwest Florida, who provided a scholarship, I traveled to St. Augustine and found some real gems of information on public relations best practices. Below are just a few takeaways that I hope will you too!
It’s all About the Story
A repeating theme at conference this year was that PR is all about the story and storytelling. In the words of Mickey Nall, APR and PRSA fellow, Managing Director for Ogilvy PR, “we’re not talking about making up stories, it’s truth-telling.” Every company or brand has a story – where they came from, why they were created, how they’ve evolved and where they are going. It goes back to something we often remind clients – people connect with people, not brands. If you can share the story of your company and put it people terms, give your audience something to connect to, then they are more likely to engage and remain connected.
Measurement is Key!
This was music to my ears! We are all about measurement – in terms of our social media efforts, SEO work, and public relations. While most PR practitioners measure their efforts in some way, the discussion at conference was how to do it better and that there ARE ways to measure activities formerly thought of as unmeasurable – like social media.
One speaker, Patrick O’Donnell, Senior Project Manager at Ketchum Global Research & Analytics presented an info-packed talk on the basics of research and how that initial step plays a big role in the evaluation and measurement. I was surprised how few people in the room are using social media, but aren’t measuring it. Nonetheless, it was made clear that all things PR can be measured and there are better ways than the old-school AVE process.
I hope these gems of wisdom help you and look forward to seeing you at conference next year – in St. Petersburg, FL!
You can also read my guest FPRA blog post on Mickey Nall, APR, Fellow PRSA from Ogilvy + Mather on storytelling and Lou Heckler’s presentation on achieving peak performance. Want more? You can read a blog post on EVERY presentation via the main blog page. Plus, for a collection of images from the event, check out the FPRA Flickr account!