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PR: Time to Take Centre Stage

Uncovering the South African PR Landscape: Measuring & Evaluating Success

The South African reputation management sector is at an all-time high for formal measurement and evaluation.

The latest “South African PR Landscape Report 2022”, compiled by research agency Ornico in partnership with Tersia Landsberg Boshoff, a strategic communication specialist, shows that the number of organisations using formal measurement and evaluation has jumped from 60% in 2019 to 79% in 2022.

This is a significant increase and suggests that the sector is taking its responsibility to measure and evaluate its work seriously.

However, while external agencies are leading the charge when it comes to formal measurement and evaluation, in-house practitioners are lagging behind.

This is concerning as it suggests that organisations are not taking the same level of care when it comes to measuring and evaluating their own work as they are with external agencies. Without a formal process in place, organisations may be missing out on valuable insights into how their reputation management efforts are performing.

It is essential for organisations to have a formal process for measuring and evaluating their reputation management efforts if they want to ensure that they are achieving their objectives.

Measuring and evaluating performance allows organisations to identify areas where they can improve, as well as areas where they have been successful. It also provides valuable insights into how different stakeholders perceive the organisation’s reputation management activities, allowing them to make informed decisions about how best to manage their reputation going forward.

Measuring & Evaluating Reputation Mgmt: A Clear Process for Success

In order for organisations to effectively measure and evaluate their reputation management efforts, there needs to be a clear process in place.

This should include setting objectives at the outset so that progress can be measured against these goals; collecting data from relevant sources such as surveys or focus groups; analysing this data; drawing conclusions from the analysis; and finally making recommendations based on these conclusions.

Organisations should also ensure that they have the right tools in place for measuring and evaluating their performance. For example, using sentiment analysis tools can help organisations identify trends in public opinion towards their organisation or brand over time; this can then be used to inform future decisions about how best to manage their reputation going forward.

Similarly, using analytics tools can provide valuable insights into which channels are most effective for reaching different audiences or which messages resonate most strongly with stakeholders.

Review Your Reputation: Measure & Evaluate for Success

Finally, it is important for organisations to ensure that they regularly review their processes for measuring and evaluating performance so that they remain up-to-date with best practices in the industry.

This will help ensure that organisations remain competitive in an ever-evolving landscape of reputation management practices.

In conclusion, it is clear that formal measurement and evaluation of reputation management efforts is essential if organisations want to ensure that they are achieving their objectives effectively.

External agencies appear to be leading the charge when it comes to implementing formal processes, but it is important for all practitioners – both external agencies and those working in-house –  to ensure that they have a robust system in place for measuring and evaluating performance if they want to remain competitive in an increasingly crowded market.

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Picture of Armandt J. Viljoen

Armandt J. Viljoen

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PR: Time to Take Centre Stage

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