By Queen Nwabueze
Seek the best PR measurement service that Lagos Nigeria has got to offer? Simple! It is that measurement service that can prove your public relations return-on-investment like a walkover.
There are top measurement companies you can get around town. No, we won’t go ‘salesy’ here. The intent is not to mention any name. Just do your research and go for ones who can prove the value of all your PR campaigns and other efforts. Findings shall also help you understand how to improve campaigns that do not work.
In truth, the effectiveness of your public relations outreaches needs to be measured and evaluated every step of the way if only to justify the budget.
Pity, many public relations managers in Nigeria have accepted that PR measurement is a key part of their job. Of course, they needed to rationalise the bank alerts, they get every month.
But there’s a challenge. Often times, what these PR leads merely look at are the outputs, such as media mentions, SHARES, and FOLLOWING online as well as other volume-based metrics. But do you blame them? They are not experts.
In the world of real data science, it is the outcomes that truly matter – the task which the in-house PR officer finds herculean and understandably so.
So sorry but measuring PR effectiveness of a given campaign or programme is beyond these vain metrics.
The realities of the industry are truer by the day: That you’re a PR officer or manager does not in any way make you insights and analytics person and vice versa.
It is high time employers, public relations and communications practitioners began to use the PR measurement services for all their PR and communications measurements and evaluations.
Insights and analytics is not part of your JD! Let your employer know this. But put it, humbly.
Truth prevails, you can’t go wrong with a PR measurement service. You need to demonstrate your campaign success or failure if only to determine whether you would continue to spend company scarce resources or not. But you don’t have the skills set to do so. Allow a measurement service provider to prove your PR ROI. It’s all worth the sweat.
On another note, many insights and analytics experts get this question all the time: Who really need to evaluate all communications activities? And the answer has always been the same: Every brand! Every business!! In fact, once you undertake any form of public relations or communications activity, then PR measurement service must come in to prove the worth. Do you have stakeholders to whom you must pay some allegiance of some sort to keep your business going? You need to feel their pulses from time to time, if only to plan your strategy, budget and KPIs, going forward.
Understandably, you don’t have the analytics might as a company not even in your PR unit. But that’s why you have PR measurement services.
On your behalf, the PR measurement service would undertake both the quantitative and qualitative communication outcomes so you don’t have to bug your head, trying to justify your PR budget. Besides, it has always been highly recommended that only independent PR measurement consultancy, measure effectiveness just so the results would be unbiased.
Out there, measurement service agencies have got the relevant combination of human and technological resources for the job. How they go about it? Simple! The team of professionals asks the WHAT, WHY, WHEN, WHERE, WHO, and HOW questions within a representative sample size. That way, the margin of error would be drastically reduced to as low as 1%. This should make your day. Cool?
Now go ahead. Measure your PR effectiveness today. But more importantly, engage the services of PR measurement outfits to do a great job.
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