Communicators were reminded to set measurable targets for their campaigns at the PR Fundi Masterclass on November 21, 2019 at Kati Kati Restaurant. Rukh Shana Namuyimba, Manger communications at DFCU bank was the Fundi Master and Caroylne Wanyonyi, Head of Media Business IPSOS was the Fundi guest.
There was a lot of discussion around AVEs and PRVE. The class anonymously trashed AVEs for failure to measure PR value though the verdict on whether to drop AVEs was never conclusive. “AVEs are not a good measure for effectiveness but its good if you want to show how much less money you would have spent on advertising” -Shana
IPSOS’s Carolyne emphasized the need to research before undertaking any PR task so you don’t waste resources. Carolyne took the class through the process of PR tracking and evaluation focusing. Her presentation focused on research and how to set measurable goals for any PR role.
Carolyne also shared interesting Media landscape trends on why Radio is still the King and what CSR activities are most desirable according to particular age groups. “we have to connect PR Outcomes to desired Business Outcomes by looking at increased market penetration, market share, sale and profitability. You need to also know what audience to reach with what messages to create behaviour change.” -Carolyne. Carolyne discussed challenges of goals and why they should be as quantitative as possible and address who, what, when and how much the PR program is intended to affect
Ask yourself if you are known for doing things related to your industry or something different? If you are a financial brand, why do you have more media coverage on sponsorship than your primary products? A place of research in PR was emphasized. A brand can know if they are adding value to their business through measuring PR.
Shana took participants through PR Measurement beyond Impressions using DFCU Bank as a case study. She showed how PR measurement and evaluation helps in awareness (story telling) using Battle for cash and Rising woman Campaigns. Using the customer journey model, Shana showed participants how measurement validates PR efforts, constantly helps teams to adjust to ensure effectiveness and plan critically.
Shana proved the place for the Barcelona Declaration of Research Principles in Modern PR practice. “Measurable objectives must mirror the business objectives like growing the balance sheet, increasing awareness, and improving brand positioning” Shana
Shana warned participants to move away from vanity matrix like shares, likes, following certainly not just likes and following. “Always begin with the end in mind. When you are clear on what success looks like then you will be able to know if you achieved it. Our PR efforts do not mean anything if there is no evidence of change in our target audience.” -Shana
Participants learnt several tools to integrate research into daily PR tasks like Brand24, and Sprot24.Shana ended by advising Participants to always align Communication objectives with Business objectives and resist the urge to measure everything.
“Unless we clearly demonstrate how our work in PR contributes to the bottom line, we will always be considered support staff not deserving of a seat in the boardroom until there is a crisis” –Shana
The class which was on PR Measurement attracted 35 participants engaged with brands in education, governance, banking, insurance, health finance, Oil and gas, NGO, and sports sectors.
IPSOS is the third largest market research company in the world, present in 90 markets and employing more than 18,000 people. DFCU is a bank regulated by bank of Uganda and listed on the Uganda stock market.