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SINGAPORE, Sept 4, 2012 - (ACN Newswire) - Accurate measurement techniques are needed for public relations (PR) departments to show tangible business results to their CEOs. Without a strong justification for PR spending, upper management may see less importance in PR and downsize the department.
Statistics and communications do not go together traditionally. But there is now a pressing need for PR professionals in Asia to keep up to par on measurement and return-on-investments.
Unfortunately, PR professionals across the board are still scrambling to establish best practices in measurement standards.
Dr Simeon Mellalieu, chairman of the Council of PR Firms of Hong Kong said: "As a region, we lag behind other parts of the world in the sophistication of measurement criteria we are applying - press clippings rather than outcomes remain entrenched as the dominant measurement criteria."
In order to measure PR efforts to justify budget spend, more money has to be pumped in to put more comprehensive measurement systems in place.
But a lack of budget is a key challenge cited by PR practitioners, said Ms Rachel Catanach, Senior Vice President, Senior Partner and Managing Director of Fleishman-Hillard Hong Kong.
"The good news is that while there is no silver bullet approach, there are cost-effective measurement solutions available to meet different organisational needs," she added.
In view of these pressing issues, Pacific Conferences has organised a 2-day event, Public Relations: Best Practices & Measurement, to be held in Singapore from 5-6 November and Hong Kong 8-9 November, 2012.
Ms Catanach will be leading a 1-day workshop on PR Measurement, providing a hands-on experience with tools like Google Analytics, Facebook analytics, Social Mention, STATSIT, Meltwater, K-Matrix, Wildfire, Brandtology and Radian6. These cover a range of cost-effective measurement tools, as well as tools tailored to Asia.
Apart from measurement, PR practitioners also need to keep up-to-date on best practices of industry leaders to remain competitive.
The 1-day conference will cover best practices in core PR functions like crisis communications, brand engagement and integration of new media into the existing corporate framework. It will feature speakers from Microsoft, BASF, CBRE, Syngenta, Lenovo, Avaya, Edelman, Fleishman-Hillard, Text100, Omnifluence, Red Shoe Communications and Ketchum.
In crisis, no company is spared when it comes to social media, be it a backlash from unhappy consumers or an angered public. To counter crisis as quickly as possible, BASF has recognised the importance of being prepared even before the crisis hits, and having a quick-response plan in place.
Another challenge for PR practitioners is engagement. Brand engagement is a buzzword so often used that in many cases, it fails to carry much meaning for business results. Global agri-business, Syngenta, will draw from case studies like Syngenta's Rice Bowl Index to share about purposeful engagement with key stakeholders, and how such efforts gave them recognition at the World Economic Forum 2012.
For new media, a key concern of practitioners is how to successfully integrate it into the traditional PR framework. Facebook, Twitter and LinkedIn are popular new media tools, but it is important to first determine if they are suitable for your company. Microsoft and CBRE will share case studies on their journey of integrating new technologies to meet their PR and company's objectives.
A panel discussion will also tackle the changes & challenges in the PR industry, such as the converging functions of PR and marketing, differing approaches of PR veterans and budding practitioners and the main trends in the industry.
"To stay creative and innovative you have to look outside your own box to find shared challenges and new inspiration to energise your own work processes," said Dr Mellalieu.
More Details:
Public Relations: Best Practices & Measurement Event
- 5-6 November 2012, Sheraton Towers, Singapore
- 8-9 November 2012, Regal Hongkong Hotel, Hong Kong
Organiser: Pacific Conferences
Full programme can also be found at: http://www.conferences.com.sg/s1408-spr15-91g-d.pdf
Contact:
Shakirah Djuanda (Ms)
Tel: +65 6592 7361
Email: shakirah@conferences.com.sg
Topic: Trade Show or Conference
Source: Pacific Conferences
Sectors: Trade Shows
https://www.acnnewswire.com
From the Asia Corporate News Network
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