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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  • Love this plain speaking approach. There is nothing more irritating than fluffy PR presentations that 'blow sunshine'. This tells it as it is -solid best practice.
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  • Influence & Engagement.

Transcript

  • 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)
  • 4. Bad Measurement…
    • Only tracks impressions
    • 5. Uses AVE
    • 6. Is done inconsistently
    Image: 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)
  • 31. Measurement Smarts
    • 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
    Image: 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!