Lilia Glazova, CEO of the investigative company PR News, president of the Association of Public Relations Consultants and author of the book “Why does a PR manager need a hotline? Tips for measuring communications.
The founder and CEO of the communication agency LAMPA, Evgenia Lampadova, discussed with Lilia how to measure the effectiveness of communications without sales data, why the modern market needs professional associations and what characteristics a good competition case should have.
Evgenia asked: Is public relations about reputation or sales? The guest thinks it’s about reputation. However, in real life this is not so easy to demonstrate to the CEO of a large company. And for medium-sized companies it is not realistic. Lilia Glazova does not advise anyone to subscribe to the fact that PR is equal to sales: it is difficult to single out a part of the share in the overall success.
During the meeting, Lilia also talked about the signs of a winning case. Festival cases are more valued in the market: they focus more on beauty, creativity and the idea than on the result. The Grand Prix in competitions is always chosen with the heart. Usually these are 2-3 contenders, the fate of which is decided by majority vote.
Remember that earlier Tatyana Stolyar from the Antiglyanec telegram channel and restaurateur Alexander Sysoev became the heroes of the Lampovo podcast.
