Sorry boss, I never got the Memo. How to know if you are reaching those “unreachables” - Paine Publishing How to measure your impact on hard to reach employees

In uncertain times, how to you measure your impact on hard to reach employees? I have a few ideas: painepublishing.com/blog/sorry-b... #measurepr

Thanks for listening. Let me know what I missed.

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❎ AVEs are not an indicator of PR performance in any way whatsoever.

I recommend exploring the work of @AmecOrg and practical cases from @GDSTeam if you want to explore this area further.

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Example metrics, related to PR, might include.

✅ Sales: analytics at the top of the funnel
✅ Marketing: branded search, conversion
✅ HR: absenteeism, effectiveness, turnover
✅ Customers: revenue or profit per customer, NPS

Your organisation will have its own.

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Measure relationships by getting as close as possible to an outcome aligned to your organisational objectives. These should be the basis of your PR objectives.

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Measure reputation using periodic brand level benchmarking with stakeholders.

Most organisations will have around eight distinct audiences: shareholders, staff, customers, media, suppliers...

Benchmark with peers.

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There are two outcomes of best practice PR activity: reputation and relationships. Both are based on building trust between an organisation and its publics.

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Moving back into integrated marketing @metia at the start of the year has given me a fresh perspective on PR effectiveness.

It’s incredibly powerful but planning and measurement is its Achilles Heel. It could learn a lot from digital marketing.

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A short thread about PR measurement.

Effective measurement isn’t easy. It’s why PR has adopted bullshit and proxy metrics. But the only way you’ll increase your value and budget is to prove your effectiveness in terms that your organisation understands.

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Holy cow! Our hour is over. Big thanks to Jasmine Cordew from @WholeWhale for sharing with us today. Feel free to keep chatting on the hashtag. I will come around later today to answer any lingering questions. #MeasurePR

This is me today! Just finished hosting a chat with #measurePR about social ads for #nonprofits and am about to jump on #TwitterSmarter as the guest about building community, Come hang out!

Yes, I agree. Despite all of the controversy, for now, Facebook is the best value for the $$ and seems to get better results #MeasurePR

Q8: Last question! @wholewhale Do you have an initiative/program you’d like #measurePR folk to know about? Please share! #measurepr

Q7: What are the best digital #advertising platforms for #nonprofits? #measurePR

That is a great way to meaure Dilara, against the cost of traditional advertising, or even snail mail. What is the most targeted and inexpensive way to reach donors. #socialads #measurePR

Q6: @WholeWhale and others. How have some of your #nonprofit clients used paid #advertising in a novel way? #measurePR

The struggle is real. #MeasurePR

Great points from David here #MeasurePR

Q5: How can paid #advertising be used in the fulfillment of a #nonprofit’s mission? #measurePR

This is great to hear. #MeasurePR

Q4: How can #nonprofit marketers get buy-in from management and even the board of directors to use a paid #ad strategy? #measurePR @WholeWhale

Very good way to look at it. Do you compare the cost against the value? #measurePR

We may have a lighter-than-usual #measurePR chat today since #18NTC is happening as we speak, but some of them may have some insights about #nonprofit advertiting in #socialmedia to share between sessions.

Q3: How can #nonprofits justify the use of paid #advertising to donors? #measurePR

Q2: I thought we would start with the elephant in the room. Should #nonprofits use paid #advertising? Is that a good use of funds? #measurePR

@HenryTDunbar Hi Henry, thanks for stopping in. #measurePR

Q1: Please tell us what you do, how you got there. What got you interested in #nonprofits? #measurePR

Here are the tips that will help you get seen and heard on #measurepr

It's time to get started with #measurePR. @shonli is traveling today, so she asked me to host. 1st order of business, make sure to tag a friend or two who might be interested in joining us for #measurePR!