What better way to set the tone for the session on PR Analytics & Measurement than by gathering audience data with a show of hands!
And @missusP is speaking. Here we go! #INBOUND15#publicrelationspic.twitter.com/Y7xh2sACVl
— Cherie Runs This (@cherielianne) September 9, 2015
Christine’s session was a hit to begin with.
.@missusP from @SeeDepthInc giving great #PR measurement and tips at #INBOUND15 listen up PR agencies! pic.twitter.com/YtvbHhaEDs — Aidan Bradley (@aidanbradley) September 9, 2015
Here’s a quick round-up of Christine’s session for those who missed the show.
The Real Challenge in PR Measurement
Speaking from her 20 years of experience, Christine shared that the biggest challenge for PR industry is capturing and measuring human interactions to evaluate the value of PR. Especially in today’s time, where social media is big!
#PR today needs to measure: Action, Quality, Referrals, Conversions, Influential messages @missusP #Inbound15
— Hilary McCarthy (@hilaryrich) September 9, 2015
PR: Then vs Now Christine explained how ‘value’ is now the focal point for PR strategies, and how the industry mindset has shifted from measuring quantity engagement to quality engagement.
PR Analytics & Measurement then and now via @SeeDepthInc @missusP #INBOUND15 pic.twitter.com/8H0mcQdOYQ — Stoner Bunting (@StonerBunting) September 9, 2015
And DeAnna and Erin were in tune with it.
Social is important!! Don’t buy likes, it’s irrelevant to your business. Quality matters! @missusP #INBOUND15 #socialmedia
— DeAnna Jacobsen (@deannacmj) September 9, 2015
“It’s time to disqualify award entries that do not comply” @missusP #pr #INBOUND15 — Erin Cushing (@eccushing) September 9, 2015
How Data Has Changed PR Measurement
From client clip books to PR reports with numbers and analysis – data has played a big role in shaping the PR landscape. Data provides insights on why a campaign or a strategy is or isn’t working.
.@missusP says data provides PR pros with insight into not just what happened but why. #INBOUND15
— Carole Gunst (@cgunst) September 9, 2015
Agencies can now back their PR strategies with data and prove their effectiveness.
Data can help prove to Csuite that #PR strategies, recommendations will work vs just relying our experience/hunch @missusp #inbound15 — Roger Friedensen (@RogerFriedensen) September 9, 2015
The Barcelona Principles
Measuring a PR campaign? Don’t forget to keep these ground rules in mind.
Measuring a PR campaign? Barcelona Principles! #INBOUND15 #publicrelations @missusP pic.twitter.com/Us2n7DXWGt
— Cherie Runs This (@cherielianne) September 9, 2015
Measurement + Analysis Christine said: “Measurement without analysis is a useless effort”, and rightly so. And elaborated on how human analysis is fundamental to draw the correlation between all key values and data and get meaningful results.
“Analysis is crucial to help identify patterns of success to repeat what’s working and pivot from what isn’t.” @missusP #INBOUND15 — Cherie Runs This (@cherielianne) September 9, 2015
PR Analytics & Measurement w/ @missusP – combine analytics & human insight to present more compelling reports #INBOUND15
— Thomas Lassandro (@TMLassandro) September 9, 2015
Effective Measurement Path She summed up by reiterating how critical it is to measure PR effectiveness and analyse it, and how you can use benchmarks and tools to keep it manageable.
Some great advice from @missusP on how to measure PR effectiveness @ #INBOUND15 pic.twitter.com/yWSCm5osua — Kerry Donahue (@kerrydonahue75) September 9, 2015
Thanks to @Piktochart, you can now watch the full session video on Periscope.
LIVE on #Periscope: Christine Perkett (@missusP) talking about #PR metrics at #Inbound15 https://t.co/CN8AeSOSO4
— Piktochart (@piktochart) September 9, 2015
Hope you found this insightful. Here’s a link to help you keep up with all INBOUND15 sessions and updates!