In order to run an effective Public Relations campaign, you must use a few different tools to measure it. Here are a set of standard principles designed to measure the impact of PR.
The seven principles are:
- Setting goals and also measuring them is important
- Measuring the effect on outcomes is preferred over measuring outputs
- The effect on business results should be measured where possible
- Media measurement requires quantity and quality
- Advertising value equivalencies (AVEs) are not the value of public relations
- Social media can and should be measured
- Transparency and replicability are paramount to sound measurement
Each of the principles is explained in details as follows:
- Setting and Measuring Goals: Setting goals and measuring them is fundamental to any PR program but before setting the goals make sure that they are as quantitative as possible. They should be able to specify as to who, what, when and how much the program is intended to affect. Measurement should have a blanket approach and include all forms of media, changes in behavior of stakeholders and effect on business results
- Measuring outcome over output: There should be total transparency in the methods applied to measure the outcomes and they are mostly quantitative. But, to supplement the quantity, sometimes qualitative measures too can be adopted. The outcomes could be of different types and could include shifts in awareness, comprehension, attitude and behavior related to purchase, donations, brand equity and so on. Whatever method is applied to measure the effect on the outcomes should be tailored to the business objectives of the PR activities. There should be total transparency in the methods applied for survey research
- Effects on business results to be measured: As far as measuring the effects on business results of PR is concerned, one should keep in mind that clients create the demand for market mix models to evaluate the effect on consumer behavior. For accurate evaluation of consumer marketing, the PR industry needs to understand the value and implications of market mix models and develop PR measures that can provide reliable inputs
- Media measurement requires quantity and quality: The impact of PR as far as quality is concerned can be positive, negative or neutral. The quality of the media coverage should be evaluated on the basis of tone, credibility and relevance of the medium to the stakeholder or audience, message delivery, inclusion of a 3rd party or company spokesperson and prominence as relevant to the medium. Traditional and online channels should account for impressions among the stakeholder or the audience
- AVEs are not the value of public relations: AVEs measure the cost of media space but they do not measure the value of PR. Use validated matrix when comparing the cost of space from earned versus paid media like: the negotiated advertising rates relevant to the client, quality of the coverage as mentioned in Principle 2 which can include negative results and physical space of the coverage including the relevant portion of coverage
- Social media can and should be measured: There is no single metric to measure social media which is a discipline by itself. For effectively measuring the impact of PR in social media, the organization using it should clearly define the goals and outcome. Just like traditional media, in social media too evaluating the quality and quantity is very important. Media content analysis should be supplemented by web and search analytics, sales and CRM data, survey data and other methods. The measurement shouldn’t only focus on the coverage but also on conversation and communities
- Transparency and replicability are paramount to sound measurement: The process of PR measurement should be transparent and each step should be replicable. When measuring media the following things need to be kept in mind:
- The source of the content whether print, broadcast, Internet, consumer generated media, along with criteria used for collection
- Analysis methodology whether human or automated, tone scale, reach to target, content analysis parameters
When it comes to surveys, use the following:
- Methodology – sampling frame and size, margin of error, probability or non-probability
- Questions – all should be released as asked (wording and order)
- Statistical, how specific metrics are calculated
All PR organizations should effectively follow the above principles in order to project the accurate measurement of any PR campaign designed for a Client.
In the age of digital marketing, no one can defy the power that email marketing holds. It is so powerful that it can transcend easily beyond what your website can do. Companies today have realized the importance of having a good email list and hence they invest on it heavily. But, more often than not, companies are faced with the challenge of creating a solid email list by itself. Here are seven ways that will be effective in increasing your email marketing list. Read on…
- Registering on the website: This is the most common and easiest way to build your contact list of emails. It is common for websites these days to let visitors register with them offering benefits for the same. E-commerce websites are cashing in on this feature and are also offering their customers a certain kind of discount when they register. Just make sure to keep the process simple and less time consuming.
- Referrals: Referrals work great in any sphere and more so in digital marketing! Offer an incentive like a discount to people who are already on your contact list to refer people to your website. This can become viral, once you have new signups; ask them to refer 10 more people or so to avail discounts on your products. Word-of-mouth too works great in this regards.
- Ask to opt for email receipts: If you notice in your day-to-day life there are a lot of companies that are increasingly relying on emails to send receipts for purchase of their products. While they say that it’s about “going green”, the underlying idea has always been to increase their data base. You too opt for this and see your contact list increase by leaps and bounds.
- Online contests: Want to engage the customers at the snap of a finger? Try online contests! Yes they work like magic especially if the process is easy. This way, you can ask them to register for the contest using their email ids and answer a few questions and voila! You are literally sitting on a gold mine of email addresses that you can start using for your marketing right away.
