The Measure of PR
An Amárach Research Presentation
February 2010

© Amárachof PR
The Measure Research               1
1. Using Market Research
                           do’s and don’ts

                        2. PR and MR
                ...
1. Using Market Research
                           do’s and don’ts




The Measure of PR   3
It Depends




The Measure of PR   4
The Tool Box




The Measure of PR   5
The Palette




                                                          Aware
                       Conscious          ...
As Easy as A to PR




The Measure of PR     7
Show Me The Numbers




                       Methodology Matters

                       Sample Matters

               ...
Do’s & Don’ts



                    Don’t:
                    Make up the research (!)
                    Use pretend r...
2. PR & MR
                           beyond the press release




The Measure of PR   10
New Responsibilities




The Measure of PR       11
Beyond Spin



                    People know when they are being
                    sold to (and sometimes they like it...
All About Trust




   Trust implies a prediction of future behaviour ...

     In the absence of trust, everything is ris...
Long Way Back




The Measure of PR    14
                    14
Mood Matters




                    We are ... ?




The Measure of PR                  15
AIB-Amárach Recovery Indicator



   30
                                                                                  ...
Credible ‘Co-Branding’




                               Monthly ‘Story’




                                 ‘Self’ Anal...
The Mood of the Nation




  70%
  60%
  50%
  40%
  30%
  20%
                       Enjoyment         Happiness         ...
Global ‘Story’




                         ‘Local’ Interest




The Measure of PR   19
The Measure of PR   20
The Measure of PR   21
The Measure of PR   22
Go Further

                    MR is not just for press releases:

                      Use comparisons (e.g.: Irish sur...
3. The Future of PR
                            persuasion is power




The Measure of PR   24
The conversation has already started




The Measure of PR                       25
Life Online




The Measure of PR   26
Mad Women

                    Advertising Spend by Media




The Measure of PR                                27
The 5 ‘Rs’ of PR


                       Reach

                       Recall

                      Reaction

          ...
QuickTime™ and a
                             decompressor
                    are needed to see this picture.




The Mea...
The Measure of PR   30
Be Awesome
                  (you’ll get noticed*)


*http://www.nytimes.com/2010/02/09/science/09tier.html
The Measure of...
Amárach Research
                                                 11 Kingswood Business Centre
                           ...
Appendix: About Amárach
     We are Ireland’s largest independent market
     research agency, in business since 1989.
   ...
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The Measure of PR - the relationship between market research and public relations February 2010

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One market researcher's take on the relationship between PR and market research - some do's and don'ts and thoughts on the future of PR and its measurement.

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The Measure of PR - the relationship between market research and public relations February 2010

