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In our third edition of Isentia Conversations: Communicating through Change, we chat with Rochelle Courtenay, the Founder and Managing Director of Share the Dignity. Rochelle talks to us about how she stays connected with over 6,000 volunteers across Australia and how she motivates those teams to work to end period poverty.

Isentia’s Insights Director, Ngaire Crawford also shares some of the trends seen across social and traditional media about home not always being the safest place for some people, and how social communities can help combat this.

Because many of us are working from home, we saw this webinar series as an opportunity to connect with each other, learn from subject matter experts and hear their stories, as we adapt to a new way of working.

https://youtu.be/uphrqGuXO7w?list=PL6mOcXpe0JCOp0LlpmFdkDIRdfMBuNiKk

Ngaire Crawford from Isentia talks feeling safe and secure at home

4:55 - Although most of us are now working from home, home isn’t always the safest place for everybody.

5:25 - The main topics currently reported on mainstream media:

1. The increase in family violence - a topic that has been present since the lockdowns in Australia and New Zealand.
2. Connectivity and education - there is concern about people not having access to the right equipment or  not having good enough internet connectivity for homeschooling.
3. Poverty during lockdown - there are restrictions in place to stay at home and access to food more controlled than ever before. Food specials are a thing of the past and fresh food may be more difficult to get.

8:55 - Within ANZ, data shows people are searching online about the rules for lockdown. What are they? Are they doing the right thing? What are the policies?

9:10 - On social media, people are reaching out and using their social channels to create connection, to remind everyone to check in on people and be a source of safety. During March, references to being scared and feeling unsafe more than doubled across ANZ.

Cluster topics driven by COVID-19 for feeling unsafe included: Rates, self-isolation, stress and mental health. 

Cluster topics driven by COVID-19 for feeling scared included: Government, kids, workers, rent, supermarket, police, trust and social media. 

10:15 - It’s important to see the good in social media right now - it’s the greatest facilitator of social connection. Not only can people reach out to others directly, toxic people and unhelpful communication can be called out very quickly. Always use your common sense when using social media, check your sources and investigate claims before relying on them.

13:13 - The importance of community. 

• Communicating with your social media audiences and communities is valuable during this time. 
• See the good that people are doing as well as the innovation.
• Listen to your audience and ask for feedback. We’re all in our homes and more conversational than ever.
• Be genuine and authentic when talking to your audience, if you look as though you are doing the right thing, then people will be on board. 
• Follow on social media those affected most from lockdown and watch what they are doing and how they’ve adapted their businesses.
• Watch cancel culture on Twitter, understand what’s driving people to call out brands and public figures on social media.

Rochelle Courtenay from Share the Dignity talks staying connected and keeping your teams motivated

15:45 - For the past five years, Rochelle has also been known as the ‘Pad Lady’. Share the Dignity was created after Rochelle read about the high number of Australian homeless women who didn’t have access to essential sanitary items. 

Twice a year, she drives two collections for sanitary items and runs the ‘It’s in the bag’ campaign each December. For this initiative, every day Australians are asked to fill a bag with essential items including toothbrushes, toothpaste, sanitary items, shampoo, conditioner, deodorant and soap. For a woman who is fleeing domestic violence, it may have been weeks since she has brushed her teeth, so these basic items are essential for these women in need.

16:56 - Communicating online to her ‘Shero’ and ‘Hero’ volunteers has been the norm for Rochelle since she founded Share the Dignity. Using ‘Workplace’ for their intranet, internal communications via announcements to all 5,783 volunteers is easy and effective. 

17:45 - The most important thing when communicating is to be authentic and genuine.  We ensure the most important people (Sheroes and Heroes) within our charity are kept informed and are at the forefront of everything that’s done. We ensure our communication comes from the heart first and our heads second.

19:03 - Reinforce the message you are trying to communicate. With charities, it’s important to remind volunteers (and staff members) why they are doing the work they are doing. Often, different types of communication are developed to cater for different communication preferences. Videos are recorded and also written up to deliver the same message.

19:58 - Since COVID-19, Share the Dignity has adopted new engagement initiatives on social media. The most recent; a Mother’s Day campaign where the community was asked to share their favourite photo with their mum. The campaign encouraged people to connect and engage with one another, to share stories, smiles, tears and laughter. It was a great way to create a community within a community. It’s important to help people within your community through difficult times.

