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From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
From WTF to KPI: Demonstrating the Business Value of Public Relations
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From WTF to KPI: Demonstrating the Business Value of Public Relations

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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 …

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.

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  • Influence & Engagement.
  • Transcript

    • 1. FROM WTF TO KPI:<br />DEMONSTRATING THE BUSINESS VALUE <br />OF PUBLIC RELATIONs<br />A webinar for PRSA<br />Presented August 24, 2010<br />Shonali Burke, ABC<br />
    • 2. Before We Get Started<br />
    • 3. Cartoon: HubSpot, Flickr (CC)<br />
    • 4. Bad Measurement…<br /><ul><li> Only tracks impressions
    • 5. Uses AVE
    • 6. Is done inconsistently</li></ul>Image: johntrathome, Flickr (CC)<br />
    • 7. 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 />
    • 8. 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 />
    • 9. Light at the End of the Tunnel<br />Image: Murtada al Mousawy , Flickr (CC)<br />
    • 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. Who?<br />Media<br />Customers<br />Partners<br />Employees<br />Government leaders<br />Investors<br />Image: mhaithaca, Flickr (CC)<br />
    • 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. 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. 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: alasis, Flickr (CC)<br />
    • 15. What?<br />Outcomes: quantifiable changes that occur as end results of your program<br />Attitudes<br />Opinions<br />Behaviors<br />Image: naturalturn, Flickr (CC)<br />
    • 16. When?<br />Set a timeframe<br />Compare results to:<br />Past performance<br />Major competitors<br />Image: judepics, Flickr (CC)<br />
    • 17. Where?<br />Channels<br />“Media universe”<br />Image: Truthout.org, Flickr (CC)<br />
    • 18. Why?<br />Courtesy: KD Paine & Partners<br />
    • 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. So I Measured… <br />Now What?<br />Image: Samuel Maycock, Flickr (CC)<br />
    • 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. Measuring Social Media<br />Image: cindy47452, Flickr (CC)<br />Image: Incase., Flickr (CC)<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
    • 23. “Answer”<br />
    • 24. The “Real” Answer<br />Source: Digital Buzz Blog<br />
    • 25. But what about us <br />“regular” folk?<br />Image: mickiky, Flickr (CC)<br />
    • 26. Pledge To End Hunger<br />Source: www.pledgetoendhunger.com<br />
    • 27. Courtesy: Scott Henderson & MediaSauce<br />
    • 28. Courtesy: Scott Henderson & Media Sauce<br />
    • 29. 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 />
    • 30. Measurement on a Shoestring<br />Zoomerang, Survey Monkey, social networks<br />Google is your best friend<br />RSS feeds, news/blog alerts<br />Google Analytics<br />Make friends with Excel<br />Image: psyberartist, Flickr (CC)<br />
    • 31. Measurement Smarts<br /><ul><li> What’s your “measurement universe”?
    • 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 principle</li></ul>Image: sun dazed, Flickr (CC)<br />
    • 36. PRSA Recommendations<br />http://www.slideshare.net/prsa/documenting-the-business-outcomes<br />http://comprehension.prsa.org/?cat=589<br />
    • 37. The Barcelona Principles<br />Image: Wolfgang Staudt, Flickr (CC)<br />
    • 38. 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 />
    • 39. Don’t Forget!<br />
    • 40. Questions?<br />Where you can find me:<br />E-mail: info@shonaliburke.com<br />Twitter: @shonali<br />Blog: www.WaxingUnLyrical.com<br />Web: www.shonaliburke.com<br />Skype: sburke15<br />Image: Håkan Dahlström, Flickr (CC)<br />Title slide image: Gregory Povey, Flickr (CC)<br />Thank you!<br />

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