• Connect the dots between your daily activities and business outcomes • Develop customized metrics that reflect your value and contribution to business results • Define benchmarks against which to judge performance • Extract insight from your data Guest speaker: Katie Delahaye Paine Founder of KDPaine & Partners Inc., The Delahaye Group and Paine Publishing, author, Senior Fellow and Advisory Board member of the Society for New Communications Research (SNCR), initial founder of the Institute for Public Relations Measurement Commission, regular contributor to Communications World, PR Week, Business Marketing, and New Hampshire Magazine.

1. Brought to you by Agility PR Solutions
Stop doing stupid stuff
Using PR measurement to make better decisions
PRESENTED BY
KATIE DELAHAYE PAINE

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• We provide individuals and organizations with the knowledge and information
they need to navigate the journey to high-quality, accurate measurement.
• Visit us online: www.painepublishing.com
About Paine Publishing

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A Typical Day in Communications
Because
the boss
says so
47%
Because
some one
thought it
was a
good idea
37%
Because
its cool
11%
Because it
helps our
mission
5%
Why we do stuffRequests

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There Are No More Boundaries
• Social/traditional
• Digital/Social
• Marketing/Comms
• Internal/External
• CSR/PR
• Issues Management/PR
• There’s the “marketable universe”
“influencers” and everyone else

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Measure What Matters, Not What’s Easy
Cartoon by Rob Cottingham
Pre-2016 Post-2016

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Eyeball
counting
HITS Outcomes
MSM Online
Social
media
Impressions Are Not Awareness. Where’s the “So What”?

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The Barcelona Principles
Goal Setting and Measurement are Fundamental to Communication and Public Relations
Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs
The Effect on Organizational Performance Can and Should Be Measured Where Possible
Measurement and Evaluation Require Both Qualitative and Quantitative Methods
AVEs are not the Value of Communication
Social Media Can and Should be Measured Consistently with Other Media Channels
Measurement and Evaluation Should be Transparent, Consistent and Valid
1
2
3
4
5
6
7
 A set of principles to guide the practice of PR and social media measurement:

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Measurement must go beyond the “What happened?”
What?
So
what?
Now
what?
8

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It’s not about the graphs, its about the metrics behind them.

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6 steps to the perfect
measurement system
Step 1: Define the goal
What outcomes is this strategy or tactic going to
achieve? What are your measurable objectives?
Step 2: Define the parameters
Define the investment. Clarify who are you are
trying to reach. How your efforts connect with
those audiences to achieve the goal?
Step 3: Define your benchmarks
Who/what are you going to compare your results
to?
Step 4: Define the metrics
What are the indicators to judge your progress?
Step 5: Select your tools
Step 6: Analyze the data
Turn into action, measure again.
6 Steps to Success
1
2
3
4
5
6

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Step 1: Define the Goal
• What return is expected?
• Define in terms of the mission
• Define your champagne moment
• If you are celebrating complete 100% success a
year from now, what is different about the
organization?

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Step 2: Understand the 7Ws & the Parameters
• What are management’s priorities?
• Who are you are trying to reach?
• How do your efforts connect with those audiences to achieve the goal?
• What influences their decisions?
• What’s important to them?
• What makes them act?
• What’s a realistic budget?

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Definitions of “Success”
• What’s the path?
Top Tier placements
Quality media coverage conveys messages
Influencers generate understanding/awareness
Communications increases engagement
Engagement increases revenue,
Revenue advances goals

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Step 3: Define Your Benchmarks
• Past performance over time
• Measurement is a comparative tool
• Put your results into context
• Peers/Competitors
• Think 3
• Peer + underdog that is nipping at your heels
• What keeps leadership awake at night?

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Step 4: Define Your Kick Butt Index
• You become what you measure, so pick your
metrics carefully
• The Perfect KBI:
• Is actionable
• Is there when you need it
• Continuously improves your processes & gets
you where you want to go

16. Outcome Metrics
• Increased the marketable
universe by 5% as measured by
visits to “thank you” page.
• Increased perceptions of
company as “a leader in the
xyx field” by 5% among target
audiences.
• Increased share of
spokespeople quoted by 5%
• Increased Share of Voice for
new product by 50%
• Reduced share of undesirable
coverage by 5%
16
Objectives  Actions  Metrics
Goal
• Increase the
marketable
universe
• Reposition the
company
• Increase
market share
of new
product
• Reduce
threats
Comms’ Activity
• Dissemination of key
messages
• Rapid response to
reputational threats or
opportunities
• Generate
endorsements from
key partners
• Increase engagement
• Engage with customers
to increase
understanding of
issues
Activity Metrics
1. % increase in % of
earned media
containing a key
message
2. % increase in
desirable share of
voice
3. % increase in
engagement with
content
4. % reduction in cost
per message
communicated
Objectives
• Advance our
position on key
competitive battles
• Increase
consideration and
preference
• Increase
understanding and
support for our
messaging
• Improve influence
of select
spokespeople

