Last night (11th February 2016), the CIPR hosted an event on measurement in public relations. Paul Sutton, Neville Hobson and I spoke about our experiences and views in the development in PR measurement and evaluation.
Here are the slides from my talk:
It's a very interesting time right now for PR measurement; just last week Meltwater defended the use of AVE (advertising value equivalent) and the PRCA issued a statement condeming their decision to support and offer it as a service. It was also the week that we launched our new free PR analytics tool AnswerTheClient.com in a bid to make PR analytics easier, so it was a great time to come together to explore the topic.
I spoke about my experiences in going beyond 'awareness raised' in a campaign and measuring the business impact. Having spent six years in traditional public relations and a further seven in digital marketing I have run multiple online PR campaigns that have both raised awareness and driven sales and I love having the opportunity to share how with other PR pros.
If you want learn more about the topic join my free webinar on Thursday 18th February 2016. Sign up here.
Finally, a big thank you to Michael Blowers for hosting a great event and to Paul Sutton, Neville Hobson, Richard Bagnall, Rick Guttridge and of course Gary Preston for such an engaging discussion.