Measuring Public Relations: Seen and Heard

"Seen and heard...looking great and saying all the right things."

Spokespersons.

By analyzing spokespersons mentioned in a story, it allows for whether a point of view is communicated by the person "authorized" to speak to the media.

Status, respect and effectiveness of the spokesperson can be tied to media exposure and can play an important role in image and branding.

Things that may be measured for spokespersons include:

• Key message (s) on target;
• Appropriate tone and body language for the topic; (i.e. smiling when giving good news)
• Believability;
• Concise answers;
• Number of quotes attributed in each story;
• Note repeated message (s) used by a number of media outlets;
• Influence on positive or negative coverage with a particular outlet or reporter; and
• Confidence.

By tracking spokespeople, their role in effectively communicating the message and brand can be measured. No one is ever gives a perfect interview...most people can improve upon something...so "measurable" feedback can help a spokesperson for the next interview.

The spokesperson is the "expert" for the interview and they should be as comfortable as possible when speaking to the media. It is OK for everyone to be a bit nervous, but consider including annual media training as part of any marketing plan.

And always...always...always...provide key messages, along with talking points for even the most interview savvy person.

In photo above, B.B. King and Tommy Peters (owner of club) were interviewed at a media conference before the opening of B.B. King's Blues Club Orlando. (Patricia James of WLOQ is doing the interview. Dave and Leslie of Magic 107.7 wait in the wings)

Mr. King is certainly an expert when it comes to "working" the reporters! He didn't need any talking points and he had a lot to say. In fact...he could have talked all night.

He loves telling stories and even more, enjoys hugging female reporters and PR ladies ; - )

The media, B.B. King staff, PR event volunteers and I probably could have stayed in the "green room" and listened to him all night! Unfortunately, after 30 minutes, we had to remind him that he had a concert to play. An appointment to play Lucille before a crowd of 800+ was the only way we got him to end the press conference!