  1. 1. The Measure of PR An Amárach Research Presentation February 2010 © Amárachof PR The Measure Research 1
  2. 2. 1. Using Market Research do’s and don’ts 2. PR and MR beyond the press release 3. The Future of PR persuasion is power The Measure of PR 2
  3. 3. 1. Using Market Research do’s and don’ts The Measure of PR 3
  4. 4. It Depends The Measure of PR 4
  5. 5. The Tool Box The Measure of PR 5
  6. 6. The Palette Aware Conscious Private feelings Direct and indirect questions Enabling Will Wont Divulge Divulge Laddering, projective and enabling. Projective Subconscious Unconscious Not Aware The Measure of PR 6
  7. 7. As Easy as A to PR The Measure of PR 7
  8. 8. Show Me The Numbers Methodology Matters Sample Matters Timing Matters Significance Matters Interpretation Matters The Measure of PR 8
  9. 9. Do’s & Don’ts Don’t: Make up the research (!) Use pretend research (phone ins) Ignore/not report methodology Forget qualitative research Do: Be clear why you’re doing it Involve MR agency AND client Use an AIMRO agency Maximise the ROI on your MR The Measure of PR 9
  10. 10. 2. PR & MR beyond the press release The Measure of PR 10
  11. 11. New Responsibilities The Measure of PR 11
  12. 12. Beyond Spin People know when they are being sold to (and sometimes they like it!) But we are all a lot older and wiser and nobody likes having their intelligence insulted (‘the middle- aged doubt everything.’ O. Wilde) Businesses (and others) need to restore trust, and PR will play a key role in doing so The Measure of PR 12
  13. 13. All About Trust Trust implies a prediction of future behaviour ... In the absence of trust, everything is risky ... Reputation influences the degree of trust ... A benign economy makes it easier to trust ... The Measure of PR 13 13
  14. 14. Long Way Back The Measure of PR 14 14
  15. 15. Mood Matters We are ... ? The Measure of PR 15
  16. 16. AIB-Amárach Recovery Indicator 30 27.1 25 20 19.6 17.8 18.4 17.8 18.3 16.3 17 15 15 10 8.3 5 0 Apr '09 May Jun July Aug Sept Oct Nov Dec Jan '10 The Measure of PR 16
  17. 17. Credible ‘Co-Branding’ Monthly ‘Story’ ‘Self’ Analysis The Measure of PR 17
  18. 18. The Mood of the Nation 70% 60% 50% 40% 30% 20% Enjoyment Happiness Stress Worry 10% 0% Apr '09 May Jun Jul Aug Sept Oct Nov Dec Jan '10 The Measure of PR 18
  19. 19. Global ‘Story’ ‘Local’ Interest The Measure of PR 19
  20. 20. The Measure of PR 20
  21. 21. The Measure of PR 21
  22. 22. The Measure of PR 22
  23. 23. Go Further MR is not just for press releases: Use comparisons (e.g.: Irish survey equivalent of existing international surveys you don’t have to pay for!) Use trends (people like a story) Make a commitment (tune in for next month’s/quarter’s/year’s findings) Use a partner (co-credibility) Think big: it’s cheaper than you think to do international research ... The Measure of PR 23
  24. 24. 3. The Future of PR persuasion is power The Measure of PR 24
  25. 25. The conversation has already started The Measure of PR 25
  26. 26. Life Online The Measure of PR 26
  27. 27. Mad Women Advertising Spend by Media The Measure of PR 27
  28. 28. The 5 ‘Rs’ of PR Reach Recall Reaction Relationship Return The Measure of PR 28
  29. 29. QuickTime™ and a decompressor are needed to see this picture. The Measure of PR 29
  30. 30. The Measure of PR 30
  31. 31. Be Awesome (you’ll get noticed*) *http://www.nytimes.com/2010/02/09/science/09tier.html The Measure of PR 31
  32. 32. Amárach Research 11 Kingswood Business Centre Citywest Business Campus Dublin 24 T. (01) 410 5200 E: gerard.oneill@amarach.com The Measure of PR W: www.amarach.com B: www.amarachresearch.blogspot.com 32
  33. 33. Appendix: About Amárach We are Ireland’s largest independent market research agency, in business since 1989. 3 rd March 2009 We focus on delivering two key benefits to our Welcome to the latest edition of consumerforesight from Amárach Research. We clients: have set out to make consumerforesight a more interactive and informative research and planning tool for subscribers. Feel free to invite others to register for our free eLetter on our home page. 1. Consumer Foresight – using research to say ‘what next’. Two months gone, ten to go. Like Keith Richards, we‟re all at the stage of “it‟s good to be here – it‟s good to be anywhere”. But it is tough out there. Against a background of industrial unrest (even the Gardaí are protesting!), we shouldn‟t be surprised if 2. Business Insight consumers are on something of a „go slow‟ themselves. – using research to make business decisions. But it won‟t last. It‟s too early for green shoots, but as time goes by people will want to buy: especially those still in secure jobs who are faced with extraordinary bargains in shops, hotels and car showrooms. Irish consumers don‟t really do hair shirts. When we have money we can afford to spend then we‟re usually We provide the full array of market research inclined to spend it: assuming we‟re getting good value and not being ripped off. services including: Don’t forget: for every person in Ireland with a mortgage, loan or ‘maxed out’ credit card there is another person without any debt (at all). W hat are you doing to tap the ‘worried well’ market? - Quantitative: face-to-face, telephone, web - Qualitative: focus groups, in-depths, ethnographic Before you embark on a new brand or Business is about passion: so for that matter is - Field Only: for international & domestic agencies business just remember Seth Godin‟s three things you need read more the economy – check out some wise words on the role of passion in success read more With the world all „a-twitter‟ don‟t forget How not to do food marketing: quite possibly the the future is on the TV read more worst food in the world read more It‟s all down to psychology – an Amárach Optimistic people are healthy and happy – even Register for our free fortnightly eletter presentation on how Irish consumers will lead us to recovery read more when the economy is collapsing around them: what are you doing for optimism? read more consumerforesight at: www.amarach.com Amárach Research will present a paper on „Life Online 2009‟ at Comreg‟s ICT Research conference on 12 th Read our daily blog: www.amarachresearch.blogspot.com The Measure of PR 33

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