Here’s a special PRmoment podcast from AMEC’s Global Summit in Prague: featuring PRmoment founder Ben Smith complete with an almost lost voice, Diageo’s Jim Alexander, AMEC chairman and CARMA CEO, Europe and the Americas Richard Bagnall and Mischief’s head of insight and strategy Gemma Moroney.
We talk through the three perspectives of PR’s measurement opportunity – the client's perspective, the measurement provider’s perspective and finally, the PR firm’s side of the story.
First up I talked to Diageo’s Jim Alexander.
Jim and I talk for about the first 18 minutes of the podcast and here is a flavour of what we discussed:
[00:00:58] Jim talks to us about where Diageo started its measurement journey and where it has got to now.
[00:01:17] How, two years ago Diageo's measurement processes was in "a very disparate place".
[00:02:08] Why each brand and each different specialism within Diageo’s marketing and comms had a different approach to measurement and analysis.
[00:02:21] Why one of the benefits of a large organisation with lots of different brands is that you can better hold them up next to each other to compare, learn and improve.
[00:02:56] How Diageo has used AMEC's Measurement Framework across its business.
[00:03:24] How the framework is used by everyone from Diageo's director of marketing Europe all the way through to account execs working in Diageo's PR agencies.
[00:03:31] How it can be challenging to get between 200-300 people to use Diageo’s Measurement Framework document.
[00:04:50] Whether Jim volunteered or got volunteered into the role of modernising and standardising Diageo measuring process.
[00:05:28] How did Jim tell people internally that some of the KPIs they had spent years reporting were actually worthless.
[00:05:37] Which KPIs did Diageo get rid of and which KPIs did it introduce.
[00:05:45] Why Diageo has only set output and outcome KPIs not impact ones.
[00:06:54] Why "opportunities to see" is Jim's "bad guy metric".
[00:08:37] How Diageo has built its own multi-channel metric methodology called "visibility" and Jim talks us through what this metric means.
[00:11:41] How did Jim approach the conversation with the senior internal stakeholders who for a number of years thought the comms effort had "all been going swimmingly" when in reality the true metric was minuscule in comparison?
[00:12:37] Why PR’s use of bizarre, unjustifiably large numbers in the past has been at the centre of its historic credibility problem – senior decision makers used to just "look straight through” these ridiculously big numbers.
[00:13:14] Jim explains why understands AMEC's campaign on the importance of getting good outcome and impact data, but adds that the "problem is getting that level of data is very difficult and often expensive".
[00:14:18] Why, for the evaluation debate to continue to move forwards, the key stakeholders are the senior in-house people – there's only so much agencies can do.
[00:14:56] From it a tool’s perspective how does Diegeo attempt to unify its measurement across the numerous different channels that PR operates across?
Next I talked to AMEC chairman and CARMA CEO, Europe and the Americas Richard Bagnal from about 18.20 mins to 34.35 mins.
Here are some of the highlights from that discussion:
[00:18:05] Where has PR as a sector got to in its measurement journey?
[00:19:10] Why AMECs Measurement Framework Process and the Measurement Maturity Mapper (M3) mean there are no more excuses for poor PR and comms measurement.
[00:21:00] How AMEC's Integrated Framework will help you measure r