This document contains slides from a presentation on research, planning and evaluation of public relations campaigns. The presentation discusses the value of measurement, how to have conversations about measurement with clients, what and how to measure public relations outputs and outcomes. It provides the AMEC model for measuring outputs, outcomes and business impacts. Examples are given of how to measure PR activities, intermediary effects, and target audience effects. The presentation recommends starting with measurement for major campaigns and events, having conversations with clients, starting small and evolving measurement over time based on client needs and capabilities. It concludes by providing information about the presentation provider, Hotwire.

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Research, planning and
evaluation
Kate Hamilton
Tuesday 9 July 2013

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Chair’s introduction
Darryl Sparey
Research, planning and evaluation

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Research, planning and
evaluation
Kate Hamilton
Tuesday 9 July 2013

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• Value of measurement
• How to have the conversation
• What to measure
• How do you measure (incl. role of digital)
• Practical examples of measurement in action
• Where you go from here
What you will gain from today

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• How do you currently measure?
• What are the stumbling blocks
• Measurement is not an option
• Evolution, not revolution
Value of measurement

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1. Importance of goal setting and measurement
2. Measuring the effect on outcomes is preferred to
measuring outputs
3.The effect on business results can and should be
measured where possible
4. Media measurement requires quantity and quality
5. AVEs are not the value of public relations
6. Social media can and should be measured;
7.Transparency and ability to replicate are paramount to
sound measurement
TheAMEC principals

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• Programme outputs – activity results, number of
pieces of coverage, AVEs, OTS
• Programme outcomes – delivery against
objectives such as sentiment, % of coverage
containing key messages etc
• Business outcome – supporting sales, changing
public perception, building awareness
TheAMEC principals

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TheAMEC model

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• Don’t talk about measurement as an add-
on, it should be part and parcel of every
activity
• Clients want measurement, but they also
often want the agency to guide them
• Have a measurement first mentality
• Measurement can help move you from
tactical to strategic
• Start small and build from there
How to have the conversation

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What to measure

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How to measure

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• PR activity – coverage, content creation, social
media and influencer engagement
• Influencer effect – OTS, message
penetration, number of followers/re-
tweets/likes, industry endorsement, tone of
voice, share of voice
• Target audience effect – increase in website
visitors, number and quality of downloads, brand
association
How do you measure?

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• Brand awareness audit
• Share of voice, coverage analysis
(sentiment, message penetration) report
• Social media audit and delivery against
objectives
• Digital – effectiveness of email campaigns, time
spent on the website, number and quality of
downloads
• Events – quality and number of attendees
• Sales leads
How do you measure?

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Measurement in action
Summer of Sport
campaign
Awareness Knowledge Consideration Preference
PR Activity With the summer months of 2012 bringing a veritable feast of sporting events into our daily lives – European football, Wimbledon tennis, F1 and the
London Olympic Games – the cyber threat to consumers, and their devices, will be more persistent than ever.
Content creation:
o Dangerous sporting stars press release
o Research into perception of physical vs online threats around the ‘Summer of Sports’
o Summer of sporting scams tips
o Concept photography
o Man-on-the-street video asking consumers about their anticipation of the ‘summer of sport’, if they’ve been targeted with sport-themed
spams and how they secure their devices from cyber threats
o Radio Day with Raj Samani – July31st
o Facebook competition
o Suggested Tweets around #StaySafeSummer
Intermediary Effect 31 pieces of print and online
coverage
112 pieces of broadcast coverage
as a result of the Radio Day,
reaching over 11.2 million people
100% of coverage promoted
key messages
100% accuracy of key facts
2,800 entries to ‘Summer of Sports’
competition on Facebook including 500
as a direct result of the
Radio Day
110 views of vox pop on McAfee
YouTube site
Positive response
gleaned from
journalists and
consumers
Dave Lee, BBC, on
‘Most dangerous
athlete’ release:
“Love the headline”
Target Audience
Effect
Doubling of web search interest in
‘McAfee + Facebook’ around competition
24% of Facebook competition entrants
signed up to McAfee newsletter
• Competition Facebook
posts shared 101 times,
gained 358 ‘Likes’ and had
a total reach of 372,921

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• Include measurement when you’re planning
your next peak (much easier than after the
fact!), this is easier to do than an ongoing
programme
• Have the conversation
• Start small
• Evolution, not revolution – can be adapted
over time to suit your client’s own business
objectives and capabilities
Where do you go from here

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Hotwire is a global PR and communications agency dedicated to
helping forward looking organisations to manage reputations in a
rapidly evolving influencer landscape.We are structured around
specialist industry practice areas that deliver integrated campaigns
across consumer, digital, corporate, government relations and
business to business communications. In addition to Hotwire, our
group includes sister agencies 33 Digital and CPR.Together we work
with brands on national and global campaigns through our wholly
owned offices in the UK, US, France, Germany, Spain, Italy, Australia,
New Zealand and those of our global affiliate network.
About Hotwire

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Thank you for attending, please complete
the online evaluation form.
Find out more at cipr.co.uk/fresh