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prof. dr Don W. Stacks - prezentacija PRilika 2012
 

prof. dr Don W. Stacks - prezentacija PRilika 2012

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    prof. dr Don W. Stacks - prezentacija PRilika 2012 prof. dr Don W. Stacks - prezentacija PRilika 2012 Presentation Transcript

    • Setting the Standard for Proving the Effectiveness of Communication Serbian Public Relations, Opportunity 2012 Novi Sad, Serbia November 29, 2012Don W. Stacks, Ph.D.Professor of Public Relations/Corporate CommunicationsDepartment of Strategic CommunicationUniversity of MiamiCoral Gables, FL 33124don.stacks@miami.edu © Dr. Don W. Stacks 1
    • Movement toward Standardization Standard Nonfinancial Measures Traditional ContemporaryFrom: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The GuilfordPress. All rights reserved. © Dr. Don W. Stacks 2
    • Standards versus Best Practices• Standards define and determine WHAT needs to be measured• Best practices illustrate HOW to best meet the objectives of the standard © Dr. Don W. Stacks 3
    • A Best Practices ModelFrom: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rightsreserved. © Dr. Don W. Stacks 4
    • What Is a Standard? “An idea or thing used as a measure , norm, or model in comparative evaluations.”*• Why standards are important – Comparative evaluation – Professionalism – Provides a stronger argument for inclusion at the “managerial table”*Source: Oxford English Dictionary © Dr. Don W. Stacks 5
    • Standardizing Goals and Objectives Business Goal(s) & Objective(s) Public Relations Goal(s) Public Relations Objectives Informational Motivational* Behavioral* - - - indicates benchmarks not being met and informational strategies need to be reframed or refocused. © Dr. Don W. Stacks 6
    • The Research ContinuumSecondary/ Informational Motivational Behavioral/Benchmark /Evaluation /Evaluation Evaluation Planned benchmarked evaluations TimeDevelopment (Evaluation) Refinement (Evaluation) Final Evaluation 7From: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rightsreserved. © Dr. Don W. Stacks
    • The Concept ofCommunications Excellence• The Excellence in Public Relations project (Grunig, (Ed.), 1992; Grunig, Grunig, & Dozier, 2002).• Report said organizations practiced Excellence in Communications if: • Senior management team was committed to communications excellence • Chief communications officer reported directly to the CEO • Company was committed to tell the truth and prove it with action • PR and communication was more preventive than reactive • PR efforts began with research, followed by strategic planning, followed by the communications (or action) stage and always included an evaluation of communications effectiveness • Company was committed to conducting communications research that focused upon outcomes and not just outputs • Company was committed to education, training and development of its public relations and communications professionals © Dr. Don W. Stacks 8
    • Other Factors DefiningCommunications Excellence• Judging criteria of major public relations awards• Secondary research such as generally accepted practices (GAP) surveys such as the Annenberg series• Examinations of what various organizations are doing in terms of: • Setting Objectives • Research & Planning • Identifying Target Audiences • Evaluating Communications Excellence • Establishing ROI measures for public relations and communications efforts • Developing some general understanding about the contributions of public relations and communications to the business bottom-line © Dr. Don W. Stacks 9
    • Defining ExcellenceCompanies that demonstrate excellence1. Understand that in the programming of a campaign during the developmental phase that the issue is first examined from its location on the communication lifecycle, set the function‟s goals parallel to the business‟s goals, establish a baseline against which to evaluate the campaign and plan over time, and create three sets of measureable objectives (informative, motivational, behavioral) with targeted benchmarks;2. During the refinement phase actively measure objectives relative to expected targets and phases within that campaign, alter or change tactics based on benchmarks, and practice environmental scanning for unexpected events or actions; and3. Correlate the public relations nonfinancial outcomes (i.e., behavioral intentions) to business function financial outcomes as measureable ROI for its ROE planning © Dr. Don W. Stacks 10
    • Excellence is found when1. The public relations function adopts standards of research that focus on the relationship between the company‟s and the public relations‟ goals2. Establishes mutually supportive measurable objectives with targeted benchmarks3. That are measured and evaluated against baseline and expected non- financial outcomes,4. and correlating those findings with the data obtained by other functions‟ financial outcomes so that they may be entered into whatever company decision-making strategies are employed (e.g., Six Sigma, Balanced Scorecard) © Dr. Don W. Stacks 11
    • Advanced Sets the Agenda Leadership Intermediate Deep Connections CreativityBasic Setting Research & Outputs Outtakes Outcomes Objectives Planning (Tactics) (Influencers) (Results) The Excellence Pyramid © Dr. Don W. Stacks 12
    • Examining an Excellent Company•Top Fortune 500 Company•Pharmaceutical Industry © Dr. Don W. Stacks 13
