26Mar

#EvaluatePR Takeaway- 12th Edition (Q1)

Missed the 12th Edition of the #EvaluatePR Tweet Chat event?

Find the recap below.

Guests:

Mark Weiner- @WeinerMark

Tosin Adejuwon– @tbillion112

Olutayo Irantiola – @peodavies

Moderator: Damilola Joseph – @flynesdharme

 

 

Q1: May we meet you professionally? #EvaluatePR

@tbillion112

A1: Good afternoon everyone. My name is Tosin Adejuwon, I work with @Bluebird_95 as Head, Media and PR with over 6 years industry experience in marketing communications.

@WeinerMark

A1: I am Mark Weiner, CEO of @USPrimeResearch, Board Director for the @InstituteForPR  and member of @awpagesociety. @USPrimeResearch is a member of the @Cision family. I am Chief Insights Officer for Cision #evaluatepr

@peodavies

A1: I’m a PR Specialist in Lagos, Nigeria. I am a Volunteer to various arts group in Lagos and I am always delighted to help clients reach out to their target audiences. I am a member of various PR bodies in Nigeria and Africa, as a whole #evaluatePR

Q2: What do you think is the major limitation of PR Measurement in some organisations? #EvaluatePR

@tbillion112

A2: Truth is PR in Nigeria is still fresh if you ask me. A lot of clients mix different things up and do not the value PR offers so they are not committed to putting budget to it. To the limitation, I think technology and data is inhibiting accurate measurement #EvaluatePR

@peodavies

A2: The first limitation to PR measurement is the set objective of the PR lead either at the agency level or the in-house communications team #EvaluatePR

@Ahmedcyp

Very correct. I remember reviewing a PR plan for a drowning SME and discovered the objectives were absolutely immeasurable beginning of an unavoidable measurement crisis.

@peodavies

A2: the various mix of reaching out to the target audience also affects the measurement. Is there a standardized measurement for online mentions, print and broadcast #EvaluatePR

@peodavies

A2: If the PR lead is strutting when ask of the set deliverables and his response is, “we had media mentions”. Is that the only thing to justify his spend and role? #EvaluatePR

Another limitation is the way in which it’s being measured, for instance, you cannot be measuring with AVE, so if the communication is not in the print, how will it be measured #EvaluatePR

@tbillion112

Oh sure Tayo. Clicks, likes, shares, impressions and the likes. #EvaluatePR

Practitioners find it difficult to measure the effectiveness of PR. Most times we rely on hunches & perceived ‘tradition’ for measurement. You can count media mentions & published stories, but it’s harder to determine the impact it has on your audience without data. #EvaluatePR

@WeinerMark

A2 Tosin @tbillion112 As a consultant to Fortune 1000 companies around the world, the challenge of PR measurement is a global challenge…It may be easy to believe “only my country,” or “only my company” or “only me” but adoption of PR measurement is widespread. #evaluatepr

@Ahmedcyp

A global challenge, Yes. But more prominent in some climes than others. It’s a major challenge in Nigeria #evaluatepr

@WeinerMark

A2: The major limitation of PR measurement in many organizations is “fear.” The fear of being held accountable. There is concern about the costs and that “as a creative exercise, PR cannot be measured” #evaluatePR

I always assumed that every professional communicator measured.  Then an agency CEO confessed, “I’d rather forego being a proven success in exchange for never being a proven failure.”  That was my moment of clarity. #evaluatepr

A2. Unfortunately, the choice to “not measure” PR means that PR is isolated in the business mix.  Data is the language of business and when we choose to not measure, we choose to separate ourselves from the enterprises for whom we work. #evaluatepr

@ehikay

A2: One of the major limitation is “Fear” and also lack of understanding of the full workings and dimensions of measurement. #EvaluatePR

@philipodiakose

A2: One of the great limitation noticed overtime is some #PR executives “feared being measured” but preferred to ‘fly by the seat of their pants’ and use their ‘gut feeling’ rather than #scientific procedures to solve PR problems #EvaluatePR

