The Public Relations Society of the Philippines (PRSP) has set the approach for PR measurement after the Public Relations (PR) paradigm from Europe and US manage to shift the minds of the Philippines’ PR industry.
In the old times, most local PR agencies use Advertisement Value Estimate (AVE) to measure the success of a PR campaign, forced by clients’ demand to quantify potential return on investment. Industry experts assert, however, that the current approach neither measures the true impact of a PR campaign nor exhibits the true value of communication professionals.
Communication experts note that as the industry shifts to impact-based communication initiatives, PR agencies should measure outcomes to gauge a campaign’s success.
Following the global lead
The call to adopt an outcome-based measurement is a movement initiated by AMEC, a UK-based global trade association for companies that offer social media and traditional media measurement, evaluation and communication research. The proposed approach aims to measure the impact of a PR campaign i.e. whether or not it builds the brand or organization’s reputation, solidifies audience affinity and loyalty, and whether or not it influences the community the brand serves.
With a growing number of international organizations veering from AVE, PRSP sees the congress as the ideal platform for opening the discourse about an outcome-based measurement.
Source: philstar.com
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