{"id":2051,"date":"2020-05-16T06:57:59","date_gmt":"2020-05-16T06:57:59","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=2051"},"modified":"2020-05-22T06:59:30","modified_gmt":"2020-05-22T06:59:30","slug":"measuring-impact","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/measuring-impact\/","title":{"rendered":"SCoReTalk: Measuring Impact During a Lockdown"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">It is not hidden that how Covid19 is badly affecting the world economy, businesses and lives too. Brands are working on every possible way to reach their consumers in this lockdown with their messages, CSR activities, and more such activities. The question is how they are measuring impact? What metrics can be used by the PR and Communication professionals for the right outcome? In the 7<\/span><span style=\"font-weight: 400;\">th<\/span><span style=\"font-weight: 400;\"> edition of SCoRe Talk on 13<\/span><span style=\"font-weight: 400;\">th<\/span><span style=\"font-weight: 400;\"> of May, 2020, five incredible panellists from PR and Communication fraternity moderated by Pradyuman Maheshwari, Editor-in-Chief &amp; CEO, MxMIndia talked about Measurement priorities during a lockdown. The panellists were Abhilasha Padhy, Managing Director, 80 Db Communications, Aseem Sood, CEO at Impact Research and Measurement Pvt Ltd, Rammohan Regulapati, Head of Corporate Communications and Community Relations at UltraTech Cement, Rishi Seth, Group CEO, 6 Degrees BCW and Sarah Gideon, Senior Director and Head Corporate Communications, Flipkart.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The discussion started by Pradyuman Maheshwari pointing out how bands are dealing with this pandemic situation and asking the opinion on how PR and communication fraternity is measuring impact. Sarah Gideon started to share her experience and opinion on the topic by saying that every company has its own unique way to monitor the impact of Covid19 and Flipkart is one of them. Moving ahead with her talk, Sarah mentioned that it is not about volume of the coverage but how things are breaking minute by minute. Things that helped out the company to plan towards PR outcomes are guidelines by the ministry of the home affairs, developing healthcare scenario, what competition is doing. Talking about what Flipkart is doing in this scenario, Sarah shared her experiences. \u201cThe most critical part in terms of measurement is real time monitoring.\u201d- Sarah Gideon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moving ahead with Rammohan Regulapati, he started with the learnings that this pandemic situation has taught him:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The trust is the premium<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Lead with integrity<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Partnering with value<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Catalyse the change<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Experiment and evolve<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Culture of creativity<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Embracing the ecosystem<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The need to think, think and think<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Explaining all these points, he gave an advice that \u201cIf we expect our team to deliver and navigate the situation we have, then they need to be very clear on why because that will help them drive outcomes.\u201d PR and communication fraternity has always been a part of crisis but this current situation is the unique one for everybody. In this type of situation, Abhilasha Padhy talks about what is the need of the hour. She says, \u201cwe need to shift from promotion, promoting or communicating inwards to a focus which is outwards to the brand\u2019s purpose and how it actually answers people and how it helps them in the current situation.\u201d The advice that we can take from Abhilasha Padhy is Corporate reputation needs to be brought at the forefront at the current situation. The metrics that 80 dB is using are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Measuring social engagement<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Research and surveys<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Brand sentiment analysis<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">3<\/span><span style=\"font-weight: 400;\">rd<\/span><span style=\"font-weight: 400;\"> party data<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Economic surveys<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consumer spending information<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As this pandemic situation is new to every business, the old formulas are not going to work for measuring impact. We need to be innovative in terms of thinking. Rishi Seth talks about complexities that are coming on the way between a brand and its consumers. He says that trust, authenticity and empathy is all that a brand wants to communicate today. Mentioning about what is fundamentally changing, Rishi Seth points out some of the important things that are people are thinking of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Safety<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Renew<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Revive<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Flourish<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">All these points can be measured by communication. Till now, we only talked about how to measure the impacts but now Rishi Seth also pressurises that what needs to be measured primarily. He says that authenticity should be the main focus to measure on that how much a brand is authentic to their consumers. His key advice to the audience is, be more careful around your messaging and plans. Measuring employees\u2019 sentiments should also be included in the measurement list.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After having so many talks on measurements, now finally the further discussion was handed over to the man of measurement in this fraternity, Aseem Sood. He started the discussion with what measurement is and what measurement is not. Many people think measurement as a report card but as of the today\u2019s discussion measurement is a combination of research and insights, said Aseem Sood. He shared a presentation on measurement including various topics starting with the objectives. The objective part consists of Who, What, How much and by When. He shares his learning that he got from his clients and those are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Articulate the changes in your Communication Objectives<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Understand the changes in stakeholder expectations<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Listen more than before<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Output and Outcomes are both important<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Review your measurement approach and tactics<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Suspend your agenda<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">After all the discussions, Pradyuman Maheshwari asks the panellist that how it is impacting the PR and Communication businesses when print media is not actually reaching out the public in a way that we wanted to reach out. Answering this, Rammohan Regulapati says, \u201cIn serving the citizens became a natural fit for certain sectors to be able to leverage their business agenda to do it in a way that resonate with consumers strongly.