Seen as savvy multitaskers, public relations professionals have quickly and efficiently adapted with the evolving communication landscape. But why can’t they accurately prove the value of their efforts?
More than 53 percent of public relations professionals state that measurement is their biggest skills gap. Are you able to attribute revenue results back to campaigns?
The International Association for the Measurement & Evaluation of Communications (AMEC) developed a new interactive framework for understanding the impact of your communications.
It walks communicators through a campaign’s objectives, inputs, PESO activities, outputs, out-takes, outcomes, and overall impact in a format that’s easy to view and share with others – including your C-Suite.
During the recent webinar Measuring the Value of an Integrated Communications Strategy, Cision’s Michelle Vangel explained the importance of multichannel measurement, while TD Bank’s John Pluhowski and Newmont Mining’s Ricardo Adame explored the ways in which their brands benefited from applying AMEC’s framework to their strategies.
Ready to take the guesswork out of measurement? Here are three key factors to keep in mind when building out your measurement strategy.
1. Uncover The Weakest Links In Your Strategy
“The era of the one-and-done press release is behind us and the world of engagement got a whole lot more complicated,” said Pluhowski, senior vice president and chief communications officer, corporate and public affairs, at TD Bank.
But too many PR professionals are still stuck measuring what mattered to that past world, before social media or the digital sphere influenced consumers in seconds.
The first step to successful measurement is discovering what outdated tactics your brand continues to use.
Pluhowski explained several factors that held his team back: a focus on traditional media only, scoring based on subjective factors, events tracked reactively and not proactively, manual data entries and limited alignment with the bank’s business goals.
“If your metrics can drive strategy and influence how you think about the future, then that’s truly what you want to measure. And if your metrics don’t do that, then I firmly believe it’s not a metric you need to invest in,” Pluhowski continued.
2. Identify and Align Goals With AMEC’s Framework
Once you’ve outlined the problems that need attention, it’s time to determine how to solve them with a unified approach.
Adame, group executive, global communications at Newmont Mining, explained how he combined AMEC’s Measurement Framework to the 95-year-old mining company’s digital communications strategy to get a better view at success. Newmont Mining’s three main objectives focus on increasing brand awareness, improving reputation and managing risk.
“What’s exciting is that you’re able to connect the dots with all the different elements of the AMEC framework,” said Adame.
3. Use Insights For Continued Improvement
Since implementing AMEC’s Measurement Framework, both TD Bank and Newmont Mining have found success across their digital channels, campaigns and quarters.
Newmont Mining not only increased shared media, but also increased the percentage of positive sentiment surrounding the mining community.
Similarly, TD Bank can now identify conversations and the sentiment associated with them to determine when, where and how to enter a conversation.
“With the metrics we have now, we can track what messages resonate with an audience and on what channel,” said Pluhowski.
“We showed for the very first time how earned media matters and works for our partners’ benefit, which sets a different tone for different conversations.”
Hear more from John Pluhowski, Ricardo Adame and Michelle Vangel with the on-demand recording of Measuring the Value of an Integrated Communications Strategy.
Click here to register for our on-demand webinar and learn how to:
- Reach target audiences with a clear and comprehensive strategy
- Achieve KPIs by aligning paid, earned, shared and owned
- Better understand performance by tracking and measuring results
Author Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She’s a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.
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