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The theory: evaluating PR

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Sandra Macleod, Echo Research …

Sandra Macleod, Echo Research
www.charitycomms.org.uk/events

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  • 1. Evaluating PR Effectiveness 21 July 2011, London Web: www.charitycomms.org.uk Twitter: @CharityComms
  • 2. Evaluation PR & Measurement in Action Charity Communication Presentation Sandra Macleod, Group CEO, Echo Research E. sandram@echoresearch.com© echo 21 July 2011
  • 3. Outline 1. About Echo 2. Setting PR Objectives 3. Measuring PR 4. Case Studies 5. Echoes of the future …© echo | Page 3
  • 4. Evaluation PR & Measurement in Action About Echo“The soul neverthinks without a picture” Aristotle
  • 5. About Echo Research22-year track record in communication research - Echo has supported 500 world-class clients incl: media content analysis, stakeholder evaluation and reputation measurement. Now part of Ebiquity plc for integrated above & below line ROI and insight.50 staff and 150 analysts Offices in London, Paris, New York, Singapore Members of UN Global CompactAll Echo research complies with the MRS Code of Conduct and ISO 9001:2008; Registered Expert Witness on image and reputation. Winner of 89 industry awards for best practice in communications and reputation research© echo | Page 5
  • 6. Publicity-based Research Echo shows IT plays major role in corporate ‘green’ initiatives© echo | Page 6
  • 7. Thought Leadership • Echo Chambers (London, NY, Paris), Annual Echo Summit • White Papers (Web 2.0, Communications Research Wiki) • Global reports on CSR and Trust (freely available to download from our website)© echo | Page 7
  • 8. Evaluation PR & Measurement in ActionSetting PR Objectives
  • 9. Making the Intangibles Tangible The Organisation Activities Output values, objectives, messages sent by messages received strategies company by audience media analysis market research Driver Analysis Values and expectations Outcome Audience choices / behaviours Advocacy & 3rd party Outtake / Impact endorsement audience perceptions Recruitment / retention market research Brand equity Regulation© echo | Page 9
  • 10. What Are Your Objectives?© echo | Page 10
  • 11. What Are Your Objectives? •Building awareness / visibility •Fundraising •Membership recruitment and retention •Loyalty building •Networking and connecting •Thought Leadership© echo | Page 11
  • 12. Why Setting Objectives Is Key OUTPUTS OUTTAKES SETTING OBJECTIVES RESEARCH & PLANNING RESULTS (CONTENT) (INTERPRETATION) • Replicable • Links outputs to • Truthful/believable • Creates clear • Objectives set in the outcomes brand/corporate planning stage were • Clearly defined • Communicates differentiation achieved audiences/ • Identifies audience clearly stakeholders needs • Communicates • Measurable impact • Flawless execution desired information on stakeholder • Objectives support • Relevant/salient to relationships • Addresses • Creates a positive organisational goals target audiences stakeholder needs image • Measurable impact • Clearly stated • Research-based on behaviours • Consistent business objectives programme and/or attitudes implementation • Measurable • Quantifiable • Demonstrable ROI, • Single minded business objectives evaluation metrics including non- • Integrated with financial indicators • Identifies obstacles other marketing such as increased & barriers to launch disciplines awareness • Executable programme© echo | Page 12
  • 13. New Priorities: Stakeholder Engagement “Companies and industries with reputation problems are more likely to incur the wrath of legislators, regulators and the public. “To prepare for and respond to serious reputational threats, companies should emphasize three priorities. 1.Develop a rich understanding of key stakeholders 2.Focus on the actions that matter most to stakeholders 3.Influence stakeholders through techniques that go beyond traditional PR approaches, with an emphasis on two-way dialogue.” Sheila Bonini, David Court, Alberto Marchi The McKinsey Quarterly© echo | Page 13
  • 14. Reputation: for WHAT and among WHOM? Communities Consumer NGOs groups Customers Regulators Partners Potential customers Organisation The Media Suppliers Employees Shareholders Trade unions Potential & Government employees professional Analysts bodies© echo | Page 14
  • 15. Reputation Drivers On Scorecards Management Performance Ethics Financial Performance Environmental Innovation Performance Marketing Workplace© echo | Page 15
  • 16. Measurement that matters • Reputation affects attitudes (like satisfaction, commitment, and trust) and drives behaviour (like loyalty, advocacy, support) – THESE ARE THE THINGS THAT MUST BE MEASURED • Reputation exists in the minds of a myriad of stakeholders and ‘influencers’ and is based on a summation of influences and experiences over time through: • Direct experiences • Employee advocacy • Direct Communication • Indirect Communication – know who is influencing whom© echo | Page 16
  • 17. Evaluation PR & Measurement in Action Measuring PR© echo 17
