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PR Measurement Presentation at SC Governors Conference on Travel an…

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PR Measurement Presentation at SC Governors Conference on Travel an…

  1. 1. Public RelationsMeasurementBarcelona and Beyond Marty McDonald and Kimberly Miles South Carolina Governor’s Conference 1
  2. 2. Agenda- Why Measure?- Industry Snapshot- Barcelona Principles – Death to AVEs- What it Means for Tourism- Real-World Examples- Tools of the Trade- Tips and Takeaways- Additional Resources 2
  3. 3. Why Measure? 3
  4. 4. Why Measure?- Evaluate program successes- Gauge trends, topics and issues- Develop better strategies and plans- Tie to marketing, executive priorities- Protect resources and grow budgets Source: Weber Shandwick/Tim Marklein 4
  5. 5. Sage Advice What gets measured gets done. 5
  6. 6. Sage Advice Not everything that can be measured matters. And not everything that matters can be measured. 6
  7. 7. Industry Snapshot 7
  8. 8. Changing Landscape 8
  9. 9. Changing Landscape 9
  10. 10. The Good, The Bad and The Ugly Source: Weber Shandwick 10
  11. 11. The Really Ugly: Lack of Understanding of PR 11
  12. 12. The Really Ugly: PR as a commodity 12
  13. 13. Turning Point 2010 13
  14. 14. Watershed Moment- 2009 – Institute for Public Relations (IPR) Measurement Commission “condemns the name, concept and practice of ad value equivalencies” - Earned media space does not equal paid media space (credibility) - Media cost does not equal media value 14
  15. 15. Now What? Barcelona and Beyond- 2010: Barcelona conference on Measurement - 200 esteemed specialists from five global organizations - Birth of “The Barcelona Principles”- 2011: Lisbon Legacy: A 2020 Measurement Agenda - A coalition working together 15
  16. 16. The Barcelona Principles1. Importance of goal setting and measurement - Goals should be quantitative (increasing revenue or customer satisfaction) - Measurement should include traditional AND social media (and their effect on stakeholders2. Measure outcomes vs. outputs - Measure the effect of your efforts; not just what you did (releases, clips, events, etc.)3. Effect on business results can and should be measured where possible4. Media measurement requires quantity AND quality (prominence, tone, sentiment)5. AVEs are not the value of public relations6. Social media can and should be measured7. Transparency and replicability are paramount to sound measurement - Reveal and explain the method your are using - Adopt a program that can be repeated 16
  17. 17. To Sum it Up- It’s not just about media and clip counting – measure your program, including social- Always evaluate quality and message, not just quantity- Real world: Some clients and executives still want AVEs – nothing better out there yet- Transparency is key during this transition- Shift focus to business outcomes – awareness, understanding, attitudes, behaviors, engagement, sales, market share- Back to basics 17
  18. 18. Back to Basics 18
  19. 19. Back to Basics – Valid Metrics Framework (AMEC) 19
  20. 20. What does it mean for Tourism? 20
  21. 21. What Matters: As Duane Parrish Puts it- Heads in Beds Economic Development- Feet on the Fairways and Jobs- People in the Parks Source: Weber Shandwick 21
  22. 22. The Five Stages of Travel – “The Funnel” 22
  23. 23. Overall Annual Reporting 23
  24. 24. The Real World: Challenges 24
  25. 25. Challenges 25
  26. 26. Top Measurement Challenges Facing PR Pros- Finding the Budget- Identifying the Right Tools- Designing programs so they are measureable Source: 2011 Bulldog Reporter/Thompson Reuters PR Measurement Practices Survey 26
  27. 27. Best Practices:Taking Measurement Forward 27
  28. 28. Campaign Example:Sixty Miles in 60 DaysGoal: Increase awareness of shoulder season travel by highlighting the area’s best-kept secrets. 28
  29. 29. Campaign Elements- Media Relations - Blogger relations - Blogger FAM trip- Social Media Activation - Pinterest pin-to-win contest - 60 Secrets blog posts - Social media giveaways via blog, Twitter - Photo contests via Facebook- Advertising Support - TV - Online 29
  30. 30. Measurement- KPIs: - Impressions - Tonality - Blogger engagement - Fans/followers - Click-through traffic to website- Insights: - Topics that sparked conversation - Secrets that people knew about most/least - Social channels generated greatest loyalty 30
  31. 31. Tools 31
  32. 32. Share of Discussion 32
  33. 33. Causation 33
  34. 34. Value-Based Scoring 34
  35. 35. Tools 35
  36. 36. What can you add to the dash? 36
  37. 37. Bulldog ReporterBuying GuideFive Chapters- Before you start shopping- New developments in resources- Needs assessment- Questions to ask yourself- Head-to-head comparisons 37
  38. 38. Comprehensive Full-Service Monitoring 38
  39. 39. Broadcast TV & Radio Monitoring 39
  40. 40. Social Media: Free/Low Cost 40
  41. 41. Social Media: Paid Full-Service 41
  42. 42. Free = Google Alerts + Netvibes Dashboard 42
  43. 43. Blogger Evaluation 43
  44. 44. Last, But Not Least… 44
  45. 45. Tips and Takeaways 45
  46. 46. Tips and Takeaways- Get smart – then get conversational- Practice (measurement training exercise)- Demos and free trials- Make your results sing and dance – tell the story- Set benchmarks (progress over time, comparisons to competitors)- Secret to better measurement: simple questions with evidence-based answers - Who are you seeking to affect? - What about them are you seeking to affect? - How much must they be affected to be successful? - By when does this need to occur? 46
  47. 47. It’s Easy. 47
  48. 48. Resources- K.D. Paine’s PR Measurement Blog and “Measure what Matters”- International Association for the Measurement and Evaluation of Communication (AMEC)- Institute for Public Relations – IPR Measurement Commission- PRSA- Bulldog Reporter- PR News – Measurement Corner 48
  49. 49. Questions? 49
  50. 50. Thank You!Marty McDonald@MarMcDonMarty.McDonald@Fahlgren.com Kimberly Miles @KimberlyMiles2 Kimberly.Miles@Fahlgren.com 50

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