This was perhaps the moment when I realized I had the ultimate Silicon Valley dictionary. I was presenting results to a roomfull of pocket-protector wearing engineers, all highly annoyed that they’d been dragged away from what was obviously a far more important conversation about that cool invention over on the next bench. Our assignment had been to look at how much total coverage the leading publications gave to the subject of microcontrollers and to determine if they were getting their fair share. We actually studied the magazines over a three year period and discovered that for first 24 months we studied, the four leading vendors essential most of the 36 months
Here we see how PR affects financial performance whether it be sales of a company’s products, or donations to a non profit. But, PR can also make a company’s marketing more efficient through better audience targeting and less costly approaches to reach an audience. Also, PR can help an organization weather a crisis and avoid the catastrophic loss, for example, of a destroyed corporate reputation by not effectively telling one’s side of the story.
A huge role for PR is improving reputation, image, or brand equity. The results of doing so are listed here.
While we talk about employees in these next two charts we are referring to a broader set of internal publics such as contractors, business partners, and members of an organization. Basically, it is about a stronger bond between an organization and its internal publics coming from the skilled PR practitioner’s efforts. And those bonds create better business results.
PR affects public policy usually in the form of public affairs activities. The result is a change in a realm of political, regulatory, or legislative outcomes. From a company’s perspective, it is how those changes affect the bottom line.
Measurement 101 A Presentation to the IPR Measurement Summit October 2009 Katie Delahaye Paine Member, IPR Measurement Commission www.instituteforpr.com CEO [email_address] www.kdpaine.com
“ The main reason to measure objectives is not so much to reward or punish
individual communications manager for success or failure as it is to learn from the
research whether a program should be continued as is, revised, or dropped in favor of another approach ”
James E. Grunig, Professor Emeritus, University of Maryland
“ If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous, capricious, motivated by innumerable conflicting interests, and conflicting desires.” Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis
The Ah-Ha moment, the Lotus PR Report Percent of impressions containing messages by product
The Ah-Ha moment, the Lotus PR Report Cost per message communicated
Victory Over Martians Confirmed! Share of exposure over time 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan IN TI MO NS
Interviews and media advisories generated best coverage 0% 20% 40% 60% 80% 100% Application articles Contract wins Exec Interview Media advisory Release + conference Press release plus VNR Product review Industry issue Trade show/event No Message Negative Message Positive Message
Comparing the effectiveness of different tactics
Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure
Correlations also exist between online donations to the ASPCA and the organization’s overall media exposure
10 signs that it’s the end of measurement as we know it
BMC Software measures communications effectiveness based on contribution to EPS
Procter & Gamble is now paying for engagement, not eyeballs
Sodexo measures success of its Twitter program by showing $300K reduction in recruitment costs
USO compares PR and PSAs to determine effectiveness of fund raising
HSUS measures Social media success by calculating $650,000 in new donations
Immunize BC counts calculates awareness + shots delivered
The Red Cross measures the effectiveness of Twitter via lives saved and harm avoided
IBM can calculate more sales from a $500 podcast than a $40K ad program
BestBuy measures 85% lower turnover as a result of its Blue Shirt community
Advertisers are starting to admit that all their measures are flawed
What do you need to measure to get to the Holy Grail of ROI measurement? Data.
Did you get the volume of coverage & visibility you wanted?
Did you produce the promised materials on time and on budget?
Did your target audience see the messages?
Did they believe the messages?
Did audience behavior change?
Did the right people show up?
Did your relationship change?
Did sales increase?
Goals, Actions and Metrics Goal Action Output Metric Outtake Metric Outcome Metric Increased on-line donations Revamp website Amount of content on web site % perceiving ASPCA as a reliable source % increase in web traffi and donations #1 most trusted source for information on companion animals Increase staffing and resources for communications Increased exposure of “trusted source” message Increased perception of ASPCA as trustworthy and comprehensive source % increase in agreement with the statement Website is preferred site for information Add content, features to web site, keep up to date % increase in traffic % agreeing with the statement # 1 rankings, and time spent on site Integration of department Reorganize department More integrated materials produced on time and on budget Internal perception is “one department” Consistent messaging throughout
Non-Profit industry benchmarks in social media % of Desirable Coverage 96% % of Key Message Communication 37% Number of Messages tracked 11.5 Words per Key Message 14 Number of Key Messages tracked 11.5 Most frequent conversation types Express support (69%) Making an observation (28%) % rallying support 3% % asking a question 4% % of exclusive mentions 17% % mentioning brand in title 8% % of discussions in Blogs 51% % of discussion on Twitter 30% % of visibility from YouTube & Flickr 10%
Second: Decide what research is needed to give you the information you need:
Step 6: Selecting a measurement tool Objective KPI Tool Increase inquiries, web traffic, recruitment % increase in traffic #s of clickthrus or downloads Omniture, Google Analytics, Web Trends Increase awareness/preference % of audience preferring your brand to the competition SurveyMonkey, Zoomerang Engage marketplace Conversation index greater than .8 Rankings TypePad, Technorati , Radian6, Communicate messages % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Media content analysis – Dashboards % aware of or believing in key message Survey
The 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisions
Dashboards to aggregate data
The Content Analysis Process Training Are we all on the same page? Content Collection Did we get everything? Coding Start analyzing (computers/humans) Final Reliability (Resource Permitting) Reporting What does it all mean? Adapted with edits from The Content Analysis Guidebook (Neuendorf , 2002) .