Efficiency. That’s what I’m about. If I am assigned a task, I try to figure out a way to complete it in the most quickest and efficient way possible, guaranteeing maximum results. Imagine my reaction when I found out about the Six Sigma program and how it can be applied to PR.
Six Sigma may seem like some strange business concept, but it is really easy to understand. And did I mention that your boss or teacher will thank you for bringing this up?
In layman’s terms, Six Sigma provides ways to do things better, faster and more cost-efficient. A method for eliminating defects through hard data, it seems that every facet of business is looking into employing the Six Sigma method.
Part of PR is understanding who the target audience is. The Six Sigma approach begins by understanding the internal and external customers. Your internal clients would be your boss and your external clients would be journalists, analysts or employees. Obviously, the next step would be to understand the needs of you clients so that their needs could be met.
I think all this sounds very basic. But there’s more.
According to Mark Weiner, CEO of Delahaye Medialink Worldwide, the Six Sigma process guides communicators through the following steps:
* Define
* Measure
* Analyze
* Improve
* Control.
Through what is called Weighted Impact & Net Effect, a research formula is created to gauge the effectiveness of a company’s media coverage. Such measurements include story to influence the media and measuring the level of audience exposure, the reader’s level of awareness and recall, and the impact of the story on the reader. Each placement is assigned a score between +100 and -100, and the editorial tone determines whether the score is positive or negative. Then, the figures are multiplied by its Weighted Impact Score to determine its Net Effect.
This strategy can be used for media relations, which includes reducing time for press release approval, improving media targeting, and ensuring that key messages are picked up by the media.
Unfortunately, there are not enough PR professionals who are aware of Six Sigma. Having this knowledge will provide communicators with a competitive edge.
