1. Don W. Stacks gave a presentation on setting standards for measuring the effectiveness of communication at Serbian Public Relations conference in Novi Sad, Serbia. 2. He discussed the need for standardizing goals, objectives, and metrics in public relations to enable comparative evaluation and establish professionalism. 3. Stacks presented a model for excellence in public relations that establishes mutually supportive measurable objectives with targeted benchmarks that are evaluated against expected outcomes and correlated with financial results.

1. Setting the Standard for Proving
the Effectiveness of
Communication
Serbian Public Relations, Opportunity 2012
Novi Sad, Serbia
November 29, 2012
Don W. Stacks, Ph.D.
Professor of Public Relations/Corporate
Communications
Department of Strategic Communication
University of Miami
Coral Gables, FL 33124
don.stacks@miami.edu
© Dr. Don W. Stacks 1

2. Movement toward Standardization
Standard Nonfinancial Measures
Traditional
Contemporary
From: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford
Press. All rights reserved. © Dr. Don W. Stacks 2

3. Standards versus Best Practices
• Standards define and
determine WHAT needs to
be measured
• Best practices illustrate
HOW to best meet the
objectives of the standard
© Dr. Don W. Stacks 3

4. A Best Practices Model
From: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rights
reserved.
© Dr. Don W. Stacks 4

5. What Is a Standard?
“An idea or thing used as a
measure , norm, or model in
comparative evaluations.”*
• Why standards are
important
– Comparative evaluation
– Professionalism
– Provides a stronger
argument for inclusion at the
“managerial table”
*Source: Oxford English Dictionary
© Dr. Don W. Stacks 5

6. Standardizing Goals and Objectives
Business Goal(s) & Objective(s)
Public Relations Goal(s)
Public Relations Objectives
Informational
Motivational*
Behavioral
* - - - indicates benchmarks not being met and informational strategies need to be reframed or refocused.
© Dr. Don W. Stacks 6

7. The Research Continuum
Secondary/ Informational Motivational Behavioral/
Benchmark /Evaluation /Evaluation Evaluation
Planned benchmarked evaluations
Time
Development (Evaluation) Refinement (Evaluation) Final Evaluation
7
From: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rights
reserved.
© Dr. Don W. Stacks

8. The Concept of
Communications Excellence
• The Excellence in Public Relations project (Grunig, (Ed.), 1992; Grunig,
Grunig, & Dozier, 2002).
• Report said organizations practiced Excellence in Communications if:
• Senior management team was committed to communications
excellence
• Chief communications officer reported directly to the CEO
• Company was committed to tell the truth and prove it with
action
• PR and communication was more preventive than reactive
• PR efforts began with research, followed by strategic planning,
followed by the communications (or action) stage and always
included an evaluation of communications effectiveness
• Company was committed to conducting communications
research that focused upon outcomes and not just outputs
• Company was committed to education, training and
development of its public relations and communications
professionals
© Dr. Don W. Stacks 8

9. Other Factors Defining
Communications Excellence
• Judging criteria of major public relations awards
• Secondary research such as generally accepted practices (GAP) surveys such as the
Annenberg series
• Examinations of what various organizations are doing in terms of:
• Setting Objectives
• Research & Planning
• Identifying Target Audiences
• Evaluating Communications Excellence
• Establishing ROI measures for public relations and communications
efforts
• Developing some general understanding about the contributions
of public relations and communications to the business bottom-line
© Dr. Don W. Stacks 9

10. Defining Excellence
Companies that demonstrate excellence
1. Understand that in the programming of a campaign during the
developmental phase that the issue is first examined from its
location on the communication lifecycle, set the function‟s goals
parallel to the business‟s goals, establish a baseline against which to
evaluate the campaign and plan over time, and create three sets
of measureable objectives (informative, motivational, behavioral)
with targeted benchmarks;
2. During the refinement phase actively measure
objectives relative to expected targets and phases
within that campaign, alter or change tactics based
on benchmarks, and practice environmental scanning for
unexpected events or actions; and
3. Correlate the public relations nonfinancial outcomes
(i.e., behavioral intentions) to business function
financial outcomes as measureable ROI for its
ROE planning
© Dr. Don W. Stacks 10