@Lyma1505

A2: We hear Budget Issue, Lack of awareness of valid PR #metrics and lastly calling media monitoring tool a measurement tool is a big misconception that is preventing companies from engaging reputable Independent PR #Measurement and #Evaluation agency #EvaluatePR

@flynesdharme

A2: Taking a cue from @WeinerMark there is also the lack of understanding of benefits and many greatness set with PR Measurement. #EvaluatePR

@UcheDuru35

A2: A major limitation is the lack of understanding of the value of PR Measurement. Educating PR Professionals will help to bridge this gap.  #EvaluatePR

@WeinerMark

A2 @UcheDuru35 Educating PR professionals is a long slow slog. Many CCOs leading comms rose from a time when measurement was not essential. Now that we have CCOs who graduated w/ degrees in PR, we see change. #educatePR

@Steezy_amah

A2. The limitation of PR Measurement in some organisations is that PR is not Selling, What PR does is to get your product or service a reputation. Put your brand in the conscious and sub-conscious mind of the users and customers. 1/2 #EvaluatePR

PR removes the negative connotation attached to the brand and products. All this leads to creating an ecosystem that promotes sales. But the bottom line is that PR is not there to bring sales. 2/2 #EvaluatePR

@WeinerMark

@Steezy_amah more and more, with advanced technology and new methods, PR CAN be linked to sales. Direct attribution is now available. #evaluatepr

@peodavies

A2: If the PR lead is strutting when ask of the set deliverables and his response is, “we had media mentions”. Is that the only thing to justify his spend and role? #EvaluatePR

Q3: Is Print media dead? Give reason(s) for your answer #EvaluatePR

@tbillion112

A3: I have been asked this question a couple of times and my response is that Print is not dead what will change is the manner it is being consumed integrated with digital platforms.

#EvaluatePR

@peodavies

A3: The Internet never forgets though but the print media equally preserves #EvaluatePR

A3: From the beginning of mass media, the print media has always evolved to stand out per time. The evolution of the broadcast media did not killed it, that’s what will happen now that we have new media #EvaluatePR

Equally, the ethics of journalism is still being held by print media rather than online. Hence the advent of fake news #EvaluatePR

@WeinerMark

A3: While circulations may be down in parts of the world, the false conclusion may be “print is dead” and social media rules. But 80% of social media we analyze features a hyperlink to traditional print media. A better question might be “is journalism dead” to which I say “NO” #EvaluatePR

A3: Print is not dead; most social media posts feature a hyperlink to traditional media. In these times, the better question might be, “is journalism dead?”  My answer is “no”…it’s more important than ever before! #evaluatepr

@UcheDuru35

A3: Print media is very much alive and active, as opposed to being ‘dead’. The online media is bringing about salient characteristic change and the Print Media is affected. In the near future, we can expect more sync between the Print and Online Media. #EvaluatePR

@philipodiakose

A3/1 : Print media is not dead; it’s just evolving, #Amazon is all of a sudden constructing physical book stores everywhere. People like things that are tangible. . @EvaluatePR

A3/2: As much as the trends are digital, people will always come back to things that they can touch, see, feel, experience and own. #EvaluatePR

A3: On a final note…Print is seen as more credible than digital. This does not mean that print is better than digital; it just means that it is most definitely not obsolete. We would advise a joint print and digital approach to marketing. #EvaluatePR

@ThisIsTonya

Print is alive and well in SA!  They are completely different media types though and social media doesn’t trust all it reads in the papers… interesting how times are changing #EvaluatePR

@ehikay

A3: Print Media is “Not Dead” and may probably not die because of its relevance to some top executives who still place some level of value on it and also evolution over the course of time to meet the demands and yawning of its target audience. #EvaluatePR

@Steezy_amah

A3. Print Media is not Dead, However, Standing out amongst the ever-growing volume of digital content can be challenging. Advertisers use print as a way to make a lasting impression with an audience. 1/2 #EvaluatePR

Also, Executives can use print collateral as tools at conferences and tradeshows, Print is tangible. 2/2 #EvaluatePR

@Lyma1505

A3: No distractions. Forbes hits the nail on the head in the article #Print is Dead? Not So Fast; “The saturation of digital pop-ups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough to make people wary of clicking”. #EvaluatePR

@flynesdharme

A3: Over time, in series of meetings, this question has been raised.