24:30 - A key part of running a charity is to sustain volunteers’ passion. We do this by sharing stories about the women they have helped and continue to help.  We make sure they know how much of a difference they are making to someone else’s life.

If you would like to view other Webinar Isentia Conversations: Communicating through Change:

Isentia Conversations: with Katherine Newton from RU OK? 

Isentia Conversations: with Bec Brown from The Comms Department

Isentia Conversations: with Rachel Clements at Centre for Corporate Health

Isentia Conversations: with Helen McMurdo at MTV

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The effects of COVID-19 are being felt worldwide. During this time, choosing the right brand messaging and executing it at the right time can give greater resonance to your brand. It can also strengthen customer relationships.

As businesses are under increasing pressure and governments urge citizens to stay home, communicating the right message has never been so important. In the corporate world, it’s a balancing act that highlights the essential value of the PR, marketing and communications role for the ongoing operations of their brands.

What metrics can PR and comms professionals use?

Being proactive is key. 

We’ve spoken extensively about Reputation Analysis and how this proactive framework provides a benchmark metric brands can follow to understand their reputation. However, as a modern PR, marketing or comms professional, there are numerous measurement metrics that can give important insights about your brand’s reputation. 

Brand reputation often influences the actions or choices audiences and buyers make, impacting a brand financially and its ability to grow. It’s especially important throughout a crisis to determine whether your key messages are getting to the right audience at the right time. 

Share of Voice

Utilising Share of Voice as part of your PR, marketing and comms toolkit can help you contextualise your media coverage in relation to a particular message, topic, brand or industry. It can also help you understand how effectively your brand is participating in the conversation. Using COVID-19 as an example, Share of Voice can help you identify: 

Volume of mentions for COVID-19 over another (and over time) - measure your brand’s visibility in the conversation in your industry in relation to COVID-19.

Volume of mentions of COVID-19 over another as it relates to sentiment - measure your brand’s visibility and the sentiment about your brand in relation to COVID-19. 

Volume of mentions by media type/channel (example below)

Mentions

Throughout a crisis, tracking media mentions can help you spotlight spikes in coverage due to expected or unexpected events. Here are some of the key metrics you can use to examine brand mentions:

Brand mentions by media type - track the volume of brand mentions by media type (social, broadcast, print or online)

Brand mentions over time - see spikes in mentions and can be particularly useful when comparing mentions pre-event, during and post-event.

Sentiment related to those brand mentions - understand how your brand is perceived by your audience (and wider audience)

Brand mentions by spokespeople - understand who is talking about your brand and how often

Day to day volume of mentions per entity (example below) - understand how prominent your brand is in various locations.

Sentiment Analysis

Sentiment analysis is one of the key metrics that a PR, marketing and communications professional can use to understand their brand’s reputation. It also enables you to analyse negative sentiment to uncover new ways to improve brand reputation, PR and marketing campaigns.

Key Outlets

Monitoring your target outlets can be a great way to understand whether your message is landing in the right hands and how it is likely to resonate with your audience. Not surprisingly, most campaigns rely heavily on the successful execution of two key elements:

Consistency of the message

Share of Voice across target channels

The below outlet chart provides a visual representation of coverage published by volume. This helps you understand which outlets are amplifying your messages and provides you with more context into how your content or message are being received.

Media intelligence is key

Media intelligence allows you to be proactive. In a rapidly changing environment, it’s crucial to stay across the latest, most relevant news and information. With COVID-19, we are seeing record levels of content across a single issue and a constantly evolving traditional and social media landscape.

Your brand’s reputation is one of its most valuable resources. Using these metrics can provide valuable insights about your brand and help you achieve the best possible outcome for your brand reputation.

If you would like more information on how we can help your brand monitor the media during the COVID-19 crisis, get in touch with us today.

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How do you measure the effectiveness of a Public Relation (PR) campaign? In this post we explain some of the key PR metrics used by leading brands to demonstrate PR ROI.

Measuring the success of Public Relations has typically been a difficult task for Communications professionals.

This is because relying on traditional metrics such as reach and impressions in isolation often doesn’t result in a clear, concise understanding of the performance of a PR activity.

So how do you define success in PR? Here are the three key pillars of any PR measurement program.

Pillar 1: Defining your objectives

As a PR professional, it’s important to have a strategic plan that encompasses what your organisation is trying to achieve and how PR will support those goals. 

Strategic planning is a critical first step. This is particularly important when measuring the performance of PR because ROI cannot be measured solely based on traditional metrics alone. 

