I spent two fruitful days at the PR Asia 2019 conference. During which, seasoned PR practitioners gathered to discuss new developments and trending agendas on PR.
Here are some highlights:
ROI & Value
I was thrilled to moderate a robust panel discussion on defining clear, realistic measurement parameters that reflect and highlight true ROI.
- This is an agenda that garners high level of interests. Increasingly, C-level and management expect comms function to demonstrate the value of PR.
- While KPIs for PR is multi-dimensional and there is no fixed formula, they should always align to the different business objectives.
- It is clear that PR ROI measurement on effectiveness should move beyond the conventional reach (impressions) and awareness (AVE). An earlier sharing by Meltwater suggested inclusion of comprehension, sentiments and behavioral measurements.
- However, C-level executive and senior management need to be guided on role of the multi-faceted comms function. Companies should leverage their comms strategy to impact brand, risk management and to a certain extent, sales and marketing processes.
Trust & authenticity
PR professionals need to establish and convey clear brand voice for their business. A brand must strive to be meaningful and authentic to those they serve.
Trust building and authenticity are core to reputation management. This is especially true in this age of fake news…
As reputation lies at the heart of PR, businesses need to think about what brand safety means as digital marketing evolves. In fact, brands are doing greater scrutiny on the deployment of influencers, brand ambassadors and media.
Robust and real-time monitoring
The higher speed at which negative news spread meant we must learn to tame these channels, proactively and fast. It can be challenging with the emergence of unconventional medium, including dark social.
Brands should be more proactive in real-time monitoring of online/social media. There are platforms can come into play, combining programmatic technology combined and human curated insights.
Legislations and PR
In this digital age, information communicated to the public is mostly impossible to recall.
Bad communication could range from harmless laughs, to reputation damage – it can also lead to customer and monetary loss.
Changes in legislations and government policies can deliver significant impact on business operations. As such, the onus is on us to know rules and regulations surrounding our business. These can include,
- Consumer protection guidelines
- Advertising standards
- Unauthorized IP disclosure
- Personal data protection issues
- Jurisdictional nuances across different markets, etc.