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“You
manage what you
measure”
-Professor Louis Lowenstein
Translating PR Results to Business Results
Bulldog PR Measurement SummitJune 2009
Research, Language, Counsel
Reputation Planning
•
Desired reputation
•
Desired business outcome
•
Is it the right business decision
•
What is our reputation today
•
How do we invest in PR?
Reputation Measurement
•
Did opinion /reputation shift? How?
•
What shifted opinion (tactics andmessage)
•
Did reputation shift impact business(relevance)?
Look ahead…that’s where your CEO is looking
Measurement
starts with
BusinessPlanning
and ends with
Counsel
Audience Measurement Methods
Media Analysis(what they read)
•
Media and socialmedia tracking(Cision, Radian6,ScoutLabs,Factiva)
•
Measurement
–
analysts, focusgroups, automatedsystems
Audience Data(what they think)
•
Focus Groups
•
Surveys
•
Polls
•
Informalchannels
•
Internal feedback
•
Anecdotalinformation
Behavioral Data(what they do)
•
Search termvolume (e.g.,Google Keywords)
•
Aggregated TrafficData (e.g.,compete.com)
•
Sales data
•
Web site analytics
Order Determines Context
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