Measuring the Effectiveness of PR Efforts:Are You Busy or Indispensable?

Measuring the Effectiveness of PR Efforts:
Are You Busy or Indispensable?

 Aligning measurement
with business objectives
 Basics of measurement
 PR measurement of new
and traditional media
 Social Media ROI
 Cost effective tools &
applications
Lars Voedisch
Regional Head – Media Intelligence, APAC  Post evaluation:
Dow Jones and Company
lars.voedisch@dowjones.com Leveraging results
@larsv
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What we will do today?

 Understand that it’s
not enough to LOOK
busy

 NOT talking about ROI!

 Focus on KPIs

 Look at CONTEXT

 Hear about REAL
problems and REAL
solutions
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Why measure media coverage?

Quick discussion
Quick discussion
in small groups:
in small groups:

Why do you
Why do you
want to measure ?
want to measure ?


Why measure media coverage?

Reason 1: Demonstrate value of PR (e.g. Outputs)
- What key initiatives did you drive? Results?
Reason 2: Plan & evaluate communications activities
across channels and markets (e.g. Outtakes)
- How do you connect to publications & journalists,
campaigns; what’s your brand perception?
Reason 3: Strategic Communications (e.g. Outcomes)
- How do your results relate to the budget allocation? Do you
measure KPIs linking PR to business results? What is the
value PR adds your organization?
Reason 4: Discovering opportunities and threats (Radar)
- What’s happening in the industry, with my clients; is there
a crisis, are there issues…?

1) Aligning measurement with
business objectives
 Managing what you measure,
identifying the right objectives &
setting smart goals

Too many communicators
Too many communicators
work very hard on tactics…
work very hard on tactics…

…that DON’T support corporate goals!
…that DON’T support corporate goals!


Align Corporate Communications to Achieve
Business Goals

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiv a Whitepaper


Business Goals
 Make business GOALS your communications
goals, then develop STRATEGIES:



Business Goals
 Conduct a gap analysis to understand your
benchmarks and to decide what are your priorities
 Choose metrics to measure the results



Business Goals
 You can’t manage what you don’t measure
 What impact do your programs have – what are the
results?



Business Goals
 Example: Bicycle Manufacturer
 The challenge is to measure your success in a
meaningful way!



Business Goals
 Example: Bicycle Manufacturer



Business Goals

The challenge is to
measure your
success in a
meaningful way!


Business Objectives

Communications Objectives & Strategy

Planning, Execution, Controlling

Monitor Analyse Discover Engage

research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential

Originally, measurement is post-mortem analysis.
For fast environments, it becomes near-time!

Simple start: Smart Goal Setting for your
(Social) Media Strategy
 Goals drive the type of
measurements you are
going to use
 What’s your ultimate
objective:
1. Awareness
2. Image / Reputation
3. Sales
4. Cost savings
5. Something else?

Source: 25 Must Read Social Media Marketing Tips
© Copyright 2010 Dow Jones and Company | 20

1) Aligning measurement with
business objectives
 Managing what you measure,
identifying the right objectives &
setting smart goals

Key learnings?

2) Basics of measurement: Key approaches
that give you the right kick-start
 Input vs Output vs Outcomes
 PR is always comparative: What’s your
benchmark?
 Field studies, media content analysis, etc


How to measure media coverage?

Quick discussion
Quick discussion
in small groups:
in small groups:

What do you
What do you
currently
currently
measure ?
measure ?


What can we look at?

What’s your share of
voice? What are the
What’s the
context? main topics?
Where is the conversation?

Who’s talking?


Understanding PR Measurement

1. Measurement is research, research is measurement.

2. PR should link communications and business objectives.

3. Measurement must move beyond simple outputs.

4. There is no singular industry standard.

5. Approaches to measurement are evolutionary.

“We aren’t in the business of securing media coverage.
We’re in the business of projecting and
protecting the reputations of organizations.”
Alan Chumley, Director of Measurement for Hill & Knowlton, Toronto

Determine what success looks like

 Benchmark
- What’s your image now in your core markets
 Conduct a rigorous self-assessment
- Spend time up front to know what you’re getting
into.
 Ask: “Why do we want to measure?”
- Whose perception do you want to impact?
- Don’t start too wide -- it can distract from core goals
- Identify the KPIs which will show success


Turn Output into Positive Outcomes

 What do you want to do with the data you
gather?
- Justify spend and headcount
- Help prove your value to your organization
 Don’t be afraid of what you might find:
- Finding out that you are not who you thought
you were should be seen as a success, not a
failure of the initiative.
 Promote your successes internally
 Reassess.
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations

Turn Output into Positive Outcomes

 Outputs
- what is generated as a result of a PR program or
campaign
 Outtakes
- what audiences have understood and/or heeded
and/or responded to
 Outputs
- quantifiable changes in awareness, knowledge,
attitude, opinion and behavior levels


Too dry,
too
theoretical,
too
complicated?


