MediaBanc talks measurement and evaluation at the PRSP Professional Development Series
The Public Relations Society of the Philippines (PRSP) invited MediaBanc to participate in one of its Professional Development Series. The Oct 2011 leg of the series covered a myriad of industry’s best practices ranging from planning media campaigns down to measuring the success of such planning, and of the actual campaign, consequently.
The Philippines’ newly-appointed Secretary Ramon Jimenez Jr. for the Department of Tourism set the tone of the discussion sharing his plans for the country’s tourism campaign in his keynote speech. This was followed by Campaigns and Grey’s Group Chairperson Ms. Yoly Ong sharing her team’s whirlwind communication planning for the most recent presidential election (with their candidate ultimately winning the presidential run). The morning agenda was closed by Ms. Ging Reyes, Head of ABSCBN’s News and Public Affairs, with her talk on ABSCBN’s new generation news delivery.
MediaBanc came next providing a guide for PR practitioners on how to effectively measure communication strategies through outputs, outtakes and outcomes, and how such measurement system can help in better shaping communication plans by identifying effective PR tools and key communication elements.
Shaun Mazlan, Regional Manager for the MediaBanc’s Media Intelligence team, flew to Manila to engage the audience of the series with global industry movements in media measurement, followed by Manila’s local Media Intelligence Consultant Kym Edullantes to share an actual step-by-step measurement activity covering one of Manila’s most talked about issue, the Reproductive Health Bill.
The event was closed by a panel discussion on the use of the mobile platform and social media as a PR tool moderated by blog writer Ms. Janette Toral. Movers from this rising industry form part of the panel namely, Ms. Jillian Go from Globe’s Beyond Access Digital-Media Division, Mr. Jim Ayson from Smart’s Broadband, Internet and Data Services Group and Ms. Goddes Hope Oliveros, Head of Metro Manila Development Authority’s (MMDA) Communications Group.
The event was held last October 25, 2011 at the ELJ Building, ABS-CBN Complex, Quezon City.
Photo Credits: PRSP