25Jun

#EvaluatePR Takeaway- June Edition

Missed the #EvaluatePR June Edition?

Find the recap below.

Guests:

Austin Gaule – @austinomaha

Muyiwa Akande – @duduskee

Odusan Olaoluwa – @The1stCenturion

 

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

@The1stCenturion

A1. Hello, I’m Laolu Odusan. Digital Analyst @quadrantcompany #EvaluatePR

@austinomaha

Austin Gaule, PR measurement director at @Universal_Info. I’m in the profession of helping folks understand their media coverage as it pertains to business objectives. Feel free to shoot me over any questions you might have during the chat. #EvaluatePR

@Lyma1505

It is very clear- as we can see the impact the #Alphaclip tool built #EvaluatePR

@BCaldwellUIS

We appreciate that! The #AlphaClips service is @Todder4News brainchild. We think it’s pretty cool!

@BCaldwellUIS

A1: Ben Caldwell, Sales Manager, @Universal_Info alongside @austinomaha.

@BCaldwellUIS

Thanks, Philip! It’s been a while since we last chatted, so I hope all is well with your friend! #EvaluatePR #Nigeria

@duduskee

Good afternoon. I am Muyiwa Akande, a communication professional. I work at SIFAX Group as the Communication Manager. #EvaluatePR


Q2: What is the difference between traditional PR and digital PR? #EvaluatePR

@austinomaha

A1: The obvious answer would be the mediums in which we are communicating. The more complex answer is these are two fundamental types of communications, one of which we are still figuring out how to effectively use (digital).

But really, the differences are vast. One way of thinking relies heavily on media relations, while digital PR is more focused on personal interactions. #EvaluatePR

@austinomaha

cohesiveness in messaging is a great way to combine these types of communications, too. Great point, Philip. Whether media relations or personal interactions on twitter – the message should stay the same! #EvaluatePR

@duduskee

To start, I will address these from 4 key parameters – Content, Channels, Measurement and Engagement. #EvaluatePR

@duduskee

Digital media on its own part trades on delivering quality content that resonates and stares the interest of the online audience. #EvaluatePR

Audience Engagement – Traditional PR doesn’t give consideration 4 its audience engagement & feedback. It’s a one-way commutation #EvaluatePR

@duduskee

Digital media, on the other hand, thrive on feedback and audience engagement. Platforms provide room for feedback #EvaluatePR

Channels – #EvaluatePR Traditional PR uses media like press, radio, TV etc while blogs, website, Facebook, twitter etc go for digital PR

@Lyma1505

A2. I will say #DigitalPR delivers outcomes that extend beyond the limitations of #TraditionalPR #EvaluatePR

@philipodiakose

A2: #TraditionalPR involves press outreaches with a special focus on traditional media outlets such as newspapers, television and radio while #DigitalPR is primarily online and has the benefit of impacting SEO and link building across the web. #EvaluatePR

@flynesdharme

A2: Digital PR, I would say gives the ability to reach a larger audience compared to what the traditional PR can achieve. Despite limitations, both are essential in the PR world. #EvaluatePR

@The1stCenturion

A2. 1/4 Simply put, traditional PR focuses more on offline – involves press releases, interviews & feature articles all featured on print. #EvaluatePR

A2. 2/4 For traditional PR, it is hard to know who the press release is actually reaching – whether the press release has made a difference to the client’s bottom line – has it had an impact on sales? It is hard to measure. #EvaluatePR

A4. 3/4 A press release may have appeared in the desired publication but how many people have actually read it, not to mention acted upon it? #EvaluatePR

A2. 4/4 While for digital pr, the focus is on online which means relying on search engines to create visibility, generating back links, working with influencers & platforms. Unlike traditional pr, you can easily evaluate who your content is reaching with digital pr. #EvaluatePR

@ehikay

A2: Traditional PR focuses more on news outreach within a given audience reach without giving room for feedback while Digital media reaches a far more audience with considerations for feedback. #EvaluatePR

@Tonitiara100

A2:(1/2) Traditional PR focus is offline visibility, involving the production of press releases, usually for print media, Traditional PR agencies convey information to a wide audience, without much feedback and the communication is very one-way.#EvaluatePR

A2: (2/2) Digital PR focus is online visibility. This means working with Google and other search engines to ensure that a client’s website ranks highly in online searches. #EvaluatePR

Q3: What are the key metrics you would love to see in your digital evaluation dashboard? #EvaluatePR

@duduskee

For key metrics, clicks, reach, impressions, engagements and conversions are very essential. #EvaluatePR,

@austinomaha

A3: love this question! Mostly, we try to focus our dashboards around specific client needs – but really, we love to look at conversion rates, website traffic, tracking inbound traffic from media stories. So many good metrics to have! #EvaluatePR

the Google Suite has so many good metrics that can help dictate which way a campaign can go. Folks who are not using some sort of Google platform are missing out on loads of valuable information that extends beyond just PR. #EvaluatePR

@Lyma1505

I will keep this in my bucket list- Thanks for sharing #EvaluatePR

@philipodiakose

A3. I do like to see, Number of New Visitors Vs Number of Return Visitors, Interactions Per Visit, Time on site, Bounce Rate, Mobile Traffic, Cost Per Visitor (CPV) and Revenue Per Visitor (RPV), New/Unique Visitor Conversions versus Return Visitor Conversions #EvaluatePR

@BCaldwellUIS

New visitors (& conversions) vs return visitors (& conversions) would be an amazing metric to have! That would really allow an organization to judge the effectiveness of their #PR efforts as far as engagement is concerned. #EvaluatePR

@duduskee

#EvaluatePR the choice of these metrics are dependent on the campaign objectives set out to achieve at the beginning of the campaign.

