Manage episode 362408025 series 3369510
Many companies seeking to hire a public relations firm will simply say "we want to build our image," thinking that will automatically increase their sales. But that's rarely the case. How can you make sure a PR or marketing campaign generates new business?
In this episode, Leeza Hoyt explains that the role of public relations is more than just getting on the front page of a newspaper. She emphasizes the need for clear-cut goals and a strategic approach to PR, which can be measured as an investment in the business's growth.
Leeza highlights the importance of understanding a client's objectives before creating a marketing recipe that would help achieve their goals in today's digital environment. Where do you want to go? What resources are available to make that happen? Is there an internal team that will be implementing parallel campaigns? How can we maximize the value of your investment?
She also discusses the three stages of a PR agency's approach to working with clients. The first stage is the “discovery phase” where the agency gets to know the client and assesses their needs. The second stage is the “challenge phase” to ensure clarity and encourage the client to think differently. The third stage is the “testing and adjusting phase” to ensure the program is successful.
About the Guest
An ideator known for creating amazing award-winning campaigns for companies throughout the country, Leeza Hoyt is a well-known PR maven based in Los Angeles. As president of The Hoyt Organization, Inc., a full-service communications agency, her team is known for its cutting-edge concepts that drive companies forward. Leeza's campaigns have resulted in hundreds of awards from industry organizations. She is accredited by PRSA, and she holds a California real estate license. Leeza earned a bachelor’s degree in journalism with an emphasis in public relations from the University of Southern California, and a master’s degree in business administration from Loyola Marymount University.
About the Host
Abbie Fink is vice president/general manager of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.
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