Measurement - PRNewser

Do We Need Universal Standards for Measuring Success in PR?

Patrick Coffee — Wed, 16 Jan 2013 15:26:22 +0000

The art (and it is an art) of measuring success for clients has long been a challenge for PR firms. In the era of “Big Data”, most industry veterans agree that metrics, otherwise known as “numbers”, are more important than ever–and that the PR business needs to continually work on improving the ways we show clients the true value of our work.

A recent Council of Public Relations Firms blog post by vice president of research and development David Geddes proposes the creation and adoption of industry-wide measurement standards. When every firm has a different way of measuring success, clients understandably get a little frustrated: how can they compare and contrast individual campaigns?

Geddes and his group, The Coalition for Public Relations Research Standards, brought together various industry organizations including the Council of Public Relations Firms, Institute for Public Relations, PRSA, Global Alliance, and AMEC to try and tackle the project. They also organized a panel of big-name clients like McDonald’s, General Electric and more to review the results of their efforts and determine, as PR customers, whether the standards are relevant and “usable.”

Their goal: come up with universal ways to show that projects involving social media, traditional media and even ethics are really working for clients.

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Breaking: Facebook Clicks Are Worthless

Patrick Coffee — Wed, 03 Oct 2012 15:32:02 +0000

Well, clicks aren’t completely worthless—but their importance is vastly overstated. That’s the verdict rendered by Facebook’s own Brad Smallwood in a report beamed in from this week’s IAB MIXX Expo—and it’s something of a revelation for those who use data to drive marketing/promotional strategy (aka all of us). But what does it mean?

According to Smallwood, all professionals trying to measure the success of Facebook ads or branded content should focus on three things:

Impressions – number of people who see your content
Reach – size of audience vs. cost of promo efforts
Frequency – achieving a “sweet spot” balance between over-exposure and under-exposure

The overall message: Don’t use click-through rates to judge the success of any given campaign. It makes sense because many users see Facebook posts and ads without clicking on them–good luck selling that point to any marketing department, though. The issue may be a bit more complex than that though, and the people at HubSpot aren’t quite on board:

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Coalition for PR Research Standards Has A Few Standards to Share

Tonya Garcia — Thu, 14 Jun 2012 12:13:21 +0000

The Coalition for PR Research Standards — the group composed of the Institute for Public Relations (IPR), Council of PR Firms, the Public Relations Society of America, the International Association for Measurement and Evaluation of Communication (AMEC), and the Global Alliance for PR and Communication Management — has released two papers that offer recommendations for metrics and ethics for the PR industry. Both papers are part of the Coalition’s ongoing work towards a set of industry standards, and both are open for comment on the IPR website.

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‘A Call for Accountability’ in a Competitive PR Market

Tonya Garcia — Wed, 21 Mar 2012 15:57:59 +0000

The role of PR has expanded over the years. The means for measurement and data analysis, though still a work in progress, have improved. Companies depend increasingly on public relations activities for building their businesses. As a result, PR has a greater responsibility to be accountable in ways that speak to a business’ bottom line.

In today’s guest post, Matt Rizzetta, CEO of the North 6th Agency issues his “call to action” based on the role that PR is playing in the modern marcomms landscape. It’s a landscape filled with options for businesses. So, Rizzetta says, showing your value is a mandate. What do you think? Click through to read on.

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Google Will Roll Out Social Media Reports

Celeste Altus — Wed, 21 Mar 2012 15:57:41 +0000

Google will attempt to answer a question on every marketer’s mind: How much is is social media helping my sales?

Google announced at the SES Conference & Expo that it will soon be rolling out a social report on its Analytics page. The service, which will analyze social media sites such as Delicious, Digg, and Google+ for their values to brands (but not giants like Facebook, LinkedIn, or Twitter) is expected to go live in a few weeks.

The social reports promise to help with three things, according to the Google Analytics blog:

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IPR and Partners To Devise New Measurement Standards

Tonya Garcia — Tue, 21 Feb 2012 13:48:48 +0000

The Institute for Public Relations has teamed with the Council of PR Firms, the Public Relations Society of America, the International Association for Measurement and Evaluation of Communication (AMEC), and the Global Alliance for PR and Communication Management to create a series of standards and best practices for PR measurement and research.

According to the IPR, the coalition will each tap agencies, clients, and others to come up with a set of standards that will be used voluntarily to analyze traditional media efforts, social media work, and corporate communications efforts.

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MWW Group Launches Net Relevance

Tonya Garcia — Mon, 20 Feb 2012 13:03:59 +0000

MWW Group has launched a new analytics tool, Net Relevance, that will measure the impact of outreach programs and use data to predict and prescribe what will grab the attention of stakeholders and target audiences.

In a press release statement, MWW CEO Michael Kempner points out that trust and relevance have become most important to a message’s effectiveness.

“Insight into action-driving relevance is the key to developing strategies and programs that move the needle for clients today,” he says. With that in mind, Net Relevance takes a customized look at what’s being said across media about a company or brand. The firm says the tool will be used across all practices.