Are you looking to increase your CEO’s profile among potential stakeholders? Your PR objective could be to arrange speaking opportunities at industry events for your CEO to become known among key audiences.

Is your brand targeting new sectors? Your PR objective could be to pave the way for lead generation with a PR campaign. You could then use other marketing tactics to target your prospects.

Is organisational reputation under threat? Your PR objective could be to improve brand reputation over a set period of time.

Is your organisation launching a new product? Your PR objective could be to focus on awareness and support the marketing organisation in the delivery of a product strategy.

Having a clear and defined strategy can yield a robust and effective PR action plan that will support your business goals.

Pillar 2: Defining PR metrics

In today’s hyperconnected world, the abundance of metrics available to comms and marketing teams can make reporting overwhelming.

On the other hand, choosing your key metrics wisely and getting alignment between these and the set business objectives can lead to measurable PR.

So what are some of the key measures of the effectiveness of a PR campaign?

Mentions

Depending on your objectives, tracking media mentions can be a realistic representation of the performance of your PR campaign. 

With the right tools you can track mentions as they relate to brands, topics, spokespeople and more. Let’s take brand mentions as an example.

Brand mentions, though not directly tied to sales, are essential to understanding the impact of your PR campaign. Here are only some of the key metrics that you can use to examine brand mentions:

Brand mentions by media type

Brand mentions over time

Total cumulative volume of brand mentions

Sentiment related to those brand mentions

Brand mentions by spokespeople 

As an example, in the below chart we have analysed a data set of brand mentions over the space of two weeks. PR teams can leverage such a metric to track the performance of a PR campaign as it relates to message penetration and volumes over key dates.

Your chosen metrics should help you determine if your PR campaign is performing according to plans or if there is an opportunity to pivot your channels, message or other aspects of your activity.

Key outlets

Monitoring your target outlets can be a great way to understand whether your PR message is landing in the right hands and how this is like to resonate with your audience. Not surprisingly, most PR campaigns rely heavily on the successful execution of two key elements:

1. Consistency of the message
2. Share of Voice across target channels

Here is how outlet analysis can help you visualise message penetration, without employing manual processes.

The same data can give you insights into the potential reach of those channels, adding more context and measurable output to your reporting.

Share of Voice 

Employing Share of Voice as part of your PR reporting toolkit can shed some light on the performance of a particular message or topic over another. Whether you are tracking brands, industries, or other topics, Share of Voice can help you identify:

Volume of mentions for one topic over another (and over time)

Volume of mentions of one topic over another as it relates to sentiment

Volume of mentions by media type / channel (Example below)

Other key metrics that can help you contextualise your media coverage

Geography

Understanding the geographical extent of your PR effort is vital in order to assess the effectiveness of your campaign. In fact, whatever the objectives of your overall strategy are, most organisations have a very specific geographical reach or target.

Location charts can help you identify where your message is landing and the geographical impact of your PR campaign. Your location report should include major metropolitan as well as regional outlets. 

Pillar 3: Tracking and Reporting

After you have identified the objectives and key metrics of your PR plan, define your tracking and reporting methodology.

Too often, reporting is seen as a tedious task to be carried out upon campaign conclusion. Tracking and reporting, if done correctly, can be an effective way to identify areas of improvement and opportunities to give your campaign the best chances of success. When defining the methodology of your PR tracking and reporting framework, consider:

• Responsibilities: Who will be in charge of tracking and reporting on the various metrics?
• System: Define what tools your team is going to use to measure PR and share the results with the various stakeholders. These can be as basic as shared spreadsheets or more comprehensive PR monitoring tools.
• Cadence: Define the intervals of your tracking and reporting. When is the team going to look at and report on the various metrics?
• Audience: Who will be the audience of your reports? Will this be shared externally (Perhaps with clients) or internally (Executive / leadership teams)?
• Adjustment: What will be the process for analysing the results and adjusting your strategy throughout the campaign.

Conclusion

In this article we discovered the three pillars of a PR measurement plan and discussed how measuring PR doesn’t only come down solely to analysing data. 

Defining your goals, setting your metrics and having a tracking and reporting system in place are the essential components that any PR and Communication team should take into account.

Isentia is APAC’s leading media intelligence provider, empowering PR and communications teams with the tools they need to make great decisions. For more information or to see our platform in action, schedule a demo today!

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