Why and how to analyze a PR campaign to increase its quality and effectiveness

1. Analyzing PRAnalyzing PR
John L. Couper, Ph.D.John L. Couper, Ph.D.
Founder and DirectorFounder and Director
ReachAcademicReachAcademic

2. AnalysisAnalysis
 Is only as good as yourIs only as good as your
 GoalsGoals
 Data qualityData quality
 Analytical skillsAnalytical skills
 Links concepts to categories to details toLinks concepts to categories to details to
actionsactions
 Is a constant process beyond just dataIs a constant process beyond just data

3. Case Study: PicasaCase Study: Picasa
Don't tell me, show me: Online photo service winsDon't tell me, show me: Online photo service wins
coverage by using the product -- with reporterscoverage by using the product -- with reporters
 When your pitch is in a "me too" market, yourWhen your pitch is in a "me too" market, your
challenge is to find a way to make a product orchallenge is to find a way to make a product or
company vault ahead of the competition -- especiallycompany vault ahead of the competition -- especially
when those rivals have established brand names.when those rivals have established brand names.
Bryan Pope, an account executive at ConnorsBryan Pope, an account executive at Connors
Communications in New York, met the me-tooCommunications in New York, met the me-too
challenge by actually using a client's product tochallenge by actually using a client's product to
communicate with the media.communicate with the media.

4. Background a)Background a)
 In late 2003, Connors began working with Picasa, a softwareIn late 2003, Connors began working with Picasa, a software
product that organizes users' digital photos and places themproduct that organizes users' digital photos and places them
into online albums. The company had a great product, Popeinto online albums. The company had a great product, Pope
says. It was simple to use and easy to understand, bothsays. It was simple to use and easy to understand, both
important for a product aimed at average consumers.important for a product aimed at average consumers.
 "The problem was that Picasa was a small fish in a big pond,""The problem was that Picasa was a small fish in a big pond,"
explains Pope. "This market has many players in it, and Picasaexplains Pope. "This market has many players in it, and Picasa
was in the mid-range in that arena."was in the mid-range in that arena."
 Major companies like Adobe and Microsoft had recognizedMajor companies like Adobe and Microsoft had recognized
that the burgeoning popularity of digital cameras would bringthat the burgeoning popularity of digital cameras would bring
about a demand for easy ways to store, modify and shareabout a demand for easy ways to store, modify and share
pictures over the Web. In addition, startup companies likepictures over the Web. In addition, startup companies like
Ofoto and Shutterfly had crowded into the photo-sharingOfoto and Shutterfly had crowded into the photo-sharing
market.market.

5. Background b)Background b)
 "We found that if reporters were covering photo-organizing"We found that if reporters were covering photo-organizing
software, they were covering the space, not individualsoftware, they were covering the space, not individual
products," Pope says. "They were doing roundups." The teamproducts," Pope says. "They were doing roundups." The team
realized that their best hope for coverage was getting includedrealized that their best hope for coverage was getting included
in these roundups, since they probably wouldn't be able toin these roundups, since they probably wouldn't be able to
convince a reporter to do a stand-alone piece about Picasa.convince a reporter to do a stand-alone piece about Picasa.
 Picasa, while a well-developed product, didn't have anyPicasa, while a well-developed product, didn't have any
standout features. "It's a simple program for people who didn'tstandout features. "It's a simple program for people who didn't
want to mess around with resizing photos, or usingwant to mess around with resizing photos, or using
Photoshop," says Pope. "But reporters who cover consumerPhotoshop," says Pope. "But reporters who cover consumer
technology are going to measure the product against what theytechnology are going to measure the product against what they
know."know."
 And since they were savvy about online digital imaging -- farAnd since they were savvy about online digital imaging -- far
savvier than the average consumer -- they might not besavvier than the average consumer -- they might not be
impressed with Picasa's simplicity: "It didn't jump out atimpressed with Picasa's simplicity: "It didn't jump out at
them."them."

6. News PegNews Peg
 In October 2003, Picasa launched Hello, a free utility for sharing photosIn October 2003, Picasa launched Hello, a free utility for sharing photos
through an instant messaging-style system. Users could trade photosthrough an instant messaging-style system. Users could trade photos
instantly without the hassle of sending them via e-mail, and could postinstantly without the hassle of sending them via e-mail, and could post
comments right next to the pictures.comments right next to the pictures.
 "Hello provided us with the differentiator we needed: It was free, and no"Hello provided us with the differentiator we needed: It was free, and no
one was offering a photo-sharing service that incorporated the instantone was offering a photo-sharing service that incorporated the instant
message-like chat function. But now the communications had become moremessage-like chat function. But now the communications had become more
complex. We had to weave two different brand names into the pitch."complex. We had to weave two different brand names into the pitch."
 Now that they had a standout product feature to pitch, the Connors PR teamNow that they had a standout product feature to pitch, the Connors PR team
needed to think of some angles for a possible story.needed to think of some angles for a possible story.
 "Our vertical targets were important to us. How would we get to the holy"Our vertical targets were important to us. How would we get to the holy
grail of women's magazines?" Pope says. "We had the message ofgrail of women's magazines?" Pope says. "We had the message of
simplicity, and we had to figure out how to get that message to the rightsimplicity, and we had to figure out how to get that message to the right
audience." The team wanted to get beyond the digital camera story, and tellaudience." The team wanted to get beyond the digital camera story, and tell
users how to share all the photos that are piling up on their computers.users how to share all the photos that are piling up on their computers.

