Measurement in PR: How to Impress Your Boss
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Measuring the impact your PR activities can generate can be a difficult job, but B2B companies can often underestimate the value of measuring the impact of PR. ‘Does PR work?’, is a question many are often faced with, and understanding how to evaluate the ROI of a PR campaign and align it to your KPI’s is vital to be successful. In this presentation, we explore how you can impress your boss with your press clippings data.
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Measurement in PR: How to Impress Your Boss
- 1. 1 Measurement in PR How to Impress Your Boss with Your Press Clippings Data OR How I Learned To Stop Worrying And Love The AMEC IEF Napier Webinar March 2023
- 2. 2 Agenda • It’s not about clippings • No mindless KPIs • AVE – the “evil” metric • AMEC and frameworks • Problems with RoI (ROMI) • Specific goals • The solution: how to impress your boss
- 3. 3 It’s Not About Clippings!
- 4. 4 “What Gets Measured Gets Managed” Peter Drucker
- 5. 5 KPIs evaluate the success of an organization or of a particular activity (such as projects, programs, products and other initiatives) in which it engages. KPIs provide a focus for strategic and operational improvement, create an analytical basis for decision making and help focus attention on what matters most. Wikipedia
- 7. 7 What About AVE? • Advertising Value Equivalent • Identifies the equivalent advertising cost to give a measure of PR value in £/$/€ • Sometimes a multiple of advertising cost
- 8. 8 AVE is too Simplistic Cost is not value Coverage quality matters No relationship to audience Encourages quantity (“spray and pray”) not quality Doesn’t work in social, some media, digital publications, etc Doesn’t reflect campaign objectives https://amecorg.com/2017/06/the-definitive-guide-why-aves-are-invalid/
- 11. 11 Barcelona Principles 3.0 • Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation • Measurement and evaluation should identify outputs, outcomes, and potential impact • Outcomes and impact should be identified for stakeholders, society, and the organization • Communication measurement and evaluation should include both qualitative and quantitative analysis • AVEs are not the value of communication • Holistic communication measurement and evaluation includes all relevant online and offline channels • Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights
- 12. 12 Outputs, Outtakes and Outcomes Outputs Press releases Interviews Press conferences Feature articles Outtakes Audience reached Engagement Awareness Outcomes Perception Preference Behaviour Impact Business results
- 15. 15 Objectives: What About ROMI?
- 16. 16 Long Term vs Short Term • Long-term business metrics matter most – E.g. Brand preference, mental availability, etc. • But are impacted by many other things: – Performance of product – Other news stories/scandals – Competitor actions and campaigns – Your other campaigns • You board probably wants immediate results and metrics
- 17. 17 Specific Goals are Best • “Become a thought leader” should be… – Reach XX% target audience with at least two innovation-led key messages over the next three months. – XX% increase in positive engagement on innovation-related social posts over the next three months. – XX% increase in innovation-led branded search volume. – XX% increase in “innovation” inclusions within brand perception survey over the next six months.
- 18. 18 Specific Goals are Best • What do you mean by “create buzz” – Really you are aiming to create unaided and aided brand awareness, brand consideration, preference and mental availability • Possible short-term measures – Positive share of voice among target media – Branded social media conversation (posts, sentiment, engagement) – Positive social media share of voice – Branded searches https://amecorg.com/amecframework/home/supporting-material/planning/
- 19. 19 The Solution • Clearly identify goals of the campaign (before starting!) • Express these goals in a measurable way • Explain to your boss how the metrics demonstrate the campaign achieved the goals • Use the AMEC IEF for more structure and credibility
- 20. 20 Practical Next Steps: “The Chichester Principles” Set goals Translate goals into measurable KPIs For outputs, outtakes, outcomes, and potential impact Use qualitative measurement Look beyond media clippings E.g. include social amplification of media coverage Be honest and transparent Use frameworks and measurement that produce consistent results
Editor's Notes
- People have never read press clippings books Today more than ever it’s not about how big the cuttings book is
- Also can say some people say what gets rewarded gets repeated And maybe what has good measurement gets budget!
- A nice measure for management, a terrible measure for the communications team
- AMEC is the International Association for Measurement and Evaluation of Communication. It is the world’s largest media intelligence and insights professional body, representing organisations and practitioners who provide media evaluation and communication research, analysis, evaluation and insights.
- Created by AMEC Shows that measurement professionals like good locations ;-) Initial 1.0 in 2010, then 2.0 in 2015 and 3.0 in 2020
- These terms are not clearly defined
- RoMI is a short-term measure. Communications is generally about long-term brand building
- These are just a simplified version of the Barcelona principles (without the ranting about AVE).