The Buffalo Blog

‘Payment by results – Evaluation is key”

 ‘Kerry Hallard, Buffalo Communications, MD in response to PRWeek article, 'Shift towards clients requesting payment by results criticised by the PRCA'

 

"Last week I was shocked to read the PRCA’s critisicm of the PBR model in PRWeek…

  For an established PR association like the PRCA to come out and criticise payment by results is simply outrageous. Especially as they are basically saying the industry isn’t competent enough to evaluate properly. Their argument devalues what we do as professionals and makes us look decidedly amateurish, vis a vis other marketing disciplines and the business world where ‘gain share’ models are becoming the norm.

 

Trying to dismiss the PBR model because of outdated evaluation techniques is a fallacy. If clients are increasingly requesting payment by results, which they are, consultancies must step up and adapt. Rather than dismiss the model out of hand, what the PRCA should be calling for is specific PBR based evaluation guidelines which can be set against realistic fees which can be levied.

 

I agree that the model of simply charging for coverage is rarely useful nowadays and this type of commoditisation should be consigned to history. Nowadays PBR should be offered, but only when based on clear communications and business-oriented metrics. Digital advancements have allowed progress in certain areas, but solid evaluation will always require a good portion of budget and sizeable time investment. It is also important to focus on outcomes not just outputs of PR metrics.

 

As a consultancy it is important that you are able to put your money where your mouth is and achieve return on investment for both you and your client. Buffalo has definitely found payment by results to be a very successful method among most clients, allowing them to see exactly what they are getting for their money based on pre-planned and agreed metrics that we can realistically impact."

Social media - giving Haitians a voice

 

 

With traditional communication channels disrupted by the disaster in Haiti, once again social media’s importance was emphasised.

Minutes after the catastrophic earthquake hit Haiti, the power of the internet and social media started to shine through. Where more typical communication channels were affected by the quake, Haitians and aid workers alike turned to the likes of Twitter and Facebook to spread the word through the horrific scenes captured on mobile phones.

Among its multiple uses, social media in this case played a vital role in letting the world know the disastrous extent of the tragedy and that help was needed quickly in order to have the most positive effect.

Both citizens and aid workers alike uploaded TwitPics, tweeted the news and tried to find the whereabouts of loved ones on Facebook. The world turned to the platform when all other forms of communication were not an option. Even the landlines near the epicentre were wiped out by the quake, hampering rescue efforts.

Next came an outpouring of well wishes and support for the Haitian people as thousands of Facebook and Twitter updates appeared every minute. Among these updates were the appeals of the American Red Cross.

Even if you were to type "Haiti" into Twitter, Youtube or Facebook now, a few days on,  you will soon encounter @redcross’s message of appeal sent at 05:38 GMT on January 13, less than 48 hours after the tragedy.

In such a short space of time the American Red Cross was able to both set up an appeal and receive more than $35m in donations through the site.

Praise has already been awarded by the American Red Cross to the social media platform for “playing an extremely significant part” in spreading the word.

So this got me wondering, what makes Twitter, Facebook and YouTube so accommodating when communicating disasters quickly?

Well, when looking at Twitter you need to address the key advantages of the site. The main advantage is the initial barrier breakdown through the ability to communicate with anyone and everyone from celebrities to your next door neighbour.

For example famous Haitian musician, Wyclef Jean, managed to raise $1m for earthquake victims, after appealing for help from his 1.3 million followers through Twitter. People like Michelle Obama were also contacted by aid charities, first through tweeting then retweeting appeals, further spreading the message.

Meanwhile on Youtube, there was an influx in bloggers posting their own appeals and calling for donations. On Facebook, awareness groups, such as Earthquake Haiti gained over hundreds of thousands of members, linking them directly to charity sites.

These examples show how social media is set on continuing to play an important role in the communication of disasters, keeping the news at the forefront of the public agenda whilst it starts to slip off of the front pages of the Tabloids and fade out of the media’s spotlight.

In keeping with the trend, please pass the word on and visit British Red Cross