Your PR measurement decisions: A discussion with Onclusive’s Marcus Gault on the PRmoment Podcast
02/14/22 • 29 min
Welcome to the PRmoment Podcast.
This week we’re chatting to Marcus Gault, managing director UK and Ireland of Onclusive.
Dare I say many of you may not be aware but Onclusive is the new name for the Reputation Intelligence division of Kantar that was recently acquired by Symphony Technology Group.
Onclusive has over 9,000 clients, across 130 markets and over 1,100 employees. So it’s a big beast in the PR measurement and evaluation game.
Before we start, just to tell you about PRmoment’s new Patron Scheme. If you are a regular consumer of our content, including this podcast, and you’re getting value from it, if you fancy making a contribution to help fund PRmoment, now you can.
We have three different Patron Tiers—The Daney Parker Tier, The Chadlington Tier and Edward Bernays Tier.
Also, thanks to our PRmoment Podcast sponsors, The PRCA.
Here’s a summary of what Marcus and PRoment founder Ben Smith spoke about:
1.30 mins Is there a difference between the data and insight demands of your agency clients and your in-house/corporate clients?
3.30 mins Most data suppliers use a mix of human and automated (AI) analysis these days. Marcus talks us through the pros and cons of each approach.
“The sweat spot is a hybrid approach: you use AI to do the heavy lifting but then you sample code with people a proportion of the coverage to get the deeper insight.”
7.30 mins Do companies like Onclusive tend to supply the raw data or do you interpret it? How do you see yourselves these days, as data providers or insight consultants?
9.30 mins Is the measurement of PR and comms always likely to be imperfect? Just because PR and comms is nearly always part of an integrated marketing strategy?
13 mins Marcus talks about how he’d advise the measurement of a consumer campaign.
15 mins And he compares that to how he’d suggest measuring a firms reputation, so corporate PR.
18 mins“The key insight is what is hurting and what is helping your reputation.”
19.30 mins Measurement professionals working in the PR and comms sector spend a lot of time talking about outcome measurement. But not many PR campaigns measure their outcomes. Why is that? Is outcome measurement a false hope?
20.30 mins The integrated nature of most marketing campaigns makes outcome measurement difficult.PR and comms is not in isolation much of the time.
21.30 mins “I would advise PR and comms professionals to clearly define what they are trying to achieve in their comms activity, and then identify what sources of data they might have access to that will help them understand the impact of that work.”
23 mins Don’t forget: our colleagues/rivals (?) in marketing may have bigger budgets but they also struggle to measure the impact of their integrated campaigns.
23.30 mins What are the most popular measurement KPIs for Onclusive’s clients?
26.30 mins They’ll be a section of listeners of this podcast who are part of PR’s measurement clan. Marcus gives us an update on why, having left the sector for a few years, he’s been tempted back!
Welcome to the PRmoment Podcast.
This week we’re chatting to Marcus Gault, managing director UK and Ireland of Onclusive.
Dare I say many of you may not be aware but Onclusive is the new name for the Reputation Intelligence division of Kantar that was recently acquired by Symphony Technology Group.
Onclusive has over 9,000 clients, across 130 markets and over 1,100 employees. So it’s a big beast in the PR measurement and evaluation game.
Before we start, just to tell you about PRmoment’s new Patron Scheme. If you are a regular consumer of our content, including this podcast, and you’re getting value from it, if you fancy making a contribution to help fund PRmoment, now you can.
We have three different Patron Tiers—The Daney Parker Tier, The Chadlington Tier and Edward Bernays Tier.
Also, thanks to our PRmoment Podcast sponsors, The PRCA.
Here’s a summary of what Marcus and PRoment founder Ben Smith spoke about:
1.30 mins Is there a difference between the data and insight demands of your agency clients and your in-house/corporate clients?
3.30 mins Most data suppliers use a mix of human and automated (AI) analysis these days. Marcus talks us through the pros and cons of each approach.
“The sweat spot is a hybrid approach: you use AI to do the heavy lifting but then you sample code with people a proportion of the coverage to get the deeper insight.”
7.30 mins Do companies like Onclusive tend to supply the raw data or do you interpret it? How do you see yourselves these days, as data providers or insight consultants?
9.30 mins Is the measurement of PR and comms always likely to be imperfect? Just because PR and comms is nearly always part of an integrated marketing strategy?
13 mins Marcus talks about how he’d advise the measurement of a consumer campaign.
15 mins And he compares that to how he’d suggest measuring a firms reputation, so corporate PR.
18 mins“The key insight is what is hurting and what is helping your reputation.”
19.30 mins Measurement professionals working in the PR and comms sector spend a lot of time talking about outcome measurement. But not many PR campaigns measure their outcomes. Why is that? Is outcome measurement a false hope?
20.30 mins The integrated nature of most marketing campaigns makes outcome measurement difficult.PR and comms is not in isolation much of the time.
21.30 mins “I would advise PR and comms professionals to clearly define what they are trying to achieve in their comms activity, and then identify what sources of data they might have access to that will help them understand the impact of that work.”
