CIPR Social in the City #sitc, 25 October 2012PR MeasurementHugh AndersonForth Metrics
Agenda• Why measure?• Our changing world• Old-school metrics• What’s wrong with AVE’s?• New metrics & framework• Tools & r...
Why Measure?• Institute for Public Relations (IPR) paper,  1999 (Katie Payne, James Grunig et al) Measurable objectives in...
Why Measure?   • Public Relations Society of America (PRSA)Without appropriate measurement, you can’ttruly gauge success, ...
Why Measure?• CIPR, PR2020 report : “The Future of  Public Relations”, key recommendation #4   There is a need for clearer...
Why Measure?                      • to your Client• To Prove VALUE      • to your Manager                      • to your B...
And yet ...    • It doesn’t come naturally                               IPRA                                South        ...
Why? (the myths)• Too expensive• Too labour intensive• Lack of knowledge• Lack of standards/methodology• Lack of demand• S...
The changing world:     from this ...• Traditional “paid” media• Media relations• Journalists• Press clippings• Control of...
The changing world:      to this ...• Digital media• Social media• Mobile• Bloggers, influencers• NO control of the messag...
The changingworld:consumerconsumption
The changing world:new media models                  Source: previewnetworks.com
Old-school metrics    • There are lots ...                 potential viewershipopportunities to see (OTS)                 ...
Old-school metrics• The consequences : • No comparability • No consistency • Confusion • Lack of tangible value
AVE’s : definition• Advertising Value Equivalency (AVE) is  what your editorial coverage would cost  if it were advertisin...
What’s wrong with AVE’s• Not real value (cost)• PR is not Advertising• Not applicable in new world media• Encourage wrong ...
But in the real world ...• Clients still want AVE’s• There’s nothing better out there= old world mentality that is limitin...
New principles 1• A Three Tiered Approach   From             To         To Programme      Programme    Business  Outputs  ...
New principles 2
New framework     • The Barcelona Principles:•   1. Importance of goal setting and measurement•   2. Measuring the effect ...
New framework • Valid Metrics:
New framework • Valid Metrics example:
New metrics in practice• Programme outputs  audience reach, level of engagement  (likes, shares, retweets, etc)• Programme...
Social media metrics                                                     Metric Use vs. Usefulness              45%       ...
But remember ...• The difference between monitoring (the  buzz/chatter/conversation) and  measuring.• Get beyond clip coun...
More help on the way• Coalition for PR Research Standards•       Mission: to provide a broad platform of standards        ...
More help on the way• Coalition for PR Research Standards•       Mission: to provide a broad platform of standards        ...
Tools 1Monitoring/Listening   • Challenge = so what?
Tools 2Own site(s)•   Google Analytics is your friend:    •   Visitor data (new, returning, sources, etc)    •   Engagemen...
Tools 3: Inkybee
Tools 4: Bigger Budget
Resources 1•   AMEC Valid Metrics    http://amecorg.com/downloads/dublin2012/Valid-Metrics-    Framework-Mike-Daniels.pdf•...
Resources 2•   IPR measurement commission    http://www.instituteforpr.org/research/commissions/measurement/•   Google Ana...
Resources 3•   Coalition to establish standards for PR    research and measurement    http://www.instituteforpr.org/topics...
Conclusions•   Measurement is important•   Try to consign AVE’s to the bin!•   It can be affordable using simple, low cost...
Thank You!  Hugh Anderson  hugh@forthmetrics.com  @hughforthblog.forthmetrics.com     www.inkybee.com
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Public Relations (PR) Measurement

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A presentation by Hugh Anderson of Forth Metrics on public relations measurement - what has changed, the implications of digital and social media, a new framework, tools and resources. Presented as part of the CIPR '

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  • Public Relations (PR) Measurement

    1. 1. CIPR Social in the City #sitc, 25 October 2012PR MeasurementHugh AndersonForth Metrics
    2. 2. Agenda• Why measure?• Our changing world• Old-school metrics• What’s wrong with AVE’s?• New metrics & framework• Tools & resources• Conclusion
    3. 3. Why Measure?• Institute for Public Relations (IPR) paper, 1999 (Katie Payne, James Grunig et al) Measurable objectives in public relations do two things: 1. They facilitate and support business objectives, thus demonstrating that PR activities support the business or performance goals and are thereby “strategic”. 2. They enable PR practitioners to show they have achieved what they set out to achieve, and thereby demonstrate accountability.