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Fashion’s High/Low Collaborations Measured By Media Impressions

Tonya Garcia — Fri, 18 Nov 2011 17:17:47 +0000

We have another high/low fashion collaboration on our hands — Versace has teamed with H&M for a capsule collection that will be in stores tomorrow, which is sure to incite a fair amount of frenzy.

This one, of course, follows in a long line of collaborations, most recently the Missoni/Target collection that caused mass hysteria in person and online. Interestingly, given all the consumer interest, The New York Times says that it’s the media attention that really pays off for the retailer side of these partnerships.

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NASDAQ Acquires Corp Comms Solutions Company

Tonya Garcia — Mon, 24 Oct 2011 10:39:58 +0000

NASDAQ OMX has acquired Glide Technologies, a British corporate communications and reputation management services company. Glide, which was founded in 2003, will be brought into the NASDAQ OMX Corporate Solutions fold, providing PR and IR pros with an enhanced set of services.

Glide provides media monitoring, measurement, online newsroom creation tools, and other services for campaign execution and assessment. Among its products are Glide Newsroom, Glide Manager, a PR management platform, and GlideIntelligence Social Media for sentiment analysis and monitoring.

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Lewis PR, Zelo Offering New Client Services

Tonya Garcia — Tue, 04 Oct 2011 12:41:40 +0000

Two PR firms have announced new service offerings for clients.

Lewis PR has added four new services, all in the social media area. “Social media for thought leadership” will help B2B marketers establish their expertise in a certain area. “Social media response” keeps an eye on and helps to manage situations that can turn negative. “Social media for events” maximizes an event’s impact with attendees. And “Social media for product marketing” motivates communities and influencers and drives awareness of a company or brand. You can learn more about all of these services here.

And Zelo Public Relations has launched the Communications Audit and Analysis Assessment, which will take a look at past PR efforts to see if the message has come through. The analysis will also compare the message to the company’s business goals. A link in the press release takes visitors to the Zelo corp comms page for more info.

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A Few Details About the Upcoming Twitter Analytics

Tonya Garcia — Wed, 14 Sep 2011 17:34:29 +0000

How many people will pass this around?

News broke yesterday at TechCrunch Disrupt that Twitter Web Analytics are on the way. Currently in beta format, we have a few details about the kind of information that will be available once it goes public, including: monthly, daily, and weekly click numbers generated by tweets sent from a site’s “Tweet” button; and top links for the day, week, or month.

Measurement is a big PR focus right now, so this service couldn’t come soon enough.

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Guest Post: The Evolution of Media Monitoring

Tonya Garcia — Tue, 30 Aug 2011 15:42:18 +0000

News that VMS had filed for Chapter 7 bankruptcy came as a shock to many people. VMS was a company with a long history and this final business move seemed to come out of nowhere.

However, the media monitoring sector has been changing and shifting for years.

In today’s guest post, Sean Morgan, CEO of of Critical Media, home to real-time broadcast monitoring service Critical Mention, takes a look at the evolution of media monitoring over the past few years. As we mentioned previously, Critical Mention is offering a trial period for VMS clients in need of monitoring services.

Click through for today’s guest column.

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VMS Goes Out of Business

Tonya Garcia — Fri, 26 Aug 2011 15:55:50 +0000

A notice is now on the VMS homepage stating that the media monitoring and analytics company has filed for Chapter 7 liquidation today with the United States Bankruptcy Court for the Southern District of New York.

“The decision has been made after exhaustively evaluating many different options and with sadness for our loyal staff and customers,” the statement reads.

All employees have been terminated, effective today. We placed a call to the company and got no answer. Cision has already put a system in place to transition VMS customers.

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Weber Shandwick/CPRF Chair Polansky Talks Digital, Measurement, and Firm Business

Tonya Garcia — Wed, 24 Aug 2011 12:09:09 +0000

Among the current top priorities at the Council for Public Relations Firms (CPRF) is helping firms make a way through the world digital and social media, says Andy Polansky, president of Weber Shandwick and chairman of the organization.

Calling social media “a real growth driver for agencies,” Polansky said, “The budgets associated with public relations programs are seemingly getting larger. If you think about marketing spend from a historical perspective, there was a lot of money flowing to advertising and the various other disciplines. I think now there’s more of a jump-ball mentality; whoever brings the best ideas is going to win the day.” An October 27 event with guests Robert Gibbs, former Obama press secretary, and Mashable founder Pete Cashmore, will dig into these social media topics even further.

We had the chance to sit down with Polansky recently to discuss the industry issues that the Council is tackling, and business at his own firm. The Council’s members include more than 100 PR firms of all shapes and sizes. Talent and diversity was another important issue on CPRF list.

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Lewis PR Launches a Measurement Tool

Tonya Garcia — Tue, 16 Aug 2011 14:04:30 +0000

Lewis PR has introduced LSCORE, a measurement tool that will evaluate a campaign based on the amount of chatter, sentiment, the level of engagement, and conversion (which includes sales and other actions taken by the audience) across traditional and social media.

In its announcement, the firm notes that PR measurement has grown from “volume, tone and reach” to include engagement and, ultimately, the “business impact” of a PR effort in areas like items sold and downloads requested. The new tool also comes equipped with ways to help users map out their goals.

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