{"id":1305,"date":"2015-05-27T15:27:41","date_gmt":"2015-05-27T15:27:41","guid":{"rendered":"http:\/\/www.anaadi.net\/?p=1305"},"modified":"2018-12-04T12:17:00","modified_gmt":"2018-12-04T12:17:00","slug":"prmeasurement-conference-summary","status":"publish","type":"post","link":"https:\/\/www.anaadi.net\/blog\/2015\/05\/27\/prmeasurement-conference-summary\/","title":{"rendered":"#PRmeasurement – conference summary"},"content":{"rendered":"

I have just returned from Bucharest where I was invited to share the lessons I learned from my consultancy and social media training with SMEs at PR Measurement<\/a>. Organised by GMP PR<\/a>, dosage<\/a> \u00c2\u00a0this was the\u00c2\u00a0first conference in Romania focused on measurement of public relations campaigns and outputs. It was also the first conference aiming to bring attention to the Barcelona Principles<\/a> and invite practitioners to ditch AVEs as measurement for PR efforts.<\/p>\n

Seven PR Measurement Principles<\/strong><\/h2>\n
    \n
  1. Importance of Goal Setting and Measurement<\/a><\/li>\n
  2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs<\/a><\/li>\n
  3. The Effect on Business Results Can and Should Be Measured Where Possible<\/a><\/li>\n
  4. Media Measurement Requires Quantity and Quality<\/a><\/li>\n
  5. AVEs are not the Value of Public Relations<\/a><\/li>\n
  6. Social Media Can and Should be Measured<\/a><\/li>\n
  7. Transparency and Replicability are Paramount to Sound Measurement<\/a><\/li>\n<\/ol>\n

    Fronted by\u00c2\u00a0Katie Paine<\/a>, symptoms<\/a> \u00c2\u00a0an initial founder of the Institute for Public Relations Measurement Commission, visit this<\/a> \u00c2\u00a0Senior Fellow and Advisory Board member of the Society for New Communications Research (<\/span>SNCR<\/a>),\u00c2\u00a0organiser of <\/span>The Conclave<\/a> that released social media measurement standards and prolific author, the conference had an equally\u00c2\u00a0impressive lineup and a programme split between case studies and applications.\u00c2\u00a0<\/span><\/span><\/span><\/p>\n

    The morning saw Katie being joined by Ionut Statimir (Head of Communications for BCR\/ Romanian Commercial Bank), Anca Oreviceanu (Head of Communications for Dacia Renault Group Romania) and Catalina Mergeani (<\/span><\/span><\/span>Marketing Communication Manager NN Romania) who shared their examples of campaign and PR impact measurement including a variety of metrics and a combination of qualitative and quantitative methods. Besides Katie’s witty and insightful keynote, \u00c2\u00a0I found\u00c2\u00a0Anca’s talk to be the most interesting. She presented a good programme of evaluation for internal communications, a sector not yet enjoying full support in many organizations in Romania and an area where technology and the internet might not always be effective.<\/p>\n

    The afternoon was dedicated to applications, tools and trends. Speakers from Google Romania, BRAT, Open-I Research, and Mind Institute shared their lessons and highlighted yet again that good measurement starts with good planning and excellent knowledge of research principles.\u00c2\u00a0<\/span><\/span><\/span>It is part of this session that I shared my insight and lessons learned from my work with SMEs and the work done previously with the Digital Communication Strategies course<\/a>.<\/span><\/span><\/span><\/p>\n

    3 social media lessons from SMEs<\/h2>\n