Robin Schell – Page 3 – Jackson Jackson & Wagner

USING DATA TO DRIVE BUSINESS DECISIONS — DRIVING THEME AT SHMD CONFERENCE

by Robin SchellJJ&W's October 4, 2017October 4, 2017No Comments

Hats off to the Society for Healthcare Strategy & Market Development (SHMD) for putting together an A+ event in Orlando last week filled with substantive presentations and fantastic keynote speakers. One of the clear themes that emerged from the conference was the need for PR and Marketing practitioners to understand and use data to drive …

Changing Behaviors On Concussion Treatment Through “Chalk Talk”

by Robin SchellBranding July 5, 2017No Comments

The "4 Steps To Public Behavior Change" by Jim Grunig, Harold Mendelsohn, Brenda Darvin, Max McCombs and other behavior change specialists laid out a path of action that has been used with great success by such efforts as Mothers Against Drunk Driving (MADD), smoking cessation programs and others. Now it has been applied to the …

The “So What” Factor: Migrating From Outputs to Outcomes in PR Research

by Robin SchellMedia Relations, Research, Strategy & Tactics May 3, 2017May 3, 2017No Comments

For years, PR practitioners measured effectiveness by “counting clips” and calculated the dollar value of press coverage they obtained for their organizations. Some PR people are still doing this — mostly, we hope, only when their bosses are demanding it. We have made progress, but we know we have much more work to do to …

CLEAN OUT YOUR COMMUNICATIONS JUNK DRAWER WITH A COMMUNICATION AUDIT

by Robin SchellResearch, Strategy & Tactics February 9, 2017May 3, 2017No Comments

It is a time for new beginnings, fresh thinking, purging files and finding different ways of doing things. If you’ve been managing your communications function for a while — or, if you’ve recently inherited the position and found yourself asking, “why are we doing what we’re doing?” – it is a good time for an …

Internal Communication Is King: Kelly Ripa/Michael Strahan Controversy Is Case In Point

by Robin SchellInternal Communication December 30, 2016May 3, 2017No Comments

For years, JJ&W has counseled its clients, often anxious to rush out the door of external communication with whatever news they have, that their first stop needs to be communication to any internal audiences affected by that news. It’s the priority. And it’s common courtesy. Period. And we don’t stop with asking them to communicate …

The Power of Triggering Events

by Robin SchellStrategy & Tactics December 30, 2016May 3, 2017No Comments

When we talk about motivating behavior change, we tell people that simply making them aware of something rarely drives them to that behavior. They usually need a triggering event – whether it is naturally occurring, like a time of year or an anniversary – or “manufactured” – something the organization does – to gently push stakeholders toward a …

Helmetless Practices: How Behavior Change Strategy Is Paying Off For The UNH Football Team

by Robin SchellBehavior Change Theory & Tactics November 30, 2016May 3, 2017No Comments

Because JJ&W has counseled the Brain Injury Association of NH for a number of years, we’ve gotten very familiar with the concussion issue – it has certainly been in the spotlight with triggering events like the death of Junior Seau of the San Diego Chargers and more recently, the movie “Concussion”. Of course, any social …

Issues Anticipation for Healthcare Institutions

by Robin SchellCrisis & Issue Anticipation October 30, 2016May 3, 2017No Comments

There are a wide variety of issues that can cause organizations significant heartburn — if not outright damage — and occasionally, destruction. It is the role of the public relations practitioner to conduct an ongoing scan of the environment (from both an internal and external perspective) to predict and prepare for these issues before they …

Pan-Mass Challenge: A Case Study In Establishing A Signature Event

by Robin SchellStrategy & Tactics October 30, 2016May 3, 2017No Comments

This past August was my 4th opportunity to ride in the Pan-Mass Challenge (PMC), a 2-day bike ride across Massachusetts ending in Provincetown, to raise money for the Dana-Farber Cancer Institute. The PMC raises more money for charity than any other single athletic fundraising event in the country. I’ve been reflecting on what they do …