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| PR professionals need to establish objectives from the onset |
SINGAPORE, Aug 16, 2011 - (ACN Newswire) - The PR landscape is evolving with new social channels available to brands wanting to establish a relationship with customers. Brands are delving enthusiastically into online PR efforts, integrating digital PR strategies with offline ones as a crucial element for customer engagement. Nevertheless many are still unable to justify if their investment in digital is paying off, retrospectively attempting to match digital output to tangible outcomes.
Incorporating social media into PR efforts brings to the table as many challenges as it does opportunities. Social media's ubiquitous standing has not prevented brands from facing problems assessing and proving its suitability in achieving the PR objectives set out. The abundance of information makes it difficult to sift out what is meaningful from what is measurable without first having concrete measurement objectives. Moreover the real-time nature of digital information requires constant monitoring, especially with 'badvocates' being as prevalent as advocates.
Steve Bowen, Managing Director & Market Leader for Burson-Marsteller Singapore, however, shares, "With the rise of digital communication, PR has become more measurable than ever before. The challenge is that measurement of results is often undertaken after the fact and the wealth of available data makes it difficult to identify what is meaningful. The solution is build measurement into PR initiatives from the outset, track and monitor against tangible objectives and measure only that which moves you closer to your goal."
PR content works to inform and establish relationships with customers to help them with their decision process, and this indirect process makes it difficult for PR practitioners to document how PR directly supports business objectives, as they find it difficult to justify their PR spend.
With that in mind, Bowen will be addressing three key issues in a PR Monitoring & Measurement Workshop to be held in Singapore and Hong Kong in September this year: how to set truly measurable objectives from the outset and plan communications around measurable principles, how to distinguish between measurements of output, impact and outcome as well as how to use the tools that are available to track real ROI, not just assign arbitrary 'value' to media coverage.
Key workshop highlights include the do's and don'ts for measurement planning, best techniques for comparative measurement of media relations and social media activities, measuring reputation repair as well as how to integrate PR measurement with marketing, advertising and sales efforts. Delegates can also expect to learn crucial points to put a business value to on social media's effectiveness and link PR efforts back to bottom lines. Above all, they will be able to harness PR for enhanced brand performance and ROI.
Workshop Details
Title: PR Monitoring & Measurement
Date & Venue: 26-27 September 2011, Regal HongKong Hotel, Hong Kong
29-30 September 2011, Holiday Inn Atrium, Singapore
Organiser: Pacific Conferences
Full programme can also be found at: www.conferences.com.sg/s1387-pmc6-56c-f.pdf
Contact:
Ms Tu Kae Yun
DID: +65 6372 2249
Email: kaeyun@conferences.com.sg
Topic: Press release summary
Source: Pacific Conferences
Sectors: Trade Shows
https://www.acnnewswire.com
From the Asia Corporate News Network
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