Example – FIFA Worldcup

GOAL ACTION OUTPUT OUTTAKE OUTCOME
METRIC METRIC METRIC
has to answer
“So what?”

Become Play in the final Score goals Win matches 2010 World
the best round in South Champion
country Africa
7 matches 16 goals scored Won 5 games 3rd Place
played

7 matches 8 goals scored Won 6 games WORLD
played CHAMPION

How to translate this to PR?

Typical Output, Outtake and Outcome Metrics

(INPUT) METRIC METRIC METRIC
has to answer
“So what?”

Sales Place # meetings % awareness of # of requests
Leads product # of speaking your brand for information
reviews engagements % considering
Initiate # of blog your brand
speakers mentions % preferring
program your brand
# of reviews
Proactive
# of media
blogger
contacts made
outreach
# of news
releases sent


has to answer
“So what?”

Sales Place BYO: % awareness of # of requests
# meetings
Leads
Build your own KPI considering for information
product
reviews
# of speaking
engagements
your brand
%
framework,
suiting# your requirements,
Initiate of blog your brand
speakers
capabilities and % preferring
program
mentions
# of reviews
resources
your brand
Proactive
# of media
blogger
contacts made
outreach
# of news
releases sent

Example DHL:
Built our own KPI framework,
suiting our requirements,
capabilities and resources


Case Study :
Measuring PR’s Contribution to Sales

 Business Goal:
- Sell more Palm Centro phones
 Communications Objectives:
- Introduce lifestyle & non-tech media influencers
- Attract fashion phone upgraders
- Encourage Palm handheld users to change to a smartphone
 Measurement Metrics:
- Outputs:
- Number of articles
- Audience reach
- Outtakes:
- How favourable is the device viewed by the media
- Is the coverage on message
- Outcomes: Number of phones sold
 Result:
- Close to 80 articles; most positive (rest neutral); nearly all on
message

Case Study :
Measuring PR’s Contribution to Sales
Key Message A Key Message B Key Message C
 Business Goal: for a
It’s time Easy-to-use – Increasing
- Sell more Palm Centro phones just
smart not personal
 Communications Objectives: ‘another’
decision productivity
- Introduce lifestyle & non-tech media influencerson the go
computer
- Attract fashionCentro is upgraders intuitive
Choosing the phone Through it’s Messaging, email, built-
- Encourage Ana lysis
Palm handheld users to change to a in capabilities to
Tone ultimate smart
the Ana lysis
Tone
user interface and smartphone
decision for fashion the combination of view & edit
 Measurement Metrics: On-Messa ge Anaand
phone upgraders documents lysis
touch screen and On-Messa ge Ana lysis
- Outputs: want both style
who keyboard, the access to over
3
& smart phone
- Number of articles Centro is the ideal 3 20,000 applications,
functionalities partner for young, makes the Centro
- Audience reach No. of energetic and THE customizable
No. of
- Outtakes: Positives sociable users who mobile companion
Positives
No. of
is the want a smart phone
No. of
- How favourable Neutralsdevice viewed by the media
Neutrals to organize their
for dynamic junior- Message
No. On Message
No. On
to mid-level No. Not On Message
No. Not On Message
No. of
- Is the coverage on message and
No. of lives professionals to
Negatives
Negatives
- Outcomes: Number of phones sold relationships on help them
the go managing their
 Result: busy work and
23
- Close to 80 articles; most positive (rest neutral);social live onnearly all
23

message

Case Study : Measuring PR’s Contribution to
Sales

 Business Goal:
- Sell more airplane tickets
 Communications Objective:
- Drive traffic to web site from press releases and media
stories
 Measurement Metrics:
- Outputs: Number of articles
- Outtakes: Awareness of Southwest service to the region;
% increase in unique visitors to web site from PR site
- Outcomes: Number of tickets sold
 Result:
- Over $40 million in ticket sales from press releases.


