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PR News Conf March 2011

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Must-Know Trends and Next Practices in PR Measurement: Barcelona Principles and Alternatives to AVE

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PR News Conf March 2011

  1. 1. Must-Know Trends and Next Practices in PR Measurement: Barcelona and Alternatives to AVE March 1, 2011 Angela Jeffrey, APR Vice President Integrated Media
  2. 2. Barcelona Principles <ul><li>Importance of goal-setting and measurement </li></ul><ul><li>Measuring the effect on outcomes I preferred to measuring outputs </li></ul><ul><li>The effect on business results can and should be measured where possible </li></ul><ul><li>Media measurement requires quality and quantity </li></ul><ul><li>AVEs are not the value of public relations </li></ul><ul><li>Social media can and should be measured </li></ul><ul><li>Transparency and replicability are paramount to sound measurement </li></ul>
  3. 3. <ul><li>Ruth Pestana , Worldwide Director of Strategic Services from Hill & Knowlton – the chair of AMEC’s post Barcelona Principles taskforce on valid metrics </li></ul>
  4. 4. Moving towards Business Results <ul><li>The Valid Metrics Taskforce, representing 5 agencies and 4 providers, were asked: </li></ul><ul><li>So if AVEs are not valid metrics, what are the valid metrics? </li></ul><ul><li>And we in turn asked ourselves: </li></ul><ul><li>How do we help move PR Measurement along the road towards Business Results? </li></ul>AVEs Biz Results
  5. 5. A (Very) Simplified View of How PR Works Business Results
  6. 6. Aligning with the Communication Funnel AWARENESS INTEREST PREFERENCE ACTION KNOWLEDGE
  7. 7. What about Outputs, Outtakes, Outcomes? Business Results
  8. 8. COMMUNICATION / MARKETING FUNNEL The Valid Metrics Matrix P H A S E S Org/ Biz Result Awareness Knowledge/ Understanding Interest/ Consideration Preference/Support Action Public Relation Activity Intermediary Effect Target Audience Effect
  9. 9. Brand / Product Marketing Awareness Knowledge Consideration Preference Action Public Relations Activity <ul><li>Media engagement </li></ul><ul><li>Blogger engagement </li></ul><ul><li>Influencer engagement </li></ul><ul><li>Events/ speaking opportunities </li></ul><ul><li>Content creation </li></ul><ul><li>Site/Social Media posts </li></ul>Intermediary Effect (Media, Bloggers) Target Audience Effect (Customers and Consumers)
  10. 10. Brand / Product Marketing Awareness Knowledge Consideration Preference Action Public Relations Activity Intermediary Effect (Media, Bloggers) <ul><li>Number of articles </li></ul><ul><li>Frequency </li></ul><ul><li>Prominence </li></ul><ul><li>Target audience reach/ Impressions </li></ul><ul><li>Earned media site visitors </li></ul><ul><li>Social network site/channel visitors </li></ul><ul><li>Video views </li></ul><ul><li>Cost per thousand reached </li></ul><ul><li>SOV in target media/online discussion </li></ul><ul><li>Key message alignment </li></ul><ul><li>Accuracy of facts </li></ul><ul><li>Key message alignment </li></ul><ul><li>Expressed opinions </li></ul><ul><li>Frequency of (positive) mentions </li></ul><ul><li>SOV in target media/online discussion </li></ul><ul><li>Social network fans and followers </li></ul><ul><li>Retweets/Likes/Linkbacks </li></ul><ul><li>Online comments </li></ul><ul><li>Endorsement by journalists and/or influencers </li></ul><ul><li>Expressed recommend-ations </li></ul><ul><li>Rankings on industry lists </li></ul><ul><li>Social network fans and followers </li></ul><ul><li>Retweets/Likes/Linkbacks </li></ul><ul><li>Online comments </li></ul>Target Audience Effect
