Porter unveils Influence Modeling service

NEW YORK: Porter Novelli has launched a service called "Influence Modeling," aimed at providing clients with improved communications programs by predicting results.

NEW YORK: Porter Novelli has launched a service called “Influence Modeling,” aimed at providing clients with improved communications programs by predicting results.

The service was developed by the agency's strategic planning, analytics, and research department. Its impetus is that the marketing world is changing and PR is becoming a more important part of the marketing mix, said Loretta Markevics, EVP and director of strategic planning and research at Porter.

She added that clients are increasingly asking PR agencies to prove what they are pitching will deliver results, and the Influence Modeling service will help to achieve specific objectives.

Porter began work on the offering by looking at how the firm creates plans for clients and figuring out how to be more precise. The offering takes messages or content from a plan and identifies which channels will work the hardest on behalf of a client at specific times, explained Markevics.

“We feel like this is a really unique way of almost projecting ROI before actually deploying a plan,” she added.

Porter piloted the program with a few clients three or four months ago, said Markevics. She declined to name any clients who are using the offering, but said it can be applied across sectors such as b-to-b, technology, and consumer.

Markevics explained the goal of the offering is to help “project and predict with some sort of scientific rigor what type of plan you can create that's going to maximize tactical impact.”

“At the end of the day, every agency is being hounded to prove ROI, and if we're able to match messages and PR channels across specific moments in time, that will definitely make you feel more confident about the plans we're pitching to our clients,” she added.

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