Case Study: Media Perceptions
UK General Elections 2010


UK Elections - Background

 Since WW II, the UK did
not have a coalition
government
 It is the first time TV
debates for the candidates
were introduced
 Gordon Brown did not go
through public elections
before
 UK strongly affected by
global financial crisis

Public Timeline: Traditional vs. Social Media

Analyze

06 Apr – Brown calls elections


Analyze

16 Apr – Clegg ‘wins’ first TV debate (Domestic policy)


Analyze

22 Apr – Second TV debate helps Cameron and Clegg (International affairs)


Analyze

28 Apr - Brown calls 65-year-old widow ‘bigoted woman’, apologizes


Analyze

29 Apr – Cameron does well during third TV debate (Economy & Taxes)


Analyze

6 May – Polling Day


Analyze

Social vs Traditional Media:
• Higher amplitudes
• Looking for ‘news’
• Generally in-sync

11/12 May – Government forms, Cameron becomes PM

Early stages:
Brown dominates until first TV debate

Brown dominates
the media

•06 Apr – Brown calls elections
•16 Apr – Clegg ‘wins’ first TV debate

Phenomenon Clegg: Liberal leader’s star starts
rising even before the first TV debate

-Nick Clegg’s rise started before the 1st
debate – not only down to TV appearance.
-Comparing days immediately before and
after the debate, Cameron lost ground,
Clegg gained ground Brown remained
stable (based on volume).


Candidate Presence – Cameron 2010

Clegg received more media attention
than eventual Prime minister
Cameron until shortly before the
confirmation of a conservative led
government.


Domestic Issues – Immigration / Crime

• Immigration – Brown – (31.03.) – “Controlling
Immigration for a Fairer Britain” keynote
speech

• Immigration – Clegg – (16.04.) – “good/bad
immigration”, “other parties talk tough on
immigration, but deliver chaos”

• Crime – Brown (10.04.) – Campaigning for
DNA database

• Crime – Clegg – (16.04.) – Prison reform &
deterrents for young offenders (However,
ascent started pre-debate with manifesto)


Domestic Issues Dominating Elections
No real topic ‘Ownership’
• Clegg’s immigration policy
plans caused much
controversy
• Brown did not manage to
dominate economic topics
after all
• Conservative topics like
Crime and Education were not
picked up enough


Clegg gets attention through controversies
• Incumbent PM Brown was
largely shown in a neutral
context
• Liberal Clegg caused the most
emotional reactions – but
stayed top-of-mind
• Challenger Cameron could
actually not win a significant
favourable public perception


Social Media: Short lived in Attention

Twitter coverage follows the
traditional media timeline, but is much
faster – with the news and gone again

Source: Trendistic



#leadersdebate: 5.5% of
Twitter coverage follows the total twitter activity
traditional media timeline, butduring first TV debate -
is much
faster – with the news and gone againbig as ipad
that's as
launch

Source: Trendistic


Social Media in
general – and
even moreTwitter coverage follows the #leadersdebate: 5.5% of
total twitter activity
Twitter doestraditional media timeline, butduring first TV debate -
is much
NOT WANT to – with the news and gone againbig as ipad
faster that's as
play by launch
traditional media
rules.
Hence, it is
largely casual
speak:
emotional, not
balanced – from
the heart.
Source: Trendistic


UK Elections - Observations

 It’s the first mass-media influenced election
- TV debates
- NOT (yet) social media
 Driven by domestic issues
 Everybody lost
- End of Labour government
- Tories have to form coalition
- Liberals could not ‘cash in’ the Clegg bonus


2) Basics of measurement: Key approaches
that give you the right kick-start
 Input vs Output vs Outcomes
 PR is always comparative: What’s your
benchmark?
 Field studies, media content analysis, etc

Key learnings?

3) PR measurement of new and traditional
media
 Differences, challenges, and the right
approach to take


Media Measurement is not (only) about
Search
 Most free tools help you
with your search efforts –
maybe with monitoring

 What about analysis and
measurement?


Media Measurement is not (only) about
Search
- Numbers are only
approximations
(what about
duplications?)
- Are all sources important? Are you excluding your
own marketing?
- Relevance vs. dates
- Normalization (Coke vs. Coca Cola); want to include
other brands (e.g. Sprite)?
- Are we getting the correct meaning of “coke”


Social Media Relations: Everything Changes!?

Everything Changes Nothing Changes
 It’s about two-way  You’ve to manage
conversations relationships
 You’ve to deal with more  So it’s wires, print,
channels broadcast – and social
media
 We HAVE to listen and
understand what’s said  You already: monitor and
about us! analyze your media
coverage
 What about those
negative comments and  Not every negative
posts? comment means a crisis
 The game get’s so much  Already forgot newswires?
faster Look at trends over time


Monitor
Case Study: Automotive

It takes 20 years to build a
reputation and five minutes
to ruin it. If you think about
that, you’ll do things
differently.
Warren Buffet


Monitor Analyse
What is the context?

