Mazen Nahawi
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    Mazen Nahawi Mazen Nahawi Presentation Transcript

    • Measurement Evolution, Importance & Best Practice Mazen Nahawi Managing Director, Media Watch President, News Group International
    • The Evolution of Measurement
    • How did it all start? - CFO syndrome: - Did not accept PR people as just “creative” - Demanded accountability, results - CFO’s took the decision for PR pros on how to measure - The best they could do is liken it to advertising “CFO’s managed public relations evaluation as if it were an extension of management accounting – that it was based entirely on quantitative measures and could only be seen from a financial point of view.”
    • Timeline 1970s CFOs at Fortune 500 companies demand more value AVE measures and Clip Counts dominate 1980s PR refines AVE to EMV, introduces multiples Experts being challenging AVE/Clip Counts Growing use of Field Studies; borrowed from Ad industry 1990s Associations formed for measurement Breakthrough: media content analysis widespread New terminology, best practice methodology defined
    • 1990s Associations formed for measurement Media Content Analysis widespread, automated Several major clients stop using AVE New terminology, best practice methodology defined 2000s Integrated measurement well defined Media Content Analysis vastly improved (messages, favorability) Engagement, Conversation and Advocacy metrics Introduction of dynamic + integrated dashboards Specialized field studies for PR widespread
    • Why Measurement is no longer Optional: • PR at the crossroads of necessity or secondary importance • Especially true for emerging markets • Make the case to every client, colleague Why is PR important?
    • The importance of measurement #1 An ethical foundation for PR practice #2 Creating a balance of credibility #3 Retention: keeping PR in demand among (clients, practitioners) #4 The Key to greater budgets and investment in PR
    • The importance of measurement: #1 An ethical foundation for PR • Measurement: business requirement +ethical guide to everything i n life - Every business social segment is measurement driven (height, weight, medical readings, school grades, Intelligence Quotient, home value, electric bill, stock values, corporate growth, GDP, unemployment..) - Ethical obligation to clients (they are paying for something rea l) - Ethical obligation to your staff and the PR industry (will we gr ow Or will we wither) • Accountability is non-negotiable it is part of every business practice • If you aren’t measuring, you’re not managing your company’s assets responsibly. • Clients should choose between data-driven decision making based on one of two I’s - Instinct OR Intelligence
    • The importance of measurement: #2 Creating a balance of credibility without measurement PR is relegated to: Artists vs. Accountants Charm P&L’s Ideas Earnings reports Creativity Productivity indices with measurement: PR-focused organization Integrating PR throughout organization on all levels Respecting PR as a driver of corporate growth Demanding good PR as a guardian of reputation
    • #3 Retention: keeping PR in demand Retention Problems: The Agency View • Clients do not value work done by PR professionals • PR professionals are overworked, under-appreciated • Job role has become mundane, lacking innovation • PR professionals are leaping to the client side • Transient nature of PR positions creates skills shortages Retention Problems: The Client Perspective • Clients recognize the importance of PR • Do not trust the organizational depth of agencies; Dislike lack of experience • Do not respect standard approach to PR problems • Results too limited and based on simple and ineffective outputs • Desire is for corporate objective-based objectives • With poor results and lack of understanding comes less funding
    • The importance of measurement: The vicious PR anti-retention cycle Skills shortage Disenchantment Bad recruitment Less innovation Inexperience, less innovation Lower budgets Reduced credibility, respect Poor results
    • PR without measurement PR with measurement Skills shortage Competitive skills Bad recruitment Expertise-based recruitment Inexperience, less innovation Planning depth, innovative approaches Reduced credibility, respect High credibility, demand and appreciation Poor results Objectives-based results Lower budgets Greater investment in PR Less innovation Evolving best practice, constant innovation Disenchantment PR: indispensable
    • The importance of measurement: #4 key to greater PR investment • PR in emerging markets equal to 2% of advertising spend • Asia Pacific Ad spending is $24.8 billion (Nielsen) PR spending estimated at $180 million • PR is seen as a low cost add-on at the C-level • PR is not yet recognized as the only marketing communications practice that reaches all milestones on the customer journey from awareness to understanding to intent to action/advocacy – MEASUREMENT IS THE KEY TO PROVING IT!
