{"id":4759,"date":"2021-11-04T12:55:00","date_gmt":"2021-11-04T12:55:00","guid":{"rendered":"https:\/\/carma.com\/?post_type=tms&p=4759"},"modified":"2024-01-08T06:30:15","modified_gmt":"2024-01-08T06:30:15","slug":"embedding-a-culture-of-pr-measurement","status":"publish","type":"tms","link":"https:\/\/carma.com\/es\/tms\/embedding-a-culture-of-pr-measurement\/","title":{"rendered":"Embedding a Culture of PR Measurement"},"content":{"rendered":"\n

\u201cWhat cannot be measured cannot be improved.\u201d \u2013 a phrase that had us all nodding in agreement from the very start of yesterday\u2019s \u2018Embedding a Culture of Measurement\u2019 webinar. The session kicked off a series of virtual events that make up CARMA\u2019s 2021 Measurement Month. If this first one is anything to go by, we\u2019re in for something truly special.<\/strong><\/p>\n\n\n\n

The beauty of running something like this virtually is being able to invite speakers from further afield, so we were delighted to welcome Ay\u1eb9ni Ad\u00e9k\u00fanl\u00e9, Founder & CEO of Blackhouse Media in Lagos, Nigeria, and Elise Misse, Global Communications Measurement Manager at Philip Morris International. She dialled in from Lausanne, Switzerland. We were also joined by Honda\u2019s Head of European PR Communications, Nik Pearson, as well as CARMA\u2019s own Orla Graham and Jennifer Sanchis.<\/p>\n\n\n\n

Making measurement a part of organisational DNA<\/h2>\n\n\n\n

It\u2019s a big ask. How can we move teams (or entire organisations) away from measurement for the sake of measurement, vanity metrics, and in many cases, too much detail being delivered to the wrong stakeholders or stakeholders receiving data that doesn\u2019t tell the story you want to tell?<\/p>\n\n\n\n

The answer across the panel was overwhelmingly unified; start by understanding your audiences. Ask yourself, what do they need? Can you tailor your measurement output to different audiences?<\/p>\n\n\n\n

By focussing on measuring what matters, we can be more efficient in our quest to prove the value of PR. Elise illustrated this point perfectly, and we\u2019ve all been there; delivering 20 reports on different measurements of the same objective. (We were charmed but relatively unsurprised to see a quick plug here from Elise for Richard Bagnall\u2019s \u201822 Reasons to Say No to AVES<\/span><\/a>\u2019.<\/span>) <\/p>\n\n\n\n

The clear takeaway here: reserve your top line measurements for the board and the c-suite. You can get more granular when somebody in the market wants that, or when you\u2019re using the insights to refine tactics and strategy. <\/p>\n\n\n\n

Tailor. Your. Deliverables.<\/h2>\n\n\n\n

It\u2019s about culture and comms too<\/strong><\/p>\n\n\n\n

An area of conversation that we were keen to explore with our guests was navigating change. If we want to see a shift in the way that measurement is treated, we need to see a change in culture too. And it\u2019s clear that it starts with communication. I know, ironic, right?<\/p>\n\n\n\n

For those firms taking the next step in their measurement journey, becoming output-focussed, connected communicators, a dashboard alone doesn\u2019t communicate your successes. . As the speakers discussed earlier, this is about moving away from padding out content and loading up dashboards (we\u2019ve all done it), and instead, engaging your audience with a narrative through storytelling. We very much enjoyed Elise\u2019s call to arms of \u201cTell stories and don\u2019t be another printout that ends up in the bin.\u201d After all, as Elise said, \u201cEvery person and their dog has a dashboard\u201d. Honda\u2019s Nik Pearson echoed this, reminding us to \u201cCompel the customer.\u201d And how do we do that? We start with objectives in mind. Not just our comms objectives, but our objectives at an organisational level.<\/p>\n\n\n\n

CARMA Account Director, Orla Graham, encouraged us to think more of the audience journey. Who are we trying to reach? What must we say to them, and what do we want them to do as a result? It\u2019s our job as storytellers to make it easier for them to draw a line from the numbers that we show them, to what they are trying to achieve. We\u2019re PR professionals, storytelling runs through our veins.<\/p>\n\n\n\n

So for many, it\u2019s time to take a brave step away from that dashboard, and put some more ink in the blotter. Storytelling is key, but be strategic with it too, from outputs to outcomes.<\/p>\n\n\n\n

