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What’s your five-year outlook?
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Technology
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Richard Bagnall's Special Address to #PRAXIS 2014 conference in Agra, India.
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AI-Generated Content:
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Quatifying the impact and benefits of PR and comms in the Covid-19 era
1. Quantifying the impact and benefits
of our work in the COVID-19 era
RICHARD BAGNALL
Chair, AMEC
Co-managing Partner, CARMA International
@CARMA @UKGovcomms @LGComms #CommsAcad
2. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
3. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHT
57%
6%
11%
27%
14%
69%
22%
62%
14%
13%
11%
5%
56%
Vendors
Independent
PR Agency
In-house
Business affected by COVID
More than 50% halted/interrupted
Up to 50% halted/interrupted
Not changed/ business activity unaffected
Business activity increased
Impact of Coronavirus pandemic
IMMEDIATE
CONSIDERATIONS
4. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHT
39%
38%
51%
16%
18%
13%
14%
22%
71%
78%
Supplier service delivery
Supplier communication
Client/stakeholder communication
Office-based work activities
Sales and business development*
Slight disruption Moderate or severe disruption
Type of impact
IMMEDIATE
CONSIDERATIONS
5. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHT
0% 20% 40%
Payment/invoicing delays
Increased operational barriers/ difficulty of working in
lockdown
Business uncertainty going forwards
Adapting to remote working practices
Business postponed/ delayed
Reduced business volumes/ business cancelled
Additional areas of impact
IMMEDIATE
CONSIDERATIONS
6. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
7. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
8. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHT
NO BUY IN
TOO DIFFICULT / COMPLEX
LACK OF STANDARDS
INABILITY TO INFLUENCE ORG’S OBJECTIVES
LACK OF TIME
TOO EXPENSIVE
TOO SIMPLISTIC
FEAR THE RESULTS
AVE & IMPRESSIONS SUFFICE
NO NEED OR DEMAND
IMMEDIATE
CONSIDERATIONS
9. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
10. Barcelona Principles 3.0
SET GOALS
LINK OUTPUTS, OUTTAKES & OUTCOMES
OUTCOMES AND IMPACT SHOULD BE RELEVANT
USE QUALITATIVE AND QUANTITATIVE ANALYSIS
AVEs ARE NOT THE VALUE OF COMMS
MEASURE COMMS ON AND OFFLINE
MEASURMENT MUST BE TRANSPARENT
AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHT
BARCELONA PRINCIPLES 3.0
IMMEDIATE
CONSIDERATIONS
11. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
“A grave mistake that’s
done more to undermine
PR than any other.”
“The IPR Journal” 1949
12. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
22 Reasons to say NO to AVEs
13. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
INTEGRATED EVALUATION FRAMEWORK
amecorg.com/amecframework
14. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
INTEGRATED EVALUATION FRAMEWORK
15. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY THE GOOD NEWS FINAL THOUGHTIMMEDIATE
CONSIDERATIONS
INTEGRATED EVALUATION FRAMEWORK
16. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
m3.amecorg.com
m3.amecorg.com
17. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
m3.amecorg.com
18. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
Bit.ly/6PRInsights
19. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
NORMAL
BENCHMARKS
COMPETITORS
BEHAVIOURS
TIME FRAMES
PAST PERFORMANCE METRICS
TARGETS
VELOCITY
20. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
Be Nimble
STRATEGY
PLANS
TACTICS
21. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
Reputation: Your license to operate
REPUTATION: DEFEND, PROMOTE & ENHANCE
TRUST
MONITOR & EVALUATE
ETHICS
CLARIFY PURPOSE
22. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
Measure Better
SPEED UP
REVIEW REPORTING STYLE
UPSKILL
BE RELEVANT TO ORGANISATION
APPROPRIATE AUTOMATION
INSIGHTS AND MEASUREMENT
VELOCITY
23. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
The good news: Relevance of Metrics 2020
84%
29%
24%
6%
10%
10%
8%
4%
2%
0%
3%
25%
35%
41%
43%
50%
62%
69%
72%
82%
0% 50% 100%
AVEs (Advertising Value Equivalents)
Impressions
Volume
Website Traffic
Social Amplification
Attribution
Sentiment
Audience insights/demographics
Key Message Penetration
Reputation
Very relevant
Not very/at all relevant
24. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
OBJECTIVES, COMMS PLAN, ACTIVITY AND MEASUREMENT SHOLD ALL BE CO-ORDINATED
DON’T RELY ON AUTOMATION & DASHBOARDS
CHART PORN & DATA PUKE MAY NOT BE RELEVANT OR MEANINGFUL
IMPRESSIONS, ENGAGEMENT ≠ KNOWLEDGE, AWARENESS, AFFINITY ETC
SMART OBJECTIVES AND TARGETS – ADVANCED BUY IN
TAKE THE TIME & EFFORT REQUIRED – DON’T TRY TO OUTSOURCE THINKING
TELL A MEANINGFUL MEASUREMENT STORY
Tips for success
25. AMEC CURRENT STATE THE PERFECT
STORM?
