Gauging webcast success, satellite radio's allure, more

How do I measure the success of my webcast?

How do I measure the success of my webcast?

"Webcast success should not be solely based on how many people registered or attended," says Sharat Sharan of ON24. Other criteria, such as the quality of the registrant's demographic profile, the level of interaction, and the results of your follow-up are key factors in measuring overall success.

Certainly the attendee numbers are important - in fact, you should clearly state to your team what metrics to shoot for, Sharan adds. "It is important to base expectations on realistic information, such as size of the audience, whether the topic will be meaningful to this audience, whether there is adequate budget to attract this audience, and whether you've done similar events in the past," he explains.

All things being equal, here's what Sharan recommends as benchmark statistics for a successful webcast:

  • 30%-40% of registrants will attend the live event
  • 40%-60% of registrants will attend the live and on-demand event after one month
  • 20%-25% of attendees will complete the feedback form without an incentive
  • 10%-20% of attendees will pose a question

Satellite radio

What is the subscriber base like for satellite radio? Is it really catching on?

Satellite radio is providing listeners uninterrupted radio broadcasts from coast-to-coast, says Lynn Harris Medcalf of News Generation. "While subscribers must pay for this service and have a special receiver, listeners have an average of 150 stations to choose from on both XM and Sirius," she notes. "The former boasts the largest subscriber base at more than 7 million, the latter boasts more than 5.1 million.

 "While individual stations' listener numbers are difficult to gauge," Medcalf adds, "satellite radio is one good option for reaching younger, early adopters of technology." Many programming options for satellite radio are repurposed from traditional radio, so getting a hit on traditional radio often can result in the added value of being on satellite radio.

"As satellite radio gains more popularity," Medcalf says, "it will expand its programming options to offer more original programming only found on satellite radio."

Public speaking

How can PR pros promote their services and get more clients?

For the smaller firm or solo practitioner, advertising is too expensive. Instead, use public speaking as part of your marketing mix, says Diane DiResta of DiResta Communications. "If you're not using speaking as a promotional tool, you're leaving money on the table," she adds.

Speaking on a panel, giving a free teleclass, or conducting a live seminar are cost effective and powerful ways to gain new clients. DiResta says. "It costs little money to speak to groups, puts you in front of a larger pool of leads, and establishes your expertise," she notes.

To succeed, get in front of the right audience, offer practical tips, and don't hard sell from the platform.

Build trust by educating the audience about PR and giving them tools to use. "Don't make your presentation a commercial about your business. Nobody wants to hear another sales pitch," she says. "Instead, drop a few success stories about people you served. The audience will connect the dots."

Most of all, be confident and energetic. Enthusiasm sells.

If speaking unnerves you, start out by being a panelist.

DiResta suggests ending the presentation with a free offer, collect business cards, and follow-up.

Send your questions to toolbox@prweek.com. Please contact Irene Chang if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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