Demonstrating the Business Value of PR

1,992 views
1,891 views

Published on

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.

Published in: Education
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,992
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
37
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Influence & Engagement.
  • Demonstrating the Business Value of PR

    1. 1. DEMONSTRATING THE BUSINESS VALUE OF PR<br />Image: Nasa’s Marshall Space Flight Center, Flickr (CC)<br />SHONALI BURKE, ABC<br />A WEBINAR FOR PRSA INTERNATIONAL<br />MARCH 15, 2011<br />
    2. 2. Before We Get Started<br />
    3. 3. Cartoon: HubSpot, Flickr (CC)<br />
    4. 4. Image: Jim Miles, Flickr (CC)<br />
    5. 5. Bad Measurement…<br /><ul><li> Only tracks impressions
    6. 6. Uses AVE
    7. 7. Is done inconsistently</li></ul>Image: johntrathome, Flickr (CC)<br />
    8. 8. Good Measurement …<br />Tracks what’s important<br />Is done consistently<br />Connects to business KPIs<br />Tracks outputs, outtakes AND outcomes<br />Image: fly.aeroplane.fly, Flickr (CC)<br />
    9. 9. KPIs… What The @#*!<br />“… 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.”<br /> ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators<br />
    10. 10. Why<br />What<br />Who<br />The Six Keys<br />To The Measurement World<br />How<br />Where<br />When<br />Image: Mark H. Evans, Flickr (CC)<br />
    11. 11. Who?<br />Media<br />Customers<br />Partners<br />Employees<br />Government leaders<br />Investors<br />Image: mhaithaca, Flickr (CC)<br />
    12. 12. What?<br />Increase exposure<br />Educate audiences<br />Improve positioning<br />Increase mind share<br />Increase sales<br />Obtain members/supporters<br />Raise awareness for mission<br />Image: tobi_digital, Flickr (CC)<br />
    13. 13. What?<br />Outputs: the physical, direct results of your work<br />Clips<br />Brochures<br />Speaking engagements<br />Specific positioning<br />Messages communicated<br />Quoted mentions<br />Image: scriptingnews, Flickr (CC)<br />
    14. 14. What?<br />Outtakes: what your target audience takes away from your program<br />Messages<br />Understanding<br />… the perceptions generated by your outputs<br />Image: Richard Hutteman, Flickr (CC)<br />
    15. 15. What?<br />Outcomes: quantifiable changes that occur as end results of your program<br />Attitudes<br />Opinions<br />Behaviors<br />ACTION!<br />Image: naturalturn, Flickr (CC)<br />
    16. 16. When?<br />Set a timeframe<br />Compare results to:<br />Past performance<br />Major competitors<br />Image: judepics, Flickr (CC)<br />
    17. 17. Where?<br />Channels<br />“Media universe”<br />Image: Truthout.org, Flickr (CC)<br />
    18. 18. Why?<br />Courtesy: KD Paine & Partners<br />
    19. 19. How?<br />Web site data<br />Web analytics<br />Phone, online, paper surveys<br />Focus groups<br />Media analytics<br />Dedicated URLs/telephone #s<br />Image: iopinw, Flickr (CC)<br />
    20. 20. So I Measured… <br />Now What?<br />Image: Samuel Maycock, Flickr (CC)<br />
    21. 21. What does the data show?<br />What’s good, bad andugly?<br />Can you connect results <br />to objectives?<br />Is it relevant?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
    22. 22. Measuring Social Media<br />Image: cindy47452, Flickr (CC)<br />Image: Incase., Flickr (CC)<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
    23. 23. The Case of the Hungry Child<br />Source: www.pledgetoendhunger.com<br />
    24. 24. Courtesy: Scott Henderson & Media Sauce<br />
    25. 25. Courtesy: Scott Henderson & MediaSauce<br />
    26. 26. Results<br />4,800 pledges (380% > goal)<br />1st 1k pledges in 28 hours<br />> 19k site visitors<br />$28k for Share Our Strength (@95% 1st-time donors)<br />2,600 members of Facebook Cause<br />560k servings of food to food banks in 4 cities<br />Courtesy: Scott Henderson & MediaSauce<br />
    27. 27. The Case of The OKC Jeweler<br />@dangordon<br />@samuelgordons<br />© Daniel Gordon, used with permission<br />
    28. 28. The 4-1-1<br />
    29. 29. © Daniel Gordon, used with permission<br />
    30. 30. Blog traffic<br />2006 – 2010:<br />Ad spend: from $500K - $50K<br />Revenue: 30% increase<br />2008 – 2010:<br />Foot traffic: from 20% - 40%<br />Courtesy Daniel Gordon, Samuel Gordon Jewelers<br />
    31. 31. Monitoring & Measurement on a Shoestring<br />
    32. 32.
    33. 33. Measurement Smarts<br /><ul><li> What’s your “measurement universe”?
    34. 34. Take 1 oz. of research over 1 lb. of pain
    35. 35. Impressions mean nothing on their own
    36. 36. Outputs, outtakes and outcomes
    37. 37. Use the W5+H principle</li></ul>Image: sun dazed, Flickr (CC)<br />
    38. 38. How Do You Pull This Together?<br />
    39. 39. PRSA Recommendations<br />http://www.slideshare.net/prsa/documenting-the-business-outcomes<br />http://comprehension.prsa.org/?cat=589<br />
    40. 40. A Few More Resources<br />http://kdpaine.blogs.com<br />http://iabc.com<br />http://prsa.org<br />http://instituteforpr.org<br />http://metrica.net/measurementmatters<br />http://www.communicationammo.com<br />http://www.metricsman.wordpress.com<br />http://www.toprankblog.com<br />Bi-weekly #measurePR Twitter chat<br />http://WaxingUnLyrical.com: measurement/measurePR categories<br />http://twitter.com/shonali/measurement<br />
    41. 41. Don’t Forget!<br />
    42. 42. Questions?<br />Image: Håkan Dahlström, Flickr (CC)<br />info@shonaliburke.com<br />@shonali<br />Thank you!<br />www.WaxingUnLyrical.com<br />www.shonaliburke.com<br />slideshare.net/shonaliburke<br />

    ×