  • 18. Echo’s Integrated Reputation Research Key stakeholder groups: • Personnel * Identity • Customers* • Opinion Formers • Recruits* • Investors Image • Suppliers • NGO • Community .....etc Content Analysis • Media/web 2.0 Influence© echo | Page 18 *current/potential/lapsed
  • 19. Triangulation (I³ or I-Cubed)© echo | Page 19
  • 20. Influence of media messages uptake of messages in the media compared to awareness among target audience Audience awareness© echo | Page 20
  • 21. Identity vs Image = Identity Perception Gap = Image© echo | Page 21
  • 22. Media content evaluation Develop Media Lists Analyse, Code Quality Control & Rate Articles Develop Issues & Messages Report Production Ongoing Updates Report and Finetuning of Delivery & issues & messages Review © echo© echo | Page 22
  • 23. © echo | Page 23
  • 24. © echo | Page 24
  • 25. Image on the Internet vs Other Media© echo | Page 25
  • 26. Penetration of campaign messages Penetration and favourability of messages in UK national media, against uptake of message in target audience.© echo | Page 26
  • 27. Visualisation: From Diagnosis to Solutions Discover Address & Enhance • Baseline measures: how are we • What is the perceived? perceived ideal • What do we do reputation for a • What should we do or particularly well / group like ours? say differently? poorly? • How should we • How should we • How do we position and communicate and • How do we compare to differentiate engage with key measure competitors? ourselves? stakeholders? success? • What does • How do we manage ‘success’ look the risks and like? opportunities?© echo | Page 27
  • 28. Evaluation PR & Measurement in Action Case Studies© echo 28
  • 29. Case Study: Aligning Research • Echo has provided communications research support to WWF for many years Campaign evaluation – media content analysis to evaluate effectiveness of PR and media outreach e.g. Earth Hour – the global initiative to encourage people to switch off their lights for one hour. Journalist surveys to track awareness of WWF and its activities and to drive improvements to the media relations function. Research audit of existing WWF brand research held across the organisation. To help WWF to align research to focus on three brand pillars develop consistent brand measurement metrics identify gaps in research maximise the value of the research.© echo | Page 29
  • 30. Media Relations Scorecard Positive Points Monthly Trend by volume, favourability & rating Negative Points Rating rose from 53.5 to 56.0 due to a high 160 70 7 Negative comment was minimal proportion of favourable coverage (54% in February Note: Qualitative analysis this month with just 1% of coverage 140 to 81% in March). This was very much boosted by started in Jan 03 65 rating under 50.0. 120 Fundraising campaign reviews and feedback from 100 7 Criticism came from the West recipients. 60 # articles rating 80 Highland Free Press, who Volume remained virtually the same as last month. 60 55 commented on the agreement Interviews scored very highly in March, with an 40 between the WWF and Lafarge – article about WWF’s Deputy CEO Leslie Jones 50 20 Redland. achieving an impressive 70.0 rating. Once again the issue of the proposed Lignite mine 0 Nov-02 Dec-02 Jan-03 Feb-03 Mar-03 45 7Proactive coverage was also was the focus of many articles in Ireland with Mr Favourable Unfavourable Neutral Rating down on February from 25% to Malachy Campbell quoted in the Northern and South 19%. Derry Constitution, 1/3, “In Northern Ireland we have Leading Descriptors 7 Negative messages were down fabulous rivers and they should be protected. Lignite • WWF (67 mentions, + 56%) this month although ‘an mining should not go ahead”. • World Wildlife Fund (52 mentions, + 63%) organisation with unclear and Message penetration remained the same at 1: 1.4 • Worldwide Fund for Nature (8 mentions, - unrealistic objectives’ did appear articles. 20%) once in relation to the conflicting • Charity (7 mentions, + 20%) Campaigns proved very popular with Big Swim and Lafarge agreement. Global Applause gaining good volume and high ratings. Total Reach : 14.4 million (- 34%) Monthly Ratio Leading Media by volume by volume & rating Neutral Publication Volume Rating Leading Bylines 18 (23%) Tonbridge Courier 4 52.5 by volume & rating Scotland on Sunday 3 55.0 Unfavourable The Scotsman 3 51.6 1 (1%) Bridgnorth Journal 2 55.0 Byline Volume Rating Clacton Gazette 2 57.5 Dawlish Post 2 52.5 Bryan Millin - Dunstable Gazette 2 55.0 Harwich & Manningtree Standard 2 62.5 Charles Glover - The Daily Telegraph 2 52.5 Rutland & Stamford Mercury 2 57.5 Teignmouth News 2 55.0 Ian Johnston - Scotland on Sunday 2 55.0 The Daily Telegraph 2 52.5 Sue Howlett - Clacton Gazette 2 65.0 The Times 2 50.0 Times & Citizen 2 60.0 With more than one article Favourable 85 (76%) Womans Weekly 2 57.5 With more than one article© echo | Page 30
  • 31. © echo | Page 31
  • 32. Reputation Measurement Scorecard (illustration only) The latest data on stakeholder perceptions highlights inroads made with targets in Government Perceptions and Supporter Perspective showing a continuing improvement on influence and action. Of note, though, is the latest ‘Business & Industry’ survey indicates that overall perceptions are down on the 2006 figures. Awareness is still low, and the ‘dip’ in perceptions of influence further investigation. Supporters Business & Industry Government© echo | Page 32
