The GlobeScan Approach to Communications
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Audience impact evaluation
Media impact measurement has always been the main tool for evaluation of public relations. But it is no longer enough in an age when clients are demanding to know the impact of communications on reputation and stakeholder relationships, and what the return on communication investment is.
GlobeScan evaluates the impact of communications by means of pre- and post-campaign surveys and tracking surveys, among the general public and stakeholders. The quality of our communications research is a unique result of a number of factors:
- Our expertise in accessing hard-to-reach decision makers and opinion formers around the world, ensuring that essential information is not clouded by the opinions of people beyond the outer edges of the client's stakeholder map.
- Our innovative use of panels, engaged to meet the specific needs of the client.
- Our industry-leading advanced analytic tools.
- A global partner network that understands the socio-demographic, cultural and market factors that bear on client communications around the world.
- Our understanding of communications - in practice as well as theory.
Combining the information from stakeholder research with media impact and audience penetration data, GlobeScan provides a full account of how well communications are working. More importantly, we provide guidance, on a firm empirical base, for the development of strategy:
- Audience targeting
- Channel management
- Message development
- Establishing baselines and targets for progress evaluation.