MEASUREMENT
PRINCIPLES
CASE STUDY IMMEDIATE
CONSIDERATIONS
THE GOOD NEWS FINAL THOUGHT
“Make measurement a
mainstream part of every PR
programme and campaign.
It’s not a nice to have.
It’s an integral part
of communications.”
Alex Aiken
“It’s not a nice to have. It’s an integral part of comms”
Editor's Notes
Outlining the current state of the PR Industry
How has 2020 forced the industry to evolve?
What are the core measurement principles that have not changed?
The new benchmarks coming to the fore: wellbeing, sustainability and hope
Richard Bagnall, Chairman, AMEC, co –managing partner CARMA International
PR must be more than a cost centre. Has to prove it generates value for the organisation. Covid has accelerated the urgency to improve communications metrics and measure in a meaningful manner.
AMEC global survey unsurprisingly shows widespread disruption to businesses caused by Covid.
Businesses hate uncertainty and delay
Finance directors hope for the best but plan for the worst. All line items of cost will be under a microscope. PR must show that it is more than just a cost-centre.
“Send out Stuff” – Alex Aiken. If you send out stuff you can confuse counting stuff with meaningful measurement. Just because it can be counted doesn’t mean that it counts.
The time for excuses is over. I’ve heard them all. PR professionals need to lean into PR measurement and upskill or become irrelevant.
Luckily help is at hand. AMEC, the international association for the measurement and evaluation of communications, exists to drive education and best practice of meaningful measurement globally. It provides a number of free resources.
The Barcelona Principles. Conceived originally in 2010, they are now in their 3rd iteration. They are 7 broad statements defining what should and shouldn’t be done for a meaningful communications evaluation project.
AVE is a meaningless metric. No academic research ever has said anything else. All references researched by Dr Tom Watson show that they have never been endorsed or shown as meaningful.
22 reasons to say no to advertising value equivalents as a metric. Download it at www.bit.ly/saynotoaves
AMEC’s Integrated evaluation framework is translated into 22 languages and widely accepted as best practice on how to measure comms in a meaningful manner. It’s free for all to use and the resource centre at www.amecorg.com/amecframework provides a wealth of information that all PR practitioners can benefit from.
AMEC’s IEF is based on process evaluation and was created by a wide group of practitioners, academics (including Prof Jim Macnamara), PR agencies and trade associations, led by Richard Bagnall of AMEC
The PR Measurement Taxonomy is a great resource and shouldn’t be overlooked
AMEC’s M3 – the Measurement Maturity Mapper – allows organizations to benchmark their comms evaluation program against peer groups on three dimensions, planning, reporting and links to driving organizational impacts. More here: https://m3.amecorg.com
Measurement Maturity Mapper provides benchmark data against each criteria, and importantly recommends areas of improvement.
CARMA has provided a free report showing best practice PR measurement in action using the heart-warming story of how Captain Sir Tom Moore set out to raise £1000 for the NHS and ended up 30 days later with £33 million. What are the 6 PR lessons that can be gleaned? The report is available to download for free at www.bit.ly/6PRInsights
Some steps to take immediately:
Understand your audience’s:
Attitudes
Needs
Concerns
Behaviour
Media habits
Review & consider:
Monitoring & Analytics Briefs
Social listening
Search listening to understand what people really think and fear
Owned & Earned channels
Google Search /Google trends
Omnibus surveys
Other market research
Iterate, be nimble. Everything has changed. Time frames included. Thigs are quickly out of date.
Reputation matters more than ever. It must be built, defended and enhanced the hard way (David Gallagher). Many of the traditional means to promote and enhance are not available to brands in the current situation.
Don’t fear and ignore measurement. Don’t outsource thinking.
Speed up
Review your report style, information and frequency
Don’t just look backwards. What are the strategic insights for forward planning? Janus
Don’t think automation has all the answers. AI is full of hype at the moment in PR measurement
Lean in – upskill
Make sure your evaluation is relevant to the organizational objectives
Mention the rise of AI
Link organizational objectives to your PR plan, strategy, tactics, KPIs and targets. Measurement should be considered as part of the planning process.
Don’t rely on automation, dashboards and portals. You need context and meaning, not just data.
Chart porn & data puke is probably not relevant or meaningful
Don’t confuse big output metrics like impressions and engagement with knowledge, awareness and affinity.
Make sure your objectives and your agreed TARGETS are SMART – meaningful, relevant, realistic and attainable.
Spend the time on planning and measurement. Don’t just do stuff.
We are the story tellers – tell a meaningful measurement story.
Final word to Alex Aiken, head of GCS.
“Make measurement a mainstream part of every PR programme and campaign.
It’s not a nice to have.
It’s an integral part of communications”
Richard Bagnall, CARMA International. Global media monitoring, PR Measurement and communications evaluation
Chair AMEC – the International Association for the measurement and evaluation of communications.