Demonstrating the Business Value of PR
 

Demonstrating the Business Value of PR

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When we measure the value of public relations, the most important thing to do is to show how it supports business objectives. That's what this deck, a webinar for PRSA, speaks to.

When we measure the value of public relations, the most important thing to do is to show how it supports business objectives. That's what this deck, a webinar for PRSA, speaks to.

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  • Influence & Engagement.

Demonstrating the Business Value of PR Demonstrating the Business Value of PR Presentation Transcript

  • DEMONSTRATING THE BUSINESS VALUE OF PR
    Image: Nasa’s Marshall Space Flight Center, Flickr (CC)
    SHONALI BURKE, ABC
    A WEBINAR FOR PRSA INTERNATIONAL
    MARCH 15, 2011
  • Before We Get Started
  • Cartoon: HubSpot, Flickr (CC)
  • Image: Jim Miles, Flickr (CC)
  • Bad Measurement…
    • Only tracks impressions
    • Uses AVE
    • Is done inconsistently
    Image: johntrathome, Flickr (CC)
  • Good Measurement …
    Tracks what’s important
    Is done consistently
    Connects to business KPIs
    Tracks outputs, outtakes AND outcomes
    Image: fly.aeroplane.fly, Flickr (CC)
  • KPIs… What The @#*!
    “… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”
    ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
  • Why
    What
    Who
    The Six Keys
    To The Measurement World
    How
    Where
    When
    Image: Mark H. Evans, Flickr (CC)
  • Who?
    Media
    Customers
    Partners
    Employees
    Government leaders
    Investors
    Image: mhaithaca, Flickr (CC)
  • What?
    Increase exposure
    Educate audiences
    Improve positioning
    Increase mind share
    Increase sales
    Obtain members/supporters
    Raise awareness for mission
    Image: tobi_digital, Flickr (CC)
  • What?
    Outputs: the physical, direct results of your work
    Clips
    Brochures
    Speaking engagements
    Specific positioning
    Messages communicated
    Quoted mentions
    Image: scriptingnews, Flickr (CC)
  • What?
    Outtakes: what your target audience takes away from your program
    Messages
    Understanding
    … the perceptions generated by your outputs
    Image: Richard Hutteman, Flickr (CC)
  • What?
    Outcomes: quantifiable changes that occur as end results of your program
    Attitudes
    Opinions
    Behaviors
    ACTION!
    Image: naturalturn, Flickr (CC)
  • When?
    Set a timeframe
    Compare results to:
    Past performance
    Major competitors
    Image: judepics, Flickr (CC)
  • Where?
    Channels
    “Media universe”
    Image: Truthout.org, Flickr (CC)
  • Why?
    Courtesy: KD Paine & Partners
  • How?
    Web site data
    Web analytics
    Phone, online, paper surveys
    Focus groups
    Media analytics
    Dedicated URLs/telephone #s
    Image: iopinw, Flickr (CC)
  • So I Measured…
    Now What?
    Image: Samuel Maycock, Flickr (CC)
  • What does the data show?
    What’s good, bad andugly?
    Can you connect results
    to objectives?
    Is it relevant?
    Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
  • Measuring Social Media
    Image: cindy47452, Flickr (CC)
    Image: Incase., Flickr (CC)
    Influence
    Quality
    Quantity
    Engagement
  • The Case of the Hungry Child
    Source: www.pledgetoendhunger.com
  • Courtesy: Scott Henderson & Media Sauce
  • Courtesy: Scott Henderson & MediaSauce
  • Results
    4,800 pledges (380% > goal)
    1st 1k pledges in 28 hours
    > 19k site visitors
    $28k for Share Our Strength (@95% 1st-time donors)
    2,600 members of Facebook Cause
    560k servings of food to food banks in 4 cities
    Courtesy: Scott Henderson & MediaSauce
  • The Case of The OKC Jeweler
    @dangordon
    @samuelgordons
    © Daniel Gordon, used with permission
  • The 4-1-1
  • © Daniel Gordon, used with permission
  • Blog traffic
    2006 – 2010:
    Ad spend: from $500K - $50K
    Revenue: 30% increase
    2008 – 2010:
    Foot traffic: from 20% - 40%
    Courtesy Daniel Gordon, Samuel Gordon Jewelers
  • Monitoring & Measurement on a Shoestring
  • Measurement Smarts
    • What’s your “measurement universe”?
    • Take 1 oz. of research over 1 lb. of pain
    • Impressions mean nothing on their own
    • Outputs, outtakes and outcomes
    • Use the W5+H principle
    Image: sun dazed, Flickr (CC)
  • How Do You Pull This Together?
  • PRSA Recommendations
    http://www.slideshare.net/prsa/documenting-the-business-outcomes
    http://comprehension.prsa.org/?cat=589
  • A Few More Resources
    http://kdpaine.blogs.com
    http://iabc.com
    http://prsa.org
    http://instituteforpr.org
    http://metrica.net/measurementmatters
    http://www.communicationammo.com
    http://www.metricsman.wordpress.com
    http://www.toprankblog.com
    Bi-weekly #measurePR Twitter chat
    http://WaxingUnLyrical.com: measurement/measurePR categories
    http://twitter.com/shonali/measurement
  • Don’t Forget!
  • Questions?
    Image: Håkan Dahlström, Flickr (CC)
    info@shonaliburke.com
    @shonali
    Thank you!
    www.WaxingUnLyrical.com
    www.shonaliburke.com
    slideshare.net/shonaliburke