20Aug

#EvaluatePR Takeaway- August Edition

Missed the #EvaluatePR August Edition?

Find the recap below.

Guests:

Bolaji Okusaga – @bokusaga

Jesper Andersen – @startsnakken

Bemigho Awala – @awalathegreat

Q1: Can we meet you professionally (name, profession and company)? #EvaluatePR

@awalathegreat

A1: Bemigho Awala. Communications Consultant by day with @XLR8ngr, Story-teller by Night #EvaluatePR

#EvaluatePR A1: I have been privileged to work across different communication verticals – theater, Television, Film and radio before my current iteration providing strategic communications for businesses @XLR8ngr

@startsnakken

A1: Hi all, happy to be here 🙂 My name is Jesper Andersen, and I am a public relations professional turned independent advisor and specialising in helping clients use and understand communication measurement & evaluation #EvaluatePR

My company is called Quantum (quantumprmeasurement.com) and I also organise a #PRmeasurement conference called Measurement Days (measurementdays.com/copenhagen/). You can find me here and on Linkedin: linkedin.com/in/jesper-ande… #EvaluatePR

@bokusaga

#EvaluatePR I am a Strategic Communications and Branding specialist. I currently run Precise, a Reputation Design Company. I am passionate about the measurement of outcomes.

Q2: Kindly share the importance of “Big Data” in the Communications Industry #EvaluatePR

@startsnakken

A2 #EvaluatePR I think Big Data is important to comms in the sense that it helps us see patterns and causality in events, which helps us when we try to figure out what effect (Outcomes and Impact) our work had (1/x)

A2 #EvaluatePR but I also think “Big Data” is a term that scares a lot of comms people – they don’t know how or where to get the data – or what to do with it, once they got it. So we need better data management skills in the comms industry (2/x)

A2 #EvaluatePR I really like the work done by @WeinerMark and his research fellows at the Institute for Public Relations (@InstituteForPR) on Big Data and its use in PR and encourage you all to check out their publications! (3/3)

@awalathegreat

A2: Big Data and Analytics play a pivotal role in the comms space especially as it relates to research and decision making. It helps consultants like myself to produce tailor-made solutions, provide proactive counsel and maximize social listening tools. #EvaluatePR (1/2)

A2: Leveraging the opportunities provided by big data means that when you go to the proverbial drawing board, you have a dashboard of tools to ensure that are using the ‘right data’ at the right time for the right reasons. #EvaluatePR (2/2) #EvaluatePR

@bokusaga

#EvaluatePR without measuring outcomes, how do we tie back the work we to ROI? Without taking returns on communication investments, how do we want to continue in business?

@awalathegreat

Valid questions Bjay. In very much the same way that examinations and our report cards were very “instrumental” to our growth and development from when we were kids.

@philipodiakose

I agree with you. The importance of ROO and ROI should not be overlooked by PR pros #EvaluatePR

@bokusaga

#EvaluatePR A2: Big data is the basis of today’s insight-driven world. We cannot confidently navigate our route in a world that is demanding precision without Big Data.

#EvaluatePR A2: However, Big Data is a Buzz Phrase except we understand its use, how to tap into it, draw insight and put the insight to use. That is the reason why measurement is critical.

#EvaluatePR A2:  In a world gravitating towards IoT, everything must speak insight and given the hunger for insight there must be interpreters.

@Lyma1505

A2. Big Data is too big to ignore as it helps Communications Experts to unlock hidden insights about customer behavior and facilitate achieving the ultimate goal, which is – delivering personalized content. #EvaluatePR

@philipodiakose

A2: The use of Big Data in the PR Industry can help MARCOMs have a steady pulse on the shifting customer preferences. It helps reduce customer churn, creates alternate revenue channels and also boosts customer acquisition and retention through data intelligence. #EvaluatePR

A2: In addition, ambitious media companies can use big data to find out more about their customers—their preferences, profile, attitudes—and they will use that information to build more engaged relationships. #EvaluatePR

@flynesdharme

A2: Big Data as it implies means large data, something voluminous. Therefore the analytical part of is important as it aids to break down and simplify hidden trends, relationships and insights in Communication. (1/2) #EvaluatePR

A2: The analysis of Big Data is faster, cost effective and aids better decision making. Above mentioned grants a competitive edge. (2/2) #EvaluatePR

@ehikay

A2: Cost reduction, Access to social data from search engines and sites, it can be used to read and evaluate consumer responses, helps companies plan their product, and also helps to determine root causes of failure. #EvaluatePR

