NEW YORK: Measurement of PR efforts is not merely a retrospective exercise, but an important tool to help foster improvement in communications programs on an ongoing basis, according to speakers who participated in a PRWeek webcast last week, titled "P&G Measures Up."
The event was sponsored by DeVries, and examined the global consumer company’s measurement program, which was unveiled last year.
Speakers included Hans Bender, manager of external relations for global household care at P&G, Anthony Rose, P&G’s associate director of global beauty care external relations, and Mark Weiner, president of Delahaye.
“The questions of why we would want to measure brand PR…starts first in thinking about the work we do ourselves,” said Bender. “It is the insight that the right measure will also drive the right results.”
Weiner added that measurement is important, “not just to understand past performance, but also enables marketing planners to look forward and tweak the model.”
The panel also addressed the reasons why P&G chose marketing mix modeling as its approach. “Within the context of overall spending, it potentially allows the possibility to expand the scope of PR overall in the marketing mix,” Bender says. Rose said that strong ROI for PR efforts in the hair care category has lead to exponential increases in spending in that area.
The speakers answered questions from the audience about Internet measurement, and how to apply measurement to other sectors, such as b-to-b or non profit organizations.
The panel also addressed what is next for P&G, including applying the model to more brands. “The challenge for P&G is to really find the sweet spot at which PR continues to deliver the highest ROI and continues to encourage marketing leaders to make smarter choices in terms of building their brands,” said Rose.
To listen to an archive of the webcast, click here.