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


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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:, 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:<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:, 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:<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:<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 /><br /><br />
  37. 37. The Barcelona Principles<br />Image: Wolfgang Staudt, Flickr (CC)<br />
  38. 38. A Few More Resources<br /><br /><br /><br /><br /><br /><br /><br /><br />Bi-weekly #measurePR Twitter chat<br /> measurement/measurePR categories<br /><br />
  39. 39. Don’t Forget!<br />
  40. 40. Questions?<br />Where you can find me:<br />E-mail:<br />Twitter: @shonali<br />Blog:<br />Web:<br />Skype: sburke15<br />Image: Håkan Dahlström, Flickr (CC)<br />Title slide image: Gregory Povey, Flickr (CC)<br />Thank you!<br />