  11. 11. Brand / Product Marketing Awareness Knowledge Consideration Preference Action Public Relations Activity Intermediary Effect (Media, Bloggers) Target Audience Effect (Customers and Consumers) <ul><li>Unaided awareness </li></ul><ul><li>Aided awareness </li></ul><ul><li>Knowledge of company, product attributes and features </li></ul><ul><li>Brand association and differentiation </li></ul><ul><li>Expressed opinions in online communities </li></ul><ul><li>Brand/product relevance to consumer/ customer </li></ul><ul><li>Visitors to site </li></ul><ul><li>Click-thru to site </li></ul><ul><li>Time spent on site </li></ul><ul><li>Site downloads </li></ul><ul><li>Calls to infoline </li></ul><ul><li>Event/meeting attendance </li></ul><ul><li>Attitude uplift </li></ul><ul><li>Purchase consideration </li></ul><ul><li>Brand preference/ loyalty/trust </li></ul><ul><li>Expressed advocacy </li></ul><ul><li>Links to site </li></ul><ul><li>Requests for quote </li></ul><ul><li>RFPs/RFQs (B2B) </li></ul><ul><li>Product trials </li></ul><ul><li>Leads generated </li></ul><ul><li>Sales </li></ul><ul><li>Market share </li></ul><ul><li>Cost per thousand sold </li></ul><ul><li>Cost savings </li></ul><ul><li>Customer loyalty </li></ul>
  12. 12. COMMUNICATION / MARKETING FUNNEL Applying the Approach to Other Objectives P H A S E S Org/ Biz Result Awareness Knowledge/ Understanding Interest/ Consideration Preference/Support Action Public Relation Activity Intermediary Effect Target Audience Effect
  13. 13. If you were using AVE’s to … <ul><li>… solely evaluate PR success , there is no single replacement metric, so consider the palette of Valid Metrics instead. </li></ul><ul><li>… provide comparative media costs for PR against other disciplines, you can use earned impressions; earned cost per thousand impressions; gross rating points and target rating points, as they all compare well to other media. </li></ul><ul><li>… provide a financial denomination for PR , you can look at total value of sales/sales leads/revenue generated by PR activities; PR activities’ contributions to sales/sales leads/revenue (often calculated via marketing mix analysis), cost savings due to PR activities, increased mindshare or increased/decreased market capitalization. </li></ul>
  14. 14. Reputation Building Awareness Knowledge Interest Preference Action Public Relations Activity Intermediary Effect (Media, Bloggers) Target Audience Effect (Multiple Stakeholders) <ul><li>Unaided awareness </li></ul><ul><li>Aided awareness </li></ul><ul><li>Knowledge of company profile and offer </li></ul><ul><li>Expressed opinions in online communities </li></ul><ul><li>Acknowledge-ment of relevance of company by stakeholders </li></ul><ul><li>Visitors to site </li></ul><ul><li>Click-thru to site </li></ul><ul><li>Time spent on site </li></ul><ul><li>Site downloads </li></ul><ul><li>Calls to infoline </li></ul><ul><li>Event/meeting attendance </li></ul><ul><li>Attitude uplift </li></ul><ul><li>Uplift in reputation drivers (e.g. Trust, Admiration) </li></ul><ul><li>Belief in corporate brand </li></ul><ul><li>Expressed advocacy </li></ul><ul><li>Links to site </li></ul><ul><li>Relationships with key stakeholders </li></ul><ul><li>Sales </li></ul><ul><li>Market share </li></ul><ul><li>Cost savings </li></ul><ul><li>Customer loyalty </li></ul><ul><li>Share price </li></ul><ul><li>Talent retention and recruitment </li></ul><ul><li>Legislation change </li></ul><ul><li>Regulation change </li></ul>
  15. 15. Issue Advocacy /Support Awareness Understanding Interest Support Action Public Relations Activity Intermediary Effect (Media, Bloggers) Target Audience Effect (General Public) <ul><li>Unaided awareness </li></ul><ul><li>Aided awareness </li></ul><ul><li>Knowledge of issue </li></ul><ul><li>Knowledge of client POV </li></ul><ul><li>Expressed opinions in online communities </li></ul><ul><li>Acknowledge-ment of relevance of issue by target audience </li></ul><ul><li>Visitors to site </li></ul><ul><li>Click-thru to site </li></ul><ul><li>Time spent on site </li></ul><ul><li>Site downloads </li></ul><ul><li>Calls to infoline </li></ul><ul><li>Event/meeting attendance </li></ul><ul><li>Attitude uplift </li></ul><ul><li>Expressed advocacy </li></ul><ul><li>Links to site </li></ul><ul><li>Letters of support (to Congressmen, MPs, etc) </li></ul><ul><li>Registrations to join support group </li></ul><ul><li>Donations </li></ul><ul><li>Sponsorship </li></ul><ul><li>Legislation change </li></ul><ul><li>Regulation change </li></ul><ul><li>Cost savings </li></ul>