Break it down:
The best way to
analyse the big
picture is to break
it down.


Analyse
Ready to dive deeper?

Where is your
How good is your brand
brand image? discussed??

What are the
important trends?


Analyse
Ready to dive deeper?

Who are they
talking about?

What topics / issues
are discussed?
How is your
media footprint
globally?


Analyse
Example: Toyota Crisis

How bad (good) is it?
Where does it
happen vs. where
How does the story does it start?
play out in traditional
and social media?
|

Discover
Discovery Issues in Time to Act:
Toyota Crisis’ Key Topics
iPhone

“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”

Discover
Change: Mainly Positive
Topics Now for Toyota!
iPhone

“This is not about searching
knowns, this is about
uncovering unknowns and
understanding the context.”


3) PR measurement of new and traditional
media
 Differences, challenges, and the right
approach to take

Key learnings?

4) Social Media ROI:
Measuring your online
success
 Myths and Realities
 How to quantify efforts
in blogs, Twitter, etc.


Media Analysis: Stop confusing ROI with
results, and measurement with counting

 “Measurement is not counting. Or monitoring. It
is not the number of followers, friends, rankings,
or scores.
 Measurement is a process that requires you to
compare results against something — either
with your competition or with your own results
over time.
 You note the change, analyze the reasons why,
and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne

Media Analysis: Stop confusing ROI with
results, and measurement with counting

 “Measurement is not counting. Or monitoring. It
is not the number of followers, friends, rankings,
or scores.
 Measurement is a process that requires you to
Show you’re busy –
compare results against something — either
with your competition or with your own results
over time. or indispensable?
 You note the change, analyze the reasons why,
and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne

Myth: Are you sure you mean ROI?

ROI RETURN
.
ON
. .
INVESTMENT



ROA RETURN
.
ON
.
ATTENTION
.



ROE RETURN
.
ON
.
ENGAGEMENT
.



ROP RETURN
.
ON
. .
PARTICIPATION



ROT RETURN
.
ON
.
TRUST
.



ROI RETURN
.
ON
. .
INVOLVEMENT


ROI is a business metric, not a media metric

(GAIN FROM INVESTMENT - COST OF INVESTMENT)
ROI =
COST OF INVESTMENT

Can you connect your PR investments
($$$ ) with the financial impact, e.g. sales
or savings ($$$)?

Real ROI requires you to connect
investments, activities and financial impact!

Investments
leading
to activities

$$$
Financial
Impact
$$$
Source: The Brandbuilder – Basics of Social Media ROI


ROI RETURN
(OUTTAKES)
.
ON
.
INVESTMENT
.

(ACTIVITIES)


ROI in Social Media? Yes and No!

ROI RETURN
.
ON
. .
INVESTMENT


for Communications

has to answer
“So what?”

Sales PlaceIf not #ROI, what%do I do? # of requests
meetings awareness of
Leads
Build your own KPI considering for information
product
reviews
# of speaking
engagements
your brand
%
framework,
suiting# your requirements,
Initiate of blog your brand
speakers
capabilities and % preferring
program
mentions
# of reviews
resources
your brand
Proactive # of media
blogger contacts made
outreach
# of news
releases sent

Social
Media 2 things might help:
– 1) The inequality of the web
where
to 2) The concept of target
start? media


90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute

Who Are You Listening to –
Are You Catching the Long Tail?
 How many relevant social media sites are there?
 How many should or simply can you monitor or
even measure?

Re
ac
h
vs
. In
flu
e nc
e

Source: http://www.longtail.com – Chris Anderson


Let’s get more concrete:
Ratings worth monitoring on …
 Blogs
 Facebook
 Twitter
 Youtube


Ratings worth monitoring on Blogs

 Unique visitors per month to your blog
 Total posts read
 Subscribers to your RSS / email feed
 Independent credibilty ratings by external
authorities such as Klout, Compete.com or
Hubspot
 Number of comments
 Who is commenting (small players or major
players)
 Links
 Time on site
Sources: 20 Social Media Ratings You Should Be Monitoring

