Meet Eric...

Our clients have the right to expect the evaluation systems of PR agencies to be every bit as robust as those of any other marketing discipline. It hasn't always been the case, but we believe that day has arrived at last. And we're pretty excited about it, so excuse us if we go into some detail.

Shine has always aimed to be the leader in the market on how we measure and evaluate our campaigns.  We understand the need to deliver insightful communications which deliver a clear commercial benefit to our clients.  This is why we have recently undertaken a full review of all the evaluation models on the market to establish a rounded approach that meets our clients' needs. 

We didn't limit our view to traditional PR evaluation approaches, but looked at best practice across the marketing services sector. Such a broad perspective ensures we have refined an approach that moves us forward from output measures to focus on outcome based measures across a variety of channels.

The new Eric (Evaluating Results in Integrated Campaigns) is powered through a partnership with Metrica and enables real-time metrics and insights through a new desktop portal that gives live tracking of both traditional media coverage and social media sentiment. 

The new Eric also has a suite of business outcome measures that allow us to understand how the campaigns we execute impact our clients' businesses, an abbsolute priority for us.

We’ve added in a full digital and social media measurement suite (Eric Is Social) and have also launched the Shine Quality Point Scoring System which is able to harmonise, quantify and then track the quality of outputs over time with a simple numerical analysis. There is also a new suite of statistical techniques (ShineStat) that are able to correlate PR outputs to business outcomes, establishing or discounting a link between our work and business objectives. 

In total there are over 50 different ways to analyse campaigns within the Eric suite, meaning that we can tailor a range of techniques that best match our clients' needs. 

If you have any questions or would like our measurement team to come in and present the new system in detail, then please contact Richard Brett or Nikita Akilapa.