Integrated Campaigns Need to be Measured in Terms of Channel Specific Metrics and Commercial Benefit

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Contemporary PR campaigns need to be measured in terms of commercial objectives with channel-specific metrics, according to integrated PR, search and social agency, Punch Communications.

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The sensible and pragmatic approach is to work with your client to determine what it is they need to achieve and use that as the basis of your measurement.

Despite industry bodies and associations creating measurement metrics for the PR industry, the emergence of search and social, and their integration into campaigns, means it is increasingly difficult to deliver a calculation of ROI on an integrated campaign based on one single measurement method.

In the current economic climate, the demand for evaluation and outcomes has never been higher. Clients need to justify every single penny spent communicating their offering – but Punch believes suitable metrics need to be devised to be fit for each channel, rather than using one single tool and expecting that along to do the job effectively and accurately. Effective evaluation is best delivered if a tailored approach is created for each client.

Says Pete Goold, managing director at Punch Communications, “The argument for better measurement of PR efforts among PR consultants is age-old. AVE is still a widely used measurement method despite the fact it is recognised by many PR agencies in the industry as ineffective in justifying PR spend. Other sophisticated formulae have been devised and introduced to be able to give clients an idea of their ROI, however the fact of the matter is that it’s such a debateable area, with countless variables. We believe that the most effective way to do it is in conjunction with and tailored for each client – and made appropriate to each communication channel.”

Punch believes that effective evaluation is best when deliverables are set after discussing priorities in terms of outcomes, and then the agency can be measured on those outcomes.

Pete added, “For too long, PR has been measured in terms of output rather than outcomes. However, the integration of search and social lends itself to better measurement as the outcomes of these communication tools are more direct in terms of commercial benefit and are directly attributable to activity.

“The sensible and pragmatic approach is to work with your client to determine what it is they need to achieve and use that as the basis of your measurement. Agreeing this with the client will negate any problems later on, and being transparent about deliverables and the measurement of them is the key to client satisfaction.”

Punch Communications is an integrated search, PR and social media agency. For further information about the service it offers, visit http://www.punchcomms.com or call 01858 411600.

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