• Beyond AVEs: Measuring PR Efforts Accurately

    By Mavis Ang on February 15 , 2017

    Public Relations as we know it for the past couple of decades is changing. As organisations focus on newer, better, and faster ways to work smarter, there’s a need for its Communication and Public Relations arm to not only manage its reputation, but directly contribute to the company’s objectives as well.

    This boils down to measuring the effectiveness of communication campaigns, and not just based on AVEs. By using the Barcelona Declaration of Measurement Principles outlined by international PR industry, we’ve simplified the framework to best capture how communications practitioners can best analyse and optimise their work.

    Measurement frameworks should cover:

    1. Goal-setting: state specific objectives

    PR campaign goals should mirror organisational objectives. Specific rather than aspirational objectives are recommended for measurement accuracy. For example, 30% increase in brand awareness instead of raise brand awareness.

    2. Channels: evaluate coverage critically

    Analysis should cover traditional and social media in paid, earned, owned and shared channels. This includes influencers if applicable. Evaluate media coverage not only based on the reach, but also which channels are most effective in amplifying interest for the client.

    3. Perception: determine outcome

    It is important to determine the campaign’s outcome based on the targeted audience, through tools such as sentiment surveys. Clients can then understand if their attitudes have changed since the launch of the communications efforts, and if their interests are piqued.

    Also, assess the strategies in detail. For example, do certain key messages garner more engagement in social media? Or does using one spokesperson over the other create more click-throughs into the campaign microsite and sign ups?

    4. Participation: observe impact

    Going back to where this all started: organisational objectives. Work with clients to ensure relevant data that can determine impact of PR activities can be retrieved. Was there a spike in sales referrals, or has attendance at its events increased? Weighing in on communications efforts this way presents an in-depth and honest analysis, enabling the team and client to build more effective campaigns in future.

    Banner image: Dawid Ma

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