@UcheDuru35

A2: Provides enormous pool of data for analysis and decision making. Allows company to plan based on the available data, as the available data is encompassing. Allows one to compare data of the different areas of the communications industry. #EvaluatePR

Q3: Kindly highlight the benefits of AI in today’s PR Industry? #EvaluatePR

@startsnakken

Q3: #EvaluatePR In my humble opinion, a LOT of the talk about artificial intelligence is just plain wrong. People confuse AI with things like ‘machine learning’ and algorithms. AI = a computer that thinks and learns as a human does (from mistakes) (1/x)

@philipodiakose

It is now a language many use but do not understand its usage or application #EvaluatePR

@startsnakken

A3 #EvaluatePR Take this example: A robot programmed to recognize Waldo in books: youtu.be/-i7HMPpxB-Y.

You can talk about image recognition, which is going to have a huge impact on visual media monitoring – finding your logo or product even if not mentioned (2/X)

A3 #EvaluatePR but that has nothing to do with “AI” – it is simply patterned recognition in a computer.

But speaking of AI, @wadds and @CIPR_UK has done an interesting study of how AI is likely to affect the PR profession in the next 5 years: cipr.co.uk/AI (3/3)

@awalathegreat

#EvaluatePR So AI is catching on in these parts. We have seen #Sami by @StanbicIBTC businesses are embracing AI to drive convenience and solve customer service issues for consumers. Consumers are also using voice-based assistants like siri to make life easy. #EvaluatePR (1/4)

A3: Social networks algorithms are determining what news and information we consume. Therefore, as comms people, we can’t afford to be left behind. We must maximize the rich blend of the technological value and human insight that AI provides. #EvaluatePR (2/4)

A3: Benefit 1 – Productivity – AI can help us automate rote and manual tasks and empower us to focus on big-ticket issues like creative direction and decision-making. The drudgery of doing mundane tasks can leave you listless. So, it makes sense to use AI #EvaluatePR (3/4)

A3: Benefit 2 – Probing. AI is good for data gathering, mining and analysis across blogs and social media. We are able to track current trends that our clients can use to engage or predict future trends. AI can also help ensure that our firms are #onthepulse. #EvaluatePR (4/4)

@bokusaga

#EvaluatePR A3: Artificial intelligence is as critical to Communication as it is to any field of human endeavour.

#EvaluatePR A3: How do we understand trends? How do we grapple with the need for message alignment? AI offers answers to these questions.

@philipodiakose

A3: #AI can assist PR companies process their data at a rapid speed, improving how #PR companies perform their services. With improved insight on what their #consumers want, the messages being delivered are strong and direct. #EvaluatePR

@flynesdharme

It usually has a trickle effect to trends and understanding. Sharp insight, sir #EvaluatePR

@UcheDuru35

A3: can solve complex problems inherent in measurements, evaluation, analysis, and decision making. In addition, AI can enhance efficiency and output. #EvaluatePR

@flynesdharme

A3: Numerous, needless say but basically it aids building a more effective team – a great skill set from human plus advanced AI tool #EvaluatePR (1/2)

A3: It also helps provide informed decisions in any aspect, crisis management is an aspect to be considered too but trust me, humans will aid as well. It also helps channel our focus and strength right.#EvaluatePR (2/2)

@ehikay

A3: AI can help power more sophisticated reporting and also PR teams can utilize AI to better identify trends and emerging threats. #EvaluatePR

Q4: There should be seamless relationship between Communications Consultants and Measurement & Evaluation Vendors, what measures should be put in place? #EvaluatePR

@startsnakken

A4: #EvaluatePR 1) PR people need to be trained to understand measurement & evaluation – many don’t 2) M&E vendors and professionals need to show the value that they create – in order to justify the extra cost that they add to any PR program. M&E costs may never outweigh benefits.

@philipodiakose

Like they say – M & E vendors don’t claim to be PR professionals, but we do know about #research and what it takes to build a #measurement model. #EvaluatePR @gisellebodie

@awalathegreat

A4: Professionalism and respect for each other’s craft and work are key ingredients to ensuring that the #EvaluatePR relationship works. #EvaluatePR This to my mind would help reduce the frictions and adversarial outlook that has characterized the relationship. Openness

@startsnakken

Related to Q4 #EvaluatePR: is it a general feeling that the #PR industry feels threatened – rather than helped – by the Measurement & Evaluation services? If so, that is sad indeed and we must work to change that @AmecOrg @ICCOpr

@bokusaga

#EvaluatePR A4: Measurement and Evaluation are Siamese twins. How do we evaluate without measuring?

