Agency: Eikona PR Measurement
Brand: Godrej Group
About Eikona PR Measurement
Eikona PR Measurement is India's only neutral and holistic PR Measurement and MIS service provider. It is a division of TAM Media Research – A Nielsen & Kantar JV. Eikona's PR Measurement, Research and Audit services are aimed towards partnering Clients towards Complete Brand Management and fortifying the Client-PR Agency Relationship. The key objective is help PR Industry do 'PR for PR' with the help of scientific data sets (www.tamindia.com).
We were approached by Godrej Group to set up a Holistic & Effective PR Measurement framework and help them achieve the following goals and raise the bar:
- Streamline PR Measurement across Godrej Group by setting up effective structures, systems and processes.
- Clearly demarcate effective quality and quantity parameters of data evaluation and help the client gradually achieve higher scores.
- Create monthly dashboards and scorecards for on-going course correction strategy.
- Showcase a positive shift in the reputation needle in a scientific manner based on Eikona and other/external data parameters.
- Help Godrej gradually achieve the following scores in Eikona report card:
- Maximum PR Share of Voice amongst peer/competition sets.
- Ensure that the Space/CCMS& Count of Articles go up by 15%.
- Ensure the geographical coverage of News is well spread across Priority/Focus Markets.
- Ensure Negative News Tonality does not cross beyond 2%.
- Ensure that the messaging framework is well balanced for holistic brand building.
- Ensure that Godrej Brand rankings on External/Neutral Research based platforms (Nielsen, Millward Brown, Trust Research Advisory, etc.) move up.