proving our worth
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Proving Our Worth. Monitoring and Evaluation Panel. The Panel. Susie Hall: Accident Compensation Corporation Kimberley Brady: NZ Army Anna Kominik: Ideas Shop Laurie Edwards: Accident Compensation Corporation. - PowerPoint PPT PresentationTRANSCRIPT
Proving Our Worth
Monitoring and Evaluation Panel
The Panel
Susie Hall: Accident Compensation Corporation
Kimberley Brady: NZ Army
Anna Kominik: Ideas Shop
Laurie Edwards: Accident Compensation Corporation
Proving our WorthMedia Monitoring and Evaluation
Laurie Edwards, ACC11 August 2009
Why monitor/evaluate the media?• Critical source of information for most people
– it impacts what they think and how they behave• which is important if you need their cooperation
– monitoring allows us to hold the media accountable
Why monitor/evaluate the media?• Measure key message penetration
– that’s why they pay us – to use the media as a channel to our audiences.
– at two levels• campaign
• corporate
– have to be able to articulate those messages
Why monitor/evaluate the media?• Manage issues and
– correct the media if they have it wrong• there’s no point otherwise!
– or fix the issue if they have it right• “It’s not a media issue, it’s a business issue. Fix the business
issue and the media will go away.”• “If you mess up, fess up.”
Why monitor/evaluate the media?
• Inform future activities
– what worked, what didn’t, what could we do better
– set new targets
– identify who is working for and against us
Monitoring – what?
• Technology lets us monitor everything
– subject to volume you might as well – often free– builds a fuller picture– talkback, blogs etc don’t always flow into mainstream but have some
legitimacy– international as well
• Same doesn’t apply to evaluation
– with a few exceptions, the smaller audiences, lower credibility and lack of moderation minimise the impact of blogs, talkback etc compared to mainstream
– Also blogs tend to be opinion driven rather than fact driven
Monitoring – how?
• Technology and agencies will quickly tell you what was in the media. That’s good.
• Also possible to know in advance! That’s better.
– teach your business to recognise media risk– create relationships that encourage media to come to you first – must
be available– NQX, Scoop etc – provide simultaneous alerts
Evaluation
Media evaluation should:
• be independent– if we do it ourselves we take things into account that the reader won’t.
• measure against pre-agreed– key messages– performance standards
• not averse to positive, balanced, neutral
• relate to one of your corporate objectives, e.g. public trust and confidence
Evaluation
Media evaluation should:
• be weighted– a story on the front page of the Ellesmere Echo just isn’t worth the same as the
NZ Herald
• allow consistent comparisons over periods of time– there are usually patterns, trends
• segment for different– parts of the business– key messages– spokespeople (internal and external)– media outlets and reporters
Evaluation - timing
• Coverage of an issue– immediate, qualitative– get an external opinion if possible
• Coverage of a campaign– during (if long enough) to allow adaptation and at completion– based on pre-set goals – volume, placement, messages– quantitative (media analysis) and qualitative (research as part of campaign
evaluation)
• Coverage of corporate messages– quarterly to allow adjustments if required– annual to feed into next year’s media strategy
Evaluation - issues
• How do we factor in:– all those bad stories that didn’t appear because of our good work– the bad ones that became balanced or balanced that became positive
• We can’t control what they write, so should we be held accountable?– ensure management understands you’re evaluating the organisation’s
media performance – not just your own – no media advisor can save an organisation that continues to fail
• but we have a responsibility to point out the failure
Proving our worth panel
Discussion, questions and answers:• Susie Hall, ACC• Kimberley Brady, NZ Army• Anna Kominik, Ideas Shop• Laurie Edwards, ACC