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Future Of Measurement Construct


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Future Of Measurement Construct

  1. 1. Comprehensive PR Measurement Providing Insight through Measurement
  2. 2. <ul><li>60% of CEOs believe word of mouth has become more influential in terms of a company’s business than three years ago. </li></ul><ul><li>71.5% believe online social media outreach can be effective for corporate communications. </li></ul><ul><li>62.5% of CEOs will be more concerned with ROI from PR activities in 2009 than they were in 2008 </li></ul><ul><li>25.5% of CEOs rarely or never attempt to measure the succes of PR. </li></ul>CEO Survey 2008, PRWeek, November 10, 2008
  3. 3. Situation Analysis <ul><li>Increasing demand from business leaders to justify marketing spend. </li></ul><ul><li>Shift away from business unit-focused measurement to campaign evaluation. </li></ul><ul><li>New social media tools allow for more direct understanding of customer reaction. </li></ul><ul><li>Desire to better understand how PR can impact the customer. </li></ul>
  4. 4. Strategy <ul><li>Build a measurement model that helps tie PR efforts to Return on Investment. </li></ul>
  5. 5. What’s hard about measuring ROI? <ul><li>Mapping PR effort </li></ul><ul><li>to the RIGHT results! </li></ul>
  6. 6. What is the “return” in ROI? <ul><li>Return </li></ul><ul><li>Increased awareness </li></ul><ul><li>Improved message retention/recall </li></ul><ul><li>Change in attitude </li></ul><ul><li>Increased web traffic </li></ul><ul><li>Increased sales leads </li></ul><ul><li>Increased sales </li></ul><ul><li>Not Return </li></ul><ul><li>Increased coverage </li></ul><ul><li>Positive coverage </li></ul><ul><li>SEO </li></ul><ul><li>Event attendance </li></ul><ul><li>Increased SOV </li></ul>
  7. 7. The PR Value Chain PR Activity Output* Outcomes* Business Goal Marketing Objectives Outtakes* PR Plan <ul><li>The change we create </li></ul><ul><li>Customer preference </li></ul><ul><li>Sales leads </li></ul><ul><li>Web traffic </li></ul><ul><li>Sales </li></ul>What we do The result we achieve <ul><li>The impact we have </li></ul><ul><li>Awareness </li></ul><ul><li>Favorability </li></ul><ul><li>Message recall </li></ul>Our aspirations Our directive RETURN! * Based on IPR’s Gold Standard paper “Guidelines for Measuring the Effectiveness of PR Programs and Activities, Dr. Walter K. Lindenmann, 1997, 2003 <ul><li>Coverage </li></ul><ul><li>Event attendance </li></ul><ul><li>SEO </li></ul>
  8. 8. PR Activity <ul><li>Actions taken by the PR team </li></ul><ul><li>Press releases </li></ul><ul><li>Events </li></ul><ul><li>Outreach </li></ul><ul><li>Briefings </li></ul><ul><li>How do we report it? </li></ul><ul><li>Weekly/Monthly Activity reports </li></ul><ul><li>Event reports </li></ul>
  9. 9. PR Output <ul><li>Result of PR activity </li></ul><ul><li>Coverage </li></ul><ul><li>Blog posts </li></ul><ul><li>Event attendance </li></ul><ul><li>Search engine results </li></ul><ul><li>How do we report it? </li></ul><ul><li>Share of Media Discussion, Coverage Tonality, Blog Link Popularity, SEO results, Media weighting scores </li></ul>
  10. 10. Customer Outtakes <ul><li>Customer impressions created by PR outputs </li></ul><ul><li>Brand awareness </li></ul><ul><li>Customer favorability </li></ul><ul><li>Message recall/retention </li></ul><ul><li>How do we measure it? </li></ul><ul><li>Correlate MPI values changes to changes in brand awareness studies </li></ul><ul><li>Capture/measure favorability of blog comments, discussion groups and tweet favorability </li></ul><ul><li>Conduct message recall/retention surveys and correlate to media pick-up of messaging </li></ul>
  11. 11. Outcomes <ul><li>Changes in customer opinion or behavior resulting from the impact of PR output </li></ul><ul><li>Customer preference </li></ul><ul><li>Sales leads </li></ul><ul><li>Web traffic </li></ul><ul><li>Sales </li></ul><ul><li>How do we measure it? </li></ul><ul><li>Correlate MPI values to market share, revenue growth, preference surveys </li></ul><ul><li>Create and drive traffic to unique PR-only URLs; Correlate with MPI values </li></ul><ul><li>Measure sales leads from PR output </li></ul>