Combining I2 and O2 with M3 for valuable PR impact

Did you miss out on picking this unique formula during the graduation days? Or could be something trending in smaller niche circles that never got noticed? Maybe a new fad that AI just threw back at the audiences wanting a response!

None of the above (what a thrill to type this option). Just attempting to break the stereotypical introduction to how measurable PR impact can garner value. And for once let’s not all put ‘measurement’ on the podium. We will have to acknowledge and accept that it’s a wonderful combination of varied interesting aspects, to achieve the desirable outcome.

Insights and Intel (I2), Objective and Outcome (O2), Medium, Message and Metrics (M3) – when applied appropriately can help achieve scientific impact. Mostly, you will need all the elements with a varying degree of involvement, depending on the business requirements. And remember, by scientific I mean, the ROI on a PR campaign, with clearly defined input and output components.

If you think I’m making this a wee bit complicated, lets step back or actually roll ahead faster. The simple truth is that Data and analytics have taken the centre stage today. As PR and Communication professionals we need to unlearn and then educate everyone around us about the impact a well-planned PR campaign can bring (to the table). And this is possible when we can measure the outcome versus elements like cost, ideas, execution, competition noise and public recall. This is where the above formula comes into the picture. And yes reminds all of us of the Barcelona principles. The foundation will always stay the same, it’s the application in the changing times that needs to evolve.

So, let’s begin viewing Measurement through a different prism.

  • start small. How am I monitoring coverage, what am I cleaning and looking at within the business, and what conversation is my brand capturing space in – explicitly list these
  • Concept of baselining. Very important. Get a firm understanding of your current media performance – where the brand is showing up and then go by changing what is essential
  • Approach with a mindset to look at quality over quantity. Always.

All this is good to do and so far achievable. But as strategic advisors Communication professionals need to understand the importance of contributing to the larger picture. How are we contributing to moving the needle for the business? What and how is PR contributing for achieving the business goal? Simple questions, but immensely critical. A PR campaign should no more be looked at as a short-term solution for a gain or a problem. And if you wish to create long-term relevance, then go back to measuring the outcome and directly corelating it to the business.

Always start with what you intend to achieve, which audience cohort you wish to influence, what is the messaging you want to get out there. The quantity output of your campaign could be far lesser than the competitor, but qualitatively you could be in the top tier of media with a higher share of voice in that bushiness. So, decide on the metrics that you would measure at the end of the year or for that particular campaign, to depict valuable impact – before you even think of an idea!

Maintain Consistency. Measuring in the same manner over a period of time is crucial. For this we need to understand data fluency. Marry the art of PR to the science of data. There will be and can be lots of numbers to evaluate, but zero down on the specifics basis what is relevant for your brand, your campaign and the eventual outcome.

Measurement of the outcome to showcase valuable impact of a PR or Communications Campaign on the business goals. Summarises the need of the hour. And this is what will make us the “think tank” when we get our seat on the table. Let’s gear up!


The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Pooja Trehan
Pooja Trehan, VP, Communications & Public Policy.

Building brands through story-telling is what keeps me going! Having spent 18years in this industry, I am far more excited to experiment on what's next to unlearn. Worked with industries across FMCG, Oil & Gas, Technology, Fashion, Telecom, Media House, F&B and now Sports, my curiosity to craft a narrative only gets deeper. Marathons, Black Coffee, learning about Scotch and Malts, reading everything i can, travelling, are few of other personal passions that I happily pursue.

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