Home' micenet eMag : micenet AUSTRALIA October November 2014 Contents W
hen you were growing up, did you know someone
who was constantly misunderstood? Someone
whose flashy smile and golden locks meant they were
automatically filed into the flaky basket? Someone who you
discovered was creative, dedicated and insightful when you got
to know them?
You’ve just met public relations; the poor cousin to marketing,
grossly misconstrued and considered by some as
Let’s start the introduction all over again.
Public relations or PR is the strategic and proactive practice of
identifying, building and nurturing strong and reciprocal
relationships with the stakeholders of your event or business.
This can include media however, it most commonly also includes
your sponsors, exhibitors, delegates, industry associations,
competitors and relevant government agencies.
When we set out to build relationships with any or all of these
groups, we always have firm objectives to work towards such as:
raising awareness of an event’s brand; launching a new product
or service; driving attendance; communicating a key message
e.g. the show is now in a new location; promoting a feature e.g .
an international keynote presentation; or all of the above.
PR’s role is to ensure that your audiences have heard about
you and have the right impression about you before you start to
market or sell to them.
But how do you measure it?
The way PR is measured is undergoing a major revolution
across all industries. The reliance on the Advertising Value
Equivalent model (AVE = advertising equivalent x 3 = PR value) is
fading as the industry moves towards a model that focuses on if
the objectives have been reached through a thorough critique of
reach, depth, brand, message, reputation and quality.
This renaissance is being fuelled through the increased need
for transparency and ways to demonstrate ROI. PR people love
it as it gives us the chance to really link PR activities to business
success and growth. The other impact is the need for deeper
analysis and is quickly transforming the way that event PR
campaigns need to be designed, delivered and reported.
Some ways we measure PR
Strong brand recognition
While securing media mentions of events remains one of the
main channels to reach your target audience, it’s also vital to
ensure that all messages are correctly and consistently
communicated to establish a strong brand recall.
Analysing how brands are referenced within media coverage
and that of your partners (i.e. space and prominence given,
words used, how spokespeople are quoted and how logos and
images are used), reveals valuable information about how your
brand is being perceived. This analysis will also reveal what your
media thinks their audiences are interested in, giving you greater
insight into your markets.
Once you have a strong brand presence you have to maintain it
and keep that hard-earned position by working closely with and
aligning your brand and messages with key stakeholders such as
great clients, sponsors, etc. Where your brand is mentioned in
association with another, their reputation wears off on yours.
Also looking at the type of publications and media angles that
have been secured as well as the range of industries and
mediums (broadcast, print or online) will soon show you if your
PR is having the right impact.
Establishing and enhancing relationships with individual media
contacts, influencers and industry leaders is another great way
to ensure your event is successfully communicated. Securing
their attendance and participation in today’s busy world can be
difficult and therefore a real achievement.
Inspecting your list of journalists, bloggers, followers on social
media or other influential and high-profile supporters and logging
the length and depth of their participation with your event will help
ascertain the quality of their relationship with your brand or event.
People do business with brands because of their reputation
which is derived from how they communicate with those around
them. It is one of the most important aspects of a company or
event’s worth and yet often a strategy to manage it is overlooked.
It is entirely possible to conduct a detailed evaluation of event
PR outcomes, and also provide insights to demonstrate the true
value of the work. This new movement in evaluation is an
industry game-changer and is not for the faint-hearted. It works
best with a carefully planned and executed strategic
communications plan that is developed in conjunction with real
business or event goals and objectives. m
Felicity Zadro is the founder and managing director of Zadro Communi-
cations. She can be contacted on email – felicity@zadrocommunications.
com.au or pm (02) 9212 7867.
Is it even possible to measure your event public
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