Since I was young, up until now, I have seen Print media only evolve and not die (1/2) #PrintMediaStays #EvaluatePR

A3: This is due to ever learning and ability to innovate and create better things, Human creativity and innovation would not let print media die, it will be preserved and evolve. (2/2) #EvaluatePR

Q4: It is common knowledge that digital media aids PR campaigns for brands, what can be identified as limitations of digital media? #EvaluatePR

@peodavies

A4: yes, digital PR is become a norm but it still needs the support of the traditional element #EvaluatePR

Q4: not all High Network Individuals are digitally savvy #EvaluatePR

A4: PR Campaigns can be led by digital, activation, event and advertising but one fundamental truth is that the 360 Marketing Communications tools will enhance the reach rather than just depending on one IMC medium #EvaluatePR

A4: Brand like to follow trends but there are certain digital trends that might backfire on the client because there is no gatekeeper like in print. There is a need for a strong process even on the brand’s online community #EvaluatePR

A4: We can remember the tweet of Guinness in Nigeria to a football fan after the game recently. This show that as helpful as Digital Media helps, it’s swift to cause grievous damages too #EvaluatePR

@WeinerMark

A4: Digital media are uncommon in certain parts of the world (Asia, for example). So for global campaigns or for orgs in those regions, traditional media is still key. But digital is easier to capture and measure through automation. #evaluatepr

A4: What is good about digital media — principally speed and ubiquity– lead to a less thorough, less reliable and less methodical dissemination of content. We’re learning “citizen journalism” has a price. Unmediated media is, well, unmediated. #evaluatepr

A4. There is a tendency to equate “digital media” with “social” but that’s not always true. Most opinion-leading newspapers and magazines use digital editions to improve accessibility and timely reporting. Social is losing credibility and encouraging siloed thinking. #evaluatepre

@tbillion112

A4: PR is expected to build beneficial relationships for clients, we are expected to develop conversations that helps achieve this objective but DM alone cannot deliver this. DM needs to be integrated with other platforms to help meet the overall objective. #EvaluatePR

@Steezy_amah

A4. In as much as digital media aids PR campaigns for brands, We lose our social skills because we deal more with other people online, We spend a lot of our time on digital media which affects our health especially our eyes. 1/2 #EvaluatePR

and news can be manipulated easily, with the of spread rumors on the high. 2/2 #EvaluatePR

@ehikay

A4: 1. Digital media doesn’t have a check on ‘fake news’ which can give rise to unspeakable things.

  1. Large fan base or followership may not translate to sales for the brand.
  2. It gives room for manipulation and falsehood.

#EvaluatePR

@philipodiakose

A4: Digital Limitations: 1. We spend a lot of our time on digital media which affects our health especially our eyes. 2. We lose our social skills because we deal with other people on line 3. We can manipulate the news more easily, and can spread rumors. #EvaluatePR

@ehikay

A4: Some of the limitations are: 1. Widespread of fake news. 2. Lack of regulation is also a major problem. 3. Large fan base does not necessarily translate to success. #EvaluatePR

@Lyma1505

A4: A high number of fans does not equal success, Videos are sexy but their impact is hard to measure, Protection of user’s privacy limits data collection, It takes good analysis on the part of marketers to trace a link between ROI and social media #EvaluatePR

@UcheDuru35

A4: Ability to reach all intended audience is a major challenge.

