Tag Archives: Business

The Principles Used to Effectively Measure the Impact of Public Relations

public-relationsIn 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:

  1. Setting goals and also measuring them is important
  2. Measuring the effect on outcomes is preferred over measuring outputs
  3. The effect on business results should be measured where possible
  4. Media measurement requires quantity and quality
  5. Advertising value equivalencies (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

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:
  1. The source of the content whether print, broadcast, Internet, consumer generated media, along with criteria used for collection
  2. Analysis methodology whether human or automated, tone scale, reach to target, content analysis parameters

When it comes to surveys, use the following:

  1. Methodology – sampling frame and size, margin of error, probability or non-probability
  2. Questions – all should be released as asked (wording and order)
  3. 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.

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5 Ways to Market your Business on Pinterest

marketing-with-pinterest1Pinterest is a good medium to play with to promote your business. Here’s how you can engage people on your Pinterest page:

 

 

  1. Conduct a Pinterest Contest: Get Pinterest users to create cool pinboards or share content from your site on Pinterest and give prizes for the best boards. This will help create links back to your site and product pages.
  2. Engage Guest Curators: Get a Pinterest power user to play guest curator for a week. When you reach out to Pinterest users with large fan followings and request them to be your guest curator, you can cash in on their popularity by making their followers aware of your account.
  3.  Create Fan-curated Boards: Get your brand fans and followers to curate some of your boards for you. This is a great way to engage brand-loyalists and bond with the customers who already care about you.
  4. Add a Pin It button to your website: If your Pinterest board has a lot of product pictures, you can add a Pin It button to your website so that fans can share your interesting pins and spread the word…oops the picture!
  5. Optimize Your Pin Copy: Pinterest collections are showing up in Google and Bing organic search results. Each pin has up to 500 characters of copy that can be optimized for best search results. Make sure they are SEO-enabled to make your mark.

Make use of these tips to make the most of Pinterest to promote your business! Get started now!

 

No Business like Show Business

Offline MarketingIn the new age world where there is a emerging marketing concepts everyday, people still resort to traditional marketing techniques that not only grab more eyeballs but also leads to higher impression in one’s mind.

This is exactly what I viewed last night. At one of the most popular clubs in Bangalore, I was with my whole family bidding adios to the 2013 and welcoming 2014; I saw the whole venue branded with names of some top e-commerce & real estate players in the country.

What today companies come to realize is that, market closer to where your customers are. Adopt techniques that will allow higher recall value and larger sales.
Segment your customers well, and learn to bring your brand closer to them.

If you are a real estate player whose products range between 75L to 3cr then you are catering to a certain income group. This means, you need to be present where they are.

Companies today, often fail to realize that, it’s not always online where your customers are making their decision. There are several influencers that define their buying behavior. Showcasing your brand where there is continuous footfall ensures higher sales irrespective of you being an offline or online company.

My goal is to still keep my readers real, so below is the list of top 5-offline-showcase platform for your brand;

  • Malls and hypermarkets
  • Trade shows and Conferences
  • Live shows and entertainment events
  • Apartments and Community residences
  • Hoarding and Banners

Some of you may debate on the cost of these mediums, but think about it, Facebook excepts your to spend anywhere between 1L to 5L / month to generate audience and l10K – 20K likes for your pages without the guarantee of conversion.

Google encourages you to run Ad words to improve your page ranking and visits. There is no SLA with Google that guarantees you sale. You need to look for an Ad words experts just to run the ads well or an agency that will charge you approximately 10% to 20% on the total spend.

However, a hoarding in a premium location cost anywhere between Rs 75 thousand to 1Lakh a month.

A stall in a trade show will cost you Rs 50 thousand to 2Lakhs per event depending on the popularity of the event and footfall.

Branding in a mall with cost of Rs 50 thousand to 1Lakh per month depending on the size of area of branding.

These mediums still tend to show great ROI for industries like retail, real estate, manufacturing, FMCG etc.

What shows…sells! This saying has hold true for many years and will continue to do so….
So don’t shy away from showcasing your brand offline!