Posts filed under ‘Communication evaluation’

Say No to AVEs as a communications measure

A new campaign has been launched by the International Association for Measurement and Evaluation of Communication – AMEC to stamp out the use of AVEs – “Ad Value Equivalents” as a measure of communication and PR success. If you don’t know what an AVE is, it is basically where you look at how much coverage you have received in the news media (usually print) and then you estimate how much this coverage would have cost if you paid for it as advertising.

I think it’s a useless measure, as if we look at where “coverage” is happening today, it is a lot more fragmented than in just mainstream print media – and you can’t compare paid advertising with coverage. But still it persists. I recently saw a media monitoring dashboard of a major monitoring company that had AVE as a measure it offers its clients – that’s too bad. In the past 30 years of working in communications and evaluation I’ve never felt the need to use AVEs – there are so many more meaningful measures we can look at.   Read more from the academics and industry as to why we need to say No to AVEs.

 

 

 

 

 

July 6, 2017 at 7:24 am Leave a comment

Top metrics for social media

social-media-metrics-that-matter-v2-01Like many, you may be confused as to what you should measure on the social media platforms you are using for your communications.

Well, Katie Delahaye Paine, aka  The Measurement Queen, has offered her valuable advice on the top five social media metrics you should be measuring:

  1. Net increase in share of desirable conversation
  2. Top five performing pieces of content, measured by conversion
  3. Percentage increase in conversions
  4. Net growth in high­ quality engagement
  5. Cost­-effectiveness comparison

I really like the focus on engagement; read more here (pdf) where Katie explains each metric for you.

June 8, 2017 at 3:24 pm Leave a comment

Number 1 value of communications – connecting it to organisational objectives?

The USC Annenberg Center for Public Relations has released key findings from its second annual Global Communications Report (GCR17), a survey of more than 800 public relations, communications and marketing executives from around the world.

In the survey, they asked executives how they felt public relations (communications) could increase its value in an organisation – and the top response was “demonstrate how PR programs achieve measurable business objectives” as seen in the graph below, two points I’d make:

  • Linking communication/PR programs to business organisation objectives is a long standing “bugbear” that academics and practitioners have been grappling with and is recognised as such in principle 3 of the Barcelona Principles for PR/Communication evaluation. The best work in this area I’ve seen to date is from Jim MacNamara with his ‘“toe bone to the head bone’ logic model to connect public relations and corporate communication to organisation outcomes” (pdf).
  • My own “bugbear”- I finding irritating that the second value of PR/communications is “Deliver creative solutions” – but what if these creative solutions don’t work? Ah ha… people are often wowed and impressed by creative ads, texts and ideas – but they are only useful if they achieve your communication goals – and how to know that? Well measurement! I love the example of the Got Milk? campaign in the US that was lauded as creative and won many advertising awards – but it failed – it did not increase milk consumption as it did not address the key issues why people were drinking less milk, read more here.

 

Notes to the graph: the three bars represent: Marketing=marketing staff working in organisations; Agency=communication/PR staff working in PR agencies; In-House=communication/PR staff of organisations.

May 25, 2017 at 6:36 am Leave a comment

Face-to-face 34 times more effective than email

For those interested in campapr17-11-559572409-1200x675aigning and its effectiveness, here is a very interesting article that found that face-to-face contact is 34 more time successful than email contact.  This has interesting implications for campaigning and advocacy today, that increasingly relies on online communication to persuade people and organisations to take action.

The authors comment:

“People tend to overestimate the power of their persuasiveness via text-based communication, and underestimate the power of their persuasiveness via face-to-face communication.”

View the article>>

May 16, 2017 at 12:24 pm Leave a comment

Top 10 PR Research Insights of 2016

The US-based Institute for PR has just published their 10 insights from public relations and communications research of 2016. They scanned all major research studies and selected 10 trends; see the infographic below and read the full report here (pdf). My favourites are:

No.  3  – Most companies find it difficult to efficiently utilize available data and analytics
No. 8  – Many PR practitioners fail to execute the theory of two-way communications

top10 PR insights 2016

 

 

March 1, 2017 at 8:27 am Leave a comment

8 golden rules for communication evaluation

The UK government’s Communication Service has produced a framework for evaluating communications (pdf). 

The framework provides an overview of an integrated approach to evaluating communication activities and sets out eight golden rules for communication evaluation:

1. Seeightt SMART objectives well before the start of your activity

2. Think carefully about who your target audience is when selecting relevant metrics from each of the five disciplines*

3. Ensure you adopt an integrated channel approach when evaluating your communications activity

4. Collect baselines and benchmarks where possible

5. Include a mix of qualitative and quantitative evidence

6. Regularly review performance

7. Act on any insight to drive continuous improvement and inform future planning

8. Make the link between your activity and its impact on your organisational goals or KPIs

*Media, digital, marketing, stakeholder engagement, internal communications

Are there any more to add? I would add the need to integrate evaluation within the daily work of communication professionals – so it is thought about before starting activities and during…

View the complete guide here (pdf)>>

 

December 1, 2016 at 7:10 am Leave a comment

My PhD on communication evaluation in 10 slides…

Earlier this year I had the opportunity to present the findings of my PhD in 30 minutes (!) to the Geneva Communicators Network. I titled my presentation “communication evaluation: challenges and complexities” – and you can view it below – it’s a very summarised version of my PhD! If you are really keen, you can view the full PhD thesis here.

 

November 22, 2016 at 10:47 am Leave a comment

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