22Oct

#EvaluatePR Takeaway- October Edition

Missed the #EvaluatePR October Edition?

Find the recap below.

Guests:

Usman Imanah – @Usmansbox

Rayna De Lange – @RaynaDeLange

Kenneth Adejumoh – @kenadejumoh

Q1: Please tell us what you do and how you got there #EvaluatePR

@kenadejumoh

A1. I am a PR practitioner. I started innocently with my writing skill. Just after NYSC, my elder brother introduced me to an online publisher. From there, I attended media events and then write for publications. Along the line, I was learning media relations management and eventually, I found myself fully into PR. After finding a foot in the practice, I had to brace up by attending several trainings to sharpen my skills as a PR and reputation expert. #EvaluatePR

@RaynaDeLange

A1 Hallo, I am Rayna de Lange, CEO of @delangeanalytic, consultant, analyst, Chair of @AmecOrg College and Education group. I have created, managed and run many comms intelligence projects and strategies. #evaluatePR

@Usmansbox

Good afternoon all. My name is Usman Imanah. I look after Corporate Communication for Stanbic IBTC Holdings Plc. Thank you for having me. I started my career in PR and IMC at the now defunct Financial Standards Newspapers over a decade ago as an online reporter, then web content manager #EvaluatePR

Q2: Kindly highlight the importance of earned media evaluation #EvaluatePR

@kenadejumoh

A2: The importance of earned media evaluation is inexhaustive. It begins from building credibility for a brand as no brand will sponsor contents in the media if it has not got some integrity in its offerings. It also drives sustainability & results to better ROI. This is because earned media generate leads and increase sales for the brand. It is also very sustainable with a continuous review, recommendations and social media engagement based on the satisfaction they (TAs) get continuously. #EvaluatePR

@RaynaDeLange

A2 Agree. And it’s equally important to measure the impact on sales (and any business results of importance) #EvaluatePR

@RaynaDeLange

A2 Earned media evaluation gives you what each one of us wants to know – what people think about us. It’s all about the spontaneous consumer opinion, isn’t it? Whether we like what we hear or not, it’s extremely valuable #EvaluatePR

@flynesdharme

And usually, when the opinions are spontaneous, they are genuine to a large extent. #EvaluatePR

@Usmansbox 

A2: I equate earned media to word of mouth marketing. There is a higher level of credibility that it commands. /1

@Lyma1505

I can’t agree more. It presents true value and impact #EvaluatePR

@RaynaDeLange

A2 Nowadays companies are mostly interested in people’s reactions to a particular story, rather than in the story itself. Companies get to know the news from everywhere, you don’t need to do any special efforts to be informed.

@philipodiakose

I can’t agree more my Friend. An Integrated EM gives a brand 360 media view of its media value #EvaluatePR #EarnedMedia

@ThisIsTonya

To be informed is one thing, but to MANAGE that mass media is entirely another #MeasurePR #EvaluatePR @ThisIsAcumen

@RaynaDeLange

So, media monitoring in the old manner of using definitely lost momentum. The value is moving towards how people perceive the news, and what is more, listening to people’s voice has become easier than ever.

@ThisIsTonya

Old media monitoring will always be fundamental to understanding your entire media reputation but social and online media’s HUGE development over the years has made traditional media a little less important, not a lot, a little #evaluatePR @ThisIsAcumen

@RaynaDeLange

Yes, it all depends on your objectives. Mainstream & social have different value to brands, serve different purposes but nowadays they also complement and trigger each other #EvaluatePR

@philipodiakose

The coming of #FakeNews in digital media has begun to change that conversation #Traditionalmedia trust is increasing by the day #EvaluatePR

@RaynaDeLange

Mainstream media also pick up fake news #EvaluatePR

@philipodiakose

Not as prominent as digital #FirstTrustIsKey #EvaluatePR

@philipodiakose

A2: Because of its trust and credibility, evaluating earned media enable brands to see the true impression, impact on revenue and target influence of the brand media content. In addition EM solve the critical problems senior marketers face. #EvaluatePR

@Lyma1505

A2: Using valid metrics, earned #media #evaluation helps analyst to understand the true visibility, #reach and #engagement of a #brand content. #EvaluatePR #EarnedMedia

@flynesdharme

A2: Earned media basically makes brands know if they are deserving of accolades from their consumers and clients. A brand’s level of share can be easily tracked or monitored. Amplification is key, you can understand the level of amplification of a brand’s campaign. #EvaluatePR

@ThisIsTonya

Your reputation can be made by using PR media effectively, it can also be destroyed if you handle a crisis badly and you can only handle a crisis if you KNOW it’s a crisis.  There is nothing more valuable than evaluating PR #EvaluatePr #TwitterBoardroom @ThisIsAcumen

@UcheDuru35

A2. Earned Media shows exactly the brand perception, thereby providing insight on how to tilt the brand perception to the advantage of the brand.

