This document discusses the importance of public relations (PR) measurement. It notes that boundaries between owned, paid and earned media are blurring, and that there is renewed confidence in PR measurement. It highlights several frameworks and initiatives to improve PR measurement, including the Barcelona Principles, AMEC's Valid Metrics framework, and AMEC's efforts to provide education on PR measurement through events, webinars, and an online college. The overall message is that PR measurement has never been more important, and that education is key to advancing the industry's approach to demonstrating the value and impact of PR.

1. WHY PR MEASUREMENT HAS
NEVER BEEN MORE
IMPORTANT
@aseemsood
Board Member, AMEC

2. 1. Boundaries are blurring - Owned / paid/ earned
2. Renewed confidence
3. Budgets and ROI
As we see it

3. Barcelona, 2010

4. 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 replicability are paramount to sound measurement.
Barcelona Principles

5. • Survey by Gorkana
• Respondents mix of
1. agency
2. in house communicators
from a wide range of sectors
UK, 2014

6. Are you aware of Barcelona Principles?
62%
GOOD
NEWS?
Source: Gorkana

7. What KPIs do you use?
80%
Source: Gorkana

8. Who performs media analysis?
80%
Source: Gorkana
Own Team
Through PR Agency
3%

9. Do you measure outcomes?
33%
Source: Gorkana

10. Budget
Time
Resource
Business requirements
C-suite buy in
It's not relevant for my business
Unsure of what or how to measure
If you don’t currently measure
outcomes what are your barriers to
implementing this as a measure?
46%
Source: Gorkana

11. Is there enough education on PR
measurement?
94%
Source: Gorkana

12. “If we cannot prove the value of
what we do, we will never
command the fees that we
should. The evaluation issue has
held the PR industry back for far
too long.”
!
David Gallagher
ICCO President & CEO EMEA, Ketchum

13. Source: ICCO Barometer, 2014
Clients and agencies driving change
• 93% of clients in ICCO
Barometer survey say
measurement never more
important.
• Increasing demand from
clients for “keep it simple”
measurement approach.
• Clients are under pressure
from their own C-Suite to make
budgets work.
• Major PR consultancies now
have analytics at heart of their
new business model.

14. Measurement is about “education”
• PRCA/ICCO heavily involved in measurement education
!
• Measurement Guide produced by AMEC/PRCA & ICCO.
http://prguidetomeasurement.org/
!
• PRCA launched new PRCA Communications Management Standard
(CMS) Evaluation module
!
• AMEC investing heavily in Global Education Programme

15. Education Through Frameworks
• Valid Metrics Frameworks to
replace AVE
!
• Social Media Measurement
Framework
!
• Free to use
!
• http://amecorg.com/resource-
centre/
!
!
!

16. A (Very) Simplified View of How PR
Works
Business Results

17. Aligning it with marketing funnel
AWARENESS
INTEREST
PREFERENCE
ACTION
KNOWLEDGE

18. Valid Metrics Approach
Key
Area
of
Communication
(Brand/
Product
Marketing,
Reputation
Building,
Issues
Advocacy/
Support,
Employee
Engagement,
Investor
Relations,
Crisis/Issues
Management,
Not-­‐for-­‐Profit,
Social/Community
Engagement)
Awareness
Knowledge/
Understanding
Interest/
Consideration
Support/
Preference
Action
Public
Relations
Activity
Intermediary
Effect
• !
Target
Audience
Effect
• !
COMMUNICATIONS/MARKETING
STAGES
COMMUNICATIONS
PHASES
ORGANIZATION/
BUSINESS
RESULTS

19. Education through new platforms
• #AMECatWORK
Measurement Week
• 48 events in 19 countries last
month
• 5 continents
• Delivered 80 hours of free
education and discussion on
measurement
!
• Webinars
• Booz Allen Hamilton series of
sponsored Webinars
!
• Online AMEC College development
!
• Richer content hub on website

20. International Speakers Bureau
• Launched Q1
!
• Appeared on top PR platforms
• Praxis 2014,Agra
• ICCO Summit, New Delhi.
• World PR Forum, Madrid.
• Baltic PR Conference, Russia.
• Holmes Report Global Summit,
Miami

21. !
www.amecorg.com
!
@amecorg
QUESTIONS