Share This: a Recap of #measurePR with Richard Bagnall (Pt. I)

February 25th, 2013 | Shonali Burke | 11 Comments

Richard BagnallWe had a terrific #measurePR chat last week. Richard Bagnall, one of the founders of Metrica, which is now part of the Gorkana Group, was our special guest.

I’ve known Richard for – oh, seven years now, I think – wow, seven! – and he is just one of the smartest and nicest people in the world, let alone our field.

Plus he has that jollye olde British accent, don’t you know, and it sometimes even comes across in tweets.

We talked a lot about what “good” and “bad” measurement is, how Richard got interested in the field, and his leadership role with AMEC. And much more.

And here is how nice he is; subconsciously realizing that it would help me tremendously if someone wrote a recap of the chat, he proceeded to do just that!

Here is an excerpt:

What was an early learning experience in the field of #measurePR for you, and why?

Bagnall: So, first thing we did was remove all scores & indexes from our approach as they are invariably wrong and confuse people. Instead we made our analysis totally transparent and shaped specifically to each client’s specific requirements.

No two clients are the same with their needs, no matter how similar they appear to the outside world. Boiled it down back to the basics of communications – the objectives… – focused on this – PR is about getting the right message to the right target audience to achieve an objective…whatever that may be – footfall, sales, share price, downloads, reputation change etc.

If that’s the case, the answer is there – focus on measuring messages to the audiences and the outcomes from having done that.  Also learned many things about global pr measurement in which Gorkana (the company Metrica merged with) now excels.  It’s important to have a consistent global approach but respect needs of local markets which run at different speeds.  And to make sure that the pr measurement provided is future looking and can drive strategy. Not just a look backwards.  We call it insight, not hindsight…

Richard’s terrific recap of the Feb. 19 #measurePR chat is on Gorkana’s Measurement Matters blog. And here’s one of his memories:

He also created a lovely Storify of the chat. Finally, if you like the typical downloadable transcripts I typically post, here’s the #measurePR transcript for Feb. 19.

Also, congratulations to Fleurie Amorette (a first-time chatter!) who won a copy of CIPR’s recently published Share This, to which Richard contributed a chapter. Share This is billed as “the social media handbook for PR,” and it is very well-written (Richard sent me a copy).

Fleurie, wasn’t it, though? Richard will be sending you a copy soon… and thanks again for joining the chat, we hope to see you again soon!

The next chat will be on Tuesday, March 5, and Richard will join us again, since there’s so much more we want to talk about. How about joining us?

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Shonali Burke
Head honcho of Waxing UnLyrical, Shonali Burke is President & CEO of Shonali Burke Consulting, Inc. Based in the Washington, D.C., area, she loves helping for- and non-profit clients, both small and large, turn corporate codswallop into community cool™. She also loves ABBA, bacon, cooking, dogs, and Elvis. Wouldn't you like to be in her kitchen?
Shonali Burke
Shonali Burke
Shonali Burke

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8 comments
shonali
shonali

@dbvickery Thanks for sharing the recap of #measurePR with @richardbagnall - he's back next week, in case you can join. :)

shonali
shonali

@profkrg @sandrasays @martinwaxman @barrettrossie Thanks for sharing the recap of #measurePR with @richardbagnall!

shonali
shonali

@shellykramer @kdpaine @lisapetrilli @gorkanaus Thank you for sharing the recap of #measurePR with @richardbagnall

richardbagnall
richardbagnall

@LisaPetrilli Thanks for the tweet, appreciated.

richardbagnall
richardbagnall

@ShellyKramer Thanks for the tweet, appreciated.

richardbagnall
richardbagnall

Hi Shonali, 

Thanks for your kind words, jolly good show! ;-)

It was a real pleasure to be featured on #measurepr, thank you for having me.  And well done to Fleurie, a copy of Share This has gone out to you in today's mail. (Promise!)

Really looking forward to being invited back on March 5th.  Hope to speak with everyone then.

Tootelpip, Richard

PS Please excuse my 'Englishness' ;-)

GorkanaUS
GorkanaUS

You are very welcome @shonali. Look forward to your next #measurepr post.

Shonali
Shonali moderator

@richardbagnall Thank you so much, Richard, for your generosity! And you never have to excuse your Englishness. That's one of the things we love about you. :)

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  1. [...] week we were lucky enough to get Richard Bagnall of Gorkana back for a follow-up to his previous appearance on #measurePR. We had quite a few new folk attending the chat, which I always love to [...]

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