Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

From WTF to KPI: Demonstrating the Business Value of Public Relations

4,810 views

Published on

For years, PR has been plagued by the perception that it is not a strategic business function - though all the textbooks say it is. This presentation, created for a webinar for PRSA, examines PR's business value, and how to integrate best practices into your work to show the value you bring to your organization.

Published in: Business

From WTF to KPI: Demonstrating the Business Value of Public Relations

  1. 1. FROM WTF TO KPI:<br />DEMONSTRATING THE BUSINESS VALUE <br />OF PUBLIC RELATIONs<br />A webinar for PRSA<br />Presented August 24, 2010<br />Shonali Burke, ABC<br />
  2. 2. Before We Get Started<br />
  3. 3. Cartoon: HubSpot, Flickr (CC)<br />
  4. 4. Bad Measurement…<br /><ul><li> Only tracks impressions
  5. 5. Uses AVE
  6. 6. Is done inconsistently</li></ul>Image: johntrathome, Flickr (CC)<br />
  7. 7. Good Measurement …<br />Tracks what’s important<br />Is done consistently<br />Connects to business KPIs<br />Tracks outputs, outtakes AND outcomes<br />Image: fly.aeroplane.fly, Flickr (CC)<br />
  8. 8. KPIs… What The @#*!<br />“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”<br /> ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators<br />
  9. 9. Light at the End of the Tunnel<br />Image: Murtada al Mousawy , Flickr (CC)<br />
  10. 10. Why<br />What<br />Who<br />The Six Keys<br />To The Measurement World<br />How<br />Where<br />When<br />Image: Mark H. Evans, Flickr (CC)<br />
  11. 11. Who?<br />Media<br />Customers<br />Partners<br />Employees<br />Government leaders<br />Investors<br />Image: mhaithaca, Flickr (CC)<br />
  12. 12. What?<br />Increase exposure<br />Educate audiences<br />Improve positioning<br />Increase mind share<br />Increase sales<br />Obtain members/supporters<br />Raise awareness for mission<br />Image: tobi_digital, Flickr (CC)<br />
  13. 13. What?<br />Outputs: the physical, direct results of your work<br />Clips<br />Brochures<br />Speaking engagements<br />Specific positioning<br />Messages communicated<br />Quoted mentions<br />Image: scriptingnews, Flickr (CC)<br />
  14. 14. What?<br />Outtakes: what your target audience takes away from your program<br />Messages<br />Understanding<br />… the perceptions generated by your outputs<br />Image: alasis, Flickr (CC)<br />
  15. 15. What?<br />Outcomes: quantifiable changes that occur as end results of your program<br />Attitudes<br />Opinions<br />Behaviors<br />Image: naturalturn, Flickr (CC)<br />
  16. 16. When?<br />Set a timeframe<br />Compare results to:<br />Past performance<br />Major competitors<br />Image: judepics, Flickr (CC)<br />
  17. 17. Where?<br />Channels<br />“Media universe”<br />Image: Truthout.org, Flickr (CC)<br />
  18. 18. Why?<br />Courtesy: KD Paine & Partners<br />
  19. 19. How?<br />Web site data<br />Web analytics<br />Phone, online, paper surveys<br />Focus groups<br />Media analytics<br />Dedicated URLs/telephone #s<br />Image: iopinw, Flickr (CC)<br />
  20. 20. So I Measured… <br />Now What?<br />Image: Samuel Maycock, Flickr (CC)<br />
  21. 21. What does the data show?<br />What’s good, bad andugly?<br />Can you connect results <br />to objectives?<br />Is it relevant?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
  22. 22. Measuring Social Media<br />Image: cindy47452, Flickr (CC)<br />Image: Incase., Flickr (CC)<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
  23. 23. “Answer”<br />
  24. 24. The “Real” Answer<br />Source: Digital Buzz Blog<br />
  25. 25. But what about us <br />“regular” folk?<br />Image: mickiky, Flickr (CC)<br />
  26. 26. Pledge To End Hunger<br />Source: www.pledgetoendhunger.com<br />
  27. 27. Courtesy: Scott Henderson & MediaSauce<br />
  28. 28. Courtesy: Scott Henderson & Media Sauce<br />
  29. 29. Results<br />4,800 pledges (380% > goal)<br />1st 1k pledges in 28 hours<br />> 19k site visitors<br />$28k for Share Our Strength (@95% 1st-time donors)<br />2,600 members of Facebook Cause<br />560k servings of food to food banks in 4 cities<br />Courtesy: Scott Henderson & MediaSauce<br />
  30. 30. Measurement on a Shoestring<br />Zoomerang, Survey Monkey, social networks<br />Google is your best friend<br />RSS feeds, news/blog alerts<br />Google Analytics<br />Make friends with Excel<br />Image: psyberartist, Flickr (CC)<br />
  31. 31. Measurement Smarts<br /><ul><li> What’s your “measurement universe”?
  32. 32. Take 1 oz. of research over 1 lb. of pain
  33. 33. Impressions mean nothing on their own
  34. 34. Outputs, outtakes and outcomes
  35. 35. Use the W5+H principle</li></ul>Image: sun dazed, Flickr (CC)<br />
  36. 36. PRSA Recommendations<br />http://www.slideshare.net/prsa/documenting-the-business-outcomes<br />http://comprehension.prsa.org/?cat=589<br />
  37. 37. The Barcelona Principles<br />Image: Wolfgang Staudt, Flickr (CC)<br />
  38. 38. A Few More Resources<br />http://kdpaine.blogs.com<br />http://iabc.com<br />http://prsa.org<br />http://instituteforpr.org<br />http://metrica.net/measurementmatters<br />http://www.communicationammo.com<br />http://www.metricsman.wordpress.com<br />http://www.toprankblog.com<br />Bi-weekly #measurePR Twitter chat<br />http://WaxingUnLyrical.com: measurement/measurePR categories<br />http://twitter.com/shonali/measurement<br />
  39. 39. Don’t Forget!<br />
  40. 40. Questions?<br />Where you can find me:<br />E-mail: info@shonaliburke.com<br />Twitter: @shonali<br />Blog: www.WaxingUnLyrical.com<br />Web: www.shonaliburke.com<br />Skype: sburke15<br />Image: Håkan Dahlström, Flickr (CC)<br />Title slide image: Gregory Povey, Flickr (CC)<br />Thank you!<br />

×