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Defining High-Quality Coverage: The Quality Score
Desirable Criteria Score Undesirable Criteria Score
Positive: Leaves reader more likely
to purchase, work for, or invest– OR
leaves reader less likely to oppose
1
Negative: Leaves reader less likely
to purchase, work for, or invest OR
more likely to oppose
-2
Contains one or more positive
messages
3
Contains one or more negative
messages
-3
Event/Program is mentioned 2 No Event/Program is mentioned 0
Positive headline 2 Negative headline -1
Third-party endorsement 1 Recommends competition -2
Contains desirable visual 1 Contains undesirable visual -2
Total Score 10 Total Score -10

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Step 5: Select the Right Measurement Tools
• If you want to measure messaging, positioning, themes,
sentiment: Content analysis
• If you want to measure awareness, perception,
relationships, preference: Survey research
• If you want to measure engagement, action, purchase:
Web analytics
• If you want predictions and correlations, then
you need two out of three of these tools

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Step 6: Stop doing the Stupid Stuff
• Rank order results from worst to best
• Stop doing the “worst” performing things
• Ask “So What?” at least three times
• Find your inner “Data Geek” (or someone
who is)
• Compare to last month, last quarter, 13-
month average

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Goal: Get messages & proper positioning to target audiences
• Tactics:
• Press Event
• Press Tour with trade & business media
• Release distribution
• Metrics:
• Cost per message communicated

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The Amethyst Initiative resulted in MADD’s visibility reaching an
all time high, except…
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
0
200
400
600
800
1,000
1,200
1,400
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2008 2009
Exposure(OpportunitiestoSee)
Coverage(NumberofMentions)
MADD Coverage & Exposure OverTime
Coverage Exposure
21
Amethyst Initiative
Repeat offenders,
Holiday Travel &
CNN.com
Tampa WLM,
Ignition
Interlock Push,
Obama
• Media exposure and
coverage skyrocketed in
August, 2008 thanks to
Amethyst.
• Subsequent comparison
of results showed that
Amethyst controversy
was least effective of all
message in terms of
revenue generation.
Donations

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Without ACA Events, Optimal Content Scores for Atlantic City
Would Have Been Significantly Lower
4
3.25
2.75
2.99
3.65
2.96
3.36 3.24
2.34 2.37 2.43
1.30
-1.24
0.37
-0.05
0.28 0.28
-1.56
4.91
3.92
2.99
3.58
4.14 4.1 4.27 4.12 4.29
2.78 2.56
1.53
-0.29
0.61
0.20
1.44
1.77
0.63
-2
-1
0
1
2
3
4
5
6
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
AverageOCSScore
Atlantic City OCS without ACA Atlantic City OCS with ACA
The red line represents coverage of Atlantic City minus all
mentions of ACA and its programs
22
Because of ACA’s efforts:
• Coverage was less negative,
and more positive
• More downloads of the
“Visitor Guide” were
generated for less money

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Positive broadcast coverage continued to increase while
negative broadcast coverage declined
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2014 2015
Desirable 100.00% 66.67% 44.44% 70.69% 70.49% 41.26% 40.04% 24.52% 40.96% 66.59% 37.53% 70.27% 85.27% 89.19% 84.96% 79.51% 80.52% 86.14%
Undesirable 0.00% 33.33% 55.56% 29.31% 29.51% 58.74% 59.96% 75.48% 59.04% 33.41% 62.47% 29.73% 14.73% 10.81% 15.04% 20.49% 19.48% 13.86%
100.00%
66.67%
44.44%
70.69% 70.49%
41.26% 40.04%
24.52%
40.96%
66.59%
37.53%
70.27%
85.27%
89.19%
84.96%
79.51% 80.52%
86.14%
0.00%
33.33%
55.56%
29.31% 29.51%
58.74% 59.96%
75.48%
59.04%
33.41%
62.47%
29.73%
14.73%
10.81%
15.04%
20.49% 19.48%
13.86%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
NumberofItems AC Broadcast Coverage Over Time

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What gets the most bang for the buck?
Perfect 10 Quality Score
Worst Nightmare Quality Score

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Higher media quality scores correlate highly with web visits
0.133
0.156
0.355
0.379
0.427
0.848
Learn & Serve
SeniorCorps
CNCS
AmeriCorps
Get Involved
MLK
• Correlation levels (Pearson)
between Media Quality Scores and
traffic to serve.gov for various
programs
• Low effectiveness rate indicates
mismatch between media and
target audience

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More spokespeople would translate into better coverage
• A Pearson correlation addressed the
relationship between the number of
quotes and the volume of desirable
coverage.
• The number of quotes and the volume of
desirable coverage are positively related
• GT could potentially increase its share
of desirable coverage by building
relationships between individual subject
matter experts and key reporters

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Rules to Remember:
It’s not about the media, it’s about the business and the customers.1
It’s not about big data, it’s about how you use it.2
You need to be data-informed, not data-driven.3
It’s not how loud you’re shouting, it’s about relationships.4
Measurement standards are a reality, not an excuse to hide behind.5

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www.agilitypr.com

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Questions?
• For more resources on measurement, check out Paine Publishing’s Measurement Mall
• Free 30-day trial to our subscription-based newsletter, The Measurement Advisor
• Email me at measurementqueen@gmail.com
• Follow me on Twitter: @queenofmetrics
• Follow Paine Publishing on Facebook and LinkedIn
• Or call me at 1-603-682-0735
Measure on!

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