@RaynaDeLange

A2 Surely, in order to really make sense of people’s voices you need to draw insights from what they say, get reliable data to prove your views. This is what counts in the board room. Data and justifiable insights. #EvaluatePR

@ehikay

A2: If well harnessed, it helps propel the brand’s message to its audience. It can help increase sales by increasing the brand’s awareness.

@Steezy_amah

A2. Earned Media Evaluation helps to Distribute and amplify your content, it Build’s Credibility, Drives Sustainability and better ROI since it’s not paid for. #EvaluatePR

Q3: Could you share the importance of measurement and evaluation during crisis management #EvaluatePR

@kenadejumoh

A3: In times of crisis, it is most important to measure and evaluate the depth of your communications in that you are able to ascertain whether your messaging is gaining traction to the core target audience across different platforms or not. Measurement and #EvaluatePR (1/2)

A3: evaluation also guides you on the right messaging (bull’s eye) and the channels to use for effective communication/message delivery. In a nut shell, M&E guides you on the right messaging and right channels to reach your TA. #evaluatepr (2/2)

@RaynaDeLange

A3 Their role is crucial in every phase of the crisis management process. For prevention and early management, real-time listening/monitoring tools are very helpful. Backed by good technology, you can jump in and restrict the damages on time #EvaluatePR (1/3)

A3 After the crisis is over, an extensive audit of the situation is more than needed – measure and analyse absolutely everything – the roots, the reasons, the main participants, the channels – not only the consequences or the damages #EvaluatePR (2/3)

@Usmansbox

A3: Measurement and evaluations during crisis helps you understand the effectiveness of your response /1 #EvaluatePR

A3: Infact from experience, during crisis, strategy is usually fluid. The results from measurement help shapen the direction of engagements /3 #EvaluatePR

@UcheDuru35

A3. Measurement and Evaluation help the brand to determine how far-reaching a crisis situation is, it’s full negative impact on the brand and the most effective method of intervention or crisis management. #EvaluatePR

@kenadejumoh

A3: In addition, M&E helps to identify the source (platform) of the crisis thereby giving you an insight of where to start your response in managing the situation #EvaluatePR

@ehikay

A3: M&E during crisis mgt helps the brand to know how the crisis started, how it is trending, so has to effectively manage the crisis and avoid further crisis. #EvaluatePR

@RaynaDeLange

A3 I’d also recommend to analyse your competitors’ crisis situations – if that has happened to your competitors, there is a chance it can happen to your company. So, evaluate their crisis proactively and learn from their mistakes and achievements, too #EvaluatePR

@ehikay

A3/2: M&E helps brands to know how the crisis started, how it trended and how it ended, in relation to its tonality.#EvaluatePR

@philipodiakose

A3: Having a #Measurement and #Evaluation program setup during crisis management helps communicators to gauge reputation and #sentiment impact which can lead to drafting a thoughtful responses #EvaluatePR #AMECagency

@flynesdharme

A3: Measurement and Evaluation during Crisis Management enables the brand know its lapses, help minimize the damage which would eventually make the brand stronger and better. (1/2) #EvaluatePR

“Good measurement can help you shorten the duration of a crisis, and if it does, is cheap money compared to the cost of rebuilding your reputation”- Katie Paine. (2/2) #EvaluatePR

@Steezy_amah

A3. M & E shows where a brand is lacking, makes them improve on where they lack at, so as to avoid same issue from repeating twice. #EvaluatePR

Q4: What is the importance of sentiment analysis in a PR measurement and evaluation program #EvaluatePR

@RaynaDeLange

A4 Sentiment analysis gives the essence, not only because it’s important to know whether your image is perceived positively or negatively but also because that can influence other people’s opinions – people’s minds are naturally influenced by the crowd #EvaluatePR (1/2)

