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How do we as PR and communications professionals demonstrate our worth?

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Matt Appleby, Chair of CIPR Cymru and PR Director at Golley Slater, Cardiff addressed delegates at Community Housing Cymru's PR network and spoke about demonstrating our worth during a recession.

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How do we as PR and communications professionals demonstrate our worth?
Introductions Matt Appleby MCIPR Chair, CIPR Cymru Wales Managing Director, Golley Slater, Cardiff CIPR Chartered PR Practitioner Golley Slater PR Established in Cardiff 1957 UK-wide – 11 offices, 300 people Cardiff PR team of 12 Clients from private & public sector CIPR Cymru Wales Professional membership body for PR 350 members in Wales CPD, events, training & the voice of PR
Today ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
how can we monitor & measure Pic: Nomaan on Flickr
Public Relations can be measured in terms of… ,[object Object],[object Object],[object Object],[object Object]
The PRE process: Planning : Research : Evaluation PRE 2. OBJECTIVES Where do we need to be? 5. RESULTS & EVALUATION How did we do? 1. AUDIT Where are we now? 3. STRATEGY & PLAN How do we get there? 4. ONGOING MONITORING Are we getting there?
Setting up a system – 6 steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
© Jim R Macnamara 1992 & 2001
IMPACT - Media Content Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content weighting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
where is the debate Pic: Nomaan on Flickr
 
 
Qualitative measurement
We haven’t mentioned AVE yet… ,[object Object],[object Object],[object Object],[object Object],“ While AVE should not be used to measure PR, it is often requested and can sometimes provide a simple, though flawed, comparative metric across campaigns”. COI Standardisation of PR Evaluation Metrics
how does this work in practice Pic: Nomaan on Flickr
Golley Slater planning & measurement
 
 
 
 
 
what else should we measure Pic: Nomaan on Flickr
Demonstrating professional success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Other methods of measuring success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring outcomes ,[object Object],[object Object],[object Object],[object Object]
monitor & measure online Pic: Nomaan on Flickr
Free tools for monitoring ,[object Object],[object Object],[object Object],[object Object],Pic: imagesource.com (free content)
General alerts and trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object]
Monitoring social media and online buzz ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
any questions Pic: Nomaan on Flickr

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How do we as PR and communications professionals demonstrate our worth?

  • 1. How do we as PR and communications professionals demonstrate our worth?
  • 2. Introductions Matt Appleby MCIPR Chair, CIPR Cymru Wales Managing Director, Golley Slater, Cardiff CIPR Chartered PR Practitioner Golley Slater PR Established in Cardiff 1957 UK-wide – 11 offices, 300 people Cardiff PR team of 12 Clients from private & public sector CIPR Cymru Wales Professional membership body for PR 350 members in Wales CPD, events, training & the voice of PR
  • 3.
  • 4. how can we monitor & measure Pic: Nomaan on Flickr
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  • 6. The PRE process: Planning : Research : Evaluation PRE 2. OBJECTIVES Where do we need to be? 5. RESULTS & EVALUATION How did we do? 1. AUDIT Where are we now? 3. STRATEGY & PLAN How do we get there? 4. ONGOING MONITORING Are we getting there?
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  • 8. © Jim R Macnamara 1992 & 2001
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  • 11. where is the debate Pic: Nomaan on Flickr
  • 12.  
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  • 16. how does this work in practice Pic: Nomaan on Flickr
  • 17. Golley Slater planning & measurement
  • 18.  
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  • 20.  
  • 21.  
  • 22.  
  • 23. what else should we measure Pic: Nomaan on Flickr
  • 24.
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  • 27. monitor & measure online Pic: Nomaan on Flickr
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  • 33. any questions Pic: Nomaan on Flickr