Measuring Your PublicRelations Success –Decoding Views,Variables,              October 21, 2011and Value                  ...
 By 2013, public relations spending will be up to 8billion dollars, which is a 55% increase from2008, according to the an...
What you did (e.g. reachand frequency)What they thought                           KPM(e.g. engagement)What they did (e.g.t...
Owned   Earned    PaidMedia   Media    Media
CEO                  Development Director                          MISSIONCommunications Director             Public Relat...
   “Believers”   “Agnostics”   “Atheists”
I – Who got this done?D – What are the results?                     Report that                   Centers on KPMS – What w...
D – What are the results?                      Executive summary                      List of measurements              ...
I – How was this done?   Participation   Sentiment   Influence
   Steps taken                               Methodology                               CoordinationS – What was the pro...
   Facts and Figures   Data and Statistics   Accuracy                          C –Why done this way?
   Overview   Directives for time period or assignments   Research directive and discovery   Proactive and reactive me...
   Focus points of coverage/conversations   Best example of KPM results   Weighted value for “share of voice”   Shinin...
   Lessons learned   Recommendations for the future   Supporting documentation    ◦   Inventory of coverage    ◦   Samp...
   A 2008 study of news stories in U.K.    newspapers found that more than half    contained mostly PR material. A study ...
Name one takeaway from   today’s program
Tom Ciesielka 312-422-1333   tc@tcpr.net
Public Relations Measurement
Public Relations Measurement
Public Relations Measurement
Public Relations Measurement
Public Relations Measurement
Public Relations Measurement
Public Relations Measurement
Public Relations Measurement
Public Relations Measurement
Public Relations Measurement
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Public Relations Measurement

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  • Ask Audience about expectations for the presentation. Ask who works at firm that has experience with media relations.
  • Can someone tell me what all these images have in common? The person with the right answer will get a 100 Grand. Second quiz question; On average how much does a newborn elephant calve typically weigh? 260 lbs
  • Fill in the blank. A CEO/Executive Director/Development Director/Marketing Director/Members knows when public relations work is delivering value when _________
  • Quiz: How did Google get its name? Google derived its name from the word "googol", a term coined by then nine-year-old Milton Sirotta, nephew of the American mathematician Edward Kasner. The story goes, Kasner had asked his nephew to invent a name for a very large number - ten to the power of one hundred (the numeral one followed by 100 zeros), and Milton called it a googol
  • Is anyone here familiar with DISC profiles for individuals?
  • Public Relations Measurement

    1. 1. Measuring Your PublicRelations Success –Decoding Views,Variables, October 21, 2011and Value Presented by TC Public Relations
    2. 2.  By 2013, public relations spending will be up to 8billion dollars, which is a 55% increase from2008, according to the annual CommunicationsIndustry Forecast by private equity firm Veronis SuhlerStevenson (VSS). The $8 billion figure – cited in an Economist article onthe vitality of the industry – contains $3 billion that willbe spent on word-of-mouth marketing, which includessocial media outreach.
    3. 3. What you did (e.g. reachand frequency)What they thought KPM(e.g. engagement)What they did (e.g.traceable support)
    4. 4. Owned Earned PaidMedia Media Media
    5. 5. CEO Development Director MISSIONCommunications Director Public Relations Specialist
    6. 6.  “Believers” “Agnostics” “Atheists”
    7. 7. I – Who got this done?D – What are the results? Report that Centers on KPMS – What was the process? C –Why done this way?
    8. 8. D – What are the results?  Executive summary  List of measurements  ROI based on measurements
    9. 9. I – How was this done? Participation Sentiment Influence
    10. 10.  Steps taken  Methodology  CoordinationS – What was the process?
    11. 11.  Facts and Figures Data and Statistics Accuracy C –Why done this way?
    12. 12.  Overview Directives for time period or assignments Research directive and discovery Proactive and reactive messages Analysis of results
    13. 13.  Focus points of coverage/conversations Best example of KPM results Weighted value for “share of voice” Shining examples that justify efforts
    14. 14.  Lessons learned Recommendations for the future Supporting documentation ◦ Inventory of coverage ◦ Sample quotes from the media/comments ◦ Packaged coverage ◦ Dashboards from metric services
    15. 15.  A 2008 study of news stories in U.K. newspapers found that more than half contained mostly PR material. A study in the Columbia Journalism Review found that more than half the stories in an edition of The Wall Street Journal “were based solely on press releases.” USA Today
    16. 16. Name one takeaway from today’s program
    17. 17. Tom Ciesielka 312-422-1333 tc@tcpr.net

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