Media Measurement

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Fresh Ideas from BurrellesLuce. Although we’re at the forefront of PR - leading innovation in media monitoring and measurement - we don’t know it all. That’s why we are out there exploring and learning alongside you. Fresh Ideas from BurrellesLuce gathers our resident experts and industry insider guest bloggers to share their thoughts on media, public relations, and marketing and provide you with a place to share ideas about what matters most to you. Together we can ensure breakthrough communications.
Updated: 19 min 37 sec ago

Hack-A-Comm: “Fast Hacks” Providing Essential Tips for PR and Communication Industry Leaders

Nov 15, 2017

Photo Courtesy of PRSA

By: Pam Golden, President, GLA Communications*

The title was intriguing and two of the three presenters are Counselor’s Academy members, so of course I had to attend. To be honest, I wasn’t sure what to expect from this session, however, I walked away with three really great ideas to take back to my team.

Sean Williams Photo Courtesy of PRSA

Relevant for internal comms teams and agencies alike, Sean Williams, Vice President with True Digital

Communications shared his hack for creating a communications plan that can be used with various company stakeholders.  He calls it AMMO: Audiences/ Messages/ Methods/Objectives.

Audience: The people you need to reach; who needs to hear, be heard, who do we have to help?
Messages: What do we have to say, show or demonstrate to attain our objectives?
Methods: How do we need to deliver those messages? What are the tactics?
Objectives: The actions you want people to take, what do you need your audience to think, feel do?

So basic, but so smart.

Elizabeth Edwards, President, Volume PR and a CAPRSA member, infuses behavioral science insights into communications strategies, messages and tactics. Elizabeth’s hack was to using psychology to get results.

She offered up how to get more from people using reasoning and validation to get positive responses.

As she explained, the word “because” helps answer the why question and gives people the reason for a yes response. Elizabeth shared how the law of reciprocity can be used to our benefit. After all, we tend to want to help those who have helped us.  And, they will be more likely to want to work with people who like and respect us.

Another great tip was to leverage rejection. If we ask for more –

John Deveney and Elizabeth Edwards Photo Courtesy of PRSA

whether it be more projects or higher fees, then when the answer is no, we have the flexibility to reduce the ask.

John Deveney, President of Deveney, an engagement agency and also a CAPRSA member, presented on how to identify, vet and get the most out of online influencers. The most important thing to keep in mind is that the influencer program must ladder up to the business goals. We need to evaluate goals, resources and needs and determine:

  • Why do you want the influencer?
  • What do you want them to say?
  • Who is their audience?
  • How do you want them to talk about your brand?
  • Where are these online conversations taking place?

Tips from John:

How to find influencers?

  • Use award programs, tap into influencer networks, form your own network, conduct internet searches and leverage database software.
  • Use several of these to identify the right influencers for your program.

How to vet influencers?

  • Look for ones who have industry standing and strong relationships.
  • Look at their engagement rate not the number of likes.
  • Does the personality fit your brand and look at the quality of results and the content.

How to get the most out of influencers?

  • Allow them to deliver the message in their own voice and give them time to get results.
  • Discuss metrics – do you need to drive sales? If so, build a way to track sales from the influencer impact.
  • Play by the rules – have them agree to the FTC guidelines

Big shout out to Johna Burke and BurrellesLuce for sponsoring this session.

*Pam Golden is president of GLA Communications which she founded in 1986.  Her expertise has helped fuel many successful communications campaigns including the launch of home satellite TV, DVD and HDTV. Pam provides high-level strategic and tactical counsel to GLA’s clients, bringing the benefit of more than 30 years of experience in creating and executing effective campaigns that deliver results. Pam is an active member of the Public Relations Society of America and serves on the executive committee for its Counselors Academy sector, where she is also chair of the programming committee. In April 2017, Pam was named as a finalist in the Leading Women Entrepreneurs “Brand Builders” category, which celebrates communications professionals who excel in brand innovation.

Categories: Media Measurement

Using Measurement and Evaluation to Take Business to Next Level

Nov 3, 2017

By: Pam Golden, President, GLA Communications*

Photo courtesy of PRSA

If you ask most PR professionals, measurement and evaluation is an area we struggle with whether you work for an agency or in-house. Johna Burke, Chief Marketing Officer for BurrellesLuce, one of the industry’s most respected experts on measurement, presented “Use Measurement and Evaluation to Take Business to the Next Level,” at the 2017 PRSA International Conference. No matter how many presentations and webinars I attend on this topic, there is always so much more to learn and Johna shared concepts I hadn’t considered.

Of course, intellectually we know we should tie our communications objectives to an organization’s business goals, but do we always? With PR fighting for share of wallet and marketing budget, it is more important than ever to have clear and measurable objectives. Johna calls them SMARTER objectives:

  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Timely
  • Ethical
  • Revolutionizing

Together, these seven objectives can ensure that our programs and campaigns tie back to the business as well as demonstrate value, which is an overarching goal for all of us.

So, just how do you demonstrate value?  Johna shared four areas for us to consider:

  • Increase revenue, profit, growth, value, retention, ROI or ROA, efficiency, visibility
  • Reduce costs, time/effort, complaints, risk, turnover, conflict, paperwork
  • Improve productivity, processes, service, information, morale, reputation, skills, loyalty, quality
  • Create strategy, systems, processes, business, products, services, brand

According to Johna, we must make sure data and information are relevant for the audience; therefore  it is critical to understand where you are and where your audience is in the ecosystem. PR professionals need to think like analysts, which means we should be looking beyond the numbers and putting them into context and perspective for our audiences. That includes challenging what the numbers mean to show correlation to outputs and outcomes because without qualitative information the data is meaningless.

Johna pointed to the Integrated Evaluation Framework from AMEC – the International Association for the Measurement and Evaluation of Communication as a great tool that was developed to help standardize evaluation and provide tools based on best practices. It is set up in seven sections designed to obtain qualitative information, not just quantitative data:

Objectives, inputs, activities, outputs, out-takes, outcomes, and impact

This interactive framework can be accessed here.

And, of course, none of this is really achievable without critical thinking, which is an essential skill, and Johna’s acronym – RED – says it all:

  • Recognize Assumptions
  • Evaluate Arguments
  • Draw conclusions

None of this is complicated, but it requires consistent commitment from everyone on our teams to ensure success.

*Pam Golden is president of GLA Communications which she founded in 1986.  Her expertise has helped fuel many successful communications campaigns including the launch of home satellite TV, DVD and HDTV. Pam provides high-level strategic and tactical counsel to GLA’s clients, bringing the benefit of more than 30 years of experience in creating and executing effective campaigns that deliver results. Pam is an active member of the Public Relations Society of America and serves on the executive committee for its Counselors Academy sector, where she is also chair of the programming committee. In April 2017, Pam was named as a finalist in the Leading Women Entrepreneurs “Brand Builders” category, which celebrates communications professionals who excel in brand innovation.

Categories: Media Measurement

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