@BCaldwellUIS

Excellent point, Muyiwa. We can’t force a client into a set methodology – we must take their objectives in to account prior to beginning the #PRMeasurement phase to show true #value in our services. #EvaluatePR

@The1stCenturion

A3. Metrics I would love to see depends on the kind of digital tactics I’m executing. Generally, the metrics I always want to see are engagements, reach, share of voice and sentiment. #EvaluatePR

@Lyma1505

A3: There are 5 key metrics I would like to see on my online PR dashboard: Reach, item, Impressions, Mentions & Engagement. as they will be unique metrics to guide my Objective measurement #EvaluatePR

@ehikay

A3: Engagement, Bounce rate, No. of Visitors, Retweets or shares. #EvaluatePR

@Tonitiara100

A3 key metrics that I would love to see in my dashboard: Most engaging brands, Audience Reach & MindShare #EvaluatePR

@UcheDuru35

A3: audience reach, impressions, engagements, sentiments are key metrics I’ll like to see. #evaluatePR

Q4: Measurement & Evaluation of clients’ / brands’ perception has evolved over the years, how would you describe the change(s)? #EvaluatePR

@austinomaha

A4: our clients have really taken to tracking their favorably in traditional media. When we are working with larger brands and organizations, we find that tone/sentiment is driving/hurting sales in most situations. We are actively tracking and reporting back to our clients (1/2)

A4: on a consistent basis. Correlating the tonality with business metrics to see if it truly is having an effect. (2/2) #EvaluatePR

@duduskee

Q4 PR campaign measurement a few years ago was basically AVE-led, where newspaper cuttings were measured against press advert rate.#EvaluatePR

The era of brands wasting resources on a campaign they can measure is over. Digital media evaluation tools ‘ve solved the problem #EvaluatePR

But the evolution of M&E is becoming interesting with the advent of technology and ascendancy of digital PR #EvaluatePR

AVE is not only unscientific but also very inaccurate. It doesn’t provide a verifiable link between results and objectives #EvaluatePR

@The1stCenturion

A4. 1/3 The change has been a positive one, insightful and helped in making better decisions & understanding of how brands are perceived by their target market. You can view the changes from the qualitative aspect. #EvaluatePR

A4. 2/3 In the sense that brands & clients can quickly make informed decisions to match their stakeholder’s expectations. #EvaluatePR

A4: PR Measurement & Evaluation is now moving more towards qualitative data analysis rather than quantitative analysis. #EvaluatePR

A4. 3/3 For we as professionals, this change has given us a proper understanding & how to curate the kind of content that will resonate with the target market. #EvaluatePR

@philipodiakose

A4. The growth and acceptance of M&E is one that cannot be overlooked as the demand for #PRevaluate from brands is increasing by the day – CEO’s are already requesting for ROO (Return on Objective) from Comms/PR Head, which is used to defend PR spend.Engagement #EvaluatePR

@ehikay

A4: PR Measurement & Evaluation is now moving more towards qualitative data analysis rather than quantitative analysis. #EvaluatePR

@UcheDuru35

A4: Measurement and Evaluation is, now, more concerned about what the numbers mean than just the numbers itself. Who are those reached? What is the response and engagements like? Positive sentiments: Negative sentiments? What does this mean for the brand? #EvaluatePR

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

@austinomaha

“Measure what matters.” Short sweet quote to live by! #EvaluatePR

@duduskee

“Don’t invest in a campaign you can’t measure.” — Muyiwa Akande #EvaluatePR

@BCaldwellUIS

“In many spheres of human endeavor, from science to business to education to economic policy, good decisions depend on good measurement” – Ben Bernanke #EvaluatePR

@philipodiakose

A5: Measurement & Evaluation is the Beginning and the End of Every PR campaign. #EvaluatePR

@The1stCenturion

A5. If you don’t #EvaluatePR you will never know what’s working & what isn’t.

@ehikay

A5: Data is important, and it’s not going away. Just be sure that your data tells a story – the story of your customers, your brand or your product – in a meaningful way that inspires a desired action or behavior. #EvaluatePR

@flynesdharme

A5: Data are just summaries of thousands of stories —- tell a few of those stories to help make the data meaningful. #EvaluatePR

@Tonitiara100

A: 5 The only man who behaves sensibly is my tailor; he takes my measurements a new every time he sees me, while all the rest go on with their old measurements and expect me to fit them” #EvaluatePR

@UcheDuru35

A5: “The price of light is less than the cost of darkness.” — Arthur C. Nielsen. Market Analyst and Founder of A Nielsen #EvaluatePR

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

@austinomaha

A6: directly to those who do not measure: join the cool club! We’re waiting for you! Measurement is key in this day and age. It’s 2018. Evaluation is KEY and the free resource/es out there can help! #EvaluatePR

@duduskee

Q6 Such PR pros should stop wasting the resources of their clients or brands because they are actually wasting resources. #EvaluatePR

@The1stCenturion

A6. If you don’t #EvaluatePR you will never know what’s working & what isn’t.

@BCaldwellUIS

Just do it. #EvaluatePR

@Lyma1505

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

@philipodiakose

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

@ehikay

A6: You will never know what you are missing until you measure and evaluate. #EvaluatePR

 

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