Missed the #EvaluatePR April Edition?
Find the recap below.
Moderator: Damilola Joseph- @flynesdharme
Guest: Seye Olurotimi– @seyeolurotimi; Supo Fadipe, – @desupofadipe & Lukmon Moyosore Oloyede – @i_amOloyede
Q1: Can we meet you professionally (name, profession and position)? #EvaluatePR
A1: I am Seye Olurotimi, a marketing communications practitioner. I am a Lead Consultant at CedarTribe, an Integrated Marketing Communications outfit based in Lagos. #EvaluatePR
A1. Supo Fadipe, PR, Asst. Manager Digital Media. #EvaluatePR
A1: My name is Lukmon Moyosore Oloyede; a Media & Marketing Communications practitioner. I’m a Brand Analyst/ Founder of brandarena.com.ng #EvaluatePR
A1: My name is Edetanlen Sunday, Media Analyst at P Plus Measurement Services. #EvaluatePR
Q2: What measures should be put in place by PR Regulatory bodies to sensitize organizations on PR Measurement & Evaluation? #EvaluatePR
A2: PR Regulatory bodies should create platforms where the importance of PR M& E would be discussed regularly, this drive should not just be limited to PR Consultancies but also to PR Practitioners in various organizations #EvaluatePR
A2: To be more proactive, the regulatory body in Nigeria – NIPR should make PR Measurement and Evaluation one of the courses in its certification examinations. Everyone by this way will see it as an integral part of the profession #EvaluatePR
A2: I also read a report recently on NIPR’s plan to establish an M&E body; it’s laudable that the regulatory body recognizes the importance of M&E already ( a body independent of NIPR would be preferred though so it won’t look like marking one’s own scripts) #EvaluatePR
A2: Public Relations practice is becoming more SCIENTIFIC than ART. Beyond telling a compelling story, maintaining mutual understanding between an organisation and it’s publics, technology is redefining PR practice. #EvaluatePR
A2: Hence, a hand-on training should be organized by NIPR & PRCAN to upskill PR practitioners. Brand owners want to measure & assess the impact of PR. They want to understand how it add value to their business in terms of ROI. #EvaluatePR
The government also have a role to play. As long as there is no legislative guidelines put in place to measure CSR performance of businesses in Nigeria for instance, measurement & evaluation will not be taken seriously. #EvaluatePR
A2: Regulatory bodies should ramp up enlightening members on the benefits delivered from PR as they can’t determine how each organisation should be run. Hence the need for educating members of the association on the importance of evaluation #EvaluatePR
A2: Evangelism, Crusade and Training #EvaluatePR
A2: Some measures that can be put in place are: 1. Continuous education on the importance of Measurement & Evaluation . 2. Innovations that will further enhance the adoption of Measurement and Evaluation. 3. Forums and Seminars. #EvaluatePR
A2: 1. Continuous enlightenment. 2. Innovations to boost adoption of M&E. 3. Organizing forums and seminars. #EvaluatePR
A2: Continuous education on the benefit and value in providing Measurement & Evaluation for clients. #EvaluatePR
The creation of an Independent body for M & E is already ongoing by Independent Media Monitoring and Measurement agencies in Nigeria #EvaluatePR
A2. The measures to be put in place by PR regulatory bodies is to set a clear programme, objectives & desired outcomes. #EvaluatePR
A2: i. Continuous enlightenment ii. Innovation on best practices iii. Organizing seminars and workshops #EvaluatePR
A2: Creating adequate awareness platforms, this cannot be over emphasized. Also, giving resourceful support and information that all done in their power is for the public interest. This should not be neglected “giving measures on monitoring the progress and growth of PR M&E firms as against that of clients or brands attached to them”. Not forgetting proper and up-to-date activity log, balanced and unbiased scorecard and insights on best practices. #EvaluatePR
Q3: What is your opinion for lack of Measurement & Evaluation in the PR industry? #EvaluatePR
A3: To start with, I believe the issue of lack of M &E is not limited to the PR Industry. I’ll say it affects the whole of Marketing Communications Industry. However, the story is changing as Clients are now demanding more and more for Measurement and Evaluation #EvaluatePR
I will also say that the issue is not even total lack of measurement but the use of faulty and unreliable parameters -chief of which is AVE. #EvaluatePR
A3: Ignorance. A lot of agencies are stuck in old means of tracking, which is why every agency should get on board. #EvaluatePR
Invalid metrics is a big issue and demanding for AVE replacement is even the biggest issue #EvaluatePR
A3: Lack of awareness and not making M & E a top Priority in your communications/PR plan #EvaluatePR
