The Magic Of PR Measurement
 

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The Magic Of PR Measurement

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In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part II, which focused on PR measurement do's, don'ts and how to's.

In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part II, which focused on PR measurement do's, don'ts and how to's.

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  • Influence & Engagement.

The Magic Of PR Measurement Presentation Transcript

  • 1. THE MAGIC
    OF MEASUREMENT
    Shonali Burke, ABC
    Presented at PRSA Alaska
    July 21 & 22, 2010
  • 2. Bad Measurement…
    • Only tracks impressions
    • 3. Uses AVE
    • 4. Is done inconsistently
    Image: johntrathome, Flickr (CC)
  • 5. Good Measurement …
    Tracks what’s important
    Is done consistently
    Connects to business KPIs
    Tracks outputs, outtakes AND outcomes
    Image: fly.aeroplane.fly, Flickr (CC)
  • 6. 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
  • 7. Why
    What
    Who
    The Six Keys
    To The Measurement World
    How
    Where
    When
    Image: Mark H. Evans, Flickr (CC)
  • 8. Who?
    Media
    Customers
    Partners
    Employees
    Government leaders
    Investors
    Image: mhaithaca, Flickr (CC)
  • 9. What?
    Increase exposure
    Educate audiences
    Improve positioning
    Increase mind share
    Increase sales
    Obtain members/supporters
    Raise awareness for mission
    Image: tobi_digital, Flickr (CC)
  • 10. What?
    Outputs: the physical, direct results of your work
    Clips
    Brochures
    Speaking engagements
    Specific positioning
    Messages communicated
    Quoted mentions
    Image: scriptingnews, Flickr (CC)
  • 11. What?
    Outtakes: what your target audience takes away from your program
    Messages
    Understanding
    … the perceptions generated by your outputs
    Image: alasis, Flickr (CC)
  • 12. What?
    Outcomes: quantifiable changes that occur as end results of your program
    Attitudes
    Opinions
    Behaviors
    Image: naturalturn, Flickr (CC)
  • 13. When?
    Set a timeframe
    Compare results to:
    Past performance
    Major competitors
    Image: judepics, Flickr (CC)
  • 14. Where?
    Channels
    “Media universe”
    Image: Truthout.org, Flickr (CC)
  • 15. Why?
    Courtesy: KD Paine & Partners
  • 16. How?
    Web site data
    Web analytics
    Phone, online, paper surveys
    Focus groups
    Media analytics
    Dedicated URLs/telephone #s
    Image: iopinw, Flickr (CC)
  • 17. So I Measured…
    Now What?
    Image: Samuel Maycock, Flickr (CC)
  • 18. 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/
  • 19. Measuring Social Media
    Image: cindy47452, Flickr (CC)
    Image: Incase., Flickr (CC)
    Influence
    Quality
    Quantity
    Engagement
  • 20. Pledge To End Hunger
    Source: www.pledgetoendhunger.com
  • 21. Courtesy: Scott Henderson & MediaSauce
  • 22. Courtesy: Scott Henderson & Media Sauce
  • 23. 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
  • 24. 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)
  • 25. Measurement Smarts
    • What’s your “measurement universe”?
    • 26. Take 1 oz. of research over 1 lb. of pain
    • 27. Impressions mean nothing on their own
    • 28. Outputs, outtakes and outcomes
    • 29. Use the W5+H principle
    Image: sun dazed, Flickr (CC)
  • 30. A Few Resources
    kdpaine.blogs.com
    iabc.com
    prsa.org
    instituteforpr.org
    metrica.net/measurementmatters
    communicationammo.com
    metricsman.wordpress.com
    toprankblog.com
    Bi-weekly #measurePR Twitter chat
    WaxingUnLyrical.com: measurement/measurePR categories
    twitter.com/shonali/measurement
  • 31. 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)
    Cover slide image: Lynx Daemon, Flickr (CC)
    Thank you!