#EvaluatePR A4: The way to build and harness value is to measure and evaluate outcomes.

#EvaluatePR A4: The place of Measurement and Evaluation is more critical than even conception because the way to show effectiveness of Communication is to measure and evaluate it.

@philipodiakose

I strongly agree. Measurement and #Evaluation should be the beginning and End of every #Communications campaign #EvaluatePR

@awalathegreat

Reminds me of that very famous Sunday School Chorus: “Jesus started with prayer and ended with prayer, prayer is the master key.” *replace prayer with M&E #EvaluatePR

@philipodiakose

Happy you can connect the dots my Friend #EvaluatePR

@Lyma1505

A4: For there to be seamless relationship, #PR Pros must start viewing #Measurement & #Evaluate vendors as friend, not foe. #EvaluatePR

@philipodiakose

A4: The PR world must start viewing M & E vendors as a complementary force, rather than as a potential threat to it and its client relationships. #EvaluatePR

@startsnakken

right – so how do we do that? 🙂 #EvaluatePR

@awalathegreat

Using Levinas’s philosophy – being respectful and responsible towards the Other

@philipodiakose

By trusting us with Data and access to full brief #EvaluatePR

A4: Finally, PR pros should see M & E vendors as your partners rather than suppliers that way it brings a sign of comfort and trust. #EvaluatePR

@flynesdharme

A4: Core Values, basic insights and relate-able understanding would cause seamless work relationship between the Comms. Consultant & Measurement and Evaluation Vendors. We only need to help out not tear us apart #FriendnotFoe #EvaluatePR

@ehikay

A4: Understanding of M&E, not to see each other as threats and also value each other’s input in promoting the brand. #EvaluatePR

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

@startsnakken

A5 #EvaluatePR ”If we have data, let’s look at data. If all we have are opinions, let’s go with mine”. 😀 Jim Barksdale (former Netscape CEO)

@awalathegreat

#EvaluatePR A5: The popular and time-tested aphorism – “don’t expect what you don’t inspect”… Succinct

A5: Bill Gates posits that “you can achieve amazing progress if you set a clear goal and find a measure that will drive progress toward that goal”. Pithy #EvaluatePR

@bokusaga

#EvaluatePR A5: You cannot optimise what you do not measure.

@philipodiakose

A5: Tailor your #measurement for different #audiences for maximum impact #EvaluatePR

@Lyma1505

A5: Be realistic – on budget, on timing, on scope. You tend to get what you pay for…. #EvaluatePR

@awalathegreat

Talk about peanuts and monkeys. #EvaluatePR

@Lyma1505

Seriously loll #EvaluatePR

@flynesdharme

A5: “Anything is better than nothing. Start somewhere, somehow” #EvaluatePR

@ehikay

A5: “Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.” – James Harrington

@UcheDuru35

“the way you measure is more important than how you measure.” #EvaluatePR

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

@startsnakken

A6 #EvaluatePR For years, I have been drumming the same one message: “Start small – but start now”. Don’t spend 5 months setting up, 12 months collecting data and 2 months analysing it – only to learn that you cannot react to what you learned because it is too late (1/x)

A6 #EvaluatePR Instead, I preach “incremental learning” – using small sprints, immediately evaluating what you learned, and applying that to your next step, which will be a little bit better because of it.

If you get started now, you can learn gradually (2/x)

A6 #EvaluatePR which is much better than suffering from “fear of getting started”, which many organisations suffer from because they think measurement & evaluation is some do-or-die rocket science business (it’s not 😉 ) (3/3)

@awalathegreat

A6: Clients are demanding that we tell stories and create content that engage and drive conversions. #EvaluatePR (1/2)

A6: If you don’t #EvaluatePR, you’ll only be dancing in the rain and whistling to yourself while everyone else has taken refuge under some beautiful canopy.  As such, it’s in one’s best interest to #EvaluatePR. (2/2)

@philipodiakose

A6: Invest time up front with your #Evaluation provider – time invested now in defining expectations, scope, budget etc will pay dividends down the line. – @mazennahawi #EvaluatePR

@Lyma1505

A6: Read and understand the #BarcelonaPrinciples . Available at amecorg.com #EvaluatePR

@startsnakken

and be sure to check out @AmecOrg’s Integrated Evaluation Framework – it’s free and it’s brilliant 🙂 amecorg.com/amecframework/ #EvaluatePR

@ehikay

A6: Don’t fight it, embrace it. It is the beginning and the end. Love live M&E. #EvaluatePR

 

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