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Comprehensive PR Measurement Providing Insight through Measurement
[object Object],[object Object],[object Object],[object Object],CEO Survey 2008, PRWeek, November 10, 2008
Situation Analysis ,[object Object],[object Object],[object Object],[object Object]
Strategy ,[object Object]
What’s hard about measuring ROI? ,[object Object],[object Object]
What is the “return” in ROI? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The PR Value Chain PR Activity Output* Outcomes* Business Goal Marketing Objectives Outtakes* PR Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],What we do The result we achieve ,[object Object],[object Object],[object Object],[object Object],Our aspirations Our directive RETURN! * Based on IPR’s Gold Standard paper “Guidelines for Measuring the Effectiveness of PR Programs and Activities, Dr. Walter K. Lindenmann, 1997, 2003 ,[object Object],[object Object],[object Object]
PR Activity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR Output ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Outtakes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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