
Kick off 2025 by working towards Chartered Marketer (Africa) status
CM(A) is a high-level pan-African professional designation awarded to senior marketers in recognition of their experiences and skills.
PUBLIC RELATIONS
By our News Team | 2022
‘Potential reach’ is a manipulative metric, while ‘actual reach’ is difficult to ascertain without a media outlet’s internal metrics.
For African PR agencies and their clients, effectively measuring the success of their press releases and new media campaigns is a matter for ongoing debate.
What constitutes success? Is it column centimetres in a publication, website hits, article ‘likes’ and ‘shares’, favourable comments? The list is extensive and what matters to one agency and its client may be irrelevant to another.
Image by Gerd Altmann from Pixabay
What about ‘reach’ as a metric for success? Writing in the industry publication PR Daily, Dustin Siggins of US-based publicity firm Proven Media Solutions, questions its value as a measure of success, pointing out that ‘potential reach’, is a manipulative metric used by far too many PR professionals and PR-tangential companies.
And without a media outlet’s internal metrics, it’s near-impossible to determine the actual total reach – which, of course, may be a fraction of the potential reach.
“Reach is a better metric of success than potential reach,” he writes. “However, it is very limited because (a) again, it’s impossible to track all reach without an outlet’s internal data, and (b) ‘reach’ is most valuable when reaching the right people with the right message at the right time.”
Siggins believes there are other metrics which, depending upon the circumstances, are more important than reach, especially for clients who understand that the best PR campaigns are long-term investments. These include:
“But even the most effective press campaign is limited without the other side of the branding coin: effective marketing that repurposes press placements to reach other audiences with variations on the same message,” Siggins states.
“Reaching people just means they’ve been touched once. The best clients know what PR professionals and salespeople know: that people need to be reached many times with different message variations before they are likely to take the desired action.”
Read the full article here:
CM(A) is a high-level pan-African professional designation awarded to senior marketers in recognition of their experiences and skills.
Experienced auto industry marketer joins after almost two decades with the Volkswagen and Audi brands in SA.
New CSA offering focuses on marketing-related data analysis, implementation and optimisation for African customers.
Abebe becomes the first Ethiopian to take up the MD position. He moves from the Coca-Cola operation in Uganda, where he was GM.
French-based Géant retail brand now has two stores in the previously troubled North African country, with more planned.
Aim is to quickly spot potential issues and identify gaps, tension points, blind spots and opportunities to course-correct after launches.
Using the right language to inform consumers of the sustainability credentials of a product is vital to ensuring its appeal – research.
Destination ads that emphasise an idealised future are more effective at enticing travellers than campaigns based on nostalgia.
He brings with him industry experience spanning financial services, professional services, IT and telecoms, and FMCG.
OK Zimbabwe, a household name in local retail, closes branches as Confederation of Zimbabwe Retailers calls for urgent interventions.
The rapid spread of online misinformation has become a significant risk for businesses, brands and wider society. Why do people fall for it?
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.