Ratings worth monitoring on Blogs

 Unique visitors per month to your blog
 Total posts read
 Subscribers to your RSS / email feed
 Independent credibilty ratings by external
authorities such as Klout, Adage, Compete.com or
Hubspot (with its website and blog gradings)
 Number of comments
 Who is commenting (small players or major
players)
 Links
 Time on site

Ratings worth monitoring on Facebook

 Number of fans
 Types of Fans (ordinary or high value)
 Comments


Ratings worth monitoring on Twitter

 Number of followers
 How many lists you are on
 How many ReTweets you are generating
 The number of Direct Messages
 Followers-per-tweet
 Klout rating


Ratings worth monitoring on YouTube

 Number of views
 Number of subscribers
 Quantity of comments


4) Social Media ROI:
Measuring your online
success
 Myths and Realities
 How to quantify efforts
in blogs, Twitter, etc.

Key learnings?

5) Measuring with a tight budget

 Cost effective tools & applications


Cost efficient tools that work

Quick sharing:
Quick sharing:

Which tools do
Which tools do
you currently
you currently
use?
use?


Start Here: Simple Tools for Basic Analysis


Start Here: Simple Tools for Basic Analysis
Remember the order and context:
Remember the order and context:
1) Objectives
1) Objectives
2) Strategies
2) Strategies
3) …
3) …
4) Measurements: What for?
4) Measurements: What for?
1) Outputs
1) Outputs
2) Outtakes
2) Outtakes
3) Outcomes
3) Outcomes

Looking at a more holistic picture


Use the Right Tools and Correct
Content
 Not all approaches are right for all
companies
 Assess who you are
- Your staff’s capacity; history with “high-
tech” tools
 Traditional vs. Social Media
- Which channels are you looking at?
 Understand what you can / can’t do
alone
- Hint: Simple search won’t cut it


5) Measuring with a tight budget

 Cost effective tools & applications

Key learnings?

6) Post evaluation
 Leveraging results for management buy-in
and strategic improvements


6) Post evaluation
You want a seat
on the board table?


Translating PR results into the language of
business
• 60% of companies (PR Week) are
measuring PR/ Communications at the
request of senior management. – Better
start before management asks for it

• Use multiple metrics – Show the whole
picture through Communications KPIs

• Connect the dots between clip counts
–trends in coverage and favourability

Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

Indispensable? Use KPIs to show your
contribution!

• Set your sights on the competition – show
the context

• Top executives only need a high-level
summary of results

“…From an executive’s viewpoint, it
“…From an executive’s viewpoint, it
can be interpreted as the difference
can be interpreted as the difference
between the PR team being busy and
between the PR team being busy and
the PR team being indispensable.
the PR team being indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

To act strategicly, you’d need a strategy…

THEN: Activities & Outputs NOW: Outtakes & Outcomes
Tactical Strategic

Reactive Pro-active

Counting clips Benchmarking messages,
competitors
Clip books Media Analysis & KPIs

Handful of key titles The world of sites, titles, blogs,
videos
Quantitative Quantitative and qualitative

Only human analysis Smart tools & analysis

Managing activities & outputs Managing outtakes & outcomes


Measurement is a Process

The measurement process is
formed around some basic
Situation questions:
Planning
analysis
 What were the goals we
wanted to achieve in the
first place?
 What do we want to
measure against?
Evaluation Execution  What do we want to
compare?


6) Post evaluation

Key learnings?

Time for an
exercise?


Reputational Risk: It’s all about perception...
Establishment:
Full crisis

Erosion:
Spreading:
Relevance
Growing
declines
interest
Emergence:
Issue gets
Potential: public
Known areas

YOU?


Exercise: BP = Best Practice?
 Form groups of 5-8 people
 You are the global communications team for
BP now
 Think about one on-line and one offline
campaign in context of the Output, Outtake
and Outcome framework that you would
do
 Use the template go guide you
 Share after 10 minutes

http://www.prnewsonline.com/features/Crisis-Expert-With-Oil-Industry-Experience-Weighs-In-on-BP_13958.html?hq_e=el&hq_m=1987647&hq_l=1&hq_v=0af9001ba1


Outlook &
Summary


Wrap Up: Strategic Media Measurement
Keys to Success

1. Determine what success looks like

2. Use the right tools with the correct content

3. Have a plan to turn output into positive outcomes

4. Collaborate across markets and divisions to
establish a consistent measurement program

5. Consider the impact of measuring across languages
and cultures


1. Determine what success looks like

 Benchmark
- What’s your image now in your core markets
 Conduct a rigorous self-assessment
- Spend time up front to know what you’re getting
into.
- Staffing and ongoing investment
 Ask: “Why do we want to measure?”
- Whose perception do you want to impact?
- Don’t start too wide -- it can distract from core goals
- Identify the KPIs which will show success


