Welcome to The PR Street Journal, a monthly electronic newsletter about trends, resources and creative solutions to help you effectively manage your company's PR strategy.

The PR Street Journal... We bring the news on the street to your inbox.

• The Measurement Tree - Getting A Positive Return on Your PR Dollar
• Jump Start Your PR Strategy
• The PR Resource Center

THE MEASUREMENT TREE -- GETTING A POSITIVE RETURN ON YOUR PR DOLLAR
In today's tough economy, clients need to know they're getting a solid ROI for their PR investment. But unlike the ad industry, with its Nielson ratings, the PR industry has no consistent standard for measurement. Some larger PR firms have created proprietary benchmarking systems, and other research companies have developed programs for third-party independent evaluation. No matter how small, companies can work with their PR providers to measure both PR "outputs" - short-term results, and "outcomes" - changes in behavior patterns, awareness, and attitude levels about a company's product and services. Check out the web site http://www.instituteforpr.com and read about "The Measurement Tree," developed by a group of researchers to answer the question, "What happened and how effective was it?"

While we've seen a slight economic recovery this year, "the bust" has left a lasting effect on our industry. PR Week recently conducted a study of 1,129 in-house PR professionals to uncover just how the economic decline has and will impact the PR industry.

Findings showed that:

• 51% of PR budgets have been influenced by the economic slowdown
• 54% still employ a PR agency
• 2002 PR spending will increase by 10% in media relations, product/brand promotion, and employee communications

** Results from the February 18, 2002 PR Week Corporate Survey. **

JUMP-START YOUR PR STRATEGY
Let's face it. In tough times, PR spending is usually the first item on the budget "chopping block." But now that economic gurus say we're in recovery, how are you going to jump-start your PR strategy? Here are a few ideas:

Review agency relationships.
Your company may have cut back or eliminated agency spending for the past year. Now's the time to start interviewing agencies to review their qualifications and find out if they can meet your needs once funding is secured for upcoming PR initiatives.

Brush off your media kit.
Review your company's media kit to determine if the messages and information are still engaging and appropriate. The new trend in business reporting is toward greater detail and disclosure. Are you providing the hard facts in a lively fashion?

Consider the human touch.
Blasting press releases over the news wires may be cost effective in tight times. But now's the time to comb through your list of media contacts and re-establish human ties. A "high-touch" approach will make it easier to approach a reporter the next time you pitch.

THE PR RESOURCE CENTER... WE BRING THE INSIDER KNOWLEDGE TO YOU! What does it take to get coverage for your company in top publications? Read the 12 laws of media relations, and become an expert at generating editorial placements: http://www.aboutpr.com/subpages/articles/media_relations.htm

(article provided by www.realworldpr.com)

THE PR STREET JOURNAL IS SPONSORED BY THE LEATHERBURY GROUP
Founded in 1994, The Leatherbury Group is a full-service public relations agency offering strategic counsel and high-impact communications solutions to a range of FORTUNE companies and small business clients. We take personal pride in our reputation for integrity and service excellence.

Our services include strategic planning, message development, media relations, collateral materials, Web site content development, community relations, employee communications and presentation development. We can assist your company on a project basis, or we can work on an ongoing long-term PR program, depending on your objectives. We get results that generate a positive return on your PR investment.

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