26Mar

#EvaluatePR Takeaway- March Edition

 

Missed the #EvaluatePR March Edition?

Find the recap below.

 

Moderator: Damilola Joseph- @flynesdharme

Guest: Seun Igbalode @SeunIgbalode, Tosin Adejuwon, @tbillion112 & Paul Uviase – @PaulUviase

 

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

@tbillion112

A1: My name is Tosin Adejuwon, a Marketing Communication professional with experience in Public Relations, Advertising & Experiential. I worked with Bluebird Communications Limited, a Foremost Marketing Communications company in Lagos as Head, Media & Public Relations. #EvaluatePR

@SeunIgbalode

A1: I’m Seun Igbalode, a Public Relations consultant & I’m an Associate Director at Mediacraft Associates Ltd #EvaluatePR

@PaulUviase

A1: My name is Paul Uviase, I am a trained PR and Advertising Practitioner. I am a Senior Media Analyst with TMKG Consulting. #EvaluatePR

@philipodiakose

Philip Odiakose, M & E Consultant, P+. #EvaluatePR

@Lyma1505

A1: Olufunke Mohammed, PR Measurement & COO at P+ Measurement Services #EvaluatePR

@ehikay

A1: My name is Edetanlen Sunday Ehije, I am a Media Analyst with P+ Measurement Services. #EvaluatePR

@tinny0six

A1. My name is David Joel, I’m a Media Analyst with P+ Measurement Services #EvaluatePR

@EmmaAna44

A1. My name is Emmanuel Anator a Media analyst at P+ Measurement Services. #EvalautePR

@flynesdharme

A1: Damilola Joseph. A media analyst. Data lover. PR Measurement and Evaluation addict. For P+ Measurement Services. #EvaluatePR

@OhioOkhai

#EvaluatePR Am a graduate of communication with some experience in sports marketing, administration, and research having worked with OSMi (LaLiga, ManU, BankPhb) Ambush (And1 Live Tour) Ando shutterbug MTN/DDB etc.) Presently building #SpeakToAtOhiookhai about PR

Q2: Why is Measurement & Evaluation the Beginning and End of every PR Campaign? #EvaluatePR

@PaulUviase

A2: Public Relations have expanded in size and sophistication and practitioners are often times being bombarded with a lot of questions. The client wants to see results for every one kobo spent on PR , advertising or marketing communication activities. #EvaluatePR

@philipodiakose

Yes, Paul. Clients are beginning to demand value and impact for Money spent on PR campaigns. #EvaluatePR

@PaulUviase

A2: I think we are in an era where you cannot do without measurement and Evaluation, not only in PR but also in the entire marketing communication space. We need to measure pre-campaign level of awareness, perceptions and attitudes of the public. #EvaluatePR

A2: The clamour for Return on PR or advertising Investment is on the increase hence, the need to Begin and End every PR campaign with measurement and Evaluation to ensure that communication objectives are achieved. #EvaluatePR

A2: Public Relations have expanded in size and sophistication and practitioners are often times being bombarded with a lot of questions. The client wants to see results for every one kobo spent on PR, advertising or marketing communication activities. #EvaluatePR

A2: In a nutshell, measurement and evaluation is a continuous process. You need measurement and evaluation before the actual execution and after execution, you also need to do same to determine the level of success or failures recorded and way forward. #EvaluatePR

@philipodiakose

A2: Waiting until the end of a PR campaign to #EvaluatePR can make it hard to see where adjustments might need to be made in a PR program #EvaluatePR

@SeunIgbalode

I completely agree #EvaluatePR should be an ongoing process #EvaluatePR

@EmmaAna44

A2. Using the principle of SMART, client can define the success of the campaign before it even begins. #EvaluatePR

@ehikay

A2: It gives a sense of direction to the campaign. It helps the brand to clearly state out what would be regarded as the success of the campaign. #EvaluatePR

@SeunIgbalode

A2- I’d say setting campaign objectives should actually be at the fore of any campaign & it should precede any form of measurement/evaluation. You can only measure/evaluate after deciding what goals you want to achieve. #EvaluatePR

@philipodiakose

Agreed my friend and research precede your objective and goal setting as it is a key determinant of what your objective should be #EvaluatePR

@flynesdharme

The SMART model will go a great deal, I am certain. #EvaluatePR

@SeunIgbalode

A2: Measurement can serve as a form of control. You measure as you progress #EvaluatePR

A2 – Campaigns differ in terms of types & execution. You may choose to undertake a baseline research at the very beginning. Evaluation should be an ongoing process to serve as a means of monitoring progress & changing tactics where necessary #EvaluatePR

@tbillion112

A2: Clients are increasingly becoming demanding in areas of marketing spend. The economic recession caused a re-evaluation of the value chain in PR. M&E is important for every #PR campaign to know if PR budget is well utilized & campaign well implemented. #EvaluatePR

A2:M&E is not only an issue in #PR practice. It is also applicable in advertising & the reason is not far-fetched. Non-availability of accurate data remains a bane. Technology, however, is helping solve that as M&E companies are developing software to resolve it. #EvaluatePR

