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This week's chat

June 30, 2015 Transcript of meeting KPIs in PR #CommsChat

This week, JargonPR (@jargonpr) helped us to explore the varied ways of measuring the effectiveness of PR campaigns. Discussion brought up a number of techniques ranging from the identification and meeting of the client’s particular aims and the proper use of KPIs.

Highlights:

  •  Hi – T1) Internal as well as external measurements are important – campaigns can boost morale, create employee ambassadors etc
  •  . It depends a lot on campaign, but we like to try and get an indication of how our PR is driving sales.
  •  T1: did the project that the comms were for achieve its aim? That’s the real measure of success
  •   success of a campaign should be whether it meets the strategic objectives- these must be SMART. We should be looking at PESO too.
  •  T4) Reach is relevant but only if measured alongside impact (can become equivalent of confusing activity with outcomes if not)

Read the entire conversation here:

 

 

  1. Great point – Understanding a business creates passion for it and that will come across

  2. really know the business you’re working for. Research the aim & base tactics on that, evaluate as you go

  3. … depending on the client

  4. How can you ensure that you’re prepared to meet a range of different aims?

  5. . I think both have their time and place. Campaign need to be clear which outcome they’re aiming for though I think

  6. I don’t think you can define in b2b / consumer now.Everyone is a person & consumes It’s all about personalisation of marketing

  7. T2: Is there a difference here between B2B and consumer PR?

  8. T1: did the project that the comms were for achieve its aim? That’s the real measure of success

  9. Hi – T1) Internal as well as external measurements are important – campaigns can boost morale, create employee ambassadors etc

  10. Which techniques do you use?

  11. How do you ensure that that online buzz converts to increased engagement/improved reputation long term?

  12. I believe so especially integrated campaigns & use of call to actions & split testing to allows to measure cross media

  13. Our first topic of the night: How can we measure success in campaigns? (Besides the amount of coverage)

  14. CommsChat retweeted Jargon PR

    CommsChat added,

  15. Don’t forget to use the hashtag tonight when you tweet

  16. yes it should … Looking firsts to it 😉

  17. Hi Tim, should be a good chat! 🙂

  18. Good evening … Interesting topic this evening

  19. Tonight we’re going to tweet about measurement in PR

  20. Good evening everyone, welcome to tonight’s with our guest


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