Ami Neiberger-Miller Joins Four Leaf Public Relations as Senior Counselor

Ami Neiberger-MillerWe are a fortunate group at Four Leaf Public Relations. Today, we have the pleasure of introducing a new virtual team member: senior counselor Ami Neiberger-Miller, APR. A seasoned public relations consultant, Ami brings a strong background and more than twenty years of experience in helping businesses and associations take the next step in sharing who they are and what they want to do.

Ami’s areas of expertise include: designing and managing strategic communications and outreach campaigns; providing strategic counsel for tough situations and messaging development; developing and integrating content creation with media relations and writing for web copy, news releases, event scripting, educational curriculum, professional training, and more.

Ami has written for PRSA’s Tactics and other publications on news coverage and crisis. She has spoken at Columbia University and the Carter Center on media coverage and trauma. She has been interviewed by CNN, CBS Sunday Morning, ABC World News, and NPR. She’s been around!

Ami is also a public relations strategist, writer and consultant at Steppingstone LLC and a public affairs and media relations officer at Tragedy Assistance Program for Survivors (TAPS).  In the past Ami has been a special projects consultant and writer at National Center for Missing & Exploited Children (NCMEC); a member of  the board of directors and chair of the public relations working group at Loudoun Abused Women’s Shelter/Loudoun Citizens for Social Justice (LAWS/LCSJ) and the communications director at Sister Cities International.

Welcome, Ami!

 

 

 

Yes, You Can Measure Communications Against Specific Objectives. Here’s How

On Tuesday, I wrote about communications measurement and how influence, attitude and behavior change should be measured in addition to eyeballs, butts in seats, clicks and follows. Number of followers, re-tweets, event attendance and web site spikes are all well and good. But, to sustain any real impact from a communications effort, you need to know how much your communications are influencing an audience’s way of thinking and acting. Below are just a few ways to measure against the top 6 communications objectives.

Objective 1: Visibility (positioning and awareness)
Ways to measure:
• Before and after surveys
• Focus groups
• Social media conversations, particularly changes in message, penetration and sharing
• Media coverage analysis (before and after campaigns), including competitors’ placements and messages, message penetration, tone, and coverage compared to competitors
• Blog and article comments
• Web site statistics

Objective 2: Influence and persuasion (issues management, attitude and behavior changes)
Ways to measure:
• Before and after surveys
• Focus groups
• Social media conversations, particularly changes in message, penetration and sharing
• Blog and article comments
• Comparisons of competitor services and products to yours
• Media coverage analysis (before and after campaigns), including competitors’ placements and messages, message penetration, tone, and coverage compared to competitors
• Opinion polls
• Rulings, policies and legislation on issues
• Sales of services and products in your industry, overall

Objective 3: Volume attention (sales, attendance, web and social media traffic)
Ways to measure:
• Sales volume (spikes or dips before, during and after campaigns)
• Incoming calls and e-mails
• Event attendance
• Web and blog traffic
• Sudden increases of fans, followers and subscribers of social channels
• Media coverage analysis (before and after campaigns), particularly in trade niches
• Google statistics

Objective 4: Recognition & Appreciation (kudos, awards, sales support)
Ways to measure:
• Number of new, warm leads
• Sales force feedback
• Unsolicited RFPs earned
• Number of referrals
• Media coverage analysis (before and after campaigns), particularly in trade niches
• Media coverage analysis (against competitor media coverage)
• Key message delivery through media and social channels
• Number of “shares” of presentations, PowerPoints and slide shows via online channels

Objective 5: Employee recruiting and retention/employee communication
Ways to measure:
• Number of unsolicited resumes and outreach received from potential employees
• Number of resumes and outreach received from job postings
• Employee surveys
• Comparison of media and social channel coverage of organization (particularly employee sentiment)
• Awards for “best places to work” and the like
• Media coverage analysis (before and after campaigns), particularly in trade niches
• Overall retention rates

Objective 6: Investor perception (stock value, investor and analyst attention)
Ways to measure:
• Stock trading volume and activity in relation to communications campaign
• Analyst and adviser recommendations
• Analyst surveys
• P/E multiple in relation to peer group and competitors
• Stock price volatility relative to peer group and competitors
• Media coverage analysis (before and after campaigns), particularly in business and financial press
• Media coverage analysis of analyst commentary

How do you measure the effectiveness of your communications?