Missed the #EvaluatePR February Edition?
Find the recap below.
Moderator: Damilola Joseph- @flynesdharme
Guest: Timilehin Bello – @MrBigtimi , Austin Ayaosi– @hov_25 & Joel Pereyi- @thepereyi
Q1: Can we meet you professionally (name, profession and position)? #EvaluatePR
A1: Good afternoon everyone. My name is Timilehin Bello. I’m a Public Relations Executive and CEO Media Panache Nigeria; a PR and digital marketing agency. #EvaluatePR
A1: my name is Austin Ayaosi; PR Measurement Expert; Lead Analyst at BrandImpact Consulting #EvaluatePR
A1: I’m Joel Pereyi, Communications Consultant for EVE Restaurant and Escape Nightlife #EvaluatePR
A1: My name is Edetanlen Sunday Ehije, Media Analyst at P+ Measurement Services. #EvaluatePR
A1: I am Olufunke, COO, P+ Measurement Services #EvaluatePR
A1: My name is Anator Emmanuel, Media analyst at P+ Measurement services. #EvaluatePR
Q2: In a sentence, how would you describe PR measurement to a lay-man? #EvaluatePR
A2: PR measurement is as simple as understanding what is working not working in an executed campaign. #EvaluatePR.
A2: I’ll explain PR Measurement to a layman as the process of checking how our PR activities are affecting our communication channels, our target audience, and our purse or bottom line #EvaluatePR
A2: PR Measurement is gauging the effectiveness of public relations efforts to know the impact such efforts have on a brand and how such efforts contribute to achieving the overall goal of the brand. #EvaluatePR
A2: PR Measurement is a program that brings to light (analyze) the perception of the public on a brand. #EvaluatePR
A2. PR measurement can be defined as measuring the impact of a PR program on a brand, campaign or services. #EvaluatePR
A2. PR Measurement is a program that helps to keep in check what is working and what is NOT working in a PR program. #EvaluatePR
A2: PR Measurement is a program that helps clients to know what is been said about them in the media. #EvaluatePR
Q3: As a PR professional/consultant/analyst, what are the set skills you would advise your client to look out for when recruiting a PR Measurement & Evaluation firm? #EvaluatePR
A3: To recruit the most efficient PR measurement firm, you’d need to consider a firm that doesn’t rely solely on automated solutions in measurements. You need to look out for a firm that understands the consequentiality of ‘human media’ analysis as this helps in accurately evaluating the impact of your campaign in regards to your organizational objectives. #EvaluatePR #EvaluatePR
A3: Results. What have they done in time past? How accurate are their measurements? What is their track record? #EvaluatePR
A3: 1. Timeliness. 2. Consistency. 3. Effective Customer Management Services. #EvaluatePR
A3: Analytical, Timeliness, Great customer service, Industry awareness #EvaluatePR
A3: Knowledge of the Barcelona Principle 2.0, Knowledge of the #AMEC framework, Knowledge of Industry standard, Telling a story with Data #EvaluatePR @AmecOrg
A3: Analytical, Arithmetic, research, psychology, industry knowledge, understanding of the market and communications dynamics are driven by technology and consumers industry knowledge of best practice standards, a deep understanding of the connection between humans, big data and AI (Artificial Intelligence) #EvaluatePR
A3: The set skills I will advise my client to look out for are, timeliness, accuracy and precision. #EvalutePR
Q4: AVE is undoubtedly irrelevant, what is your conviction statement to your client? #EvaluatePR
A4: AVE died and was buried in Barcelona. I tell them we’ll feel the impact of our work on 3 fronts – Output. Outcome. Business Results. Outputs have to do with how our work is affecting our communication channels. The Facebook likes, comments, reach, news mentions, press wins, etc fall under this category. Outcomes bother on how our PR efforts are affecting our TA. Are we getting more inquiries? Are they having a change in perception about our brand, etc. This can be measured using surveys. Business Results is self-explanatory. It has to do with Naira and Kobo. Are we making more sales or getting more sign ups? Clients don’t joke with this part lol #EvaluatePR
A4: Most clients just want their money’s worth, especially in this part of the world where organizations are still a bit squeamish about the effectiveness of PR. We confidently assure our clients they would generate a sizable ROI for their brand’s investment in the PR campaign. And that’s their most imperative goal. #EvaluatePR
A4: AVE is a metrics that has been declared invalid, buried in Barcelona, we need to move away from it and focus on better metrics as determinants of a good media campaign. #EvaluatePR
A4: AVEs take no account of the quality of client media coverage, 2. AVEs take no account of target audiences, and do not reflect client objectives #EvaluatePR
