Stuart Terry presented 'The Death of the Timesheet: Measuring Outcomes in 2021' at Mumbrella CommsCon 2021

2. Creative work
that drives business impact
by doing things differently

4. You

5. How do we demonstrate the communication and
the commercial impact of PR?
How do we create a stronger,
more efficient agency team?
Industry
tensions

6. Demonstrating the
communication and commercial
impact of PR

7. “The agency was great but the PR activity didn’t make
a difference to our business.”
Avoiding nightmare #1

8. Spark
How we unlock
your point of difference
Engine
How we continuously drive
results for our clients
IQ
How we measure the
difference we’ve made

10. Awareness
Consideration
Sales
How do we drive awareness of GME
among new market segments?
How do we drive consideration with
this new audience?
How can PR help further drive customer
sales?

11. Quantitative
Communication impact
Coverage Volume Reach
Awareness objective
Qualitative
Message Delivery Sentiment
Consideration objective

12. Sales objective
Sales drivers
Commercial impact
Call to action Website link
Brand drivers
Brand health Google Analytics
The next frontier

13. Brand tracking how to
Measure brand preference
before and after coverage
Measure brand
associations before and
after coverage
Measure likelihood to buy
before and after coverage

14. Make Google your friend
Identify search volume,
connecting keywords to
your PR activity
Examine which campaigns
are driving the most traffic
Look at your top
performing PR coverage,
based on website

15. Affiliate links
Using affiliate links to
further reward journalists
for their editorial coverage

17. Creating stronger
more efficient agency teams

18. “I know the results aren’t what we expected, but you’ve
gone over your hours allocation this month…”
Avoiding nightmare #2

19. Timesheets are f*cked

20. Time-based
Traditional Agency Model
Focuses on agency inputs Billings linked to time spent Inefficient team structure
Building a model that
rewards inefficiency

21. Outputs-based
Different Agency Model
Focuses on agency outputs Billings linked to deliverables More efficient team structure
Building a model that
rewards efficiency

23. NO!

24. people will say "no"
so don't tell us that
we can fight for great ideas and great measurement
because the reality is
we're not the decision makers
and we don't trust anyone who says
we need to do things differently
because we don't have a choice
Now read bottom up
Think
differently

25. Let’s be different together