A3: In my opinion, I would say lack of insights & proper awareness. All of these could be rectified and we are championing this cause by using #EvaluatePR as a medium of online parley for clients/brands/PR firms/PR Measurement & Evaluation firms. And individually, we can take up self-challenge to educate all and sundry. #EvaluatePR
A3: 1. Lack of knowledge of the importance of M&E. 2. Lack of sufficient budget. 3. Paying little attention to M&E. 4. Lack of demand (which is gradually changing). #EvaluatePR
Q4: What are the basic gains of Measurement & Evaluation? #EvaluatePR
A4 : M&E helps to track how well you are achieving your objectives, it positions the PR Professional as a Strategist and an Intellectual and not just someone who runs an ‘Agency”, It also makes the Client repose more confidence in the PR Professional and practice #EvaluatePR
A4: After all, media relations is just one elements in PR. Crisis Management, Public Affairs, CSR, Event Management, Community Relations, Industrial Relations, Sponsorship & Evaluation etc are other areas of PR that requires measurement & evaluation too. #EvaluatePR
A4: Measurement & Evaluation enables agencies to work smart & bill right. #EvaluatePR
A4: Simply put: Quantitative (Volume, estimated audience reached, frequency of spokesperson featured) and Qualitative (message penetration, brand & spokesperson favorability) Output #EvaluatePR
A4: Measurement and Evaluation helps PR professionals to defend or increase their PR budget. In addition Measurement is the best way to demonstrate the value of your work – use it. #EvaluatePR
A4: PR Measurement keeps PR executives inform on what is working in their PR program and what is not and also give insights on were changes needs to be made in the communications strategy. #EvaluatePR
A4: Analysis of tonality of message. Exposes the strength and weaknesses of an organization. Competitive benchmarking. #EvaluatePR
A4. The basic gains of Measurement & Evaluation is that client(s) are aware of their qualitative and quantitative analysis to that of their competitors. #EvaluatePR
A4: Simply put: Quantitative (Volume, estimated audience reached, frequency of spokesperson featured) and Qualitative (message penetration, brand & spokesperson favorability) Output #EvaluatePR
A4: 1. crisis management. 2. Targeting the right demography to drive products and services. 3. Benchmark media effort as against competition. 4. Analysis of public perception about the brand. #EvaluatePR
Q5: What is your favorite quote on Measurement & Evaluation? #EvaluatePR
A5: “AVEs are a symbol of our inferiority complex with advertising. PR can deliver some amazing campaigns. PR’s impact can be better measured through the social conversations going on than some spurious measure about advertising value” – PR Weekly Breakfast Briefing #EvaluatePR
A5: Measurement pays. #EvaluatePR
*Do it for improvement* My favourite Measurement & Evaluation Quote: “It isn’t just a pat on the back. Measurement is about marking, but evaluation is about improving” – Barry Leggetter, AMEC’s CEO. #EvaluatePR
A5: The age of measuring outcomes in PR is well and truly upon us. #EvaluatePR
A5: I will pick a quote from @queenofmetrics – PR People who think AVEs will justify their existence are clinging to a leaky life raft”. #EvaluatePR
A5: “The way you measure is more important than what you measure.” Art Gust #EvaluatePR
A5: “Since we cannot change reality, let us change the eyes which see reality.” – Nikos Kazantzakis #EvaluatePR
A5: Thinking strategically about how you build your media lists and how you’ll report on earned media successes from the very beginning will save you loads of time when pulling together monthly or quarterly reports. #EvaluatePR
A5“You may explore, you may evaluate but you can’t execute if you are not willing to take action. Decide to take off now!”#EvaluatePR
Q6: Your advice to PR pros that do not #EvaluatePR
A6: Either evaluate or end up being consumed by the realities of the time. It’s a must do. #EvaluatePR
A6 : PR Pros who do not #EvaluatePR are on the way to becoming dinosaurs. Mesaurement and Evaluation is the future; they should embrace it or they’ll lose relevance #EvaluatePR
It’s all about RESULT, ADDING VALUE, GATHERING INSIGHT & BEING AWARE OF IMPACT. #EvaluatePR
Do not go extinct. M & E is the future we have all been waiting for. #EvaluatePR
A6. Curiosity may have killed the cat, but it made the PR pros. Whether you’re just starting out or if you’ve been in the business for years, it’s incumbent upon PR pros to constantly learn in order to stay on top of our industry. Never stop being curious. #EvaluatePR
A6: Measurement should not be avoided but it should be embraced and used. #EvaluatePR
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