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The PR Effect

The PR Effect



Burson-Marsteller’s research team examines how PR is becoming more effective as the media landscape shifts.

Burson-Marsteller’s research team examines how PR is becoming more effective as the media landscape shifts.



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The PR Effect The PR Effect Presentation Transcript

  • Advertising has traditionally dominated the media landscape,
    • but other forms of
    • marketing are taking center stage,
  • such as digital media, flickr user rheauchyr social media, and public relations.
    • And, marketing dollars are moving toward these channels.
  • In 2005, for every $56 spent on advertising, only $1 was spent on PR.
  • Today, the PR:advertising ratio is $1:$44 This $1:$56 ratio is moving in PR’s favor… And in 2012 it will be $1:$40. Data: Zenith Optimedia Analysis: Burson-Marsteller TV advertising: $56 billion Internet advertising: $23 billion Direct Marketing: $48 billion Newspaper: $30 billion Magazine Advertising: $18 billion PR: $4 b
  • PR spend will increase 35% , Zenith Optimedia Burson-Marsteller So, from 2005 to 2012, and advertising spend will decrease 3% . Data: Zenith Optimedia Analysis: Burson-Marsteller
  • Why is this shift happening?
    • Because data proves that effective PR programs drive value…
    • A well-communicated corporate mission and purpose can impact a company’s financial performance by
    • up to 17%.
    Burson-Marsteller EMEA and IMD data
  • Globally, companies with the most effective internal communications programs have 47% higher returns to shareholders. Watson Wyatt data
  • Case Study: Real estate website casa.it increased the number of paying agencies on its website by 24% after optimizing its digital and social media communications channels. Burson-Marsteller Case Study
    • Case Study:
    • The World Wildlife Foundation awarded the green light to Norwegian cod fishing and exports increased by up to 34% after a public relations program restored public opinion about the sustainability of cod fishing in Norwegian waters.
    Burson-Marsteller Case Study
    • Case Study:
    • Research-based messaging about the ease of bypassing common home security systems increased the sales of home insurance products 44% for a leading regional insurance company.
    Burson-Marsteller Case Study
  • Case Study : A New York City Board of Elections public education campaign resulted in 84% of New Yorkers reporting that they were confident about how to use a newly-implemented voting system.
  • SET MEASURABLE OBJECTIVES: Highly effective communicators are 3 times more likely to have a formal measurement program. Watson Wyatt data
  • FOCUS ON OUTCOMES: 53% of highly effective communicators are increasing use of outcome metrics – as compared with only 34% of less effective communicators. Watson Wyatt data
  • And, apply an EVIDENCE-BASED APPROACH. Measurement (end) Monitoring (on-going) Insights (beginning)
    • Use
    • to justify every
    • component of
    • a communications
    • program.
    Measurement (end) Monitoring (on-going) Insights (beginning)
    • not just at the end of a program.
    Measurement (end) Monitoring (on-going) Insights (beginning)
    • Burson-Marsteller has developed TOOLS to quantify PR results,
    • such as…
    Measurement (end) Monitoring (on-going) Insights (beginning)
  • the Message Gap Analysis… Company Message Mainstream Media Message 48% Gap Measurement (end) Monitoring (on-going) Insights (beginning)
    • the Social Media Check-Up…
    Presence Visibility Reputation Capabilities Measurement (end) Monitoring (on-going) Insights (beginning)
    • and the Purpose
    • & Performance Audit.
    Measurement (end) Monitoring (on-going) Insights (beginning)
  • Ashley Welde Director, Evidence-Based Communications Burson-Marsteller [email_address]