A2: AVEs have traditionally ruled PR reporting across the globe. Yet, in 2010, PR practitioners from 33 countries gathered in Barcelona & agreed on seven principles of measurement, including the abolishment of the use of AVEs. #EvaluatePR

A2: It is not surprising that internal communications, reputation building, brand marketing, and other forms of PR require different metrics. Therefore, different metrics & measurement will be required depending on what is to be achieved. #EvaluatePR

@philipodiakose

You just touched my heart with your level of awareness of the death of AVE and important of applying the BP in a PR measurement program. #EvaluatePR

@tbillion112

A2 -Importance of Goal Setting First • Measuring the Effect on Outcomes is Preferred to Measuring Outputs • The Effect on Business Results Can & Should Be Measured Where Possible • Media Measurement Requires Quantity & Quality • AVEs are not the Value of PR #EvaluatePR

A2 • Social Media Can and should be Measured • Transparency and Replicability are Paramount to Sound Measurement #EvaluatePR

A2. Let me also add that AVEs effectively relegate measurement & give an inaccurate value for PR that could be just as easily guessed. That is not to say that there is one replacement for the AVE; PR is a complex field, used for different projects. #EvaluatePR

@Lyma1505

A2. Every PR campaign MUST begin with research and it is imperative to define what success is/should be from the beginning of every PR campaign – this guide in defining KPIs. #EvaluatePR

@flynesdharme

A2: Asides from measuring the success of a campaign, we need to understand simple principles like attaining SMART objectives for a campaign, measuring all through the stages of the campaign are essential, no table is left unturned reaching the ‘actual’ target audience and not forgetting that money spent should be accounted for, there is no form of waste in M&E. #EvaluatePR

@tinny0six

A2. For evaluation to be truly effective and genuinely meaningful it has to go right through from start to finish. #EvaluatePR

Q3: Will Artificial Intelligence (AI) take over PR Executive’s jobs? Kindly discuss. #EvaluatePR

@PaulUviase

A3: No and Yes. Artificial intelligence cannot completely take over the PR Executives jobs it will only succeed in reducing the manpower needed. You will agree with me that Machines do not think but humans do. #EvaluatePR

A3: You need human minds to reason and make sense out of what artificial intelligence does. Even though artificial intelligence is important, what keeps business is a relationship. #EvaluatePR

@tbillion112

A3 We have seen in other climes how AI has influenced all gamuts of marketing communications a typical case study in Japan comes to mind. Let me say as professionals we deal with people’s emotions to come up with solutions for our Clients. #EvaluatePR

A3 I don’t think AI or any technological advancement will take #PR exec jobs.I believe that #PR is a social science discipline that requires the human element & I don’t see that being taken away anytime either now or the future. I believe rather it will enhance our job #EvaluatePR

@SeunIgbalode

A3 – AI can’t take over the jobs of PR executives. PR revolves around building strengthening relationships; & we need to cater to the needs of stakeholders & these needs are diverse & in some instances complex

A3 – The demands on organisations to be transparent is at an all-time high. And there are certain responses which can’t be programmed in machines. There are certain levels of emotions which machines can’t attain

A3 – And you can’t deploy AI during a crisis. Only properly trained communications professionals can function during a period of crisis#EvaluatePR

@ehikay

A3: I don’t believe Artificial Intelligence will take over PR Executive’s jobs because the human knowledge/Intelligence (experience & exposure) that filters information is still highly needed. #EvaluatePR

@Lyma1505

A3: Ai is here and upon us, we need to look for smarter ways of doing our PR task, as machines are been trained daily to take up responsibilities. The question of Ai replacing PR Executive is only matter of time #EvaluatePR

A3: @Gartner_inc has predicted that by 2020, some 40% of mobile interactions will be facilitated by virtual personal assistants (VPAs). #EvaluatePR

@philipodiakose

A3: #AI is already taking up briefs – Ad agency MCann in Japan has already hired a robot as creative director. The AI has analyzed and deconstructed Japan’s award-winning ads over the past 10 years to help inform new creative. #EvaluatePR

A3: Meanwhile, Facebook continues to develop sophisticated bots for its Messenger platform that brands and companies can use to interact with clients, customers and prospects. So, where does that leave us? #EvaluatePR

I agreed my Friend- Machine definitely will require human – so PR executive should train themselves and be the sort after for handle the machine #EvaluatePR

@EmmaAna44

A3. Yes, Artificial Intelligence will take over because it cut costs by analyzing a company’s data to determine exactly how to speak to their targeted audience. #EvaluatePR

@flynesdharme

A3: Maybe not totally, I’m opinionated that AI will only aid PR experts to be greater personnel’s at their job therefore, AI and PR experts work pari passu. Maybe even superheroes. #EvaluatePR

@tinny0six

A3. AI already has and that’s a very good thing.. For starters, it will make our industry much more adept in the art of communication. Secondly, reducing the cost of research through AI makes engaging in successful PR strategies more attainable to more organization. #EvaluatePR

