Archive for the ‘BPRRefresh’ Category

Measuring your PR Success

Tuesday, August 4th, 2015

Madison Olyniuk, Account Executive

 

Metrics. Return on Investment. Bottom Line. These are the statements that clients really care about.

Without these, how can you demonstrate how a PR campaign helped to heighten brand awareness?

The problem comes when they ask for one tool that is used across the entire industry. Now comes a list of advertising values, number of media mentions , readership, social traction and the list goes on. With such a wide range of options, it makes sense that PR practitioners are having a hard time guaranteeing perfect and measurable ROI numbers.

In the past it was common practice to use advertising value equivalency (AVE), which includes applying a published advertising rate by a multiplier in order to assign a dollar value to an article. It provides a nice, easy to understand numerical product that is easy to digest by just about anyone. However, this formula has been used primarily to measure tradition media coverage (print, TV, radio), and with the increase in online reporting and social media engagement, this simple equation is no longer relevant in today’s media landscape.

Since the use of AVE is on the decline, practitioners keep having to ask – how can I show my clients measurable results? And while there is no consistent measurement, it becomes vital to understand the unique needs of each client.

As storytellers, we need to be able to communicate what the outcomes of the project were in a way that makes sense to our clients. Whether it be through charts, numbers, spreadsheets, etc. it’s important to ensure your client understands the return they receive.

Some tools that we use at Brookline:

  • Measuring social media traction and engagement – likes, re-tweets, conversations
  • Measuring the overall exposure – a combination of viewership, hits, etc.
  • Delivery and exposure of key messages
  • Prevalence of an article online, in print or on TV and radio

Until that perfect formula comes along, it’s important you communicate clearly with your clients and provide a solution that fits their needs.

Madison Headshot

Madison is an Account Executive at Brookline. She brings experience in the areas of media and social media relations, event management and internal communications.

#BPRefresh Contest

Tuesday, July 21st, 2015

Ashley Vilgrain & Danielle Alfaro, Interns

 

As we were gearing up for the unveiling of Brookline’s fresh new website this spring, we decided to hold a contest for our fabulous social media followers to build buzz for the launch. And so, with a little help from some of our amazing clients, the #BPRefresh contest was born.

The strategy behind the contest was to build closer relationships with our social networks while creating awareness for our website refresh, so we asked people to let us know how they were keeping things fresh in their lives by using #BPRefresh on social media. We were extremely pleased with the number of responses we received and the creativity that we saw on Twitter, Instagram, and even YouTube. Our followers posted dozens of pictures and videos showcasing how they were keeping it fresh and we were blown away by the effort and thought they put into their entries. We saw everything from fresh food and new ways to stay fit, to travel destinations and activities, to spring cleaning and closet refreshes.

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We were also very grateful to receive support from our clients including Paul Brandt, the Calgary Airport Authority and Sheldon Kennedy in helping to build awareness for the new website through congratulatory video testimonials which were posted to the Brookline YouTube channel. Each of them took the time to engage in two-way communication via video clips describing the special relationship they have with Brookline.

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There were so many outstanding posts that choosing just one winner was definitely not an easy decision, and as a token of our appreciation to our wonderful contest participants, we also distributed first and second runner up prizes. In the end, the grand prize contest winner was selected based on the frequency and quality of posts to receive a gift basket filled with goodies donated by our fantastic clients, including:

  • Gift cards from MARKET Calgary, Thomsons Restaurant, Edo Japan, State & Main, and Rocky Mountain Wine and Food Festival
  • A selection of chocolate confections from Cococo Chocolatiers
  • Jack Daniel’s whiskey
  • Botaneco skincare products

Thank you to everyone who participated!

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Ashley BW Horizontal 1Danielle BW Vertical 1– Ashley Vilgrain and Danielle Alfaro are Interns at Brookline Public Relations.