In public relations, just as you and I canât deny that PR starts and ends with research, we have agreed that Ad value equivalencies, impression counts, and clicks ALONE donât measure awareness and other outcomes.
Therefore, unless you plan and measure in a way that matters, campaign success may not be in the cards. At least, not in the way to pass the test of a true expert.
Letâs make this straight. Are you into the hallowed communications profession in whatever form? Never underestimate the benefits of measuring your Public relations campaigns. DONâT measure using empty or vanity metrics. Most importantly, engage anÂ independent PR measurement and evaluation serviceÂ to do the job. Employ this trio to get insights that wonât only help you with sound strategy, but would also make future campaigns planning a walkover for you.
When we hear research, evaluation or measurement in Public relations, it is important to carry them out the proper way. Yes, really.
It is abominable to burden the most junior member of your team or even yourself to just contact a few consumers and find out what they think about a thing. In the agency, on the client-side, we do this shoddy research, time without number. Itâs just so important that we stop already. PR measurement is serious business. Anyone who must undertake any communication research whether basic or in-depth has to be trained and certified for the job.
Are you managing a client? Do you know that merely taking a simple walk to tell your client, what value Public relations brings to him shouldnât be your thing? You know why? Youâd be biased. You donât even know how to go about it. Pity, but you will succeed in not helping yourself either. Your answers to questions would be so incomplete and jaundiced that they will lead to ill-founded programmes in all your efforts, going forward.
Wait a sec! Do we still need to beam the searchlight any further? Do we still need an answer to âWho should measure PR?â Oh no, we donât! Itâs clear: It is the job of aÂ brand media intelligence and measurement serviceÂ to do so. They are armed. Youâre not. Kindly useÂ themÂ in e.v.e.r.y. research.
In reality, some high-end investment is needed to become competent in communications measurement and evaluation.Â PR measurement expertsÂ have already put in everything it takes to undertake valid research. You have not. Because of time and other resources, you may not be able to go through the drudgery, anyway.
Take for example, a strong PR measurement consultant such as P+ Measurement Services. What P+ did is exemplary. From the outset, the agency tasked itself to become a bonafide member of theÂ International Association of Measurement and Evaluation of Communication, AMEC? Recall that AMEC is the measurement body of our glorious profession, globally. Not every PR insights and analytics consultant in Nigeria is a member, remember?
You might be wondering: âWhat does this do for me?â A lot! The adoption of the measurement principles endorsed by the global measurement body is what shall help you prove your value indeed. Objectivity in the quality of the measurement and evaluation is guaranteed. In everything in life, it is always advisable to use professionals for salutary results. Need we say more?
Sincerely, the measurement leg of the communications profession has remained knotty for a long time. Trained and certified external researchers likeÂ P+ Measurement ServicesÂ should be your ally, every step of the way. In all honesty, hyping the benefits of using independent measurement outfits canât be too much.Â P+Â knows the business. Just give them the specifics of your research problem and go to sleep.Â
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