According to NCC, there were about 107million internet subscriptions in the last quarter of 2018. #EvaluatePR

@peodavies

Out of these figures- these are some facts. 1. Many of these users have access at work 2. Many of these users are multiple way of accessing the internet- mobile, office etc

  1. Many of these users have restricted access during weekend
  2. Some use data sparingly #EvaluatePR

@UcheDuru35

A4: This means that there are about 80million people without the chance of being reached with PR Campaigns through Digital Media. #EvaluatePR

@flynesdharme

A4: Some of the limitation revolves around #FakeNews, rumours and cheap publicity. Manipulation of brand coverage, lack of authenticity. Limitation of reach (target audience) #EvaluatePR

Q5: Kindly share your favorite quote on Measurement & Evaluation #EvaluatePR

@peodavies

“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 ad value” #EvaluatePR

@WeinerMark

A5: My favorite PR measurement quote #1: “Begin simply. But simply begin.” #evaluatePR

A5: My favorite PR Measurement quote #2: “data without insights is trivia.” (Credit to @queenofmetrics Katie Paine). #evaluatePR

A5: Favorite PR measurement quote #3: “Today, everyone has a tool and everyone has data. But PR was never about the tool. And we have too much data.  The key now is how well we manage the tool and the way we think about the data.” #evaluatePR

A5: Favorite Quote #4: “I’d rather be approximately right than totally in the dark.” #evaluatePR

@peodavies

A5: “PR Measurement is not hatred, PR Measurement is the gateway to enhancement” My quote

“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 ad value” #EvaluatePR

@WeinerMark

@peodavies1970 AVEs come from a time when PR was done by ad agencies. Perhaps they made sense in that context. Contrary to the opinions of many of the “measurati,” research has shown that the ad value method holds up…it’s the equation of $$$ that is wrong. #evaluatePR

@tbillion112

A5: “My advice would be to measure, measure, measure. Obviously a final deep dive is absolutely critical for any campaign but to measure throughout the process, to be able to optimise your campaign in real time, is really important.” –  AMEC’s PRWeek Breakfast Briefing in London

@Lyma1505

A5: Pick the right Metrics, you become what you Measure, so make sure your Metrics reflect your goal. #evaluatepr

@philipodiakose

A5: “Continuous PR measurement and performance evaluation, helps your marketing communications team develop the kind of PR success your competitors envy #EvaluatePR

@ehikay

A5: My favourite quote – “It isn’t just a pat on the back. Measurement is about marking, but evaluation is about improving” – Barry Leggetter. #EvaluatePR

@Steezy_amah

A5: My favorite PR Measurement quote is “It isn’t just a pat on the back. Measurement is about marking, but evaluation is about improving.” #EvaluatePR

@paragoal

Don’t just get busy, measure progress. #EvaluatePR

@UcheDuru35

A5: PR is not measured by how great you feel it is. #EvaluatePR

@flynesdharme

A5: “Measure at the start, in the middle and in the end”.#EvaluatePR

Q6: Your advice to PR pros that do not #EvaluatePR

@peodavies

A6: The only way to provide quality advisory services is through periodic evaluation. #EvaluatePR

A6: Evaluation brings Insights and insights will equip you for advancement #EvaluatePR

You dont need to stutter once you have evaluated your campaign #EvaluatePR

@WeinerMark

A6: All of my favorite quotes advocate for measurement and offer guidance. My best advice, “Begin simply but simply begin.” To not measure relegates PR to function outside the core of business. Without data, no one really understands PR within the boardroom. #evaluatepr

@ashkrisb

A6: Start! Start small, and be ok with the fact that it’s not going to be perfect. Getting comfortable with measurement and data is the first step toward building a real program.

@philipodiakose

A6: PR agencies must show the impact of their work on client’s business to prove the value of strategic communications #evaluatepr

@Lyma1505

A6: In order to be impactful, PR agencies need to plan & measure their communications in a truly integrated manner. #evaluatepr

 

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