#MeasurePR TakeAway — September 2017 Edition.
The #MeasurePR AMEC Measurement Month Edition was organised and produced by Shonali Burke Consulting.
Q1: Please tell us what you do, how you got there. What got you interested in learning how to #measurePR? #amecmm
A1: Started in journalism and moved into media research. Love analysing media trends and ways to measure PR #amecmm #measurePR
A1: Started my career #measurepr 20 yrs ago setting up a measurement dept in the Italian mkt leader in media intelligence #amecmm
A1: I’m CMO @BurrellesLuce AMEC NA Chair was PR & IR director @ F500 & realized #Measurement helps shape story. #MeasurePR #AMECMM
A1: Background in comms, marketing, business dev +20 years and love finding proof of what works, comms, org or business #measurePR #amecmm
Q2: How have you seen the #measurePR field change in recent (or not so recent) years? #amecmm
A2: Starting to see better data dissection & attribution, but still see people ‘checking the box’ w/ counts & amounts #MeasurePR #AMECMM
A2: Constant demand to assess impact of comms efforts…but measurement is always hard. Does action A influence action B? How? #measurePR
A2: Increasing importance of headlines and declining interest towards content, polarisation of opin, more content and data #measurePR #amecmm
A2: #AMECMM AMEC has really helped change the ‘currency’ of the PESO with the framework! #Measurepr
A2: The problem w/ ‘brothel metrics’ is not that they exist, but that as soon as you shut one down another one will pop up! #MeasurePR #AMECMM
A2: More important than ever is to measure what matters. Technology allows to process data, but we need to interprete them #measurePR #amecmm
A2: Brothel Metrics are: Fast, Cheap & Easy…not the kind you should be delivering to the C-Suite #measurePR #AMECMM
A2 Key for #measurePR is to have a blend of automation and human interpretation to validate and interprete the data #amecmm
michaelblowers @michaelblowers
A2 Google Analytics — for owned properties setting goals connected to on-site outcomes…not used enough by PR’s #measurePR
A2 The fall in using AVE is encouraging though a good number of pr pros are still using it #measurePR #amecmm
A2: Automated sentiment and influencer detection, though are making good progress, still have trouble #measurePR #amecmm
Q3: What’s the most outrageous #measurePR myth you’ve come across to date? How’d you combat it? #amecmm
A3: That measurement is too expensive and doesn’t help prove PR ROI. This conversation was recently at a networking event. #measurePR
A3: That #PR People can show #ROI without any financial data except retainer fee. Asked for the math…crickets! #MeasurePR #AMECMM #measurePR
A3: Most common failure is getting tied up with counting. The real value comes from quant and qual analysis #amecmm #measurePR
Contrary to popular belief, measurement isn’t THAT expensive and can be done mostly with brain power…(and good data of course)! #measurePR
A3: That a new Silver Bullet replacement for AVES in development!!! A — there isn’t, but there are other options. #MeasurePR , #amecmm
A3: I’ve had people say they don’t have the time to measure or benchmark… I just ask how the failed campaign went… #measurePR #AmecMM
A3: #measurePR without clear objectives, think about measurement only after the end of a campaign not to allocate appropriate budgets #amecmm
A3: think #measurePR is a matter of one single metric while is important to triangulate relevant metrics from different data sources #amecmm
A3: key to combat #measurePR myths is training and professional development of PR pros #measurePR #amecmm bit.ly/2faeax1
Q4: Most common #measurePR #fail you’ve seen (or been through!): GO. #amecmm
A4: Complacency. If everything evolves & your program isn’t…then UR destined to fail & not in a good ‘learning’ way. #measurePR #AMECMM
A4: delivering data without context is also lethal. #measurePR
A4: fails are so many along the path towards a successful measurement. We need to get away from the fear of failure #measurePR #amecmm
A4: Trying to prove success without evaluating for next time #amecmm #measurePR
michaelblowers @michaelblowers
A4: The seduction of pretty pictures and ignoring the narrative #MeasurePR
Q5: How is adoption of the @AmecOrg integrated evaluation framework going? #measurePR #amecmm
A5: Awareness is growing and more adoption will follow. Real case studies from @AmecOrg are of great value! #amecmm #measurePR @PaulHender
A5: There is a great interest in EU. The tutorial video on @AmecOrg website is helpful #measurePR #amecmm bit.ly/2twx8a2
A5: It is available for free on @AmecOrg website. It helps to implement the evaluation process therefore much appreciated #measurePR? #amecmm
A5: The IEF now in 18 languages. Need more completed examples to inspire others. #MeasurePR, #amecmm
A5: Very well. It has that project management approach that is needed. Leads to great discussions and understanding #measurePR #amecmm
A5: it is important to show that it can be applied to any kind of PR activity #measurePR #amecmm
Q6: What’s next for the #measurePR field, IYHO? #amecmm
A6: more holy grail integration with sales. Showing PR & awareness = leads = opportunities = deals. #measurePR
A6: In this scenario industry standards + educating the market will play a major role in developing the market #measurePR #amecmm
A6 Measurement providers shall seek to invest both in new technology and innovative solutions #measurePR #amecmm
Philip Odiakose @philipodiakose
A6: PR pros need to start seeing Measurement as the beginning and end .. #measurePR
A6: Integration continues to be a driving force in PR. Changes the way we measure and the structure of client teams #amecmm #measurePR
A6: In response to the growth, staying up-to-date with data capture technology and data sourcing opportunities is crucial #measurePR #amecmm
A6: Clients are turning away from standalone metrics, looking for more focus on value added insights. #measurePR #amecmm
A6: We see more integrated measurement with marketing, sales, CRM and business data/KPIs and also more pre-analysis #measurePR #amecmm
A6: Clients look for transparent approaches, predetermined goals and measurement of target audiences changes #measurePR #amecmm
A6: Seeing work on exciting theories, but what’s next or NEEDS to be next is better collaboration. Rising tide & all.. #measurepr #AMECMM
A6: Clients feel the fake news issue is a true concern which providers are expected to address #measurePR #amecmm
Q7: What is ONE thing #PR pros can start doing right now to better #measurePR? #amecmm
A7: Confirm everything reported is relevant to goals and objectives. It’s easy and NOT revolutionizing, but so important #measurepr #AMECMM
A7: So simple … Say no to AVEs! You can find extensive resources here: amecorg.com/say-no-to-aves/ #amecmm #measurePR
A7: take it seriously, make the effort to learn as much as you can about #measurePR .Knowledge is never enough! #amecmm
Q8: Do you have an initiative/program you’d like #measurePR folk to know about? Please share! #amecmm