    4. 4. Why Measure? • Public Relations Society of America (PRSA)Without appropriate measurement, you can’ttruly gauge success, focus resources on whatworks, adjust plans if they don’t work, getmore budget or engage executives. It will be difficult for PR to get a larger share of the total communications expenditure without quantitative means that go well beyond measurement of media outputs.
    5. 5. Why Measure?• CIPR, PR2020 report : “The Future of Public Relations”, key recommendation #4 There is a need for clearer thinking and guidance on measurement and evaluation.
    6. 6. Why Measure? • to your Client• To Prove VALUE • to your Manager • to your Board • Share of Budget (own & client) • Delivery against objectives • To learn and improve
    7. 7. And yet ... • It doesn’t come naturally IPRA South % members USA Australia AfricaEvaluation recognised as necessary 89 76 90 89 Frequently undertake evaluation 19 16 14 25• IPRA (International PR Association) study, 1994
    8. 8. Why? (the myths)• Too expensive• Too labour intensive• Lack of knowledge• Lack of standards/methodology• Lack of demand• Simply not a core skill
    9. 9. The changing world: from this ...• Traditional “paid” media• Media relations• Journalists• Press clippings• Control of the message and who distributes it
    10. 10. The changing world: to this ...• Digital media• Social media• Mobile• Bloggers, influencers• NO control of the message and who distributes it
    11. 11. The changingworld:consumerconsumption
    12. 12. The changing world:new media models Source: previewnetworks.com
    13. 13. Old-school metrics • There are lots ... potential viewershipopportunities to see (OTS) # of cuttings/clips article count single column centimeters (scc)gross rating points (GRP’s) column inches # of impressions broadcast run-time • And, of course : AVE’s
    14. 14. Old-school metrics• The consequences : • No comparability • No consistency • Confusion • Lack of tangible value
    15. 15. AVE’s : definition• Advertising Value Equivalency (AVE) is what your editorial coverage would cost if it were advertising space (or time).• To calculate the AVE for one month, measure the space (column inches) occupied by a clip (for radio and television coverage, you measure time). Then multiply the column inches (time) by the ad rate for that page (time slot).
    16. 16. What’s wrong with AVE’s• Not real value (cost)• PR is not Advertising• Not applicable in new world media• Encourage wrong behaviours• Can be manipulated• Inconsistent• Industry denounced
    17. 17. But in the real world ...• Clients still want AVE’s• There’s nothing better out there= old world mentality that is limiting progress• There is no silver bullet• Real, tangible ROI is challenging, BUT• There are new frameworks and metrics
    18. 18. New principles 1• A Three Tiered Approach From To To Programme Programme Business Outputs Outcomes Outcomes
    19. 19. New principles 2
    20. 20. New framework • The Barcelona Principles:• 1. Importance of goal setting and measurement• 2. Measuring the effect on outcomes is preferred to measuring outputs• 3. The effect on business results can and should be measured where possible• 4. Media measurement requires quantity and quality• 5. AVEs are not the value of public relations• 6. Social media can and should be measured• 7. Transparency and replicability are paramount to sound measurement.
