For years, PR has been plagued by the perception that it is not a strategic business function - though all the textbooks say it is. This presentation, created for a webinar for PRSA, examines PR's business value, and how to integrate best practices into your work to show the value you bring to your organization.

1. FROM WTF TO KPI: DEMONSTRATING THE BUSINESS VALUE OF PUBLIC RELATIONs A webinar for PRSA Presented August 24, 2010 Shonali Burke, ABC

2. Before We Get Started

3. Cartoon: HubSpot, Flickr (CC)

5. Uses AVE

6. Is done inconsistentlyImage: johntrathome, Flickr (CC)

7. Good Measurement … Tracks what’s important Is done consistently Connects to business KPIs Tracks outputs, outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)

8. 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

9. Light at the End of the Tunnel Image: Murtada al Mousawy , Flickr (CC)

10. Why What Who The Six Keys To The Measurement World How Where When Image: Mark H. Evans, Flickr (CC)

11. Who? Media Customers Partners Employees Government leaders Investors Image: mhaithaca, Flickr (CC)

12. What? Increase exposure Educate audiences Improve positioning Increase mind share Increase sales Obtain members/supporters Raise awareness for mission Image: tobi_digital, Flickr (CC)

13. What? Outputs: the physical, direct results of your work Clips Brochures Speaking engagements Specific positioning Messages communicated Quoted mentions Image: scriptingnews, Flickr (CC)

14. What? Outtakes: what your target audience takes away from your program Messages Understanding … the perceptions generated by your outputs Image: alasis, Flickr (CC)

15. What? Outcomes: quantifiable changes that occur as end results of your program Attitudes Opinions Behaviors Image: naturalturn, Flickr (CC)

16. When? Set a timeframe Compare results to: Past performance Major competitors Image: judepics, Flickr (CC)

17. Where? Channels “Media universe” Image: Truthout.org, Flickr (CC)

18. Why? Courtesy: KD Paine & Partners

19. How? Web site data Web analytics Phone, online, paper surveys Focus groups Media analytics Dedicated URLs/telephone #s Image: iopinw, Flickr (CC)

20. So I Measured… Now What? Image: Samuel Maycock, Flickr (CC)

21. 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/

22. Measuring Social Media Image: cindy47452, Flickr (CC) Image: Incase., Flickr (CC) Influence Quality Quantity Engagement

23. “Answer”

24. The “Real” Answer Source: Digital Buzz Blog

25. But what about us “regular” folk? Image: mickiky, Flickr (CC)

26. Pledge To End Hunger Source: www.pledgetoendhunger.com

27. Courtesy: Scott Henderson & MediaSauce

28. Courtesy: Scott Henderson & Media Sauce

29. 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

30. Measurement on a Shoestring Zoomerang, Survey Monkey, social networks Google is your best friend RSS feeds, news/blog alerts Google Analytics Make friends with Excel Image: psyberartist, Flickr (CC)

32. Take 1 oz. of research over 1 lb. of pain

33. Impressions mean nothing on their own

34. Outputs, outtakes and outcomes

35. Use the W5+H principleImage: sun dazed, Flickr (CC)

36. PRSA Recommendations http://www.slideshare.net/prsa/documenting-the-business-outcomes http://comprehension.prsa.org/?cat=589

37. The Barcelona Principles Image: Wolfgang Staudt, Flickr (CC)

38. 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

39. Don’t Forget!

40. Questions? Where you can find me: E-mail: info@shonaliburke.com Twitter: @shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Image: Håkan Dahlström, Flickr (CC) Title slide image: Gregory Povey, Flickr (CC) Thank you!