PR that moves the dial: how Viva delivers impact.

Most organisations know PR matters. Fewer can show what it is doing for them.

At Viva, an independent B2B communications consultancy based in Lancashire, we measure every client’s PR against AMEC standards, the global benchmark for communications evaluation. That means we can show whether our work is moving the client closer to their objectives – and what we are changing if it is not.

It starts with the outcome you need

Before we plan anything, we listen. We talk to the people who set the targets, understand the pressures on the organisation and agree what success looks like. Then we work backwards. What action needs to happen to reach that goal? What would lead people to take it?

Showing the dial moving

Because the steps are mapped from the start, we can show progress at each one. Every Viva report tracks four layers:

• Inform: what we put out, and how much – such as press releases, articles, posts and stakeholder meetings.
• Awareness: whether it reached and registered with the right people – such as coverage, reach and sentiment.
• Engage: whether audiences responded or acted – such as website visits, clicks, enquiries and event sign-ups.
• Impact: whether it moved the client’s goal – such as leads, funding, new partners or reputation.

That evidence shows what an investment in PR is contributing and gives clients a sound basis for deciding what to do next. If the data shows something is not working, we say so and change course.

Built with an AMEC board director

This year we have worked with Steph Bridgeman, founder of Experienced Media Analysts and a director on the global board of AMEC, the International Association for the Measurement and Evaluation of Communication, to make our reporting more robust.

Together we have built a consistent, standardised reporting system for every Viva client. Every report follows the same structure and meets the same standard of data quality. Reports are quarterly, in step with the rhythm of each project or contract, so we can review the distance travelled together.

Steph said: “I have seen many agencies adopt measurement tools. Far fewer have changed how their people actually think.

“This is the vision of how I think a perfect agency should do it. Viva was already doing brilliant work, and wrapping good measurement around it has made me really proud.”

Measurement is a whole-team skill

Every team member at Viva is trained in AMEC principles, and it has changed how we start conversations with clients. From the first meeting, we talk about how we will track and measure the impact of our work, so your board, investors or company owner can see you made the right decision.

Want to see whether your PR is moving the dial? Talk to the Viva team on 01706 214 340.

Frequently asked questions