    • Best Practice Methodology: What are you measuring for? • Aligning PR campaigns to organizational objectives • Understanting the audience • Measuring throughout a PR campaign Output, Outtake, Outcome
    • The pre-measurement start: Understanding organizational objectives Aligning PR to organizational objectives • Understanding organizational objectives • Understanding organizational needs and objectives, including doc umenting them – making sure they are defined, validated and practical. • Comparing your objectives with those of your competitors. • Positioning organizational objectives within marketing condition s
    • Building a PR campaign around organizational objectives • Documenting organizational objectives in a plan that aims at building relations, sending out effective messages, understanding market messages. • Creating a culture of PR and measurement that ensures the organizational objectives are driving the campaign, not the PR pro or the agency. • Measuring PR performance by benchmarking against key organizational success measures: sales, market share, employee turnover, positive reputation and innovation. • Defining organizational goals • Audience research (quantitative, qualitative) and alignment • Message research and alignment • Measurement strategy and resources • Actionable measurement results; responsiveness strategy
    • Measuring throughout the PR campaign: Aligning outputs, outtakes and outcomes with your actions, messages and results
    • Output measures Defining output: “Did you do what you planned on doing, did you do it on time, and did you get the coverage you intended.” All actions and volumetric results that are part of a PR campaign, including the preparation of a number of media releases, the planning and implementation of events, interviews and other actions aimed at reaching and influencing a target audience.” ATTENTION
    • Output measures Actions Planned Vs. Actions implemented > Number of PR activities (interviews, press conferences, media releases) > Timeliness of activities > Quality of production, dispatch > Budgeted vs actual costs (including GRP, CPM measures) Considerations: Will a lag in actions implemented reduce overall effectiveness? Take the appropriate steps and adjust: desired outcomes can still be achieved.
    • Output measures Reaction Received Vs. Reaction Expected > Number of media releases accepted, published > Attendance of events, depth of interviews > Volume of media coverage > Distribution of media coverage and associated demographics Considerations: DEFINE SUCCESS BEFORE YOU BEGIN: DID YOU REACH YOUR AUDIENCE? Have you reached the correct target? Did you get the coverage you needed? If not, adjust and start again until you get the coverage/attendance you need.
    • Output measures Messages Crafted Vs. Messages Received/Published > Percentage of coverage that included your messages > Where the messages in full or partly, in context, incomplete, misunderstood or misrepresented > Did the correct set of diverse messages reach the correct target audiences, especially among media, journalists and audiences attending an event. > What messages did YOU receive? DID YOU MESSAGES COME ACROSS IN YOU COVERAGE/EVENT? NO MESSAGE = NO SUCCESS
    • Outtake measures Defining outtake: “Did your target audience see your message? Did they believe it?” “Measurement of what audiences have understood and/or heeded and/or responded to a communication product’s call to seek further information from PR messages prior to measuring an outcome.” “Audience reaction to the receipt of a communication product..including favorability, recall, retention of the message embedded in the product.” PERCEPTION
    • Outtake measures Salience: where are you in the mind of your target? > Your coverage may have been published: but was it seen? > It may have been seen: was it understood? > If it has been understood? Was it believed/accepted > Where are you in the mind of your audience: what are they thinking? > Are their thoughts connected to your organizational objectives Considerations: ARE YOU PERCEIVED THE WAY YOU WANT TO BE? If yes, continue your campaign with confidence; if no, adjust and start a conversation with your audience.
