Katherine O’Hara is the founder and president of The O’Hara Project, a multi-disciplined marketing agency. O’Hara’s has co-founded two successful small businesses. Her experience at both a marketing agency and as a consumer product founder has helped to appreciate the marketing challenges and triumphs from both an agency and client perspective. With almost 25 years of experience in assisting clients in the fields of automotive, education, grocery, healthcare, hospitality, technology and serviced-based brands, O’Hara shares her expertise.


katherine ohara2 Marketing Expert & Entrepreneur Discusses How To Measure Return On Investment Of Public Relations

Katherine O’Hara
(Photo courtesy of Katherine O’Hara)


Why do I need to define my target market?
Many small businesses set out with their eyes set on attracting the largest net possible. It is critical for them to understand that identifying a target market is a first step to developing a marketing plan. By not narrowing one’s focus, a brand runs the risk of executing a vanilla approach. Most times, in the hopes of appealing to the masses, many fail to connect with any group at all.

When is the best time to do marketing?
With restricted budgets, savvy small business clients are aware that there are likely peak times to focus on messaging. They need to identify when their season is, as messaging impact can vary depending on when it is delivered. Knowing one’s audience and crafting a message that capitalizes on capturing the largest potential interest is key to making the most of budget-restricted marketing efforts.

How do I become a thought leader?
Thought leadership is a common goal for those seeking PR assistance. For those that have set that as a goal, I ask what the term means to them. Many are surprised to learn that being a thought leader means more than promoting one’s existence to media. Thought leadership requires that clients have a fresh perspective or opinion that triggers insightful dialogue and influences others.

How do I measure ROI of PR and social media?
Many companies are focused on aligning a dollar amount when evaluating the value of PR or social media. Its impact however, goes far beyond dollars and cents. When evaluating PR and social value, one should consider:

  • How does PR and social help support sales efforts?

  • Has the brand developed editorial or social follower advocacy?

  • Is your brand forming valuable relationships?

  • Are you succeeding in gaining more momentum than your competitors?

  • Has engagement with your target market increased?

This article was written by Robin D. Everson for Small Business Pulse


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