2. Use the right tools and correct content

 Not all approaches are right for all clients.
 Assess who you are
- Your staff’s history with high-tech tools
 Traditional vs. Social Media
- Are you exposed by not monitoring social
media?
 Understand why you shouldn’t do it alone
- Hint: Search engine’s won’t cut it


3. Turn output into positive outcomes

 What do you want to do with the data you
gather?
- Justify spend and headcount
- Help prove your value to your organization
 Don’t be afraid of what you might find:
- Finding out that you are not who you thought
you were should be seen as a success, not a
failure of the initiative.
 Promote your successes internally
 Reassess.


4. Collaborate for Consistent Measurement

• Get all markets and divisions on the same page.
- Save time and money with one approach (e.g.
through assigning a 3rd party)
- Identify the global issues each unit has in common.
- Establish consistent metrics with one methodology

 But don’t forget to stay local.
- Include sets of issues and competitors specific to
each region
- Measure in the local language


5. Consider the impact of measuring across
languages and cultures

 Some campaigns, markets and products cross
borders and some don’t
 Your vendor should speak your languages
- Not just transliteration of search strings
 Ensure equal measurement approaches in
multiple languages
- Normalized content structure and search
approaches


What we did today?

 Understand that it’s
not enough to LOOK 
busy

 NOT talking about ROI! 
 Focus on KPIs 
 Look at CONTEXT 
 Hear about REAL
problems and REAL
solutions


Best Practices in Media Measurement

 Use an objective evaluator
- Think about governance
 Think cause and effect
- Connect communications activities to bottom-line
business results
- Match metrics to your PR strategy and objectives
 Think scalable
- Marry human and artificial intelligence to cost-
effectively manage large volumes of information


Media Measurement: Where to Start
Three Keys to Success
 Determine what success looks like

 Use the right tools with the correct content

 Have a plan to turn output into positive
outcomes


Questions?

Thank you.
Lars Voedisch
Regional Head – Media Intelligence, APAC
lars.voedisch@dowjones.com
@larsv


Measuring the Effectiveness of PR Efforts:
Are You Busy or Indispensable?

 Appendix

Lars Voedisch
Regional Head – Media Intelligence, APAC
lars.voedisch@dowjones.com
@larsv

Outcomes and Outputs

Outcomes
 The effects of communications: i.e. numbers of
people attending your exhibition or show
because of the media coverage, number of web
hits, etc.
Distinguish between outcomes and outputs
 Outcomes are the effect of your communications
(see above)
 Outputs are the number of media releases
issued, number of media attending events,
number of column centimetres and stories, reach
of media coverage, etc

How to use Media Evaluation to best effect

 Set your objectives carefully: all good research starts here
 Define your target audiences: who, when, where and why?
 Identify your key messages: write them down, be clear and consistent
 It’s the content that counts: consider what issues affect you and your
sector
 Don’t just think about your own coverage: consider your competitors’
too.
 Watch for bias: when sourcing materials and interpreting the results.
 Decide what output or report you need: not what the others want to sell
you.
 Win commitment at Board level: by demonstrating measured results.
 Share results with the other departments: their interest may help shape
the budget.
 Use the results: this is for planning and sharing, not for sitting on the
shelf. How timely do you need results?
(AMEC, 2005)

Key Benefits of Media Evaluation

 To demonstrate the influence that media coverage can have on the
attainment of PR objectives
 To facilitate more effective audience targeting and reinforce other
aspects of PR planning
 To analyze key message pick-up in media and among journalists and
their audiences
 To gather intelligence about a sector, trends and issues (historic and
future), and an organization and its peers’ perception in the media
 To provide a benchmark against which to measure the effectiveness of
media coverage both during a PR programme and in the final analysis
 To help build the credibility and influence of PR in organizations, and
demonstrate PR’s contribution to strategic business decision-making
 To provide a ‘hard’ measure of success to reinforce the case for an
expanded role for PR.
Institute of Public Relations Toolkit, 2003

The Future of Media Measurement

 Improvements to the mix of humans and
machines
 Technology improvements around:
- machine translation
- automated sentiment detection
- speech to text (to harness video and podcasts)
- discovery algorithms
 Improved integration of print media
measurement with online advertising metrics,
market surveys and other data used for KPIs.
 More workflow integration of media
measurement tools

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