Quality Vs Volume Game - Charting the Future Course for PR Communications

Public Relations is all about communicating and carefully crafting the right message in the right tone, at the right time and through the right channels and to your targeted audience by telling them a meaningful and compelling story that will grab their attention.

Gone are the days when carpet bombing of press releases was a preferred mode and maximum newspaper & magazine clippings of press coverage of one’s client was taken as a marker for the efficacy of a PR campaign. In today’s era of always-on media, only what is relevant will find a place. That is why it has become important to delve a little deeper than just the volume of PR coverage obtained. In fact, a well-earned piece of coverage where one’s client or business is visibly prominent and portrays their key messages to a targeted publication is much better coverage than a passing mention in multiple news publications, which are not key publications nor are aimed at your targeted audience.

IMAGEXX Awards 2021 Last Date - Monday, June 18, 2021 - ENTER NOW

The most common measurement matrix that the industry follows is calculating the advertising value (AVR) of the media coverage for a PR campaign, however, that does not present the true picture in terms of evaluation. Therefore, the industry needs to look more on the qualitative aspect and figure how this could be computed in the overall effectiveness of the campaign; whether a particular campaign has delivered the desired result and value, as that is more important than the volume of coverage.

To change the current situation from volume to value, we need a mindset change from clients, brands and the PR industry. They need to look at the bigger picture of value and not focus only on the numbers.

Adgully’s premier #TwitterChat GullyChat episode this Friday, June 18, 2021, will focus on this pertinent topic – ‘Quality Vs Volume Game – Charting the Future Course for PR Communications’. Joining in the discussions will be:

Charu Raizada, Integrated Communication Consultant, Council Marketing

Bhaskar Majumdar, Head - Corporate Affairs, Communication & Digital, Egis India

Meenakshi Sarkar, Head - Corporate Communications, Hero Future Energies

Pooja Trehan, Associate Director - Marketing, SugarBox

Shaina Wij, Founder, Bandwagon Communications PR consultant

Sandeep Rao, CEO, One Source Consultancy Pvt Ltd

Join the exciting conversation this Friday, June 18, 2021 between 3 pm and 4 pm on Twitter by following @adgully.

 

 

GAMEXX Awards 2021 Early Bird Discount Last Date - Monday, June 21, 2021 - ENTER NOW

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment