No matter how great the idea, no matter how perfect the media placement, the deliverable our clients request most often is measurable return on their investment. That’s why every assignment we take on begins with the assumption that there is a tangible business goal to achieve. It means driving measurable impact which is why the word impact is taken very seriously at GCI. It is only used to describe our ability to impact our client’s business objectives – driving sales, moving share price, averting crisis and building reputation. For Dell it has meant shifting market perception from environmentally irresponsible to environmentally responsible. For RadioShack it meant driving product off the shelf and eliminating the need for advertising support for the launch of a hot new product. For Starbucks, it means reversing negative opinion about their presence in the Bay area and turning Starbuck’s into a community partner to thousands. Using the The Measurement Value Chaintm™ as a framework, we can organize various approaches to measurement according to value. Starting with the establishment of measurable objectives, each successive block of the chain adds value and insight to the measurement of PR effectiveness and impact. Our objective is to drive as far to the right as possible. It will not always be feasible to link everything to a desired business outcome. However, the better the linkages are understood, the stronger the overall measurement model or approach. To best communicate our progress and impact, we prepare program dashboards to capture the established goals and status of each. Communicating openly and regularly with our clients is essential and that means knowing when they are happy and when they want to see room for improvement. Contact: |
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