  • 33. Case Study: Influencing the Media Agenda • PneumoADIP was formed by the Global Alliance of Vaccines and Immunisation (GAVI) to speed up the provision of vaccines for pneumococcal diseases to the world’s poorest countries. • Initial research showed that despite killing more children than AIDS, malaria and measles combined, there was a significant lack of awareness of pneumococcal disease among health policymakers and in the media. • Echo helped PneumoADIP evaluate its progress in moving pneumococcal disease up the media agenda. • In addition, the findings were presented to an influential audience of pneumococcal disease experts at two pneumococcal disease congresses. Gold AMEC Award winner - “easy to read, good analysis and good coverage” AMEC Judge© echo | Page 33
  • 34. Case Study: Media Landscape Analysis • Detailed analysis of the media landscape in 15 countries in the East Asia and Pacific region (including North Korea, Papua New Guinea, Myanmar and Timor Leste). • To support UNICEF in its communication activities and media outreach on emerging infectious diseases. • Desk research plus over 50 in-depth interviews with media experts. • Identified the most influential medium and media outlets for reaching different target audiences in each country. • Also included information on media freedom and legislative, cultural and historical factors together with new media trends.© echo | Page 34
  • 35. Case Study: Motivating Volunteers • To identify current and potential volunteer motivations and to uncover any disconnect between RNLI volunteers and staff to ensure a cohesive organisation focused on the same goals. • Echo applied its I3 (i-cubed) research approach: IDENTITY - how the RNLI views itself - depth interviews with senior executives, focus groups with staff and a review of RNLI internal and external literature IMAGE - how key audiences view the RNLI - quantitative research with existing and potential volunteers, staff and general public INFLUENCE - how the media portrays the RNLI - media content analysis benchmarked against other national charities. • “The findings and recommendations will inform the future direction of the RNLI’s relationship with volunteers for many years to come, but there have been a number of ‘quick wins’ enabling us to show volunteers that we have both listened to them and acted upon their concerns.” Ginette Tessier, RNLI Market Research and Development Manager© echo | Page 35
  • 36. Case Study: Advocacy • To review reaction to RSPB advocacy delivery among Whitehall and Westminster decision makers, with a view to modifying or adapting its approach, as necessary, to meet its objectives. • Echo conducted 28 in-depth interviews with elected and non-elected government officials, special advisers and policymakers. • Interviewees were considered, frank and thoughtful in their responses thus providing the RSPB with rich feedback. • The findings enabled the RSPB to determine the most effective way of working with these stakeholders in the future.© echo | Page 36
  • 37. Case Study: Evaluating Partnership Activities Integrated study to evaluate 2010 International Year of Biodiversity Interviews with partner organisations Media content analysis Social media analysis© echo | Page 37
  • 38. Case Study: Event evaluation • Evaluation of Holocaust Memorial Day 2011. • To evaluate the success of the event and identify key learnings for 2012. • Qualitative and quantitative interviews with partners and supporters including teachers, local authorities and faith groups.© echo | Page 38
  • 39. Evaluation PR & Measurement in ActionEchoes of the future …
  • 40. Guidelines for Success Educate & involve Management Link communications to goals & objectives of the organisation Use measurement & evaluation in plans (you-can’t-manage-it-if-you-can’t measure-it) Focus on stakeholders and their influencers/influences Quantify the financial contribution of your reputation Set benchmarks – OWN THIS SPACE ! Be proactive© echo | Page 40
  • 41. Last words …. “Everything that we do gets measured and my bonus and remuneration are tied to my “You must challenge scorecard, to my performance. I dont think constantly. But do it with you can justify your seat at the top table unless substance.” you are accountable, unless you can demonstrate that you are contributing to the business.” “I dont think you should resist the notion that communications is a deliverable and that there should be a constant quest to measure it and evaluate it in similar terms to which other parts of the organisation are also subject.”© echo | Page 41
  • 42. “This is an INSIGHT process. It makes tangible the intangibles and gives us a precise roadmap of what we need to focus on; its about the business understanding this and owning it. It takes the risk out of marketing and communications” Board Director© echo | Page 42
  • 43. Welcome to the Journey ! Thank you.© echo | Page 43

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