\u201d Moving ahead with the answers of Sarah Gideon, she says that the objectives of their company have changed week to week.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adding to the opinions, Aseem sood says, \u201cPrint is not only the way that the corporates are able to reach out their stakeholders.\u201d People started going digital to reach out their stakeholders. Being asked that are people accepting the new reality that the print form is not available? Rishi Seth says, \u201cpeople are realising that print is no more a mainstream as it used to be.\u201d Continuing this, Abhilasha Padhy says, \u201cCovid19 has increased the momentum of acceptance.\u201d The shift has already taken place from print to digital.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The key takeaways from the discussions were:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Articulating the changes that one is making in communicating objectives\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Time static measurement<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Agility and speed of information gathering<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Measuring stakeholders\u2019 expectations before taking actions\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keep an eye on how the brand is perceived at the end<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Adding final comment to the discussion, Pradyuman Maheshwari signs off by saying, \u201cThis is a new normal. We don\u2019t know what happen next but the things that we can do are need to be safe in every possible way, safe in our personal lives, safe in our businesses and safe in measurement.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I, as an individual found this webinar very insightful. I enjoyed every bit of the conversation.<\/span><\/p>\n<p>&#8211; Tamanna Singh<\/p>\n<p><strong><em>Related Article \u2013<\/em><\/strong><\/p>\n<p><a href=\"https:\/\/scoreindia.org\/blog\/the-new-normal-for-communication-professionals\/\">How will new normal look like<\/a><\/p>\n<p><a href=\"https:\/\/scoreindia.org\/blog\/learning-from-adversity\/\">Learning from Adversity<\/a><\/p>\n<p><a href=\"https:\/\/scoreindia.org\/blog\/how-to-be-future-ready\/\">How to be future-ready<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Tamanna Singh, an aspiring PR professional who is a student at School of Communications and Reputations (SCoRe). She completed her winter internship with GolinOpinion, Mumbai.\\n\\nShe is from Hazaribagh. She did her Bachelors in English literature from St. Collumba\u2019s College Hazaribagh and has experience in teaching as an English teacher for 6 months in Rastra Bharti Academy, Udaipur. Tamanna has been a regional level player of Volleyball in her school time. Her blog is named as \u2018The Perfect Desire\u2019, where she shares her opinions and life experiences. Besides her academic schedule, Tamanna is always glued to music. She loves singing and dancing. For her music is important to start and end her day in a better way. She describes herself in three words, i.e, learner, funny, and a truly loyal person.\\n&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:701,&quot;3&quot;:{&quot;1&quot;:0},&quot;5&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;6&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;7&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;8&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;10&quot;:1,&quot;12&quot;:0}\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-2052 lazyload\" data-src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-225x300.png\" alt=\"\" width=\"225\" height=\"300\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-225x300.png 225w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-110x146.png 110w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-38x50.png 38w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-56x75.png 56w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh.png 618w\" data-sizes=\"(max-width: 225px) 100vw, 225px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 225px; --smush-placeholder-aspect-ratio: 225\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-2052\" src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-225x300.png\" alt=\"\" width=\"225\" height=\"300\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-225x300.png 225w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-110x146.png 110w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-38x50.png 38w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh-56x75.png 56w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2020\/05\/Tamanna-singh.png 618w\" sizes=\"(max-width: 225px) 100vw, 225px\" \/><\/noscript><\/span><\/p>\n<p><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Tamanna Singh, an aspiring PR professional who is a student at School of Communications and Reputations (SCoRe). She completed her winter internship with GolinOpinion, Mumbai.\\n\\nShe is from Hazaribagh. She did her Bachelors in English literature from St. Collumba\u2019s College Hazaribagh and has experience in teaching as an English teacher for 6 months in Rastra Bharti Academy, Udaipur. Tamanna has been a regional level player of Volleyball in her school time. Her blog is named as \u2018The Perfect Desire\u2019, where she shares her opinions and life experiences. Besides her academic schedule, Tamanna is always glued to music. She loves singing and dancing. For her music is important to start and end her day in a better way. She describes herself in three words, i.e, learner, funny, and a truly loyal person.\\n&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:701,&quot;3&quot;:{&quot;1&quot;:0},&quot;5&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;6&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;7&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;8&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;10&quot;:1,&quot;12&quot;:0}\"><strong>Tamanna Singh<\/strong>, an aspiring PR professional who is a student at the School of Communications and Reputations (SCoRe). She completed her winter internship with GolinOpinion, Mumbai.<\/span><\/p>\n<p>She is from Hazaribagh. She did her Bachelors in English literature from St. Collumba\u2019s College Hazaribagh and has experience in teaching as an English teacher for 6 months in Rastra Bharti Academy, Udaipur. Tamanna has been a regional level player of Volleyball in her school time. Her blog is named as \u2018The Perfect Desire\u2019, where she shares her opinions and life experiences. Besides her academic schedule, Tamanna is always glued to music. She loves singing and dancing. For her music is important to start and end her day in a better way. She describes herself in three words, i.e, learner, funny, and a truly loyal person.<\/p>\n<p>&nbsp;<\/p>\n<p>She can be reached on twitter as <a href=\"https:\/\/twitter.com\/TamannaS03\">@TamannaS03<\/a>\u00a0and on LinkedIn as <a href=\"https:\/\/www.linkedin.com\/in\/tamanna-singh\/\">Tamanna Singh<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":2049,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2051","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SCoReTalk: Measuring Impact During a Lockdown<\/title>\n<meta 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