In no particular order, here are the seven measurement moments you might have missed from September. *Spoiler alert* AMEC’s Measurement Month is the dominant theme.
AMEC’s Measurement Month
AMEC’s Measurement Month returned to triumphantly beat the drum for measurement. The month is not over yet, but you can check out our quick guide to week one, two and three just in case you missed anything. There were plenty of opportunities for communications pros to expand their understanding of measurement. And, there was a great deal that measurement companies could learn from each other’s research and output.
Why is measuring what we do still a challenge?
Over a series of four blog posts, the Institute for Public Relations (IPR) dedicated its collective experience to measurement month. Kicking off the series, Fraser Likely provided a considered review of the Integrated Evaluation Framework. Tina McCorkindale explained why measuring is still a challenge to PR. McCorkindale’s teaching is not just limited to PR pros, measurement providers could learn a thing or two from the piece. Thomas Stoeckle and Chris Scully ran a traditional media analysis on the cumulative effect of media coverage on the US presidential race. To close out the series, the IPR returned to the Framework, with Nicole Moreo providing some practical thinking on its use. It was a busy month for the IPR, they also held a Research Symposium in London. It is worth heading over to their blog to learn more.
The power of image analytics
The importance of images in media is far from new, as Margot Savell outlines in PRNewsOnline. The value of the image has long been reflected in analytics; measurement professionals have always given higher scores to news media content with relevant images. But, measurement and monitoring businesses have not always been able to capture all brand-related imagery. The ability to capture the content is changing, and with it comes the ability to fully measure to power of the image. According to Savell, by harnessing the power of image analytics, PR and marketing organisations can uncover hidden posts, have a better picture of how brands are perceived online and use that social intelligence to drive future strategy.
Reuters Institiute examines Brexit
The Reuters Institute for the Study of Journalism at Oxford has teamed up with media insight specialists, PRIME Research, to examine the output of the 9 national newspapers across the 4 months of the highly charged and divisive campaign. Their study, to be launched at the European Parliament’s office in London, reveals that 6 of them favoured Leave, with debate dominated by a limited number of voices. The research shows that polarised press coverage may have been significant in setting the terms of the debate. The panel discussion below, filmed at the report’s launch, provides fantastic context to the research. (Of course, if you’d rather just look at the report, it is here.)
Can measurement boost a career?
Colin Wheeler, of Understanding Expertise and The Measurement Practice, provides a compelling
case for measurement on PRMoment. Wheeler asks if measurement can help the career of a PR pro. Not to spoil the ending, but measurement can boost careers. Colin’s arguments make for a good read and can easily be repeated to any measurement naysayers. Read the full article here.
Integrated Evaluation Framework
It would be remiss of me not to spend a little time on the Integrated Evaluation Framework, as it was the focus of an awful lot of discussion during September. It was pleasant to see and hear of PR pros trying out the framework for the first time. As we flagged in an earlier post, the framework does require a little knowledge to get right. Giles Peddy, Group MD at Lewis and one of the creators of the Integrated Evaluation Framework, joined the team at Gorkana to provide some practical guidance.
Meet Wilamena – AMEC’s Measurement Month’s Superstar
In case you missed her, meet Wilamena from the talented team at Smoking Gun PR:
I wonder if Smoking Gun have a dashboard for Wilamena?
Don’t forget to let us know about your measurement moments. Email us – email@example.com.