Measurement & Evaluation
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The document discusses best practices for measuring and evaluating public relations, including setting goals and measuring outcomes such as changes in behavior rather than just outputs, and provides a case study of a PR campaign by Rentokil to open the world's first pest-only restaurant called Pestaurant which achieved significant media coverage and social media engagement and increased brand awareness and sales. The presentation concludes with a video case study of a successful low budget video campaign for the Migraine Trust charity.
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Measurement & Evaluation
- 1. MEASURING & EVALUATING PUBLIC RELATIONS Location: Ulster University, Jordanstown! ! Date: 27 January 2015! ! Contact: Chris Love FCIPR! Love PR! 1st Floor, 239 Lisburn Road! Belfast, BT9 7EN! T: 07968 477592! E: chris@lovepr.co.uk! W: www.lovepr.co.uk!
- 2. ABOUT ME • Started working in PR, 2001 • Set-up Love PR, 2007 • Joined CIPR NI Committee 2012 • CIPR Northern Ireland Chair, 2014 • CIPR Fellowship, 2014 • CIPR UK Council Member, 2014-2016 • CIPR Professional Practices Committee, 2015 • CIPR NI PRide Awards, Outstanding Freelance Practitioner, 2013 & 2014
- 3. CHANGING MEDIA LANDSCAPE THEN… Traditional Media Media Relations Journalists Press Clippings Control of Message NOW… Digital Media Social Media Mobile Consumption Bloggers Influencers Less control of message
- 4. BEST PRACTICE • Transparency is paramount to sound measurement • Importance of goal setting and measurement • Measuring the effect on outcomes is preferred to measuring outputs • The effect on business results can and should be measured • Media measurement requires quantity and quality • AVEs are not the value of public relations • Social media can and should be measured
- 8. OUTCOMES RESULTS VERSUS OBJECTIVES! EVIDENCE! WHAT DID EACH PR METHOD CONTRIBUTE?! WHAT WAS THE RETURN ON PR INVESTMENT?! WHAT LESSONS FOR NEXT TIME?!
- 9. OUTPUTS, OUT-TAKES, OUTCOMES ‘HARD' EVIDENCE Outputs – the activities that were undertaken in the campaign Out-takes – the result of these tactics, for example the increase in the awareness of the company and its products amongst the target audience Outcomes – the changes in behaviour as a result of the campaign, for example an increase in the products purchased by the customer.
- 10. CASE STUDY – PESTAURANT, 2013 ‘HARD' EVIDENCE The World’s first pest only restaurant by Rentokil – residential and commercial pest control Objectives: • Drive talkability • Improve brand engagement
- 11. IMPLEMENTATION 1. Pop-up restaurant in London COVERAGE 1. 360 pieces of coverage (OTS 791m) 2. Creating an edible menu 3. Deliver nutritional facts on insects 2. Trending on Twitter 2000+ mentions 58.7m impressions 3. 22% uplift in web traffic on the day 4. Coverage globally in Brazil, New Delhi, USA, France, Australia & NZ (18 countries in total).
- 12. PESTAURANT ‘HARD' EVIDENCE Rentokil technicians meet 5-6 customers per day. 13k people visited Pestaurants Pestaurant enabled Rentokil to meet thousands of potential customers in an informal context. In 2014, Pestaurant opened in 11 countries In 2013 the UK, sales increased by more than £1m much of which is attributed to Pestaurant
- 13. VIDEO
- 14. VIDEO – MIGRAINE TRUST • Great use of case studies, real life migraine sufferers • £200 budget • Simple but effective messaging • Engagement tools at the end of the video • One week to create and one day to film