In honor of those whose lives have been affected by #ALS, Jaffe, the legal industry’s leading full service marketing and PR agency, has accepted the Ice Bucket Challenge. Yes, all of Jaffe. Click the video above to watch the Jaffe team make their contribution to the worldwide #IceBucketChallenge phenomenon. Jaffe has nominated the entire Legal Marketing Association membership to accept the Ice Bucket Challenge and support ALS… let’s all work together to find a cure!
I guess I need to jump in here and do the same… stay tuned for my video…
Award-winning publicist, Kathy O’Brien brings nearly two decades of experience encompassing both corporate and agency work to Jaffe PR. As both an in-house marketer and a publicist with agencies in New York and Connecticut, she appreciates both sides of the public reputation curve – as the client at the top, and the service provider helping customers get there. Kathy understands PR challenges (more than any veteran publicist I know!).
Her recent post on the Jaffe PR Blog brought up the issue of the common misconception that all PR folks face, and that is the fact that many people really do believe that public relations is a crap shoot – that publicists simply sit in front of their computers all day long, sending out press releases (and in my case, posting tweets, blogs, updates and comments on new digital and social media) in hopes that something will stick and end up in the New York Times.
“Here is a news flash – it really doesn’t work that way,” Kathy says, “PR is and always will be about building relationships with the press and telling a great story in a way that perfectly captures the value you provide. The only way to get there is with a proper PR strategy instead of a ‘shoot from the hip, fingers crossed’ approach.” Please read Kathy’s article here.
How do you track results from your traditional direct mail or advertising campaigns? If you’re like most small business owners and entrepreneurs, you probably compare the number of phone or email inquiries you get before and after a particular PR or marketing activity, or you monitor traffic on your Web site or at your bricks-and-mortar establishment, or you track product orders online or in-person. You also know that while such measures are not exact science, unlike full-blown market surveys, they will at least give you a pretty good sense of whether your efforts are having an impact or not.
Of course, most of us have no idea what kind of increased activity we might see due to marketing, if any. We’re just hoping for some sort of spike in activity, some sense that our efforts are worthwhile.