How do we as PR and communications professionals demonstrate our worth?

Introductions Matt Appleby MCIPR Chair, CIPR Cymru Wales Managing Director, Golley Slater, Cardiff CIPR Chartered PR Practitioner Golley Slater PR Established in Cardiff 1957 UK-wide – 11 offices, 300 people Cardiff PR team of 12 Clients from private & public sector CIPR Cymru Wales Professional membership body for PR 350 members in Wales CPD, events, training & the voice of PR

Today
What we can measure
The PRE process
Measurement methodologies
Setting up a system
Where the debate is – COI
Other things to measure
The Golley Slater system
Online & social networks
Questions/discussion

how can we monitor & measure Pic: Nomaan on Flickr

Public Relations can be measured in terms of…
Contribution to management, leadership and organisational performance (commercial success, better decision-making, avoidance of mistakes)
The process of communication, relationship & reputation building – and as part of programme development and implementation
Its contribution to social and economic development
The contribution and competencies of individual practitioners

The PRE process: Planning : Research : Evaluation PRE 2. OBJECTIVES Where do we need to be? 5. RESULTS & EVALUATION How did we do? 1. AUDIT Where are we now? 3. STRATEGY & PLAN How do we get there? 4. ONGOING MONITORING Are we getting there?

Setting up a system – 6 steps
Define objectives – are they SMART?
S pecific : M easureable : A chievable : R elevant : T imed
Determine criteria – use IMPACT?
I nfluence/tone : M essage Communicated : P rominence :
A udience reached : C onsultant/spokesperson quoted : T ype of article
Choose a benchmark (media audit, stakeholder audit, year’s coverage)
Select a measurement tool – or set one up
Compare results with objectives
Modify campaign

IMPACT - Media Content Analysis
Number of articles per target media
OTS received per message
OTS per media activity
Number of times key messages are featured
Tone of coverage –
scale of +5 positive, 0 neutral -5 negative
Section in which articles appeared
Number of articles per media titles
Position of articles
Visual impact of articles

Content weighting
Percentage weighting on top of readership for:
Tone of coverage
Section in which articles appeared
Number of articles per media titles
Position of articles
Visual impact of articles

where is the debate Pic: Nomaan on Flickr

Qualitative measurement

We haven’t mentioned AVE yet…
Volume measurements are crude and of no use in the planning process (never mind the quality, feel the weight!)
AVE increasingly discredited as misleading – why measure the value of PR against advertising?
No way to measure and evaluate broadcast or online coverage
Evaluation should be a tool that helps with planning campaigns in ‘real time’ and demonstrating that messages are reaching the relevant audiences through the right channels
“ While AVE should not be used to measure PR, it is often requested and can sometimes provide a simple, though flawed, comparative metric across campaigns”. COI Standardisation of PR Evaluation Metrics

how does this work in practice Pic: Nomaan on Flickr

Golley Slater planning & measurement

what else should we measure Pic: Nomaan on Flickr

Demonstrating professional success
Within (and on behalf of) the organisation:
Performance of the team – appraisals, awards
Professionalism of the team – qualifications, CPD, credentials
Time input
Recognition of counsel and advice role
Case studies of success
Internal PR for PR

Other methods of measuring success
Depending on the objective and activity:
Journalist audits
Stakeholder audit
Feedback from events
Publications – feedback and reader surveys
Focus groups
Target audience surveys

Measuring outcomes
Often requires investment in research
Difficult to tie outcomes back to PR activities
Can look at changes to behaviour
enquiries up, complaints down, web traffic changes

monitor & measure online Pic: Nomaan on Flickr

Free tools for monitoring
We should be monitoring online ‘chatter’ as part of our day-to-day PR lives
We should be listening for ourselves, but also ‘buzz monitoring’ – comparing the amount and quality of conversation and engagement about us vs our competitors
Free tools can also be used to evaluate the success of online activity against your set objectives
Check out the PR Measurement Blog for discussions around social media monitoring or here http:// bit.ly/LoSzE for 100 ways to measure social media.
Pic: imagesource.com (free content)

General alerts and trends
Google alerts www.google.com /alerts
set up regular checks for clients and also competitor brands
send through competitor information to your clients
Google insights www.google.com /insights
Free industry insights and keyword data
Google Trends www.google.com /trends
Shows the most popular searches
Compete www.compete.com
Shows web traffic and compares up to three sites
Social media stats and analytics
www.forrester.com
www.comscore.com

Blogs
Blogs
www.technorati.com is the main search engine for blogs as it also ranks them by authority. Google also offers the facility to search blog and the buzz monitoring tools below will pick them up too.
www.co.mments.com just tracks comments
use www.boardtracker.com to keep an eye on forums
Find an influential blogger (start with the main media’s blog in the sector) and see who they subscribe to and link to – it will give you a picture of the network
Tag clouds are good quick way to get a picture of a blogger’s main interests
Use an RSS reader to monitor new blog content

Facebook
Facebook
Check regularly for Fan pages and work out how/whether to engage
Also search for potential Anti Group
Use Facebook insights on fan pages you run for data on what content is most engaging and to check if you’re attracting the right audience
Facebook ad planner shows you demographic data against location and interests for planning campaigns

Monitoring social media and online buzz
www.howsociable.com
f ree weekly analysis of leading social media sites
www.socialmention.com
realtime social media search, alerts and analytics
www.blogpulse.com
track trends and conversations, search blog profiles
www.netvibes.com
set up personalised dashboard to track social media, brands or news
www.perspctv.com
compare up to five search terms for blog, news and social media mentions
www.surchur.com
real time social media search
www.tinker.com
Monitor conversations on twitter and facebook

any questions Pic: Nomaan on Flickr

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How do we as PR and communications professionals demonstrate our worth?

by eohart on Jun 15, 2010

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How do we as PR and communications professionals demonstrate our worth? — Presentation Transcript