    • Outcome measures Defining outcome: “Did Audience behavior to your product or company change? Did the right people show up? Did sales increase?” “Quantifiable changes in awareness, knowledge, attitude, opinion, and behavior levels that occur as a result of PR program or campaign; an effect, consequence, or impact of a set or program of communications activities or products, and may be either short term, long term.” ACTION/CONSEQUENCE
    • Worst Practice Methodology • The case against AVE/EMV metrics • Other critical mistakes
    • Avoid AVE Arguments you can use with stubborn clients  What AVE do you assign to negative articles? Should you pay someone?  You are mentioned in one line of a full page article: please calculate and AVE?  Does anyone really pay rate card? hmmm – have all AVE’s been inaccurate since the dawn of time?  Does anyone really pay rate card?  Doesn’t the integrity of the media/journalist impact article credibility?  I have a stack of clips worth $18 billion – why are my sales not improving? AVE’s never match up with reality: and CEOs know it
    • Other Critical Mistakes  Assuming you know the answer  Starting a PR effort without measurement (especially objectives, alignment)  Thinking Measurement begins at the end  Giving up because it’s time consuming  I cannot afford monitoring, analysis – I’ll skip it: Some measurement is better than none, and today measurement is low cost, easily accessible and high impact  Dashboards are the answer: no, there is no silver bullet – measurement is a process  Going ‘Deep’ - the deeper you go the more certain it is that you will drown
    • From websites to citizen journalism: how to measure social media • Why is this important, how is it different? • Social media platforms and metrics • Defining PR measurement for new media • Measurement strategies
    • Why is this important, different? • Marketing communications, PR are no longer exclusively in charge of messaging • Communications is transforming into conversations: message-based activity is now a two way street • Power, decision making and influence are decidedly in the hands of our target audiences • Traditional media remains important - but cannot work alone, it must remain in step with cyberspace “If you talked to people the way advertising talks to people they would punch you in the face.”
    • WOM: viral speed - rapid consequences • About 67% of the economy runs on word of mouth yet %5 of communications spending is online • 80% of companies think they are giving their customers a great experience: only 8% of customers share that opinion.. • 1,540 people complain before a single complaint is filed to management • 7% increase in positive word of mouth, or 2% reduction in negative word of mouth leads to a 1% increase in sales • 10% of your audience fuels 90% of your word of mouth • 20% of media we read is CGM (50% for under 25 year olds)
    • Social media platforms that you must measureshould we be measuring?Wh • The Internet Meta Tags, Meta Data, SE cahces • The World Wide Web Search engines - Google, Portals - Yahoo Websites B2B exchanges, news sites, company sites Blogs Corporate, NGO, personal Social media networks Twitter, YouTube, Facebook, MySpace Podcasts Radio casts via the Internet • Email/RSS Newsletters, email dispatches, RSS feeds • Mobile Internet Text messaging, MMS, 3G communications
    • What should we be looking for? should we be measuring?Wh 1. BEHAVIOUR Engagement Contribution Advocacy Friends Content creation Brand advocates Conversation by source Voting Recommendations Wider engagement metrics Tagging Unit of virality (right sections?) Visiting/reading Conversational index Downloading Participants Volume Topics 2. PERCEPTION 3. CONSEQUENCES – Net Promoter Score - Sales figures – Conversations - Enquiries – Sentiment - Lead generation – Ratio of positivity – WOM unit – Authority
    • Engagement metrics Standard metrics on how many people are paying attention Hits Number of files activated during a visit Unique Visitors Single human* visitor per site/month Page views Individual pages opened by visitors Time spent on site Seconds, minutes on site by visitor Total time spent per user Tally of all time spent on site by unique visitor Frequency of visits Repeat calls by unique visitor to site Depth of visits Measures of contribution, action on site
    • Essential Tools: What are you measuring with? You implement pre-campaign research + measure for output, outtake, outcome By using media content analysis and field studies
    • Essential tools Access to a measurement library - Build a library - Buy white papers - FAQ for your clients Association membership - AMEC - IPR Measurement Commission - MEPRA Collaboration, training and workshops - Champion the cause of measurement with your clients, colleagu es and competitors - Yes, there are measurement companies out there Internal data - Financial/Sales information
    • Essential tools Media Directories - Make sure you are up to date with the media - Media Disk - Media Atlas Gold Content sources - Comprehensive media monitoring (Cision, Durrants, Precise, TNS Media Watch) - Online content resources (Google news, Technorati, Radian6, Meltwater) Field Study capability surveymonkey.com; yougov; Zoomerang Dashboards Integrate all your data in a well programmed dashboard that incorporates all data and automates reporting in the format you require
    • Thank You! • For more information on measurement, write me: mazen@mediawatchme.com mazen@newsgroup.ae • Subscribe to the first edition of PR360 • To learn more about dashboards • http://saliencedashboard.com • Or call me at 009714-3564100 009714-3902890