As little as ten years ago, truly global PR programs weren\u2019t all that common. Agencies and in-house teams tended to stay within their own territories and running anything across multiple markets was expensive and difficult to manage.<\/p>\n\n\n\n
Thankfully, that\u2019s not the case now. We\u2019re all connected online and it\u2019s much easier to roll out holistic global programmes. We know that anything we do in one market can affect our reputation in others and we\u2019re now much better at thinking globally, rather than locally.<\/p>\n\n\n\n
However, this progress comes with a price \u2013 global activity is harder to measure. Simply, there\u2019s more data to capture from more sources than ever before. And it doesn\u2019t take long to feel overwhelmed by the scope of data collection, particularly when you realise that collecting information is only the first step, and the next step \u2013 analysis \u2013 is where the real insights are.<\/p>\n\n\n\n
So how do you get it right? Here are our steps to success.<\/p>\n\n\n\n
This sounds simplistic, but it\u2019s an important step that can be missed when the scope expands quickly, particularly outside of your home country. Getting the right tracking and data collection systems in place as soon as possible will mean better reporting and analysis later.<\/p>\n\n\n\n
There are plenty of helpful resources (many of which can be found on AMEC\u2019s website) on how to plan measurement strategies effectively, but perhaps the simplest rule is that whatever you are tracking in one region, should be replicated (or at least attempted to be replicated) across all regions or countries included in the measurement program. A plan doesn\u2019t have to be long or detailed, but it should be written down \u2013 that way, it\u2019s less likely that a smaller but important metric will be overlooked.<\/p>\n\n\n\n
Local insight is crucial. Language differences, external factors such as resource allocation or political climate, and cultural context are all facets that should be considered when you are trying to make sense of your data. Indeed, without local perspective, you might miss the \u201cwhy\u201d behind the data. Not knowing or understanding this key information can lead to the wrong solutions being applied to problems.<\/p>\n\n\n\n
After you\u2019ve determined what data needs to be collected, review the formats in which it is being collected. Your data should be as standardised as possible, so that it is a simple process to analyse later. And of course, you should take steps to check the accuracy of the data you\u2019ve collected \u2013 much easier when it\u2019s in a standardised format.<\/p>\n\n\n\n
Quantitative data \u2013 the things we can count \u2013 seem to get the lion\u2019s share of attention when it comes to measurement. There\u2019s a reason for that: it is easy to collect and report, and it is clear and direct. Qualitative data is less easily categorised, but for context and providing understanding it can be essential to view in conjunction with hard numbers. Global reporting will almost always benefit from this additional layer of insight, if it is feasible to add.<\/p>\n\n\n\n
Seeing what works and what doesn\u2019t \u2013 which messages are resonating with audiences and how that activity has impacted business goals \u2013 should be a core objective for any organisation, and it\u2019s particularly important for firms that operate in more than one country or region. However, tracking successes (or failures) isn\u2019t helpful if you\u2019re not able to adapt and change, based on the insight you\u2019ve captured. Be prepared to pivot your strategy if something\u2019s not working \u2013 and, the earlier the better.<\/p>\n\n\n\n
Now that you have the basics down, watch this space for our upcoming TMS article on how you should approach setting up a centralised global measurement program that works for your organisation.<\/p>\n\n\n\n
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As little as ten years ago, truly global PR programs weren\u2019t all that common. Agencies and in-house teams tended to stay within their own territories and running anything across multiple markets was expensive and difficult to manage. Thankfully, that\u2019s not the case now. We\u2019re all connected online and it\u2019s much easier to roll out holistic […]<\/p>\n","protected":false},"author":60,"featured_media":3163,"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"tags":[330],"the_measurement_standard":[340],"creator":[210],"class_list":["post-3079","tms","type-tms","status-publish","has-post-thumbnail","hentry","tag-pr-measurement-evaluation","the_measurement_standard-pr-measurement-evaluation","creator-albert-cherry"],"acf":[],"yoast_head":"\n