What Measures for Reputation & PR?
Analyzing a company’s coverage in the media (traditional, online or social) is an essential component of an engagement strategy, and has traditionally been a tricky subject.
There have always been two “clans”: measurement advocates on the one side and practitioners on the. And reconciling them on some important issues, such as the use of the Adversting Value Equivalency for example, has always appeared difficult.
The eruption of social media in the world of PR and its mandatory inclusion in the communication schemes of any company have made this gap all the more blatant: ways to engage with stakeholders change, and so do the indicators to measure this engagement. The role and purposes of the PR teams shift and, as a consequence, it is harder for them to use old techniques and terminology to translate the results of their action into the board’s language, ie speak in terms of indicators related to the company's top line.
In this White Paper, we analyze these issues, describe the
measurement indicators available, as well as outline strengths,
weaknesses and possible uses.
Other Augure White Papers
Social Media has now come of age. But as more and more organizations develop their communities on various social outposts, they are doing so with a heavy focus on marketing. This white paper explains why stakholders expect more than branding from companies and why this approach can be deletrious to reputation. Why and how to incorporate PR professionals at every stage of a social strategy is the focus of this document.
Maintaining productive relationships with groups of stakeholders as varied as NGOs, employees, investors, online communities or consumer groups requires a strong methodology. This white paper describes how engagement guidelines from the GRI can help achieve this critical goal.
Handling crises that emerge or are relayed on Social Media is a part of PR that some companies have delt with very successfully while others have stumbled miserably. This white paper presents several case studies and formulates a few recommandations for such situations.