Meet Siobhan Carroll, a Senior Vice President with high-level in-house marketing expertise. With experience across various sectors, including non-profits, technology and healthcare. Siobhan excels at creating impactful marketing strategies. She transforms complex ideas into engaging messages, positioning clients as industry leaders. Outside of work, Siobhan enjoys spending time with family, gardening, paddle boarding, and reading.
1. How do you measure the success of a PR campaign?
We are constantly changing the metrics we use to measure success in PR. We look at success through reach and impressions – which tell us how many people potentially saw our messages. We monitor engagement, such as likes, shares, and comments–which show how our content resonated with the audience. We try and look at website traffic and conversions which indicate if our PR efforts are driving tangible results. We look at how many articles were written about our client. But in the end–what we are really looking at is—have we been able to increase awareness and if needed, change perceptions? Do more people have a favorable impression of our client—do they want to enroll their child in a school they hadn’t really been thinking about? Do they want to visit a hotel that had not been on their radar before? Do they have more confidence in a software app or do they have more faith in the leader of an organization we work with? Did our work shift the conversation in a positive direction? In the end, that’s the true measure of success.
2. What is the best advice for a company (or person) facing a crisis communications issue?
In crisis situations, my advice is: be swift, transparent, and empathetic. Acknowledge the issue, provide accurate information, and take responsibility where necessary. And, perhaps most importantly: demonstrate genuine concern for those affected. Clear and consistent communication is the only way to rebuild trust.
3. What outreach methods do you find work best for securing media coverage?
Securing media coverage is multifaceted. It’s most important to understand whether or not you have a compelling and newsworthy story. The media landscape is shifting and shrinking – building genuine relationships with journalists is key – understanding their interests and providing them with valuable content. Responding to a journalist quickly is paramount. They have a job to do, it’s my job to understand that and to help them get the most complete story possible.
4. What PR strategies do you prefer and what influences your choices?
I’m a big believer in authentic storytelling. Sharing genuine narratives about the people behind the scenes can build strong emotional connections with your audience. I also appreciate the power of strategic partnerships and collaborations to reach new audiences and amplify the message. Finally, a well-executed content marketing strategy, providing valuable and informative content, can establish you as a thought leader and build long-term trust.
5. What’s the most fulfilling aspect of the work we do?
The most fulfilling aspect is seeing our communication efforts contribute to a client’s success and positive reputation. It’s rewarding to know that I’ve helped build understanding, fostered positive relationships, and amplified our client’s mission and values. Ultimately, it’s about making a meaningful impact through strategic and thoughtful communication.