    21. 21. New framework • Valid Metrics:
    22. 22. New framework • Valid Metrics example:
    23. 23. New metrics in practice• Programme outputs audience reach, level of engagement (likes, shares, retweets, etc)• Programme outcomes number of visitors, downloads, views, calls, event attendance, etc• Business outcomes actual sales, market share, cost savings, leads generated, etc
    24. 24. Social media metrics Metric Use vs. Usefulness 45% Increase in foot traffic Increase in revenue/sales 39% # of new customers (mentioning social media)Usefulness(% rated 5) Increased traffic to website 33% # of conversions # of comments/ # of posts compared # of comments/ LIkes to competitors posts mentioning org. 26% # of shares/ retweets Secondary audience Avg. # of size interactions w/ 20% follower 40% 50% 60% 70% 80% Current Use • Source: Vocus study of social media and SME’s
    25. 25. But remember ...• The difference between monitoring (the buzz/chatter/conversation) and measuring.• Get beyond clip counts and audience impressions (CPM, print circulation, etc.)• Don’t get fixated on one metric or ROI.• Qualitative analysis is still valid (awareness, opinion, attitude, brand preference, purchase intent, advocacy, perceptions, reputation, etc.)
    26. 26. More help on the way• Coalition for PR Research Standards• Mission: to provide a broad platform of standards for research and measurement• 2012 Deliverables: • Social media measurement • Traditional media analysis • Ethical standards for research • Return on investment • Communications lifecycle
    27. 27. More help on the way• Coalition for PR Research Standards• Mission: to provide a broad platform of standards for research and measurement• 2012 Deliverables: • Social media measurement • Traditional media analysis • Ethical standards for research • Return on investment • Communications lifecycle
    28. 28. Tools 1Monitoring/Listening • Challenge = so what?
    29. 29. Tools 2Own site(s)• Google Analytics is your friend: • Visitor data (new, returning, sources, etc) • Engagement data (time on site, pages per visit, etc) • Outcome data (via Goals: videos watched, ebooks downloaded, sales made) • + lots more (including social sources, multi-channel funnels, keywords)• Similar with Facebook Insights
    30. 30. Tools 3: Inkybee
    31. 31. Tools 4: Bigger Budget
    32. 32. Resources 1• AMEC Valid Metrics http://amecorg.com/downloads/dublin2012/Valid-Metrics- Framework-Mike-Daniels.pdf• CIPR measurement toolkit http://www.cipr.co.uk/content/policy-resources/for-practitioners/ research-planning-and-measurement/toolkit• Hotwire PR eBook http://hotwirepr.com/knowledge• Katie Paine measurement blog http://kdpaine.blogs.com/• Forth Metrics blog http://blog.forthmetrics.com/2012/08/10/setting-objectives-for- blogger-outreach/
    33. 33. Resources 2• IPR measurement commission http://www.instituteforpr.org/research/commissions/measurement/• Google Analytics ‘how-to’ http://mashable.com/2012/01/04/google-analytics-guide/• Facebook Insights ‘how-to’ http://blog.hubspot.com/blog/tabid/6307/bid/29064/Facebook- Launches-Revamped-Insights-Tool-for-Business-Pages.aspx• AMEC http://amecorg.com/• IAB social media measurement framework http://www.iabuk.net/sites/default/files/research-docs/IAB %20measurement%20framework%20for%20social %20media_FINAL4_0.pdf
    34. 34. Resources 3• Coalition to establish standards for PR research and measurement http://www.instituteforpr.org/topics/reaching-a-consensus- standards-for-public-relations-research-and-measurement/• CIPR “4 Steps to Unlocking Online Success” conference, 30 January 2013 http://ciprscotland.wordpress.com/conference-scotland-unlocking- online-success/• Vocus study of social media and SME’s (http://www.slideshare.net/Vocus/vocus-study-of-sm-bs-and-social- media-final)• PRSA/Tim Marklein presentation http://www.slideshare.net/tmarklein/best-practices-new-ideas-in-pr- measurement
    35. 35. Conclusions• Measurement is important• Try to consign AVE’s to the bin!• It can be affordable using simple, low cost tools• Digital media opens up opportunities and makes it easier• Try to get beyond monitoring to actual measuring of outcomes• It’s going to get easier, better, more standardised and more consistent
    36. 36. Thank You! Hugh Anderson hugh@forthmetrics.com @hughforthblog.forthmetrics.com www.inkybee.com
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