My good colleague Hanna Svenonius in Stockholm recently wrote a great article on MSL Group’s Critical Conversations blog providing three quick takeaways from the event hosted by JKL where the venerable Paul Holmes (of the Holmes Report shared some insights.
I highly recommend Hanna’s article for the full monty, but here are the three points in short:
- PR professionals need to get involved with setting policy, not just defending it
- Message control is gone – let it go – and concentrate on building authentic values to guide people in the right direction
- Reach and frequency are unfit metrics – use the Net Promoter Score instead. It tells you the number of people willing to recommend your business – minus those who aren’t.