Six Sigma: applied research for improved public relations

Communication World, Jan-Feb, 2004 by Mark Weiner

GETTING STARTED

Typically, public relations and corporate communication departments do not take the lead in Six Sigma programs. So although you may have metric systems to contribute, you may have to go in search of your organization's Six Sigma leaders, known as "Black Belts."

As Six Sigma metrics lend themselves to projects, there are a number of projects you can undertake (see "Six sigma project ideas for PR."). As you look to identify your own projects, keep in mind that they must be meaningful, measurable and reasonable.

Although research and public relations are new partners, the application of research and PR continues to grow as companies demand to know how their money is spent and how it can be spent more wisely. Six Sigma has met with enormous success; it is unlikely to be just the latest business fad.

So the next time someone asks "what's new in PR?" you may be able to answer in ways that you never thought possible with an impact much greater than ever before.

SIX SIGMA PROJECT IDEAS FOR PR

* Reduce time for press release approval.

* Improve media targeting (identify media that have proven reach among your target audience).

* Assess journalists' preferences and satisfaction with current PR initiatives.

* Assess "internal client" preferences and satisfaction with current PR initiatives.

* Improve the ratio of releases sent versus releases used.

* Improve the ratio of placements featuring critical messages.

* Improve the ratio of placements featuring a company spokesperson.

* Improve the ratio of stories featuring visuals or graphics.

* Improve the ratio of stories that are either exclusives or feature-length.

* Improve the ROI of events and event sponsorships.

* For agencies, improve percentage of billable hours.

Mark Weiner is CEO of Delahaye Medialink Worldwide. He can he reached at mweiner@delahaye.com, or visit www.delahaye.com.