Years ago, Shonali Burke started a new job with the American Society for the Prevention of Cruelty to Animals, and was told to “do PR” for the organization. But what did that mean?
The society helps out lovable fuzzballs such as puppies and kittens, so PR should be a cinch, right?
Burke, now chief executive of Shonali Burke Consulting, pushed for clearer objectives: “How do you guys measure success? How can my team help your team make money?”
Officials told her about the importance of donor acquisition in keeping the lights on, saving animals, and maintaining the hospital. Burke was able to design a successful campaign around this business objective, she says in the new guide from Ragan Communications and Nasdaq Corporate Solutions.