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Agency Panel Share PR Success Stories for Measurement MonthLONDON, September 30, 2016 /PRNewswire/ -- For PR professionals and their clients, measurement is growing in profile and importance, agreed Gorkana's measurement panel consisting of DeVries SLAM, Bell Pottinger, FleishmanHillard Fishburn and Pitch, at an exclusive AMEC Measurement Month event this week. (Photo: http://photos.prnewswire.com/prnh/20160930/413746 ) As the panel shared measurement challenges they have faced, a consensus formed that while clients may want to improve upon their PR measurement strategies, they may not be clear on how best to go about achieving that. This provides a clear opportunity and challenge for agencies and specialists. The 'How you can prove success - the real world PR measurement challenge' panel, which took place at Tanner Warehouse, London, comprised Daisy Pack, associate director at DeVries SLAM, Julia Hipkiss, associate partner at Bell Pottinger, Allison Adams, director, insights & planning at FleishmanHillard Fishburn, Matt Hocken, account director at Pitch and Paul Hender, head of insight at Gorkana. The event was chaired by Philip Smith, head of news and content at Gorkana. A few PR measurement tips to come out of the event were: Measurement should be a priority from beginning to end Hipkiss introduced the analogy of measuring for, and then buying, curtains for a house. Hender expanded upon the idea: "You wouldn't measure your blinds after you've put them up. You masure them beforehand." Likewise, with PR measurement, the panel agreed, it has to begin before the campaign comes into effect, and continue throughout in order to accurately monitor campaign results. Adams said: "Measurement shouldn't just happen at the end [of the campaign], it should be ongoing." Measurement should be tailored to each client The panel agreed that clients should receive a bespoke measurement solution informed by their specific business and aims. Hipkiss shared her experience working with South Africa Tourism. The brief, she said, was to get more UK travellers going to South Africa. Generating positivity was the key challenge, rather than awareness, and the agency's measurement activity reflected that. In terms of the amount of people travelling to South Africa, Hipkiss said, the agency is currently 16% ahead of target. Hocken explained how Pitch's work with Betfair which, ultimately, wanted to see an increase in bets made, paid off. According to Hocken, a campaign that included an octopus stunt for the World Cup resulted in a 15% rise in bets made. Measurement supports communications integration Pack talked about DeVries SLAM campaigns with Krispy Kreme, Zippo and Quaker. The latter, which featured ballerina Darcey Bussell in a recent campaign, was able to prove that it drove salience and thanks to the tone of the activity: "set the brand on a new path." She advocated running integrated campaigns and, with the PESO (paid, earned, social and owned media) model in mind, ensuring measurement plays a role in driving these campaigns forward. Cision is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, Gorkana, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and 40 languages worldwide, and maintains offices in North America, Europe, Asia, Latin America and Australia. For more information, visit http://www.cision.com or follow @Cision on Twitter. For more information, visit http://www.gorkana.com | http://www.cision.com or follow @gorkana | @Cision on Twitter Video: https://www.youtube.com/watch?v=GITfW-mKn-o For media information please contact: 
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