Comments on: How Do You Audit Perception and Awareness?

By: Smart PR Blog Posts « footprints — a blog for PR students and young professionals

Fri, 26 Jun 2009 03:30:42 +0000

[...] How Do You Audit Perception and Awareness by @RachelAKay [...]

By: Heather Whaling

Heather Whaling — Wed, 24 Jun 2009 01:50:45 +0000

Thank you for including accuracy of the message. So often, people say that social media forces companies to give up control of the message. But, from a PR perspective, shaping the message is still a huge part of what we do. While we can’t control what others say online, we can try to educate and influence the message. As the web shapes PR 2.0 (or whatever we’re calling it nowadays) the basics — like shaping messages — are still critical.

Heather (@prtini)

By: communikaytrix

communikaytrix — Wed, 24 Jun 2009 00:33:16 +0000

Nick – thank you for your thoughts! I agree – an in depth analysis of activity can rival even the most expensive quantitative research projects. We recently audited a brand (a 50+ page report) and the findings were riveting. We will execute a strategy based on that and then re-evaluate after a period of time. You can drill down pretty deep with this kind of research.

By: communikaytrix

communikaytrix — Wed, 24 Jun 2009 00:32:12 +0000

Danny – thanks as always! You summarized my feelings about Ryan’s comment much more eloquently. We agree completely.

By: communikaytrix

communikaytrix — Wed, 24 Jun 2009 00:31:03 +0000

Ryan – awesome point and I completely agree. You can see how those conversations and feedback align with marketing activities, launches, PR mentions etc…further helping to shape an effective program.

By: communikaytrix

communikaytrix — Wed, 24 Jun 2009 00:29:25 +0000

Thanks Narciso!

Absolutely – great point! The feedback provides great research for the entire communication strategy. It’s worth the time and effort as opposed to reaching out blindly.

By: Nick Lawhead

Nick Lawhead — Tue, 23 Jun 2009 20:56:15 +0000

So many of the questions I hear about emerging & social media from clients is just this – how do we measure it? These are five tangible things that PR pros can point to as mediums for measurement. I like your comment that these aren’t science, but I would almost disagree. While you can’t say an opinion changed or influenced resulted in $X on the bottom line, tracking behavior change and influence using those tools helps to make educated assumptions in PR outreach.

@nlawhead

By: Danny Brown

Danny Brown — Tue, 23 Jun 2009 20:21:11 +0000

I think that’s a great point that Ryan makes. Obviously the where and the how are important, but we need to find out the why as well.

Why did it happen when it did; why did one approach fail at a specific time and date but another approach succeeded at that same time slot.

Love the fact that you’re mixing up your questions for both traditional and “new” PR, if you like. Practitioners in both quarters should be reading and asking the same questions.

By: ryanmcshane

ryanmcshane — Tue, 23 Jun 2009 19:39:39 +0000

Loved the post, Rachel. Great stuff.

Another variable to add to some of your existing ones — time. Tracking the diffusion of brand buzz with a timeline will help you determine why your site’s traffic jumped last Wednesday.

Is your coverage a hot topic for a day, or is it a steady flow of information? Is Thursday at 3:30 p.m. a better time to reach your consumer than Tuesday at noon?

Maybe all the national media coverage you received started out with a tweet from an everyday consumer and snowballed from there.

Time is always a variable to consider.

By: Narciso Tovar, Big Noise Communications

Narciso Tovar, Big Noise Communications — Tue, 23 Jun 2009 18:40:42 +0000

Nice post, Rachel – some good rules of thumb to keep in mind when considering a company’s perception and reputation.

One thing I would add (even though it’s touched upon in the ‘location of the conversations’) is the user feedback – especially when it comes to a product or website. This feedback has two positives
1. the obvious ‘love’ a brand gets when someone is jazzed about the product/site.
2. it gives your team an oppt’y to help resolve any issues that may come up.