7. The PitchThe Pitch
 With the advent of the Hello utility, Pope says his PR teamWith the advent of the Hello utility, Pope says his PR team
realized they could use the new tool to show reporters, in realrealized they could use the new tool to show reporters, in real
time, exactly why it was so cool. In early 2004, theytime, exactly why it was so cool. In early 2004, they
assembled a large list of consumer technology reporters andassembled a large list of consumer technology reporters and
editors at newspapers, magazines and Web sites, and sent themeditors at newspapers, magazines and Web sites, and sent them
a “pitch” asking if they wanted to test out Hello and Picasa.a “pitch” asking if they wanted to test out Hello and Picasa.
 In the pitch, members of the Connors PR team offered up theirIn the pitch, members of the Connors PR team offered up their
own Hello screen names so that media contacts could test outown Hello screen names so that media contacts could test out
the product with a PR person on the other end, and set upthe product with a PR person on the other end, and set up
times to do so.times to do so.
 "Since photo software was an evergreen topic, our strategy"Since photo software was an evergreen topic, our strategy
was to sign reporters up for Picasa, and chat with them directlywas to sign reporters up for Picasa, and chat with them directly
about the product via Hello. This allowed us to develop keyabout the product via Hello. This allowed us to develop key
relationships with consumer tech reporters, and get a sense ofrelationships with consumer tech reporters, and get a sense of
when and what they were covering."when and what they were covering."

8. ResultsResults
 The on-the-spot approach to pitching Picasa byThe on-the-spot approach to pitching Picasa by
chatting and sending photos to reporters did the trick.chatting and sending photos to reporters did the trick.
One of the first major placements was in the BostonOne of the first major placements was in the Boston
Globe, which did a roundup on sharing photos online.Globe, which did a roundup on sharing photos online.
Other key placements came from USA Today, TheOther key placements came from USA Today, The
Wall Street Journal and the Financial Times.Wall Street Journal and the Financial Times.
 The goal of raising Picasa's profile paid off big-timeThe goal of raising Picasa's profile paid off big-time
for the company: It was acquired by search enginefor the company: It was acquired by search engine
Google in July 2004.Google in July 2004.

9. Analysis means…Analysis means…
 Finding answers in informationFinding answers in information
 Data, context, knowledge, ideasData, context, knowledge, ideas
 Turning answers into patternsTurning answers into patterns
 Prioritizing patternsPrioritizing patterns
 Which are most helpfulWhich are most helpful
 Preparing for actionPreparing for action
 Completing the info/decision circleCompleting the info/decision circle

10. Analysis deals withAnalysis deals with
 SituationSituation
 GoalsGoals
 Public factors (characteristics, habits, etc.)Public factors (characteristics, habits, etc.)
 ResourcesResources
 ConfirmationConfirmation
 New insightsNew insights
 Trends into the futureTrends into the future
 Efficiency (most impact, fewest resources)Efficiency (most impact, fewest resources)
 Effectiveness (targeted impact)Effectiveness (targeted impact)

11. Analysis is done…Analysis is done…
 Before planningBefore planning
 Understanding context and previous workUnderstanding context and previous work
 During planningDuring planning
 Of goals, strategy, Big Idea, resources, etc.Of goals, strategy, Big Idea, resources, etc.
 During campaignDuring campaign
 Of ongoing results,Of ongoing results,
 At end of campaignAt end of campaign
 Of overall results, lessons for the future, etc.Of overall results, lessons for the future, etc.

12. Benefits of AnalysisBenefits of Analysis
 Identify opportunitiesIdentify opportunities
 Clarify issues and factorsClarify issues and factors
 Makes the most of resourcesMakes the most of resources
 Efforts, money, opportunitiesEfforts, money, opportunities
 Connects levelsConnects levels
 To make action more likely, unified, and effectiveTo make action more likely, unified, and effective
 Produces useful information for future workProduces useful information for future work

13. Personal BenefitsPersonal Benefits
 Skilled analysis willSkilled analysis will
 Explain what is going onExplain what is going on
 Connect seemingly-distant factorsConnect seemingly-distant factors
 Make good use of expensive informationMake good use of expensive information
 Suggest actions and inactionSuggest actions and inaction
 Seem like magicSeem like magic

14. Thank You!Thank You!
 John L. Couper, Ph.D.John L. Couper, Ph.D.
 Visit ReachAcademicVisit ReachAcademic
 The new, best way to support all your workThe new, best way to support all your work
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