A3. AI platforms cut costs by analyzing company’s data to determine exactly how to speak to their target audience. #EvaluatePR

Q4: We are in a very dynamic industry, AVE is Dead, what key metrics are clients expecting to see in their Measurement & Evaluation Dashboard? #EvaluatePR

@PaulUviase

A4: AVE is almost outdated now. A research conducted by Public Relations Society of America in 2001 show that Press clippings was the leading methods of measurement. #EvaluatePR

A4: If I were to be a client, I expect to see clippings and tapes, intuition/gut feel, audience impressions, content analysis, audience surveys, focus groups, sales/share prices, interactive chat rooms on my measurement and Evaluation dashboard. #EvaluatePR

@tbillion112

A4 It has to be ROI Every Client want to see how the business benefits from the PR activity you are proposing. But aside that I will want to see Share of voice, impressions (Trad & Social), Frequency, Prominence, Reach. #EvaluatePR

@SeunIgbalode

A4 – Also depends on the objective of the campaign. Clippings, Likes, Views, Shares, increase in followers etc. If I were a client, I’d also monitor competition, looking out for reactions/ responses to some ongoing activity #EvaluatePR

@ehikay

A4: Some of the key metrics are; Estimated Audience Reached, Share of Voice, Return On Investment, Article Sentiment Analysis, Spokesperson featured. #EvaluatePR

@Lyma1505

A4: I will suggest – 1. Brand Impact: Awareness, Mindshare, Reputation; 2. Digital Impact: Traffic, SEO impact, Social amplification; 3. Bottom-line Impact: Conversion, Revenue. #EvaluatePR

@philipodiakose

A4: Key Metrics – Marketing Program Metrics, Customer Program Metrics, Lead Generation Metrics, Social Media Metrics & website Metrics #EvaluatePR Not cast on stone.

@EmmaAna44

A4. The key metrics that client will be expecting are Web referrals, ROI, Media Mentions, Tonality. #EvaluatePR

@flynesdharme

A4: They expect nothing less. Article Tonality/Sentiment, Share of Voice, Share of Ink, Estimated Audience Reached… #EvaluatePR

@tinny0six

A4. Return on Investment (ROI), Media Mention, Tonality, Web referrals. #EvaluatePR

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

@PaulUviase

A5: My favorite quote is that of Hotwire. ‘Measurement is not an option but a strategic discipline at the heart of what we do ‘. #EvaluatePR

@tbillion112

A5. My favourite quote has to be from AMEC’s CEO Barry Leggetter “Measurement is not marking how you did at the end. It needs to be done at the beginning. It’s something that you can refer back to as you clear every piece of the campaign. #EvaluatePR

A5 Writing news copy – let’s go back to what the objectives are, let’s go back to what the message is. That’s how it should act. It should be a living, breathing thing that you start before the campaign.” #EvaluatePR

@SeunIgbalode

A5 – “You can’t manage what you can’t measure”. This quote is ascribed to Peter Drucker #EvaluatePR

@Lyma1505

A5: In PR Measurement Never Say “Never”. #EvaluatePR

@philipodiakose

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

@ehikay

A5: “The only man who behaves sensibly is my tailor; he takes my measurements anew every time he sees me, while all the rest go on with their old measurements and expect me to fit them.” #EvaluatePR

@flynesdharme

“Measurement is like laundry. It piles up the longer you wait to do it”. #EvaluatePR

@EmmaAna44

A5. My favorite quote is Validity, reliability, comparability, and fairness are not just measurement issues, but social values that have meaning and force outside of measurement wherever evaluative judgments and decisions are made. #EvaluatePR

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

@PaulUviase

A6: They should acquire the requisite skills/training to remain relevant. #EvaluatePR

@tbillion112

A6 Evaluation is not only central to what you do as a Professional. It is part of the mandatories that must be taken into consideration when planning. Tell me how do you know if your campaign is successful if you did not have M&E inclusive? #EvaluatePR

@SeunIgbalode

A6 – It’s encapsulated in this other quote from #PeterDrucker “If you can’t measure it, you can’t improve it.” Evaluating & measuring PR activities give room for honest assessment; & improvement in the long run. #EvaluatePR

@Lyma1505

A6: PR and Communications executives must show the impact of their work on client’s business to prove the value of strategic communications #EvaluatePR

@philipodiakose

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

@ehikay

A6: Times have changed and PR pros need to move with the trend. Success cannot be defined until you know what it is. Measurement & Evaluation is the KEY. #EvaluatePR

@EmmaAna44

A6. My advice to PR pros that do not evaluate PR is that PR is about putting the best foot and the best face of a brand forward, but it’s also about quickly doing damage control when things don’t go as planned. #EvaluatePR

 

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Missed?

January Edition: http://www.pplusmeasurement.com.ng/evaluatepr-tweet-chat-events/evaluatepr-takeaway-january-edition/

February Edition: http://www.pplusmeasurement.com.ng/evaluatepr-tweet-chat-events/evaluatepr-takeaway-february-edition/

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