When it comes to PR prowess and expertise, there are not many individuals who possess both in droves like Sally Falkow. As president of PRESSfeed and one of the industry’s leading minds on new technology and digital PR, Ms. Falkow brings over 30 years of PR experience to the table.
Sal (as she often signs her emails) generously offered to sit down with me at her beautiful home in southern California for a candid conversation about the past, present, and future of PR.
Needless to say, the takeaways were endless.
Here’s just a sampling of our dialogue, which most definitely included talks about what happens when you eat too much cheese, real time anagrams, and a Rosetta Stone case study guaranteed to blow your mind.
The entire interview can be heard below. I suggest streaming it as you make dinner this evening or book marking it for an upcoming flight.
Sally Falkow Notable Quotables
- You cannot approach PR like throwing spaghetti against the wall to see what sticks. Your whole content strategy should be informed by analytics. Analytics allow you to know what is needed and wanted.
- PR absolutely must embrace the PESO approach (Paid, Earned Shared Owned). Start with Owned (produce the content). Owned gets Earned (picked up by media). Amplify and push content with Paid, and then it will be Shared (social engagement).
- Whatever you’re doing in PR, it has to tie back to the business goals. It’s about outcomes, not outputs.
- PR goals cannot be vague (e.g. raise awareness, get more FB likes). They must be measurable. Identify where you are now, where you want to be, and how you’re going to get there.
- Not measuring PR is like playing soccer with no goalposts.
- 80% of firms are starting to spend more on digital skills, but there aren’t enough people with those skills because most students are still being taught very traditional PR.
- You can’t teach someone to be a brilliant strategist, but you can certainly become a more critical thinker than you are today. People can learn to play chess, which requires critical and strategic thinking.
- You need to understand the basics of coding, and the basics of the Internet. Otherwise you won’t know what’s coming or what’s possible.
- All PR people should find one or two sources that they read to stay up to speed with all of the changes.
You can soak up more of Sally’s infinite wisdom by visiting her fantastic blog.