Every person and their dog has a dashboard.<\/h2>\n\n\n\n

To speak we must listen<\/strong><\/p>\n\n\n\n

With so much talk of, well, talking, Ay\u1eb9ni\u2019s reminder to \u2018listen first\u2019 was timely. Only by truly understanding our clients can we address their issues before they become crises. This is particularly relevant to Ay\u1eb9ni\u2019s work in emerging markets, where society faces issues with the quality of education. Communicators aren\u2019t necessarily communicating academically or intellectually. But by setting clear objectives, we can make it easier for everyone, and later, reflect on what\u2019s working and what\u2019s not. An approach that I am sure we can all take onboard.<\/p>\n\n\n\n

In Nik\u2019s work, he finds himself with short windows of opportunity when reporting to his SVP. Therefore, the right approach to measurement is critical. Give them too much data, they just won\u2019t have the time to digest it. Give them too little, and you\u2019ve lost your point. This is a scenario common across many organisations. Leaders are busy and reporting needs to account for this. At Honda, they developed a new framework that moved away from the traditional \u201cHey, here\u2019s the money we made\u201d headline, and more towards the true reality of what\u2019s actually happening. Who are our messages reaching and how are our customers changing their behaviour based on what we\u2019ve [Honda] done?<\/p>\n\n\n\n

Nik\u2019s advice here is key: With so much change happening in measurement programmes, support one another, and explain why one number is better than the other. Let\u2019s move away from \u201cThis is just how we\u2019ve always done it\u201d to \u201cThis is how we are going to do it, and this is why\u201d. He poignantly asked attendees to think to themselves: <\/p>\n\n\n\n

Do we want a quiet life, or do we want MORE?<\/h2>\n\n\n\n

Make measurement meaningful<\/strong><\/p>\n\n\n\n

As we reached the end of the webinar, not only did we find agreement across the board that change is needed and is indeed happening, we also found our guests all concluding with reassuringly similar points.<\/p>\n\n\n\n

From Nik\u2019s objective-driven approach to Elise\u2019s encouragement to invest in yourself and learn more, or Ay\u1eb9ni\u2019s call to get the respect that you deserve from your clients by involving them more, we understand that a move away from the jargon, the AVEs (*cringe*) and the over-reliance on dashboards is essential. <\/p>\n\n\n\n

So how do we embed a culture of PR measurement?<\/strong><\/p>\n\n\n\n

We start small (dare we say it, less can be more), we understand that we need to monitor what matters, and we commit to that change that sees us measuring and reporting what matters, at every level. And in doing so, we demonstrate the true value of public relations and communications. As we grow teams and bring on new talent, this refreshed way of working will be the norm. As we find better ways to show the right data to busy VPs and audiences too, we set a better standard and gain a stronger reputation.<\/p>\n\n\n\n

The holy grail? To have people literally asking you for data. Because they know what they will get from you is exactly what they want and need. Oh ho ho, isn\u2019t it a great feeling when a senior colleague asks that question?<\/p>\n\n\n\n

Put shortly, make your measurement meaningful.<\/p>\n\n\n\n

You can now watch a replay of this webinar<\/span><\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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If this first one is anything to go by, we\u2019re […]<\/p>\n","protected":false},"author":9,"featured_media":4760,"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"tags":[330],"the_measurement_standard":[340],"creator":[],"class_list":["post-4759","tms","type-tms","status-publish","has-post-thumbnail","hentry","tag-pr-measurement-evaluation","the_measurement_standard-pr-measurement-evaluation"],"acf":[],"yoast_head":"\nEmbedding a Culture of PR Measurement - CARMA<\/title>\n<meta name=\"description\" content=\"\u201cWhat cannot be measured cannot be improved.\u201d \u2013 a phrase that had us all nodding in agreement from the very start of yesterday\u2019s \u2018Embedding a Culture of Measurement\u2019 webinar.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/carma.com\/es\/tms\/embedding-a-culture-of-pr-measurement\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Embedding a Culture of PR Measurement\" \/>\n<meta property=\"og:description\" content=\"\u201cWhat cannot be measured cannot be improved.\u201d \u2013 a phrase that had us all nodding in agreement from the very start of yesterday\u2019s \u2018Embedding a Culture of Measurement\u2019 webinar.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/carma.com\/es\/tms\/embedding-a-culture-of-pr-measurement\/\" \/>\n<meta property=\"og:site_name\" content=\"CARMA\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CARMAGlobal\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-08T06:30:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/carma.com\/wp-content\/uploads\/2021\/12\/AMECMM-Culture.png\" \/>\n\t<meta property=\"og:image:width\" content=\"560\" \/>\n\t<meta property=\"og:image:height\" content=\"315\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@CARMA\" \/>\n<meta name=\"twitter:label1\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutos\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Embedding a Culture of PR Measurement - 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