PRing the PR: Use flash reports to highlight successes
These concise reports serve as a table-setter for more robust campaign analysis down the road.
Public relations teams constantly seek ways to show their value to business objectives. One effective approach is to highlight the behind-the-scenes PR efforts driving certain campaigns or business functions.
At a recent Ragan virtual conference, Elizabeth Winter emphasized the benefits of using “flash reports” – concise overviews of PR activities. The goal is to gather on-the-ground observations and conduct sentiment analysis of social media highlights and earned media as activities unfold.
They can come in the form of a presentation or even an email.
“We really need to PR the PR,” Winter, senior manager of public policy communications at General Motors, said during the “Proving the Value of PR to the C-suite” webinar. “All that data is crucial, but sometimes leaders just want to know what’s happening.”
During her presentation, Winter outlined a five-step approach for crafting a flash report.
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