- Set SMART Objectives. Set your objectives at the start of a campaign because too much media evaluation and measurement is done at the end. So much more can be learned by beginning the evaluation process when the campaign objectives are set. Make your objectives SMART. Here’s a blog post on what SMART objectives are and why they are important.
- Use AMEC’s Integrated Evaluation Framework. It won’t tell you all the answers and will make you do most of the work. But it lays out a structure, offers prompts and examples and because it was created by some of the best minds in PR measurement, it works. In this post there’s some ideas on its use and why it really is the future of PR and measurement.
- Think Integrated. The public thinks of as just ‘the media’, paid and unpaid elements together. Have you looked at Google’s search results page lately? It is increasingly difficult to distinguish between the paid ads and the natural listings. PR has to respond and be prepared to deal with the paid, and measure it.
- Imagine Success. Be clear at the objective setting stage what success would look like. Flesh-out from that vision what goals you would need to reach to make it to that place. Think very carefully about those goals because they need to be measurable. Bare in mind you might need to get the data from other departments to prove its working.
- Results without insights is just data. Genuine insights run counter to what most could be described as normal. An insight is a relevant and interesting observation which contrasts with the normal state. In this post Brandwatch’s James Lovejoy examines the concept of what makes an insight with a couple of social media based examples.
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