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- ‘Better evidence of the impact of design will drive up demand.’
- A finger in the air still widespread when it comes to budget setting
- Bridging the gap between business skills and online reputation management
- What a design agency doesn’t know about communicating the brand idea could be written on the head of a pin.
- Lots has changed since 2002- perhaps a drop in fee income reflects a changed landscape for communications
- Sponsorship on the up but can lead to tricky outcomes
- Is there such a thing as a design job that’s too small?
- Turn the tables on the Procurement people
- Take more care with Linkedin or you could face unwanted consequences
- Rose coloured specs are OK
- Keep one jump ahead of your clients in 2012
- Tardy Timesheets earns Secret Santa payback!
- How often do you squawk- clients want to hear you!
- Do we over-gloom the doom?
- Life's too short- particularly Account Managers
- How can I trust you with my money?
- Contrasting views regarding creative services procurement
- Sir Terry says this is the best of times for marketers- do you agree?
- ERIC shows the way for Shine (plus a suitcase full of awards)
- The bit in the pitch process that gets overlooked…..the cost
- Ogilvy Australia drops AVE's
- Alternatives to AVE’s - Lisbon sets the pace after Barcelona
- Getting the balance right in your business
- Agency models don’t die, they just get reorganised
- Why does integration matter so much
- Does your PR firm sign up to The Barcelona Declaration of Research principals?
- The Power of the Procurement Manager
ERIC shows the way for Shine (plus a suitcase full of awards)
The measurement of social media results has to be 
the way forward for brands, and many PR agencies (rightly) point out that digital communications is a core competence of PR firms. If you entrust you brand to experts in the digital space then it is surely managed to best effect through a comms specialist.
Shine Communications MD Lawrence Collins recognises that the competition among providers to be the chosen voice of ‘social commerce’ is growing. ‘The PR industry is best-equipped to provide counsel. We're experts in conversation, reacting quickly to changes and refining messages to appeal to different audiences’.
Collins clearly distinguishes between general brand awareness and the importance of achieving business objectives. ‘Social media activity has to be developed against KPIs that make a difference to brands. It's insufficient for PR to trumpet its outputs - demonstrating outcomes is what cuts the mustard’.
His focus upon the value of PR activity has led to the development of a viable metric to replace AVE’s. Shine Communications is among the first group of consultancies to implement an alternative:-
‘Our new system, ERIC (Evaluating Results in Integrated Campaigns), has been described as a 'big and bold step' by comms measurement body AMEC. It moves us away from flawed, outdated metrics like Advertising Value Equivalents to those that focus on outcomes - assessing what difference our work makes to the behaviour or opinions of clients' audiences. Online, where so much can be measured, there's no excuse for not doing so properly.’
And the results of this big and bold step? Probably too early to say, but the firm picked up yet another award in the Best Broadcast category for our work on the WWE World Tour at the PR Week Awards 2011.
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