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Presentation Paula Nobre ESCE EACD Lisbon Debate 2011


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Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, debateram metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.

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Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

  1. 1. MEASUREMENT AND EVALUATION RESEARCH IN CORPORATE COMMUNICATIONS Paula Nobre Ana Raposo Escola Superior de Comunicação Social 19 de Maio 2011
  2. 2. PURPOSEAnalyze some methodologies of measurement and evaluation that have recently been proposed specially in academic and research sets.
  3. 3. PUBLIC RELATIONS Public Relations = Corporate Communication ↓ Strategic Management Function Relationship Management between organisation - publics Research and Evaluation are essential to PR activity
  4. 4. PUBLIC RELATIONS AND EVALUATION• Until the end of last century evaluation was not a main concern both for profissionals and academics• This is not true any more!• The last 10 years have been proficuous in evaluation on PR metrics
  5. 5. BARCELONA PRINCIPLES• Importance of Goal Setting and Measurement• Measuring the Effect on Outcomes is Preferred to Measuring Outputs• The Effect on Business Results Can and Should Be Measured Where Possible• Media Measurement Requires Quantity and Quality• AVEs are not the Value of Public Relations• Social Media Can and Should be Measured• Transparency and Replicability are Paramount to Sound Measurement
  6. 6. PR MEASUREMENT AND EVALUATIONProgram levelIndividual communication programsFunctional levelEvaluation of the overall PR function of a organizationOrganizacional levelThe contribution that RP makes to the overall efectivenessSocietal levelEvaluations of the contrubution that organization make to the overall welfare of a society
  7. 7. WHAT WE MEASURESetting Specific Measurable PR Goals and Objectives• Measuring PR Outputs• Measuring PR Outtakes• Measuring PR Outcomes• Measuring Business and/or Organizational Outcomes
  8. 8. MEDIAL RELATIONS AND AVE• Measure the economic value of media coverage• Comparing messages with completly different contents• Not possible to measure the value of a negative new• Not possible to measure the value of the non- coverage• Focus on outpus instead of outcomes
  9. 9. WHAT’S BEYOND AVE?• Measuring only outputs on PR Programs is simplistic and inadequate• We are not measuring the ability of PR to create value for the organization
  10. 10. RELATIONSHIPS PR makes an organization more effective, when:• Identifies the most strategic publics as part of strategic management processes• Conducts communication programs to develop and maintain effective long-term relationships between management and those publics.
  11. 11. HOW TO MEASURE RELATIONSHIPS• Long-term relationships can be measured using six indicators : – Control Mutuality – Trust – Satisfaction – Commitment – Exchange Relationship – Communal Relationships
  12. 12. REPUTATION• Positive relationships result in strong reputationsCorporate reputation is a perceptual representation of acompany’s past actions and future prospects thatdescribes the firm’s overall appeal to all of its keyconstituents when compared with other leading rivals. (Fombrun, 1996, pp.57)
  13. 13. HOW TO MEASURE REPUTATION• Reputations can be measured by assessing the degree of Admiration, Trust, Good Feeling and Overall Esteem for companies (Reputation Institute)• Reputation Quotient –standardized instrument criated in 1998 by Reputation Institute and Harris Interactive to measure perceptions of companies across industries and with multiple stakeholder segments
  14. 14. GLOBAL RepTrak – PULSE REPORTS• Online survey to measure the reputation of the worlds largest 2,500+ companies in 40 countries
  15. 15. GLOBAL RepTrak – PULSE REPORTS• The RepTrak™ model not only measures the health of a companys reputation across stakeholders, countries and industries, but also examines which of 7 key driver dimensions most influences the companys reputation: – Products / Services – Innovation – Workplace – Governance – Citizenship – Leadrship – Performance
  16. 16. TOOLS• Other tools to measure specific items that improve reputation process – Media – Risk – Reputation Manual – Alignment – Workplace – Country
  17. 17. SOCIAL MEDIA• Are radically altering the marketplace and the nature of stakeholder relationships• Democratization of content• Shift in the role people play in the process of reading and disseminating information• Two way symmetric dialogue – organisation/public• Interactive nature
  18. 18. WHAT DO YOU NEED TO KNOW IN CYBERSPACE?• What the cyber media is writing about you and what your constituencies are seeing about you (and your competition)• What is the size of the impact you are having• What your constituencies are saying about you• What your constituencies think about you• What action, if any, your constituencies are taking
  19. 19. NEW METRICS FOR PR 2.0• Conversation Index• Conversations or Threads by Keywords• Traffic• Leads or Sales• Calls to Action• Engagement• Autorithy• Education and Participation• Registrations, Membership, and Community Activity
  20. 20. TOOL EXEMPLES• Google• Radian6• BuzzLogic• Neilsen BuzzMetrics• Social Networks and microcommunities• Blogpulse Conversation by Neilsen BuzzMetrics• Web & Social Analytics
  21. 21. EVALUATION AT SOCIETAL LEVELIdentification and evaluation of PR value to society ↓ Communication is a key element to overall evaluation of the organisation performance ↓ Sustentability e CSR - Certification SA 8000 - Sustainability Reports (Guidelines GRI)
  22. 22. FINAL CONSIDERATIONS“Public Relations is about building relationships. In buildingrelationships we maintain connections betweenorganizations and the people they need to deal with inorder to function.Working relationships which have a continuous dialogueso they can be sustained, observed, nurtured andadapted depending on the impact each party has onthe other.” Catherine Arrow, in What is Public Relations,