July 05, 2012
/ by Frank Strong
A couple of years ago, I learned a very valuable lesson about one of the under-recognized benefits of PR: employee morale.
Despite placements about our clients and our products in some pretty prominent publications, no story produced as much buzz internally as a story on a local broadcast channel, Fox 5 in DC.
The story ran in several different broadcasts which meant it appeared on the big screen in our employee lounge. Word spread fast and groups of employees crowded around the TV to watch. The link to the video is no longer hosted on the site, but at the time, the link had a viral nature, flying around the network inside our firewall as one employee forwarded the link by email to another.
If the same coverage were produced today, we’d have that video archived with our new premium radio and TV broadcast monitoring offering, but the lesson, for sure, was not lost. While difficult to measure, coverage has a dramatic impact on employee morale.
These were my observations:
While coverage in some national or trade outlets might do better at generating awareness of the company’s products among external audiences, internally this placement may have mattered more. Sure: I’m a firm believer in definitively measuring PR (see this post on PR measurement on Ragan.com); but not to the extent of excluding the less quantifiable, yet equally important, outcomes of PR efforts.
Photo credit: Fox 5 DC
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