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AVEs Becoming More Obsolete in Measuring Digital PR

Defining social media's worth is a challenge in brands' pursuit for effective brand engagement

Singapore, Aug 3, 2011 - (ACN Newswire) - Digital media is occupying a larger portion of the existing PR mix, as brands eagerly integrate digital PR strategies with their offline initiatives to establish a relationship with customers. However old yardsticks of successful communication efforts such as AVEs are unable to fully take into account the contribution that social media provides.

The real-time nature of digital information requires constant monitoring and with 'badvocates' being as prevalent as advocates, incorporating socialmedia brings to the table as many challenges as it does opportunities. On top of that, the abundance of information makes it difficult to sift out what is meaningful from what is measurable without first having concrete measurement objectives.

Steve Bowen, Managing Director & Market Leader for Burson-Marsteller Singapore, however, shares, "With the rise of digital communication, PR has become more measurable than ever before. The challenge is that measurement of results is often undertaken after the fact and the wealth of available data makes it difficult to identify what is meaningful. The solution is build measurement into PR initiatives from the outset, track and monitor against tangible objectives and measure only that which moves you closer to your goal."

PR content works to inform and establish relationships with customers to help them with their decision process, and this indirect process makes it difficult for PR practitioners to document how PR directly supports businessobjectives, as they find it difficult to justify their PR spend.

With that in mind, Bowen will be addressing three key issues in a PR Monitoring & Measurement Workshop to be held in Singapore and Hong Kong in September this year: how to set trulymeasurable objectives from the outset and plan communications around measurable principles, how to distinguish between measurements of output, impact and outcome as well as how to use the tools that are available to track real ROI, not just assign arbitrary 'value' to media coverage.

Key workshop highlights include the do's and don'ts for measurement planning, best techniques for comparative measurement of media relations and social media activities, measuring reputation repair as well as how to integrate PR measurement with marketing, advertising and sales efforts. Delegates can also expect to learn crucial points to put a business value to on social media's effectiveness and link PR efforts back to bottom lines. Above all, they will be able to harness PR for enhanced brand performance and ROI.

Workshop Details



Title          PR Monitoring & Measurement

Date & Venue:  26-27 September 2011, Regal HongKong Hotel, Hong Kong

               29-30 September 2011, Holiday Inn Atrium, Singapore

Organiser:     Pacific Conferences

About Pacific Conferences

Pacific Conferences specialises in organising business conferences aimed at providing interactive, insightful information and analysis about issues facing businesses in Asia Pacific. Catered to middle and upper level executives, its events are usually case studies-driven with emphasis on providing in-depth and unbiased practical knowledge. www.conferences.com.sg

Source: Pacific Conferences

Contact:

Ms Tu Kae Yun

DID: +65 6372 2249

Email: kaeyun@conferences.com.sg