- Feedback on products: Customers like to share their feedback about products and services online especially these days with everyone getting digitally active. It is also easy to give feedback. Encouraging customers to email you will add to your data base.
- Social media: There is no denying the power of social media and the way people are using it to their advantage these days. There is a mine of information out there to be discovered and used, so make the most of it. You can just post your newsletter in different pages of Facebook and can also access emails ids of people which is listed under their contact information.
- Pinterest: Today everything needs to have a visual presence and appeal, make the most of it. Get on Pinterest and make sure that you have something fresh to offer on it on a regular basis. It will attract people to your website faster than most others. Have engaging infographics about products of your company or the company itself pinned on Pinterest regularly and sees people filling up your company registration form faster than you think!
These are a few basic steps that you can take to add to your growing back of email list. Apart from that you can also use videos, surveys or traditional advertising to secure email ids. This will create a win-win situation with not only you but the customers too and can go on to build a healthy relationship between the two.
We at Unspun understand these requirements of the client and are happy to help them with it. We come up with unique marketing ways that is customized according to the client’s needs and the situation. We work closely with the client to understand their needs and provide a solution accordingly.
How often do you check your LinkedIn profile? We bet not nearly as often as your Twitter or Facebook. Well, that is where most of us go wrong. While it is important to be up-to-date with social networking, nowadays it is equally important to have an active LinkedIn profile. This is the professional networking hub where most business relationships are formed, in addition to recruitments and background checks happen these days. Employers have recognized it as a very important tool. However, many people make mistakes with their LinkedIn profile that might prove detrimental to their career. We list out a few of the mistakes that you should avoid making…
- Wrong Profile picture: Your profile picture is the first thing that an employer notices when looking for profiles on LinkedIn. A profile without a photo is generally ignored, but that doesn’t mean that you put a picture from a party in that sexy dress you wore. The photo should be a professional looking headshot. Don’t put up pictures with your significant other, pets or babies no matter how much you love them. Also, the photo should be a current one, not something from five years back!
- Not having a crisp summary: While the picture can help your profile to just get noticed, you’ll not go anywhere if you are unable to articulate your professional bio and the value you bring to the table in a clear and concise manner.
- Embellishing facts: Fill in all the details as honestly as you can and do not inflate your credentials, especially your educational qualifications because it can easily be confirmed. In 2012, Scott Thomson, the then CEO of Yahoo was fired after it was discovered that he had lied about his educational qualification in his resume.
- Being inactive: As mentioned earlier, people generally don’t log in to their LinkedIn profiles as often as they should. This might be one of the reasons why their profiles don’t get noticed by the right people. Be sure to frequently update your status with some professional news. And, if someone comments on it then reply to them and take the discussion forward.
- Treating LinkedIn as Twitter and FB: One of the common mistakes that people make is using LinkedIn on the same lines as Twitter and Facebook. While FB and Twitter are tools for social networking, LinkedIn is a professional resource and should be used with restraint. Avoid posting your personal updates and also don’t merge it with any of the other profiles.
- Sending random add requests: Be careful with who you try to connect with on LinkedIn. If you want to connect with someone that you don’t know personally then do a proper research on him or her and then send a request stating the purpose as to why you want to connect.
- Asking people you barely know to recommend you: Don’t ask new connections to endorse you. People who know you well or have worked with you should be your endorsers as it will sound authentic to the employer browsing through your profile.
- Not joining any groups: Just like Facebook, LinkedIn too has groups that you can subscribe to. But, unlike Facebook, these groups are professional groups in which you can get connected with other professionals with similar interests. You can join up to 50 groups here so join in and show your interests and make some noise for people to know that you’re on LinkedIn.
- Sounding negative and criticizing: People generally get drawn to positive people and avoid negative ones. It will help your career if your profile exudes positivity. Apart from that, don’t post any negative or critical comments on anyone’s post. If you don’t like it then ignore it or send a private message to the concerned person.
- Not taking parts in discussions: In order to increase your profile page views and attract more people to connect with you, make occasional comments and take part in discussions to demonstrate your knowledge on a particular topic. But don’t overdo it and write something that is completely unrelated, or worst of all, incorrect.
- Don’t stick to the default URL: This is perhaps one of the most common mistakes that people make. They tend to keep the default URL link for their profile on LinkedIn. You can instead change it to a personal URL by a simple process. Click Edit Public Profile Settings in the top right and then edit your Public Profile URL to your name. This will help you build your personal brand.
We at Unspun Consulting Group can help you to build a great Linkedin Profile, look forward to seeing you on LinkedIn!