Our Head of PR & Social Laura Crimmons takes a look at how PR has changed in recent years in particular due to the rise in social media usage and makes some predictions for how it might continue to change in the future.
21. “PR is becoming the glue in a lot of integrated
campaigns. Does it matter that we don’t create
the idea? One of the things we do is make
someone else’s ideas even better. We can come up
with the great idea, and we can make other
people’s campaigns better. But clients are
interested in integration.”
- Michael Frohlich, Ogilvy UK Chief Executive
37. Barcelona Principles
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement
39. Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness
40. Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness
Outcomes have real business impact (on the
bottom line), outputs do not.
41. Barcelona Principles
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement