The purpose of communication made must contain the SMART element.
Doc. Maverick
Public relations (PR) practitioners commonly perform PR Measurement using Advertising Value Equivalency (AVE), although this method can no longer be used as a benchmark.
JAKARTA, PRINDONESIA.CO – Measuring PR performance using AVE or better known as PR Value, has always been a debate among PR practitioners. In fact, according to Felicia Nugroho, Head of Monitoring and Analytics of Maverick Indonesia, there is already an accurate and globally recognized PR Measurement method.
This measurement method is issued by the International Association for the Measurement and Evaluation of Communication (AMEC). AMEC is an organization that was born in England in 1996. Its existence aims as a forum to establish standards for measuring the performance of public relations.
To measure communication effectiveness, AMEC re-establish the objectivity of communication that consists of three things. First, it aims to increase the awareness level. Second, to change attitude. Third, to change behavior. These three things are what distinguish the functions and roles between PR and marketing.
Therefore, the way to measure the performance or communication effectiveness can’t be measured based on advertising rates or with the PR Value formula that has been used so far. “PR Value that is developed by AVE as a benchmark is no longer appropriate to apply,” said Felicia when met by PR INDONESIA in Jakarta on Thursday (14/11/2019).
SMART
Back to the objectivity of communication. The purpose of communication made must contain the SMART element, namely specific, measurable, achievable, realistic, and time. “It must be achievable, realistic, and has a clear duration,” said the woman who is the only woman from Indonesia who has the AMEC certificate.
Therefore, in 2010 Barcelona Principle was published, which was later updated in 2015 to Barcelona Principle 2.0. In it contains seven important points. Of the seven points, Felicia only explained three points which she thought were most relevant to be discussed in this topic. First, the importance of goal setting and measurement. “Determine the goals to be achieved first. Without them, we can’t measure the success of the strategy and communication program that we created,” she said.
Second, measuring outcome, not only output. Felicia said output is something that is easy to measure and can be produced, such as the number of reporters that are covering at a press conference, the number of news that aired both offline and online. The question is, is this enough to know to find out the reactions or responses from the target audience and the achievement of the communication objective? That is why, besides output, PR also needs to measure outcomes.
How? Back to the communication objective that was set at the beginning. For example, increasing awareness level. Then, conduct a measurement to determine the awareness level and so on. “Measuring outcomes requires time and there is no short cut. The measurement depends on the objectivity of communication and the strategy that we make,” she said. But it can still be measured. One of them is by conducting a survey. This is what distinguishes PR. Another point that is also important according to Felicia is the fifth point. At this point, it is stated firmly that AVE (PR Value) is not the value of communication.
Felicia then gave an example, a company launches a product. Determine SMART, starting from the communication target to be achieved, for example increasing awareness level. Then, determine the segments, audience, and duration.
Then create a communication strategy that is realized through various programs. For example, carrying out online and offline communication programs in the first and second months. One of them is by holding a press conference. The result is about the positive response of the media who were present at the conference and published the news. While the approach through influencer and blogger/online received positive responses. This can be seen from the number of uploads on social media, the number of likes, positive comments, and shares.
“If the results turn out to be the opposite, our strategy might not be right. Then, we can go back to the beginning to make adjustments and improvements. This is where we measure the outcome, the PR measure that needs to be done, where we evaluate the achievement of the objective and effectiveness of the PR programs that have been carried out,” Felicia concluded. (rtn)
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.jpeg&w=417&h=289 "Afifudin, IndiHome: Orchestrating Empathic Communication")
Public relations (PR) practitioners commonly perform PR Measurement using Advertising Value Equivalency (AVE), although this method can no longer be used as a benchmark.
JAKARTA, PRINDONESIA.CO – Measuring PR performance using AVE or better known as PR Value, has always been a debate among PR practitioners. In fact, according to Felicia Nugroho, Head of Monitoring and Analytics of Maverick Indonesia, there is already an accurate and globally recognized PR Measurement method.
This measurement method is issued by the International Association for the Measurement and Evaluation of Communication (AMEC). AMEC is an organization that was born in England in 1996. Its existence aims as a forum to establish standards for measuring the performance of public relations.
To measure communication effectiveness, AMEC re-establish the objectivity of communication that consists of three things. First, it aims to increase the awareness level. Second, to change attitude. Third, to change behavior. These three things are what distinguish the functions and roles between PR and marketing.
Therefore, the way to measure the performance or communication effectiveness can’t be measured based on advertising rates or with the PR Value formula that has been used so far. “PR Value that is developed by AVE as a benchmark is no longer appropriate to apply,” said Felicia when met by PR INDONESIA in Jakarta on Thursday (14/11/2019).
SMART
Back to the objectivity of communication. The purpose of communication made must contain the SMART element, namely specific, measurable, achievable, realistic, and time. “It must be achievable, realistic, and has a clear duration,” said the woman who is the only woman from Indonesia who has the AMEC certificate.
Therefore, in 2010 Barcelona Principle was published, which was later updated in 2015 to Barcelona Principle 2.0. In it contains seven important points. Of the seven points, Felicia only explained three points which she thought were most relevant to be discussed in this topic. First, the importance of goal setting and measurement. “Determine the goals to be achieved first. Without them, we can’t measure the success of the strategy and communication program that we created,” she said.
Second, measuring outcome, not only output. Felicia said output is something that is easy to measure and can be produced, such as the number of reporters that are covering at a press conference, the number of news that aired both offline and online. The question is, is this enough to know to find out the reactions or responses from the target audience and the achievement of the communication objective? That is why, besides output, PR also needs to measure outcomes.
How? Back to the communication objective that was set at the beginning. For example, increasing awareness level. Then, conduct a measurement to determine the awareness level and so on. “Measuring outcomes requires time and there is no short cut. The measurement depends on the objectivity of communication and the strategy that we make,” she said. But it can still be measured. One of them is by conducting a survey. This is what distinguishes PR. Another point that is also important according to Felicia is the fifth point. At this point, it is stated firmly that AVE (PR Value) is not the value of communication.
Felicia then gave an example, a company launches a product. Determine SMART, starting from the communication target to be achieved, for example increasing awareness level. Then, determine the segments, audience, and duration.
Then create a communication strategy that is realized through various programs. For example, carrying out online and offline communication programs in the first and second months. One of them is by holding a press conference. The result is about the positive response of the media who were present at the conference and published the news. While the approach through influencer and blogger/online received positive responses. This can be seen from the number of uploads on social media, the number of likes, positive comments, and shares.
“If the results turn out to be the opposite, our strategy might not be right. Then, we can go back to the beginning to make adjustments and improvements. This is where we measure the outcome, the PR measure that needs to be done, where we evaluate the achievement of the objective and effectiveness of the PR programs that have been carried out,” Felicia concluded. (rtn)