Why communications?

The paradox of power
The paradox is that the very power of editorial is its uncontrollability. So how can you justify spending, for example, £150,000 on a PR campaign when you don't know what you're going to get? The answer is you should know what you're going to get and you should also know how you're going to prove it. In a recent study, however, less than 20% of clients undertook evaluation with measurement coming a staggering eighth in the ranking of criteria for choosing an agency - several places below how pretty the pitch team was!

The cost of evaluation
We believe clients should allocate 10% of a budget under £50,000 to evaluation, dropping to 3% if over £500,000. Our evaluation techniques are tailored to the programme and carried out either in-house or by an external measurement agency. In the case of editorial, we can calculate a quantifiable media value - rate card discounted by 25% and then weighted by a multiplier determined by qualitative analysis. This looks at messaging; intrusion of competitors; visual branding; impact on page; whether it's in a target title; whether it includes a call to action etc.

The influence of PR
The 'weighted' value of editorial can be cross-analysed any number of ways - by publication or media type; by sub-brand; by project - or compared with this year's pre-set targets or last year's performance. The purpose is as much to provide a planning tool for next year's campaign and analyse what didn't work as it is to blow the trumpet of what did. Combined with other forms of tracking such as U+A studies and focus groups, it means a PR campaign can be proved successful - or otherwise - in influencing consumer purchasing patterns or target audience decision-making.

The depth of Starfish
The true value of editorial coverage achieved by Starfish can be anything between double and ten times the corresponding cost of advertising in that same space. So whether you're seeking to use a PR agency as a tactical support to something else you're already doing (like an ad campaign or major promotion); as a symbiotic element (both creatively and in the planning process) of an integrated communications plan; or as the lead technique and driving force of the plan itself - Starfish should be on your wishlist! Talk to Sally or Julien now to see how we could help.