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How do you evaluate the impact of PR and social media?

Essentailly, if you work in PR and want to understand how to measure the impact of what you do, watch this video. 

The video above is an edited version of a web chat that hosted on 30th March.

We lined up the leading panelists to discuss this issue, there biogs are explained in the table below. The full unedited version of the chat is available to watc, just click here. (External site.)

Oliver Hickson, The COI's Director of PR and Sponsorship

Oliver is PR and Client Director at the Central Office of Information (COI). He joined COI in 1995 as a Sponsorship and Promotions Manager. He played a leading role in The COI's recent decision not to include Advertising Rate Equivalent (AVE's) in any COI evaluation report. Instead, one of the key metrics The COI will be using will be "cost per impact."

Oliver will be discussing the findings of The COI's research and welcomes questions on the subject.


Philip Lynch, Evaluation Director, Kantar Media

As a Director of Kantar Media Intelligence, Philip leads evaluation of mainstream media and, for the past two years, has been working with WPP’s social media analytics specialist Cymfony to develop new resources and methodologies for online and social media analysis in the UK and Europe.


Louise Watson, Head of Consumer Goods, Hill & Knowlton UK

Louise Watson heads up Hill & Knowlton's Consumer Goods Division with responsibility for the UK P&G business and Jacques Azagury fine fragrance. She is highly experienced in developing insightful and integrated communication campaigns.


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