Advertising – My Scratchpad

A brand relies on its reputation whether it is good or bad. To protect and nurture, a brand puts a lot of effort that also includes promoting and building a perspective through public relations. But while investing money the most common question companies ask is, ‘Does PR work?’

A PR campaign needs to be measured not only because it is a client requirement but also because it helps us to know what worked in our activity and what didn’t. It helps to measure our work more strategically and improve our campaigns. It can lead to more opportunities through these new insights that might change an approach and have a larger impact. Traditionally, measuring public relations was a struggle and people started doing it through Advertising Value Equivalency (AVE). A lot of PR consultancies in our country still use the AVE method, without understanding the unique dynamics of public relations compared to advertising.

Comparison of earned media with paid media and calculating according to its size and placement can be stated as an invalid metric. Being a public relations student and learning from some of the experts from the fraternity, I would like to say that AVE shows misleading data. It lacks a correct methodology for us to understand how it helped in achieving the business objective or how it increased the demand for that product/service.

While measuring PR campaigns, we should take three types of result indicators into account. Outputs the firm have delivered during a campaign like a press release, events, and social media posts. How consumers feel about the brand will help to know the outtake of the campaign and outcome is the consumer’s behaviour towards it.

To get better results of PR measurement, the International Association for the Measurement and Evaluation of Communication (AMEC) has come up with an Integrated Evaluation Framework. It is an advanced framework that gives clear methodology and classification to understand and evaluate the PR communication plan. It helps to know about the success value of a campaign and prove the PR value in a rapidly evolving media landscape.

The conversation around PR measurement still seems uncomfortable but the change is happening. Therefore, using the right measurement tool can lead to better things in the world of public relations.

Reference:https://www.holmesreport.com/agency-playbook/sponsored/article/why-is-pr-measurement-so-important

How to measure the results of a PR campaign?

‘Champion a culture that is open, optimistic and committed to extraordinary work.’

WPP is a creative transformation company. It is one of the ‘Big Five’ multinational advertising and public relations company. It was originally known as Wire and Plastic Products who use to manufacture wire shopping baskets back in 1971. In 1985, Martin Sorrell took a controlling stake to build an international marketing and advertising group. He renamed the company simply as WPP and became the Chief Executive Officer of the firm.

Today, WPP is one of the leaders in communications, experience, and home to many of the most admired agencies and consultancies in the world. Today the company is not only the leader in communications through the best of technology and data but has achieved the best outcomes in media buying for their clients, has given the most effective and efficient marketing solutions to some large companies across the globe.

Lots of advertising, public relations, media and market research companies come under the WPP across the globe. WPP is the parent/holding company of different agencies and counsltancies like Ogilvy, Hill & Knowlton, J.Walter Thompson, Young & Rubicam, Burson Marsteller, Akqa, GroupM, MediaCom, Wavemaker, Finsbury.

The company offers best ‘communications, experience, commerce and technology to build better futures for our clients’. It is offered through the services provided like Advertising, Branding and identity, Media planning and buying, Public Relations, Market research, Data and Insight, Digital Marketing, Productions.

WPP team has done some great work which is recognised and appreciated by people across the globe and has also made them win a lot of awards over the years.

WPP has got their offices in 112 countries where more than 130,000 people work.

Mark Read is the current Chief Executive Officer of WPP. Recently John Rogers has been appointed as Chief Financial Officer of WPP who will be joining in 2020.

InMobi Group and WPP have entered a multi-year strategic partnership to co-build unique benefits and help marketers enhance brand experiences for consumers.

In June 2019, WPP Group took a pledge to phase out single-use plastics in all the offices and campuses worldwide by 2020 as they have signed the ‘New Plastics Economy Global Commitment’.

Source: https://www.wpp.com/

Tag: Advertising

88. Value of Public Relations

29. WPP