A4 This is of course nothing new – an influential newspaper has always had the power to turn people’s minds in any direction – yet, in social things get spread much faster, so a negative talk can lead to serious damages for your company in hours #EvaluatePR (2/2)

A4 When evaluating, don’t fear if you see negative sentiment prevailing. Don’t get it as a failure, accept it as a good base for improvement – analyse the problem and take decisions based on that. Then your results will get better #EvaluatePR

@kenadejumoh

A4: Sentiment analysis in PR M&E program is that; it acts as a vital, dynamic metric to define and promote the success of your campaign because it helps you to know the attitude of TA after interacting or engaging with your message/ad/product/service #EvaluatePR (1/2)

A4:  It therefore enables you to identify and categorize the opinions to define the attitude of people towards your brand. Again. Sentiment analysis can be tagged – real time check of consumers/customers on your brand be it product or service offering #EvaluatePR (2/2)

@Usmansbox

A4: #EvaluatePR Sentiment analysis helps separate the wheat from chaff. So there can be conversations about your brand out there; but you need to be sure of what is for or against you

@philipodiakose

A1/4: Sentiment Analysis provides us with means which our clients uses to optimize their media strategy. By listening to what the media feel and think about the client’s brand, which helps the brand to adjust its high-level messaging to meet their needs. #EvaluatePR

@Lyma1505

A1/4: Sentiment analysis in PR evaluation can pick up negative discussions, and give real-time alerts so that you can respond quickly. #EvaluatePR

@RaynaDeLange

Similar to real-time crisis management #EvaluatePR

A2/4: If customers complain about something related to your brand, the faster you react, the more likely customers will forget being annoyed in the first place and be satisfied with the great customer service. #EvaluatePR

@UcheDuru35

A4. Sentiment analysis helps the brand to know the opinions, views, and perceptions others have. This could be a good determinant of the effectiveness of the communication methods employed. #EvaluatePR

@ehikay

A4: Sentiment Analysis helps the brand gauge its message penetration and product acceptance by its target audience which spurs actions or reactions as the case may be.

#EvaluatePR

@Steezy_amah

A4. 1/2  sentiment analysis makes brands to  Adjust marketing strategy, Measure ROI of your marketing campaign, Develop product quality, Improve customer service, do there Crisis management.

A4. 2/2 Lead generation and checkup Sales revenue which is very important. #EvaluatePR

Q5: What is your favorite quote on Measurement & Evaluation? #EvaluatePR

@RaynaDeLange

A5 I don’t have such. I think in the dynamic environment we live any quote which sounds fancy today, tomorrow is already a cliché #EvaluatePR

@kenadejumoh

A5: “Measurement and evaluation in PR, is the true test to the campaign strategy/tactics proposed and executed by the practitioner.” – Kenneth Adejumoh  #EvaluatePR

@ehikay

A5: “Performance metrics are numbers in context, results are related to your strategic goals.”  ― Pearl Zhu #EvaluatePR

@UcheDuru35

A5. The heart of science is measurement.  #EvaluatePR

@Steezy_amah

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

@RaynaDeLange

Your quotes are lovely guys #EvaluatePR

@philipodiakose

A5: From the conversation,i am compelled to say, “Measurement & Evaluation should be performed in the beginning, during and the end of every #CrisisManagement program”. #EvaluatePR

@Lyma1505

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

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

@RaynaDeLange

A6 I can’t imagine any comms (or any other) pros can afford today not to measure and analyse every step of their work – before, during and after. They will just not be taken seriously – neither by their higher management, nor by their teams #EvaluatePR

A6 Having said that, I realise this has been a problem for years – there is still a huge gap between comms pros and the C-suite because comms pros do not show and prove their contribution to the business results. The answer is in data and analysis #EvaluatePR

@kenadejumoh

A6: “A PR Pro who is yet to embrace the new trends of measurement and evaluation is simply heading towards becoming a novice in the profession. He is more like a man winking in the dark #EvaluatePR (1/2)

A6: Simply put, every pro that wants to remain relevant in this line of business should make deliberate efforts to learn, understand and adopt M&E, which will invariably add value to their services. #EvaluatePR (2/2)

@philipodiakose

A6: I will borrow this from my friend @mazennahawi –  “Invest time up front with your evaluation provider – time invested now in defining expectations, scope, budget etc will pay dividends down the line” #EvaluatePR

@Lyma1505

A6: Don’t fear measurement, embrace it, it’s there to help guide you not criticise you! #EvaluatePR

 

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