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| Going Beyond AVEs to Evaluate PR Effectiveness in Today's Social Media Age |
SINGAPORE, Oct 19, 2010 - (ACN Newswire) - Social Media has gained increasing importance as a key communication platform Public Relations (PR) practitioners leverage on today. It has been touted as a very effective media channel as the majority of their target audiences are in the space. While Social Media provided them with many opportunities and boasted positive returns, difficulties in quantifying its ROI and ensuring management buy-in remain predominant amongst PR practitioners.
Agreeing with the impact Social Media has on PR and Measurement today, Honorary Secretary of Institute of Public Relations Singapore (IPRS), Adrian Heng, mentioned that this space "is a really great place to track brand, product, service, policy sentiment, because opinions expressed in this space, often is still quite honest, for better or worse." He also highlighted that the biggest challenge would be that "there is no fixed industry wide accepted standard beyond the out-dated AVE method," and besides not knowing where to start on measurement, "not all companies have the pockets to spend on measurement."
Following the recent International Association for Measurement and Evaluation of Communication (AMEC)'s announcement of the Barcelona Principles Framework this July, a two-day workshop on "Measuring PR in the Digital Age" held in Singapore and Hong Kong will echoe and highlight how social media measurement should increasingly recognise the elements of sentiments, credibility and favourability of opinion in the quality of media coverage.
Workshop leaders from Dow Jones & Co. will be sharing insights and knowledge on how PR practitioners can set the right objectives, evaluate effectiveness of their PR strategies and quantify social media ROI of Blogs, Microblogs and Social Networking sites. Also, cost-effective tools will be covered, together with analyses of and changes in the PR measurement industry will affect your practice. In addition, considerations, issues and tools pertaining to crisis management will give insights to the effectiveness of crisis response strategy in mitigating negative responses.
Workshop Details:
- Measuring PR in the Digital Age
- 29 - 30 November 2010, M Hotel, Singapore
- 2 - 3 December 2010, Regal Hongkong Hotel, Hong Kong
Full programme can also be found at: http://conferences.com.sg/s1373-spr11-02a-g.pdf.
Contact:
Pacific Conferences
Ms Tu Kae Yun
DID: +65 6372 2249
HP: +65 8153 6113
Email: kaeyun@conferences.com.sg
Topic: Trade Show or Conference
Source: Pacific Conferences
Sectors: Broadcast, Film & Sat
https://www.acnnewswire.com
From the Asia Corporate News Network
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