The Austin PR scene offers plenty of opportunities for both agency and in-house PR professionals to network and learn. Austin has been booming in the past few years, and with that growth Austin has become the home to more and more professional communicators, be they employed in agencies or in-house serving companies in the commercial, […]
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What is the ROI of a B2B marketing campaign?
For B2B marketing campaigns to be worth the investment, they need to be sufficiently profitable, but how do you measure the ROI of a B2B PR campaign? In the following, I look at how you can best go about measuring the ROI of a B2B marketing campaign, I will focus on sales activation (also called […]
How do you develop media messages for a trade show?
Developing media messaging for a trade show takes strategic focus and meticulous preparation. Companies would do well to prepare corporate, product and thought leadership messages. Whether you are a healthcare information company preparing for HIMSS or a 3-D printing software company gearing up for attendance at RAPID, the trade show you are preparing to attend […]
Open media training in Austin
On May 28 an open media training with camera crew will take place in Austin which will teach participants essential delivery techniques. Most media training sessions are highly customized and therefore not open to the public. Companies hire the services of Detavernier Strategic Communication or other consulting firms to come in and work with a […]
How heuristic biases derail crisis communicators
Crisis communications professionals often opt for sub-optimal crisis response strategies, preferring actions that make for immediate gains over approaches that guarantee long term success. Two heuristic biases that are triggered by the particular stressful conditions that come with crises are at play: myopic loss aversion and hyperbolic discounting. Both modifications to people and environments offer […]
Why do PR professionals never calculate ROI?
PR practitioners tend to prefer to not talk about ROI. Their credibility and success would be served well by embracing ROI as a means to prove their value and not considering it a threat to their existence. During its last quarterly investor call, IBM cast aside the usual report on revenues and profits and focused […]
Writing the crisis communications manual: the vulnerability audit
The vulnerability audit is a useful first step in the research communicators will undertake as part of their work on the crisis communications plan. About 59% of businesses have a crisis communications manual in place that is constantly updated, according to a 2019 survey from PR News and Crisp. The ones who do not have […]
How do you best conduct media trainings?
The success of media trainings depends as much on how you conduct them as on what you teach. Only well-designed trainings achieve their objectives. There are some rules that are best applied to the design of media trainings if you want the training to succeed in passing on skills to trainees that will last them […]
Detavernier expands into Houston
Detavernier Strategic Communication expands into Houston. The Houston office of the agency will be led by Felicia Renee Griffin, SCMP, APR. Detavernier has recently opened a second office in Houston. The expansion enables Detavernier to better accommodate potential life science, biotechnology, manufacturing, and energy clients who provide a great opportunity to break into the Houston […]