How can you grow your communications staff and budget? The most recent Public Relations Generally Accepted Practices (GAP) Study conducted by USC Annenberg helps communications leaders evaluate resource needs for their teams. The study provides staffing and budgeting comparisons to other organizations of a similar size, offering effective data to build senior management buy-in for the resources needed to effectively support the communications function. 

Why we follow brands on Facebook: An infographic. Research shows that people who engage with a brand or product online are more likely to purchase that product and recommend it to friends and family. Consumers seem to be most motivated to follow brands who offer coupons or special offers. What this means is organizations should consider special offers to capture "likes" and constantly engage their followers to maintain their loyalty.  

Successful organizations don't relegate customer service to a specific department or person.  It's built through an organization-wide culture and mindset that defines service as "taking action to create value for someone else."  When this is a shared purpose for everyone from the boardroom to the front line, companies can achieve a competitive advantage. 

Crocs developed Crocs Chameleons™, a new line of kids' shoes leveraging color-changing technology. A limited quantity of the new products went on sale prior to the public launch in mid-May. Crocs challenged Linhart PR to drive awareness and sales of the new line with moms (highlighting the pre-sale and scarcity of the product) as well as position Crocs as an innovative leader in the footwear industry. Linhart PR drove online buzz through mommy blogger outreach, providing samples of the shoes for review and details on how the bloggers' readers could register for the pre-sale. More blogger touch points were created by sending alerts of Crocs Chameleons™ Facebook giveaways. The team also helped promote a Twitter party to directly engage with Crocs fans. Lastly, Linhart PR secured desk-side interviews with family-focused magazines and mommy bloggers in New York City, and conducted outreach to select morning shows and key fashion contacts at wire services.  

The results: About 75 blog reviews (reaching 2.7 million readers in Crocs' target demographic), a feature segment on "The View" with nationally recognized style expert, Jenn Falik, and inclusion in an Associated Press back-to-school trends story and upcoming Family Circle and Better Homes & Gardens fall books. The Twitter party had more than 500 posts in only two hours, reaching nearly 1 million followers. These efforts contributed to Crocs Chameleons™ sales outpacing projections, leading to one of the most successful product launches for Crocs to-date. The Wall Street Journal even cited the product launch success in a mid-June story highlighting U.S. hot stocks.

Last quarter, we asked what's your main source for getting breaking news: 50% said online media, followed by Facebook and Twitter. In this issue, with 2012 around the corner, we want to know about your PR planning process.

What's the most important area you want to focus on improving in your 2012 PR plan?

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Linhart PR made the 2011 Inc. 5000 list of the fastest-growing private companies in America. This is a special achievement, given there are nearly 7 million private, employer-based companies in the U.S.