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INTERVIEW: “The PR Measurement Industry is Very Peculiar, In That It Accommodates New Trends And Opportunities” -PHILIP ODIAKOSE

Interview session with Philip Odiakose, Lead Consultant, P+ Measurement Services. – By Sophia Karakeva, Chief Marketing Officer, DataScouting, Greece.

Philip Odiakose, Lead Consultant at P+ Measurement Services, shares in this post his views on the metrics that should be part of every PR measurement program, examines if challenges like virtual reality or immersive journalism will affect measurement, explains why media monitoring provide enough measurement and analytics capabilities and and outlines where measurement and evaluation are heading.

Q: What metrics do you believe should be part of every PR measurement program?
Every PR measurement program should includeCompetitive comparison, sentiment analysis, mechanical data (Publication analysis),message placement and penetration, share of Ink and share of Voice, journalist/spokesperson analysis, key influencer engagement, content analysis, key brand messages, active advocate, website traffic and lead sourcing are some of the key metrics we distil into statistics to help brands and companies understand their performance over a period of time.

Q: How do you see measurement being affected by challenges like virtual reality or immersive (business) journalism?
The PR measurement industry is very peculiar, in that it accommodates new trends and opportunities. New technologies provide a brand new frontier of opportunities; the same way the advent of digital media provided a new platform for measurement, we are of the opinion that immersive journalism will not create a challenge but an avenue for fresh business for the measurement industry.  

Q: Do media monitoring companies provide enough measurement and analytics capabilities?
The real scope of our business is analytics and trend setting. We understand that most of our clients want to see coverage highlights before their day starts, which is one of our key deliverables as a PR measurement agency, but we are most concerned about the statistics, “the who’s”, “the what”, “the when” and “the what will happen next”; we want to be able to create avenues for our clients to predict their ongoing and upcoming objectives while using our actuarial knowledge to create insights for them.

Q: Where do you believe are measurement and evaluation heading?
Measurements and evaluations are destined for top management capacities in blue chip companies; the creative strategy sessions and the processes of determining results. The future of the measurement industry is an industry where measurement consultants are called in during the planning phase to help determine a scope for how to measure results of their campaigns on all platforms from the start.

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