11. Excellence is found when
1. The public relations function adopts
standards of research that focus on the
relationship between the company‟s
and the public relations‟ goals
2. Establishes mutually supportive
measurable objectives with targeted
benchmarks
3. That are measured and evaluated
against baseline and expected non-
financial outcomes,
4. and correlating those findings with the
data obtained by other functions‟
financial outcomes so that they may be
entered into whatever company
decision-making strategies are
employed (e.g., Six Sigma, Balanced
Scorecard)
© Dr. Don W. Stacks 11

12. Advanced
Sets the
Agenda
Leadership
Intermediate
Deep
Connections Creativity
Basic Setting Research & Outputs Outtakes Outcomes
Objectives Planning (Tactics) (Influencers) (Results)
The Excellence Pyramid
© Dr. Don W. Stacks 12

13. Examining an Excellent
Company
•Top Fortune 500 Company
•Pharmaceutical Industry
© Dr. Don W. Stacks 13

14. Phase I: Defining Excellence
Scaled Subjective
Extraordinary (35%)
• Changes the agenda
• Demonstrates leadership
Sets the agenda • Transcendent / timeless
• Clearly strategic
• Creates 2-way dialogue
Exceptional (35%)
• Inspiring
• Memorable
Emotionally • Original
• Emotionally Global leadership Creativity Creative
engaging connects •
• Surprising
• Corporate
Executive
Team support
• Equal status to
other
disciplines
• Globally aligned
Essential (30%)
Team Engagement
(Ethical; Demonstrable employee support)
Research & Outputs Outtakes
Setting Objectives Results
Planning (Content) (Interpretation)
• Truthful/believable
• Replicable • Links outputs to • Communicates
• Clearly defined outcomes clearly (inc. easy to • Creates clear • Measurable impact
audiences/stake- • Identifies audience understand) brand/corporate on stakeholder
holders needs • Flawless execution differentiation relationships
• Objectives support • Relevant/salient to (inc. well-written • Communicates • Measurable
organisational goals target audiences and error-free desired impact on
• Clearly stated • Research-based materials) information behaviours and/or
business objectives programme • Addresses • Creates a positive attitudes
• Measurable • Quantifiable stakeholder needs image • Demonstrable ROI
business objectives evaluation metrics • Consistent
implementation
• Single minded
• Integrated with
other marketing
disciplines
Binary Objective

15. Phase I: Defining Excellence
• % of impact on each level
• Through discussions with
management
• Understanding that each
company is a culture and
will view excellence
differently

16. Phase I: Essential (30%)
Team Engagement
(Ethical; Demonstrable employee support)
Outputs
Setting Objectives
(Content) Results
• Replicable
• Clearly defined • Truthful/believable • Measurable impact
audiences/stake- • Communicates on stakeholder
holders clearly (inc. easy to relationships
• Objectives support understand) • Measurable
organisational goals • Flawless execution impact on
• Clearly stated (inc. well-written behaviours and/or
business objectives and error-free attitudes
• Measurable materials) • Demonstrable ROI
business objectives • Addresses
Research & stakeholder needs
Outtakes
• Consistent
Planning implementation (Interpretation)
• Single minded
• Links outputs to • Integrated with
outcomes other marketing • Creates clear
• Identifies audience disciplines brand/corporate
needs differentiation
• Relevant/salient to • Communicates
target audiences desired
• Research-based information
programme • Creates a positive
• Quantifiable image
evaluation metrics
© Dr. Don W. Stacks 16

17. Phase I: Exceptional(35%)
• Inspiring
Memorable Global
• Emotionally Creativity
• Original
• Emotionally leadership • Creative
engaging connects
• Surprising
• Corporate
Executive
Team support
• Equal status to
other
disciplines
• Globally aligned
© Dr. Don W. Stacks 17