    • Phase I: Defining ExcellenceScaled Subjective Extraordinary (35%) • Changes the agenda • Demonstrates leadership Sets the agenda • Transcendent / timeless • Clearly strategic • Creates 2-way dialogue Exceptional (35%) • Inspiring • Memorable Emotionally • Original • Emotionally Global leadership Creativity Creative engaging connects • • Surprising • Corporate Executive Team support • Equal status to other disciplines • Globally aligned Essential (30%) Team Engagement (Ethical; Demonstrable employee support) Research & Outputs Outtakes Setting Objectives Results Planning (Content) (Interpretation) • Truthful/believable • Replicable • Links outputs to • Communicates • Clearly defined outcomes clearly (inc. easy to • Creates clear • Measurable impact audiences/stake- • Identifies audience understand) brand/corporate on stakeholder holders needs • Flawless execution differentiation relationships • Objectives support • Relevant/salient to (inc. well-written • Communicates • Measurable organisational goals target audiences and error-free desired impact on • Clearly stated • Research-based materials) information behaviours and/or business objectives programme • Addresses • Creates a positive attitudes • Measurable • Quantifiable stakeholder needs image • Demonstrable ROI business objectives evaluation metrics • Consistent implementation • Single minded • Integrated with other marketing disciplinesBinary Objective
    • Phase I: Defining Excellence• % of impact on each level• Through discussions with management• Understanding that each company is a culture and will view excellence differently
    • Phase I: Essential (30%) Team Engagement (Ethical; Demonstrable employee support) OutputsSetting Objectives (Content) Results• Replicable• Clearly defined • Truthful/believable • Measurable impact audiences/stake- • Communicates on stakeholder holders clearly (inc. easy to relationships• Objectives support understand) • Measurable organisational goals • Flawless execution impact on• Clearly stated (inc. well-written behaviours and/or business objectives and error-free attitudes• Measurable materials) • Demonstrable ROI business objectives • Addresses Research & stakeholder needs Outtakes • Consistent Planning implementation (Interpretation) • Single minded • Links outputs to • Integrated with outcomes other marketing • Creates clear • Identifies audience disciplines brand/corporate needs differentiation • Relevant/salient to • Communicates target audiences desired • Research-based information programme • Creates a positive • Quantifiable image evaluation metrics © Dr. Don W. Stacks 16
    • Phase I: Exceptional(35%)• Inspiring Memorable Global• Emotionally Creativity • Original• Emotionally leadership • Creative engaging connects• Surprising • Corporate Executive Team support • Equal status to other disciplines • Globally aligned © Dr. Don W. Stacks 17
    • Phase I: Extraordinary (30%) Sets the agenda • Changes the agenda • Demonstrates leadership • Transcendent / timeless • Clearly strategic • Creates 2-way dialogue © Dr. Don W. Stacks 18
    • Phase II: Evaluating Excellence1. Get the Basics Right 4. Demonstrable Return on 7. Continue to ‘own’ categories or Investment specific issuesClearly established businessobjectives, research and planning Consider the most appropriate Co. can continue to achieveetc© and tangible ROI measure for differentiation through consistent each campaign and factor in evolution of successful campaigns2. Link to Business Objectives an assessment of this at over time. Research & Planning stage.Challenge brand teams todemonstrate clearly how each 5. Develop and Exploitcampaign will impact business Outstanding Core Insightsobjectives, e.g.: influence physicianbehaviour to achieve greater market Compelling core insight offers ashare, stimulate patient demand to clear platform for execution,increase sales of prescriptions creates differentiation and enhances the opportunity for a3. Measurable impacts on behaviours campaign to set the agenda.and attitudes 6. Challenge and Encouragee.g.: implement highly-focused pre- Creativityand post-campaign researchamongst the target audience to Successful routes to creativity andmeasure the main message emotional engagement were not/awareness/attitude the campaign is limited to bold or „shock‟ tactics.trying to impact before and after theactivity. 7. Continue to ‘own’ categories or specific issues Co. can continue to achieve differentiation through consistent evolution of successful campaigns over time. © Dr. Don W. Stacks 19
    • Revised Excellence Matrix © Dr. Don W. Stacks 20
    • Essential: 35% Consultation / Collaboration Essential (50%) • Local Op-Co consultation • Team engagement Setting Outputs Objectives (Content) Results • Objectives set in the • Truthful/believable planning stage were• Replicable • Communicates• Clearly defined achieved clearly • Measurable impact audiences/stake • Flawless execution holders on stakeholder • Addresses relationships,• Objectives support stakeholder needs organisational • Measurable impact on • Consistent behaviours and / or goals and values implementation• Clearly stated attitudes • Single-minded • Demonstrable ROI, business objectives • Integrated with• Measurable including non-financial other indicators such as business objectives marketing increased awareness disciplines Research & Planning Outtakes (Interpretation) • Links outputs to outcomes • Creates clear • Identifies audience brand/corporate needs differentiation • Relevant/salient to • Communicates target audiences desired • Research-based information programme • Creates a positive • Quantifiable evaluation image metrics • Identifies obstacles & barriers to launch • Executable programme © Dr. Don W. Stacks 21
    • Extraordinary: 25% Global leadership • Corporate Emotionally Executive Creativity connects Team support • Equal status to• Inspiring other disciplines • Original• Memorable • Globally aligned • Creative• Emotionally • Demonstrable • Innovative engaging employee support• Surprising © Dr. Don W. Stacks 22
    • Extraordinary: 25% Sets the agenda• Changes the agenda• Demonstrates leadership• Transcendent / timeless• Clearly strategic• Creates 2-way dialogue © Dr. Don W. Stacks 23
    • Advanced Sets the Agenda Leadership Intermediate Deep Creativity ConnectionsBasic Setting Research & Outputs Outtakes Outcomes Objectives Planning (Tactics) (Influencers) (Results) The Excellence Pyramid © Dr. Don W. Stacks 24
    • Setting the Standard for Proving the Effectiveness of Communication Serbian Public Relations, Opportunity 2012 Novi Sad, Serbia November 29, 2012Don W. Stacks, Ph.D.Professor of Public Relations/Corporate CommunicationsDepartment of Strategic CommunicationUniversity of MiamiCoral Gables, FL 33124don.stacks@miami.edu © Dr. Don W. Stacks 25