23 mins Don’t forget: our colleagues/rivals (?) in marketing may have bigger budgets but they also struggle to measure the impact of their integrated campaigns.
23.30 mins What are the most popular measurement KPIs for Onclusive’s clients?
26.30 mins They’ll be a section of listeners of this podcast who are part of PR’s measurement clan. Marcus gives us an update on why, having left the sector for a few years, he’s been tempted back!
Previous Episode
What are the important data points behind an organisation’s reputation? Jon Rhodes, partner at BOLDT, on the PRmoment Podcast
Welcome to the PRmoment Podcast.
This week we’re talking to Jon Rhodes, partner at BOLDT about what the important data points behind an organisation’s reputation are.
BOLDT and Mettle Capital recently released their Trust in 2021 report.
The report analysed more than 40 million conversations and pieces of content across more than 2,500 companies.
Before we start, just to tell you about PRmoment’s new Patron Scheme. If you are a regular consumer of our content, including this podcast, and you’re getting value from it, if you fancy making a contribution to help fund PRmoment - now you can.
We have three different Patron Tiers—The Daney Parker Tier, The Chadlington Tier and Edward Bernays Tier.
Finally, thanks to our PRmoment Podcast sponsors, The PRCA.
Here’s a summary of what Jon and PRmoment founder Ben Smith discussed:
2 mins Jon explains how, with this research, like many PR people before him, he’s trying to put some science into reputation management and corporate PR.
3.30 mins“I was fed up of having the worst looking slides in the management pack”.
5 mins Why integrating bug data is the best way to understand the success of corporate PR and reputation management.
5.30 mins Jon talks about how this Trust Report uses a big data approach and is then curated against 3 standatised models: An ESG model based on SASB, The World Economic Forum’s Trust Model and a reputation model.
6.30 mins Jon explains where the source data is taken for this report.
9 mins What, according to this research, are the important numbers behind an organisation's trust?
10 mins This is a 10 year data set so Jon talks about some long term reputational trends.
13 mins Many people believe public relations has a measurement problem, but corporate PR has never really tried to measure its impact, has it?
BS: “I know corporate PR people who have never considered the idea of measuring their impact”.
17 mins Jon talks about the potential of using this data set to model and predict reputation fluctuations, specifically related to ESG data which is currently not sufficiently robust.
18 mins Jon reveals the correlation between reputation and share price: apparently “a good reputation precedes share price by about 3 months.” (Depending on the company and the sector!)
23 mins Jon discusses the 2 most dominant issues impacting trust: problem solving and the CEO.
28 mins The implications of this big data approach to measuring reputation and corporate PR.
If you’d like a copy of the report email [email protected].
Next Episode
What do CEOs want from their PR people?
Welcome to the PRmoment Podcast.
This week we’re chatting to Will Sturgeon, head of content and thought leadership at PwC UK about its CEO Report.
PwC’s 25th Annual CEO Report reveals a growing trend towards more purposeful business practices, including a greater focus on trust, transparency and personal accountability from CEOs on issues such as climate change and inequality.
These are all issues where the contribution of the PR and communications team should be critical, so we invited Will on the show to talk us through the key issues from this report from a PR and comms perspective.
The UK data of PwC’s 25 Annual CEO Report is based on a survey of 177 UK CEOs conducted 6 October - 12 November 2021.
Before we start just a reminder, if you haven’t got your ticket already, do check out PRmoment’s next webinar on PR Analytics. We’ve got the top experts on to talk you through the key issues of the intersection of PR and data. Tickets are only £45 + vat, it’s a great format where you’ll get useful information and insight in a non-patronising tone!
Thanks to a couple of new PRmoment Patrons. First up Nigel Sarbutts from the PR Cavalry who’s joined as a Daney Parker Tier Patron and thanks also to Darryl Sparrey from Hard Numbers who is signed up as an Edward Bernays Tier Patron.
Thanks to our PRmoment Podcast sponsors, The PRCA.
Here’s a summary of what Will and PRmoment founder Ben Smith discussed on the show:
3 mins What are the top CEO concerns at the moment, according to the report?
4 mins “CEOs are very concerned about any issues that are going to limit their ability to hire. ”
4.30 mins“There’s a greater commitment to purpose and conversations about ESG because they (CEOs) recognise that’s important when they go to the market and compete for talent.”
8 mins CEOs are pretty confident about future economic growth, both in the UK and globally.
11.30 mins What do CEOs want from their PR and comms teams?
12 mins “Comms professionals need to be more demanding of the brands they work for.”
13.30 mins Why talking about something publicly is a key part of accountability for businesses.
15 mins CEOs are very aware of the need for authenticity—there was an anti-greenwashing theme throughout the interviews in the report.
16.30 mins How successful have CEOs been in building trust with their stakeholders in the last few years?
20 mins How has the role of the CEO changed?
24 mins“Purpose used to be an area of differentiation...it’s now moving to an area of expectation.”
25 mins Are the trends around CEOs prioritising purpose and ESG global?
26.30 mins Are we likely to see a different type of CEO in the future?
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