On Tuesday, I discussed how to utilize media coverage to instill a sense of pride among employees and other stakeholders, to demonstrate value to the C-suite and to extend your brand's reach via social channels. In this post, I'll look at four more tactics to leverage your positive coverage – consider this the "advanced class."

Congratulations! You’ve been featured in a great media story that raises your organization’s profile and you’re basking in the glow. But that’s not enough. If you’re not leveraging positive placements, you’re missing out on ROI from your public relations program. Whether it’s an article about your company, an award or quotes in an industry round-up that positions you as a thought leader, here are effective strategies...

What’s the most effective strategy you can devise to achieve your goals – whether they are sales, votes or changes in behavior? And how do you translate that strategy into words that resonate with your audience? At the outset of a political or business campaign you ask: Where are we now? Where do we want to be? What are the steps to get there? Earlier this year, my colleague Matt Cochran discussed the public relations principles that...

In Atlanta, it’s already back-to-school season. The commercials for backpacks and other school supplies reminded me of my experience teaching and those dreaded “pop quizzes.” As a former teacher, I know that pop quizzes are a good way to take a snap-shot of a student’s learning. In business, it’s also important to take a step back and review your business practices to find out where your company can improve...

An article this week in the Wall Street Journal, How Women Can Get Ahead – Advice from Female CEO’s, recounted opinions from 11 women CEOs of Fortune 500 companies about factors that fueled their careers and myths about the “advancement of women” they encountered along the way. While the topic of gender differences and discrimination – both overt and subtle – fills volumes, I would suggest that most of the sage advice from these...