Max is a result oriented SaaS sales and business development professional, with a blend of marketing, customer development, and leadership skills.
The Importance of Qualitative Measurement and Analysis of PR Campaign Outcomes
Part of my role at TrendKite involves speaking with marketing, PR, and communications executives at organizations ranging from Fortune 500 companies and international non-profits, to universities and government organizations. During my experience within the media software industry, it is shocking how many of these professionals still use methods and systems of media measurement better suited to the days before it was essential for a marketing communications strategy to incorporate Facebook, Twitter, SEO, and native and mobile advertising.
According to the Ragan/NASDAQ OMX Corporate Solutions survey from March 2013, a whopping 66% of respondents have never heard of the Barcelona Principles, and an additional 17% that have heard of them, didn’t know how they apply to media measurement and social analytics!
A few years ago, in June 2010, over 200 professionals within the measurement industry gathered in Spain and voted the Barcelona Declaration of Research Principles into existence. As described by the Institute for Public Relations, the Barcelona Principles provide guidance for “clear standards and common approaches to measuring and evaluating public relations results.”
The Barcelona Principles are a shift away from quantitative methodologies like “target audiences” and “total coverage” to focus more on qualitative results, like building conversations and communities around an organizations influencer network (individuals and stakeholders). In summary, they first stress the importance of measuring and analyzing PR outcomes based on tone, credibility of the source, key message pull through, awareness, reputation management, message delivery, and influencer marketing in the form of 3rd spokespersons.
Gone are the days when using Google alerts, as a tool for media measurement and highlighting campaign success, would suffice. Sure, a simple news alerts tool like Google alerts would be enough to satisfy a generic overview of an organization’s recent media coverage. However, as the complexity and scope of the organization’s marketing communications campaign increases, professionals from the VP setting strategy to the managers executing on a daily basis, need to set goals and have systems focused on the qualitative impact of their efforts, not just quantitative results.