Think Different to Win in Analysis

Michael Ziviani : Monday, August 13, 2012
After offering to assist the PRIA on their Measurement & Evaluation (M&E) strategy for members last year, I realized the challenge ahead is not a technical one. In many ways the details of what and how to do M&E is the easy bit. The real challenge is driving universal adoption.

The term universal suggests a standardised approach and to an extent this is certainly possible. A Valid Metrics framework has largely been agreed across the industry with the work of AMEC. At the simplest, there are 3 key metrics: Volume, quality, audience applied at various levels of analysis. But it really does depend on the nature of the challenge and the PR objective. So there is a fair amount of consideration in how to apply this. That’s the technical aspect.

Now all we need are strategies that give communications practitioners what they need to sell in M&E and get budget to execute. This is the engagement side of the discussion and I can see at least 3 strategies here to help move forward:

  •     Evangelise: Show the vision of possibility, highlight the opportunity and make it real
  •     Enlighten: Explain how to use analysis to create business value
  •     Motivate: Understand the benefits more deeply for reasons to change

So armed with these 3 strategies like the guiding power of a triple-mantel lighthouse, off I head to present at the AMEC Summit next week in Hong Kong. Wish me luck! Watch for the slide link to be published here when available.

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About the Author

My professional background is market research and strategy with 20 years experience in helping marketing clients. More often than not, this involves uncovering and understanding new opportunities - a process requiring detailed understanding of how communications creates value for organisations. From this I realised more thinking needs to be shared around how that value creation process works. 

About this Blog

This blog is aimed at helping organisations find new and meaningful value. Many of these ideas have been tried and tested, however few seem to have become systematic across the industry. With most major change comes opportunity - to review where we are at and create new and innovative practices. Surely there is no better time than now to seize the opportunity, to embrace new thinking and enjoy the positive change to follow. I hope you enjoy reading and welcome your comments.

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