A4: AVEs provide no insight into the quality of content, the messages, inferences and issues that matter #EvaluatePR
A4: RIP AVE, you would not be missed. #EvaluatePR
A4: AVEs measure cost of space and airtime in print and electronic channels. Cost of something is not necessarily its value. It may be lesser or higher. PR is primary about value. Focus on value not cost. Value is what Economists call Utility. It is what Management understands. #EvaluatePR
A4: Outcomes or evaluative research is key. I strongly believe that public relations research is the missing link in PR measurement. Management associates result with and see value in outcomes (impact on the business). #EvaluatePR
Outcome and Output are key in #PRevaluation and the link to both is Research #EvaluatePR
A4: My conviction statement to my client is that since AVE is an invalid metrics, there is a need to focus on better metrics. #EvalutePR
Q5: In Measurement & Evaluation, what are your 5 top ‘Key Metrics’ in your PR Evaluation dashboard during a PR campaign? #EvaluatePR
A5: The objectives of any PR programme largely influence choice of right metrics. Basically a dashboard should include engagement rate, conversion rate, reach (unique accounts, not impressions), interaction rate, social reputation score. #EvaluatePR
A5: Referrals/Engagement, website traffic & Signups, social media conversation/SOV, Media Mentions, and sales conversions. #EvaluatePR
A5: I belong to the Outcomes, Outputs, Business Results school of thought, so I simply monitor growth across these three categories or fronts. #EvaluatePR
A5: Website referrals, Mentions, Message resonance, Share of voice, Article quality scores, Qualified Leads, Sales Conversions, Engagement. #EvaluatePR
A5: Media Mentions, Article Sentiment, Share of Voice, Brands Spokesperson, Website visits. #EvaluatePR
A5: Paid Media PR Metrics: Landing pages and A/B testing, Social media marketing ad conversions, Email database, Leads and conversions. #EvaluatePR
A5: Earned Media Metrics: Web performance, New audiences, Media, blogger and influencer scoring #EvaluatePR
A5: Shared Media Metrics: Social media advertising, Rating system, Unique stuff #EvaluatePR
A5: Owned Media Metrics: Email marketing, social media shares, Sales #EvaluatePR
A5: Website sign-up, mentions, tonality, SOV. #EvalutePR
Q6: One advice for PR pros that do not #EvaluatePR
A6: Failing to #EvaluatePR is like writing exams and not checking your grades. It is like playing a match and not knowing the score. It is all shades of wrong.
A6: Be on top of your game. #EvaluatePR so you can learn what to improve on.
A6: PR Evaluation helps you earn the respect of Top Executives. It should come first before planning a media campaign because PR Evaluation is the beginning and the end. #EvaluatePR
A6: My advice for PR pros is: ‘stop throwing away your chance to earn Executive respect. Create a budget for measurement, don’t call it PR Measurement; call it Communications Research or Evaluation budget’. #EvaluatePR
PR pros should approach measurement with a holistic framework that includes Inputs, Outputs, Outtakes and Outcomes #EvaluatePR
A6: If you can’t/don’t #EvaluatePR then you can’t improve it.. #EvaluatePR
A6: You can’t manage what you don’t Evaluate. #EvaluatePR
A6: PR pros should learn how to put PR evaluation first even before a media campaign. #EvaluatePR
Q&A:
Q1. We hear a lot of theoretical postulations about Formative and Summative measurement of PR efforts, but how Realistic are these? #EvaluatePR
A2. Very realistic my Friend – @pplusmeasure help Brands and PR agencies gauge the true impact of their PR effort. #EvaluatePR
Q2. I strongly believe the issue of Measuring PR activities is still very blurry to many PR pros. I was shocked when a respected figure in the industry mentioned “website traffic” as a cross-cutting parameter for measuring PR campaign efforts. Cross-cutting? How? #EvaluatePR
A2. Great to have you here- The respected Figure is right. Measuring PR impact depends on the Objective if the objective is to drive traffic and sales – Then website visit/traffic should be part of the metrics – No one -size- fit-all my Friend- Goal and Objective determine the metrics- So you got a handful list to select. #EvaluatePR
@jhabrielallen
Q3. How would you determine PR measurements accurately when figuring out if your personal work was the cause of the impact on the brand? #EvaluatePR
A3. Good to have you here – Personal work/effort do not fit in if it’s not part of the KPIs when analysing and measuring – The key determinate is your Objective/Goal and what you/client define as success. Every other thing is complimentary. #EvaluatePR
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