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PR Measurement Matters

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Proving that proper PR measurement is just as crucial for your brand as PR itself is the quickest way to begin tracking success and evolving as a communicator.

But how do you get the C-suite to care as much about your data as you do?

We've done the legwork for you, and surveyed upper-level executives about how to get PR metrics front and center and in line with an organization's goals.

Want to download a copy of this SlideShare? Get it here: https://go.agilitypr.com/pr-measurement-matters/

Published in: Marketing

PR Measurement Matters

  1. 1. PR Measurement Matters But you’ve got to convince the C-suite that you’re doing it properly
  2. 2. PR is powerful.
  3. 3. PR is authoritative.
  4. 4. PR changes the way people think and feel about your brand.
  5. 5. But does PR contribute to business goals?
  6. 6. But does PR contribute to business goals? YES!
  7. 7. You sure?
  8. 8. UHHHHHYES.
  9. 9. “PR can influence business outcome metrics, unquestionably.” - Christopher Penn, VP of marketing technologies, SHIFT Communications
  10. 10. But we need to measure it the right way. Which brings us to our first point...
  11. 11. Vanity metrics are bunk.
  12. 12. Impressions numbers are nice and big and make you feel good,
  13. 13. Impressions numbers are nice and big and make you feel good, but they don’t measure outcome... never have, never will.
  14. 14. “Can we all agree that ‘impressions’ statistics mean very little?” - Kofi Amoo-Gottfried, head of brand and consumer marketing, Facebook
  15. 15. PR is so much more powerful than AVEs.
  16. 16. The reality is this: “Page views never bought a product.” - Ann Wylie, president of Wylie Communications
  17. 17. Which brings us to our second point...
  18. 18. It’s about proxy metrics.
  19. 19. The fact is...
  20. 20. PR will never get credit for winning new customers. The fact is...
  21. 21. PR will never get credit for winning new customers. No matter what, Sales will always own that number. The fact is...
  22. 22. You need the “one-step-removed” metric.
  23. 23. If your CEO says they want to increase revenue in Europe, you need to think,
  24. 24. If your CEO says they want to increase revenue in Europe, you need to think, “Okay, what can I do as a PR pro that will get us closer to increasing revenue in Europe?”
  25. 25. In other words, › determine what is in your control to do › make a plan for achieving that › and decide which metrics you’re going to track to prove your success
  26. 26. Something like this: Business Goal PR Objective PR Activities PR Metrics What are key organizational goals? What is your C-level measured on? How can PR contribute to achieving the goal? What is a PR- related objective to that goal? What will you do to achieve the PR objective? How can we measure if we’ve reached our objective? Increase revenue in Europe by X% Build regional awareness Generate sales leads in Europe Generate positive press coverage in key EU markets PR for EU product launch Build EU journalist network • Number of EU mentions • Quality of EU coverage • Website traffic from EU • PR-sourced product leads • Size of EU media list
  27. 27. It’s about getting explicit detail on what the business hopes to achieve this month/ quarter/year, and determining how PR can contribute to realizing that goal.
  28. 28. It’s about getting explicit detail on what the business hopes to achieve this month/ quarter/year, and determining how PR can contribute to realizing that goal. Once you know that, you’ll know what to measure.
  29. 29. Now, you’ve heard it before... “Not everything that can be counted counts, and not everything that counts can be counted.” - William Bruce Cameron, sociologist and author
  30. 30. You need to measure what matters.
  31. 31. For PR, it’s the proxy metric that matters. You need to measure what matters.
  32. 32. Which brings us to our third point...
  33. 33. PR measurement can be intimidating, but it doesn’t have to be.
  34. 34. Here’s an example of it in wonderfully simple action.
  35. 35. Atlantic City wanted to increase its non- gaming visitors BUSINESS GOAL:
  36. 36. Increase awareness of events like Miss America and the LGBT equivalent, Miss’d America PR OBJECTIVE:
  37. 37. Increase positive coverage of these events PR ACTIVITY:
  38. 38. Downloads of the Atlantic City Visitor Guide* PROXY METRIC: * which everyone agreed demonstrated an intent to visit
  39. 39. Earned media drove more downloads than Paid. When budgets were cut, PR’s was the only one to survive intact. RESULTS:
  40. 40. Now, what you’ve all been waiting for...
  41. 41. How to convince the C-suite that proper is as vital as PR itself. PR measurement
  42. 42. Persuasion is all about putting yourself in the shoes of the person you’re trying to convince.
  43. 43. What do they care about?
  44. 44. up at night? What keeps them
  45. 45. And how can you make them feel better?
  46. 46. 1 First way to convince the C-suite to buy in on what you’re measuring is to appeal to what matters to them.
  47. 47. Take this pyramid of priorities: $$$ brand reputation advocates key messages reach coverage over time social engagement
  48. 48. brand reputation advocates key messages reach coverage over time social engagement $$$ Take this pyramid of priorities: This is the foundational data of communications, aka what most PR pros care about.
  49. 49. Take this pyramid of priorities: brand reputation advocates key messages reach coverage over time social engagement This is the more quality-based stuff, aka what good PR pros care about. $$$
  50. 50. brand reputation advocates key messages reach coverage over time social engagement $$$ Take this pyramid of priorities: And this is what the C-suite cares about.
  51. 51. Appeal to what matters to them.
  52. 52. You need to relate YOUR metrics (the things that you as a communicator control) to ones that executives care about.* *This is the proxy metric we discussed before.
  53. 53. 2Second way to convince the C-suite to buy in on what you’re measuring is to show them that it’s an investment like any other.
  54. 54. Spending the time and money to monitor your media coverage and analyze the data is not smart business...
  55. 55. Spending the time and money to monitor your media coverage and analyze the data is not smart business... it’s just business.
  56. 56. So, to give your executives peace of mind, show them results.
  57. 57. In business... “Promises are promises, but performance is reality.” - Harold Geneen, CEO of ITT
  58. 58. 3 Third way to convince the C-suite to buy in on what you’re measuring is to take it slow.
  59. 59. Don’t reach for the moon.
  60. 60. Start simple. You don’t have to be a data scientist to correlate coverage to bumps in stock price.
  61. 61. “Executives won’t be convinced overnight, but strategic communications campaigns that provide ongoing analysis and measurement to outline the effectiveness of PR are critical.” - Chris Morrison, SVP of global services, Agility PR Solutions
  62. 62. Marketing has been equating their activities to business goals for years. PR measurement is how you’re going to do it.
  63. 63. Now march upstairs, burst into the corner office, and prove to them that PR drives results.
  64. 64. AGILITYPR.COM T S Y

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