Case Study: Homes & Communities Agency

The HCA was formed in December 2008 by bringing together English Partnerships, the Housing Corporation, the Academy for Sustainable Communities and some delivery functions of Communities and Local Government (CLG). The HCA is tasked with delivering housing and regeneration programmes, focussing particularly on bringing forward supplies of new and affordable homes.

The need for evaluation

Regeneration projects stir strong emotions as they have considerable impact on the lives of local people. Measurement of media coverage and assessment of favourability is therefore vital to ensuring the progress of both the HCA's local and national schemes.

The audiences that the HCA targets divide into two groups. As well as reaching out to the communities affected by the regeneration programmes and initiatives, the HCA delivers messages, through the trade press, to expert stakeholders with professional knowledge of the sector. These stakeholders hold the organisation to account, so their informed opinion is highly significant.

Evaluation strategy

A set of consistent qualitative and quantitative measures were developed and agreed. However, TNS Media Intelligence was given a free hand to spot and track new HCA issues and messages in the monthly report as they emerged.

Favourability measurement

To achieve the accuracy of favourability measurement required, we proposed human validation. Devoting the equivalent of one full time analyst to clippings evaluation, we applied our sentiment scoring system. It provides an accurate measure of how positive, negative or neutral the comment was.

Favourability score of values - click here

In addition to thoroughness and sensitivity, this method had the advantage of allowing the client to come back and interrogate us about the scoring. It also allowed for the development of criteria over time. At regular face to face meetings with TNS Media Intelligence analysts, we and the HCA discuss findings and update evaluation criteria to reflect what the HCA needs to monitor.

Client use of findings

The reports feed directly into the HCA's PR strategy. Where the report reveals potential areas of conflict, the HCA adjusts publicity messages and tactics.

'We use the quarterly evaluation reports to monitor the effectiveness of our press campaigns in delivering key messages and generating positive news coverage as well as seeing where we have been less favourably received. They also provide us with a snapshot of key journalists, their interests and understanding of the HCA. The reports are particularly useful for our regional communications teams in monitoring local perceptions about the agency and our development programmes' said Anne Kerin, Head of PR for HCA.

Evaluation

Evaluation of reputation at a project, regional and national level is possible and useful for any organisation highly dependent on message take up and a positive reputation. Though this is particularly appropriate for a regeneration agency, the ability to fine-tune PR strategy and focus tactics makes this sophisticated level of evaluation relevant to managing any large PR team.