18. Phase I: Extraordinary (30%)
Sets the agenda
• Changes the agenda
• Demonstrates leadership
• Transcendent / timeless
• Clearly strategic
• Creates 2-way dialogue
© Dr. Don W. Stacks 18

19. Phase II: Evaluating Excellence
1. Get the Basics Right 4. Demonstrable Return on 7. Continue to ‘own’ categories or
Investment specific issues
Clearly established business
objectives, research and planning Consider the most appropriate Co. can continue to achieve
etc© and tangible ROI measure for differentiation through consistent
each campaign and factor in evolution of successful campaigns
2. Link to Business Objectives an assessment of this at over time.
Research & Planning stage.
Challenge brand teams to
demonstrate clearly how each 5. Develop and Exploit
campaign will impact business Outstanding Core Insights
objectives, e.g.: influence physician
behaviour to achieve greater market Compelling core insight offers a
share, stimulate patient demand to clear platform for execution,
increase sales of prescriptions creates differentiation and
enhances the opportunity for a
3. Measurable impacts on behaviours campaign to set the agenda.
and attitudes
6. Challenge and Encourage
e.g.: implement highly-focused pre- Creativity
and post-campaign research
amongst the target audience to Successful routes to creativity and
measure the main message emotional engagement were not
/awareness/attitude the campaign is limited to bold or „shock‟ tactics.
trying to impact before and after the
activity. 7. Continue to ‘own’ categories or
specific issues
Co. can continue to achieve
differentiation through consistent
evolution of successful
campaigns over time.
© Dr. Don W. Stacks 19

20. Revised Excellence Matrix
© Dr. Don W. Stacks 20

21. Essential: 35%
Consultation / Collaboration
Essential (50%)
• Local Op-Co consultation
• Team engagement
Setting Outputs
Objectives (Content) Results
• Objectives set in the
• Truthful/believable planning stage were
• Replicable • Communicates
• Clearly defined achieved
clearly • Measurable impact
audiences/stake • Flawless execution
holders on stakeholder
• Addresses relationships,
• Objectives support stakeholder needs
organisational • Measurable impact on
• Consistent behaviours and / or
goals and values implementation
• Clearly stated attitudes
• Single-minded • Demonstrable ROI,
business objectives • Integrated with
• Measurable including non-financial
other indicators such as
business objectives marketing increased awareness
disciplines
Research & Planning Outtakes
(Interpretation)
• Links outputs to
outcomes • Creates clear
• Identifies audience brand/corporate
needs differentiation
• Relevant/salient to • Communicates
target audiences desired
• Research-based information
programme • Creates a positive
• Quantifiable evaluation image
metrics
• Identifies obstacles &
barriers to launch
• Executable programme
© Dr. Don W. Stacks 21

22. Extraordinary: 25%
Global leadership
• Corporate
Emotionally Executive Creativity
connects Team support
• Equal status to
• Inspiring other disciplines • Original
• Memorable • Globally aligned • Creative
• Emotionally • Demonstrable • Innovative
engaging employee support
• Surprising
© Dr. Don W. Stacks 22

23. Extraordinary: 25%
Sets the
agenda
• Changes the agenda
• Demonstrates leadership
• Transcendent / timeless
• Clearly strategic
• Creates 2-way dialogue
© Dr. Don W. Stacks 23

24. Advanced
Sets the
Agenda
Leadership
Intermediate
Deep Creativity
Connections
Basic Setting Research & Outputs Outtakes Outcomes
Objectives Planning (Tactics) (Influencers) (Results)
The Excellence Pyramid
© Dr. Don W. Stacks 24

25. Setting the Standard for Proving
the Effectiveness of
Communication
Serbian Public Relations, Opportunity 2012
Novi Sad, Serbia
November 29, 2012
Don W. Stacks, Ph.D.
Professor of Public Relations/Corporate
Communications
Department of Strategic Communication
University of Miami
Coral Gables, FL 33124
don.stacks@miami.edu
© Dr. Don W. Stacks 25