bridgebuzz blog

5 Key Steps to Better ROI for Public Relations Services

Posted on Wed, Sep 30, 2015

How to Boost Return on Investment for PR Services

“When budgets are squeezed, ____________ is the first thing to be cut.”

I’m guessing that 95 percent of my readers can fill in the blank in a second. The answer is communications, including public relations, advertising and the many other pieces of the communications suite of services. Public relations is particularly vulnerable, since historically the measurement of return on investment for public relations services has been fuzzy at best.  (These days there are more reliable measures of PR success, but it’s my impression that there is also fairly low awareness of how to measure public relations ROI successfully.)

This blog post is written for you if you’re a C-suite executive at a company where budget cuts are causing scrutiny of PR costs, or if you’re a PR professional (either in-house or agency) who wants to at least hold onto your current budget, if not expand it next year. Here are some tips for how ROI from PR can be measured, as well as ways of increasing ROI.


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BoSacks on Publishing: Addictive Content Creation Is Key to Survival

Posted on Mon, Sep 21, 2015

About 15 years ago, I met Bob Sacks, a publishing industry veteran and consultant (and one of the founders of High Times magazine in 1974 – something I just learned about him). Bob, or Bo, as he is often called, publishes a free daily newsletter, “Heard on the Web” Media Intelligence, about the publishing industry, which he distributes to 16,500 readers.  (You can sign up for it on his website.) He is a frequent speaker and industry commentator and he often weighs in on the future of publishing. Recently he was interviewed on video by journalist Jamie Gavin for MagWorld magazine about trends in digital media and his predictions for the future of the magazine industry.

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Why Every Company Needs a Crisis Communication Plan

Posted on Wed, Aug 26, 2015

Crises that can seriously damage a company’s and/or brand’s reputation are happening more frequently than ever, and thanks to the lightning speed of Internet communications, the news spreads fast. In spite of this, the majority of small and mid-size companies we work with have done little or no advanced planning to help get through a crisis. In addition, many very large international corporations are equally unprepared. Foreign companies are typically less prepared for crises in the U.S. than their domestic counterparts.

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Tags: crisis communications

Patient Centricity Key to Corporate Reputation in Medical Device Industry

Posted on Mon, Aug 03, 2015

Asking patients what they want might be a good PR strategy for companies in the healthcare sector.  A recent survey on the corporate reputation of the medical device industry finds that the best policy for a company to adopt in order to improve its corporate reputation is “Having a patient-centered strategy.” A full 20 percent of respondents indicated this as the best policy for a company to adopt, surpassing both “Making high-quality, useful products” and “Ensuring patient safety,” a close second and third with 18 percent and 17 percent respectively.  

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Tags: corporate reputation management, PR Strategies, reputation growth, medical device industry

5 Top PR Commandments for New Product Launch Marketing

Posted on Thu, Jul 23, 2015

The launch of a new product is a one-time opportunity and new product launch marketing is crucial. To let it go by without a proper media announcement is a public relations and marketing sin. Below are five tips on product launch public relations for making the most of a new product announcement to the media. 


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Tags: Marketing Communications, Public Relations, Integrated Marketing, PR Strategies, Communications Strategy

Taylor Swift vs. Apple: a Look at Public Relations and Influence

Posted on Thu, Jul 09, 2015

PR strategists understand the power of influence.  A voice with enough clout is heard and heeded, even by ears that previously seemed to have been deaf.  As the New York Times said, “When Taylor Swift speaks, even the most powerful company in the world listens.” 

Taylor Swift 079 / GabboTCC BY

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Tags: Public Relations, Crisis Management, Reputation Management, Digital/Social Media

7 Tips: Crisis Management for Startups

Posted on Wed, Jun 24, 2015

Sometimes, companies launch marketing campaigns with slogans or events that leave consumers baffled. These campaigns prompt the question: what were the marketing teams behind them thinking?

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Tags: Public Relations, Crisis Management, PR for Startups, Reputation Management, Media Relations, Communications Strategy

Perception Management: An Old Story About an Elephant

Posted on Mon, Jun 15, 2015

Maybe you’ve heard the old story about six blind men who encountered an elephant and each came away with a different impression of what the animal was like after touching different parts of the elephant’s body.  A famous poem about the story was written by John Godfrey Saxe in the 19th century about this parable. It ends,

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PR Strategies to Consider: Create News When There Is None

Posted on Tue, May 12, 2015

It’s not every day that you launch a new product, acquire another company or sign an important business deal. When an organization has a newsworthy announcement to make, it isn’t so difficult to get media coverage. It’s when there’s no news – nothing of interest to the media – that the going gets tough. 

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Tags: media placements

Mastering Media Interviews – 7 Tips from PR Strategists

Posted on Thu, Apr 02, 2015

Media interviews can make or break you and your organization.  An effective media interview can bring you in front of a new and larger audience than you’ve ever had before, and allow you to portray yourself and your organization as the experts and authority in your field.  On the flip side, a bungled media interview can harm even the most distinguished, hard-earned reputation. 

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