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Public Relations Measurement

  1. 1. Measuring Your Public Relations Success – Decoding Views, Variables, October 21, 2011 and Value Presented by TC Public Relations
  2. 2.  By 2013, public relations spending will be up to 8 billion dollars, which is a 55% increase from 2008, according to the annual Communications Industry Forecast by private equity firm Veronis Suhler Stevenson (VSS).  The $8 billion figure – cited in an Economist article on the vitality of the industry – contains $3 billion that will be spent on word-of-mouth marketing, which includes social media outreach.
  3. 3. What you did (e.g. reach and frequency) What they thought KPM (e.g. engagement) What they did (e.g. traceable support)
  4. 4. Owned Earned Paid Media Media Media
  5. 5. CEO Development Director MISSION Communications Director Public Relations Specialist
  6. 6.  “Believers”  “Agnostics”  “Atheists”
  7. 7. I – Who got this done? D – What are the results? Report that Centers on KPM S – What was the process? C –Why done this way?
  8. 8. D – What are the results?  Executive summary  List of measurements  ROI based on measurements
  9. 9. I – How was this done?  Participation  Sentiment  Influence
  10. 10.  Steps taken  Methodology  Coordination S – What was the process?
  11. 11.  Facts and Figures  Data and Statistics  Accuracy C –Why done this way?
  12. 12.  Overview  Directives for time period or assignments  Research directive and discovery  Proactive and reactive messages  Analysis of results
  13. 13.  Focus points of coverage/conversations  Best example of KPM results  Weighted value for “share of voice”  Shining examples that justify efforts
  14. 14.  Lessons learned  Recommendations for the future  Supporting documentation ◦ Inventory of coverage ◦ Sample quotes from the media/comments ◦ Packaged coverage ◦ Dashboards from metric services
  15. 15.  A 2008 study of news stories in U.K. newspapers found that more than half contained mostly PR material. A study in the Columbia Journalism Review found that more than half the stories in an edition of The Wall Street Journal “were based solely on press releases.” USA Today
  16. 16. Name one takeaway from today’s program
  17. 17. Tom Ciesielka 312-422-1333 tc@tcpr.net

Editor's Notes

  • Ask Audience about expectations for the presentation. Ask who works at firm that has experience with media relations.
  • Can someone tell me what all these images have in common? The person with the right answer will get a 100 Grand. Second quiz question; On average how much does a newborn elephant calve typically weigh? 260 lbs
  • Fill in the blank. A CEO/Executive Director/Development Director/Marketing Director/Members knows when public relations work is delivering value when _________
  • Quiz: How did Google get its name? Google derived its name from the word "googol", a term coined by then nine-year-old Milton Sirotta, nephew of the American mathematician Edward Kasner. The story goes, Kasner had asked his nephew to invent a name for a very large number - ten to the power of one hundred (the numeral one followed by 100 zeros), and Milton called it a googol
  • Is anyone here familiar with DISC profiles for individuals?
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