  16. 16. Public Education/ Not-for-Profit Awareness Understanding Interest Support Action Public Relations Activity Intermediary Effect (Media, Bloggers) Target Audience Effect (General Public) <ul><li>Unaided awareness </li></ul><ul><li>Aided awareness </li></ul><ul><li>Knowledge of facts </li></ul><ul><li>Expressed opinions in online communities </li></ul><ul><li>Acknowledge-ment of relevance of issue by target audience </li></ul><ul><li>Visitors to site </li></ul><ul><li>Click-thru to site </li></ul><ul><li>Time spent on site </li></ul><ul><li>Site downloads </li></ul><ul><li>Calls to infoline </li></ul><ul><li>Event/meeting attendance </li></ul><ul><li>Expressed advocacy </li></ul><ul><li>Links to site </li></ul><ul><li>Progress against target (e.g. reduction in teen pregnancies) </li></ul><ul><li>Cost savings </li></ul>
  17. 17. Crisis & Issues Management Awareness Knowledge Interest Support Action Public Relations Activity Intermediary Effect (Media, Bloggers) Target Audience Effect (Multiple Stakeholders) <ul><li>Increase or decrease (dependent on objective) in: </li></ul><ul><ul><li>Unaided awareness </li></ul></ul><ul><ul><li>Aided awareness </li></ul></ul><ul><li>Knowledge of facts of the situation </li></ul><ul><li>Knowledge of company POV </li></ul><ul><li>Expressed opinions in online communities </li></ul><ul><li>Visitors to site </li></ul><ul><li>Click-thru to site </li></ul><ul><li>Time spent on site </li></ul><ul><li>Site downloads </li></ul><ul><li>Calls to infoline </li></ul><ul><li>Event/meeting attendance </li></ul><ul><li>Negativity towards company offset by neutral and positive opinion </li></ul><ul><li>Minimal downward movement on reputation drivers </li></ul><ul><li>Belief in company/ brand </li></ul><ul><li>Expressed advocacy </li></ul><ul><li>Minimal change in share price/ earnings multiple </li></ul><ul><li>Minimal change in market share/ sales/ customer loyalty </li></ul><ul><li>Cost savings </li></ul>
  18. 18. Investor Relations Awareness Knowledge Consideration Preference Action Public Relations Activity Intermediary Effect (Media, Bloggers) Target Audience Effect (Financial Community) <ul><li>Unaided awareness </li></ul><ul><li>Aided awareness </li></ul><ul><li>Coverage in analyst reports </li></ul><ul><li>Knowledge of company profile and offer </li></ul><ul><li>Visitors to IR section of site </li></ul><ul><li>Click-thru to IR section </li></ul><ul><li>Time spent on IR section </li></ul><ul><li>Site downloads </li></ul><ul><li>Calls for more information </li></ul><ul><li>Event/meeting attendance </li></ul><ul><li>Attitude uplift </li></ul><ul><li>Endorsement </li></ul><ul><li>Share price </li></ul><ul><li>Earnings multiple </li></ul><ul><li>Earnings per share </li></ul><ul><li>Successful IPO/merger/ acquisition </li></ul>
  19. 19. Employee Engagement Awareness Understanding Interest Support Action Public Relations Activity Target Audience Effect (Employees) <ul><li>Newsletters/ emails/intranet reach across all employee groups and levels </li></ul><ul><li>Knowledge of CEO vision </li></ul><ul><li>Knowledge of company strategy/ values/polices </li></ul><ul><li>Expressed opinions in employee blogs and online communities </li></ul><ul><li>Visitors to intranet </li></ul><ul><li>Click-thru to intranet </li></ul><ul><li>Time spent on intranet </li></ul><ul><li>Intranet downloads </li></ul><ul><li>Town hall/event/ meeting attendance </li></ul><ul><li>Attitude uplift </li></ul><ul><li>Expressed advocacy </li></ul><ul><li>Acceptance/ preparedness for change </li></ul><ul><li>Participation in initiatives </li></ul><ul><li>Reduced employee turnover </li></ul><ul><li>Improved employee productivity </li></ul><ul><li>Lower cost of recruitment </li></ul>

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