The Magic Of PR Measurement


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In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part II, which focused on PR measurement do's, don'ts and how to's.

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  • Influence & Engagement.
  • The Magic Of PR Measurement

    1. 1. THE MAGIC<br />OF MEASUREMENT<br />Shonali Burke, ABC<br />Presented at PRSA Alaska<br />July 21 & 22, 2010<br />
    2. 2. Bad Measurement…<br /><ul><li> Only tracks impressions
    3. 3. Uses AVE
    4. 4. Is done inconsistently</li></ul>Image: johntrathome, Flickr (CC)<br />
    5. 5. 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 />
    6. 6. 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 />
    7. 7. 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 />
    8. 8. Who?<br />Media<br />Customers<br />Partners<br />Employees<br />Government leaders<br />Investors<br />Image: mhaithaca, Flickr (CC)<br />
    9. 9. 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 />
    10. 10. 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 />
    11. 11. 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 />
    12. 12. 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 />
    13. 13. When?<br />Set a timeframe<br />Compare results to:<br />Past performance<br />Major competitors<br />Image: judepics, Flickr (CC)<br />
    14. 14. Where?<br />Channels<br />“Media universe”<br />Image:, Flickr (CC)<br />
    15. 15. Why?<br />Courtesy: KD Paine & Partners<br />
    16. 16. 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 />
    17. 17. So I Measured… <br />Now What?<br />Image: Samuel Maycock, Flickr (CC)<br />
    18. 18. 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 />
    19. 19. Measuring Social Media<br />Image: cindy47452, Flickr (CC)<br />Image: Incase., Flickr (CC)<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
    20. 20. Pledge To End Hunger<br />Source:<br />
    21. 21. Courtesy: Scott Henderson & MediaSauce<br />
    22. 22. Courtesy: Scott Henderson & Media Sauce<br />
    23. 23. 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 />
    24. 24. 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 />
    25. 25. Measurement Smarts<br /><ul><li> What’s your “measurement universe”?
    26. 26. Take 1 oz. of research over 1 lb. of pain
    27. 27. Impressions mean nothing on their own
    28. 28. Outputs, outtakes and outcomes
    29. 29. Use the W5+H principle</li></ul>Image: sun dazed, Flickr (CC)<br />
    30. 30. A Few Resources<br /><br /><br /><br /><br /><br /><br /><br /><br />Bi-weekly #measurePR Twitter chat<br /> measurement/measurePR categories<br /><br />
    31. 31. 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 />Cover slide image: Lynx Daemon, Flickr (CC)<br />Thank you!<br />