Nice shows we still need government PR... if not the fat cats

Was interested to see the anger on Panorama and in the media on the salaries of the government comms fat cats.  PR Week covered the story and I obviously had my say there.  But Paul Cardin's response made me think...

He said:

"No sympathy whatsoever from this quarter. Don't fight it and risk exposing yourselves. Just line up and take the medicine. Being surplus to requirements during the hard times, you'll be progressively more redundant as this recession takes hold and exposes the overpaid parasites and hangers on."

Fair enough on the medicine point. There are plenty in the industry who agree with Paul on that - and I think that's pretty much the industry body stand point.

But I don't think all comms people can be tagged as parasites. And, I think this misses the point slightly. 

Sure there were excesses during the Labour years (as someone who has read more Central Office of Information briefs than I care to remember, there are some my company refused to go for because we just felt they were a waste of money and wouldn't deliver any tangible result).

But much of the comms activity undertaken by government / charities has been socially useful (anti-smoking and recruitment of teachers to name just two), but the headlines today from Nice show an urgent need for comms.

The big news in their story states:

"[We need to] improve access to and uptake of antenatal care for women in difficult social circumstances, thereby helping to prevent complications and potentially save the lives of these mothers and their babies.

Difficult social circumstances, or complex social factors, can include poverty, homelessness, unemployment, substance misuse, difficulty reading or speaking English, teenage pregnancy and domestic abuse. 

Pregnant women in these situations often do not attend antenatal appointments as traditional services are often not adequate for their needs. 

However, a lack of good antenatal care can increase the risk of women dying from complications during pregnancy or after birth, with women living in areas of high deprivation in England five times more likely to die during pregnancy or after childbirth than women in more affluent areas. Babies born into these circumstances are also around twice as likely to be stillborn or die shortly after birth as those who are not."  

The access point is one area which needs government funding. But the uptake is an issue for communicators with a clearly defined audience to act on.  It is very measurable objective and if successful will help save lives.

So even if you don't like the salaries of the PR fat cats, don't assume all government comms people are parasites - look what good they have done and could do.

A chance for the obesity makers to repent

The UK's biggest advertising spender, the Central Office of Information, has started a process to find the biggest brains in behavioural change to join a new panel of experts who will advise the Government on how to get people to act differently.

Rather than taking us on a further step towards an Orwellian distopia, this is actually a pretty sensible idea.

Delivering real and sustained positive behavioural change is the holy-grail of marketing and over the last few years PR campaigns have demonstrated how effective they can be at helping deliver this change.

The public sector often leads the way in developing new theories and techniques for influencing and effecting behavioural change so it's welcome that the COI is now looking to bring the best academics and practitioners together to help inform and improve future campaigns.

But as I commented in PR Week, the biggest challenge for this panel will be to overcome the limits of behavioural models - which are deliberately kept simple and theoretical. Therefore, it's crucial that the roster has fair representation from senior professionals who represent current practitioners and that it also recognises wider, non public sector, insight and expertise.

After all, the peddlers of 'fast moving consumer goods' (FMCG brands in marketing speak, or selling sweets to kiddies in common parlance) have caused obseity rates to rocket - let's use their expertise to help us address these trends!

PR needs to embrace the chance to show it works

The UK's Central Office of Information has suggested that advertising value equivalent's (AVE) are no longer included as part of mandatory evaluation criteria when measuring how well PR campaigns perform.

And not before time!

You can read my comments either in PR Week or on the website of the company I work for. But, if like me you get excited by evaluation (or just want to understand more about the context of this debate) I thought I'd use this space to go into a bit more detail and set out what AVEs are, why they are so evil and what COI is planning to change.

Basically, some people reckon the way to evaluate if a media PR campaign works is to look at how much it would have cost to take out adverts of the same size as the coverage a campaign generated in the media. Some then go on to create a 'editorial value' which multiplies this amount to reflect the fact that people trust editorial more.

Sounds a bit crazy? Yes it is... and very inaccurate. There are three main problems:
1) There is no way of accurately recording the ‘value’ of pieces of coverage on BBC and other non-paid for channels, including social media.
2) There is confusion between AVEs which are based on, often rarely used and quickly outdated, rate cards and a ‘PR Value’, ‘weighted AVE’ or ‘editorial value’. This second group of measures are even more inaccurate and simply multiply the AVE by an editorial trust weighting estimated at 2.5 or 3 times AVE.
3) Despite the popularity of AVEs among some clients and widespread industry usage, just a third of communicators actually believe them to be somewhat or very effective as a measurement tool, according to an important international study.

So, the COI, as one of the largest providers (and purchasers) of PR services in the UK has suggested replacing AVEs with a cost per impact model. This is defined as the amount spent on PR divided by impact. Impact is the number of times the article is seen (reach multiplied by opportunities to see).

But this in itself may have its own drawbacks:
1) The suggested model may be open to abuse. Historically, ‘opportunities to see’ generated by a media outlet can be claim to be obtained by using a circulation figure (easily obtained from media databases) and a common multiplier – again three has become an industry standard because more than one person will traditionally read a paper or watch a TV (again, not exactly science when you consider my earlier post on YouGovStone research). And despite people having the 'opportunity' to see/read/hear, not everyone reads every bit of a paper or listens to every minute of a radio station.
2) It's difficult to see how this model could be expanded to include non-media campaigns as well – including social media, online, viral, stakeholder and event campaigns, etc.

In fact there is limit on any model which essentially only examines the efficiency of PR activity in generating coverage (important as this is). In Band & Brown's submission to COI in response to the consultation, we strongly argue that all evaluation measurement should also measure effectiveness and as such requires the inclusion of attitudinal and behavioural measurement (it's probably only fair to point out that at the moment, we use both types of evaluation, depending on client needs/budgets).

These measures ensure that all PR activity can be evaluated – not just media coverage - and also proves that the industry is not walking away from accountability and is living up to the standards adopted elsewhere in the marketing industry. This will help PR stand up for itself alongside other marketing disciplines as part of what the head of COI news and PR calls 'holistic evaluation'.

The paper I helped write for Band & Brown in response to COI set out five recommendations for addressing the problems above and improving the way the industry proves the real impact of public relations... let's see if COI and the rest of the industry accepts them when the final framework is published!