P. 1
Measure what Matters - PRSA

Measure what Matters - PRSA

|Views: 3|Likes:
Published by Aris Solis

More info:

Published by: Aris Solis on Apr 18, 2011
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less





Measure What Matters

A Real-World Approach to RealPublic Relations Evaluation
Alice H. Brink, ABC, APR Vollmer Public Relations

Before We Begin«
A little pre-test pre- 

What We Will Cover 


PR Measurement in the real world: ideal and reality The ROI question: how do we demonstrate value? What are we trying to accomplish and how will we know when we get there? Practical measurement tools New twists on ad value pro or con? Examples and case histories

Measurement in the Real World   

The ideal: Measure in financial terms the impact of public relations efforts on a company s reputation, bottom-line and ability bottomto conduct business The reality: Clip counting and ad value equivalency The challenge: Move from current reality toward ideal

competition 57% Source: Reality Check 2001 . PR pros gave reasons to measure:     Improve communications planning 89% Establish use of key messages 86% Prove value of PR 81% Benchmark vs.Measurement is a Reality  In a recent survey.

Strategic Measurement Is Rare  Measurements include:        Clips/circulation/impressions Ad value equivalency Publicity value Content analysis/evaluation of coverage Surveys of audience Hard data (esp. for IR. events) Proprietary measurement processes .

Other Findings    86% of PR pros surveyed are held accountable for demonstrating results 70% have less than 10% of budget allocated for M&E 26% say budgets have increased in the last 3 years Source: Reality Check 2001 .

That Pesky ROI Thing  How do we show return on the dollars spent on public relations? .

The Crux: Defining ´returnµ  Define the value we are trying to demonstrate  Did we move the needle?  Direct/outcome measures Indirect/output measures Feedback/planning measures  Did we accomplish the task?   Did we gain new knowledge?  .

 Thomas J. communication measurement must assume the value of communication and focus on effectiveness with respect to the organization s strategic direction.A Thought about Value: To have meaning. Lee in Journal of Employee Communication Management. 1998 .

ROI: The Simple Answer We demonstrate ROI by linking our measurements to the strategic objectives of the business Next question: How? .

So What Are We Trying To Accomplish« AND HOW WILL WE KNOW IF WE GET THERE? .

What Do You Want to Accomplish?  Set objectives up front   Identify the audience Ask the question: What do you want the audience to do as a result of your communications?   Gain consensus on objectives! Agree on measurement process .

Clear objectives are:      AudienceAudience-focused Specific Measurable Achievable Concrete Interim/indirect objectives should be identified as such .

Six Basic Public Relations Objectives       Reputation/awareness Sales/attendance/web traffic Sales support (recall awareness) Recruiting/retention Investment perception Persuasion/issues management .

Examples    Hospital: Build awareness of five main service lines and physicians among our target market. endPlastics producer: Use public relations to support increased sales and market share. . Target audiences should identify company as a provider of value-added services to valuetheir end-use markets. Chemical company: Position company as a leader in its market.

Two Ways to Measure  Direct measurement:  OutcomeOutcome-based: measure the results  Indirect measurement:  OutputOutput-based: measure the media .

Direct Measurement Methods  Perception management studies ultimate     the stakeholder (audience) research evaluates change in stakeholder viewpoints Ideally before-and-after studies before-andCan be done on small or large scale .

Getting the data  Use data that exists elsewhere      Sales data Web traffic/event attendance Incoming calls Stock activity/PE multiple Votes/legislation/public opinion polls .

How did you hear about us?  Start with benchmark data .Getting the Data  Develop your own data      Survey audience Conduct focus groups Track sales leads Gather sales force feedback Ask.

web visits vs. media coverage . sales.Practical Ways to Measure   Use a control test (by project or media) Screen incoming calls   Separate toll-free number or web URL tollPhone script   Survey sales force Track spikes in calls.

Indirect Measurement: Yes. It Has Validity   As interim benchmarks to support outcomeoutcome-based measures Answers: Did we accomplish the task?     Did we Did we Did we Did we get the word out? work effectively with media? produce materials on time? work within budget? .

why not? .Indirect Measurement Tools  Basic performance evaluation:       Budget met? High quality concepts/materials? Timeliness? No opportunities missed? Effective media relationships? Effective client/management relationships?  These measures should correlate with outcome. If not.

Media measures do count   Research shows that editorial coverage generally correlates with public opinion News does impact perceptions  2001 shark attack scare .

Media Measures: Quantity     Column inches Audience impressions Standardized numbers essential Focus on target demographics Quantitative measure with little qualitative information .

competitors Informal/formal feedback from journalists .Media Measures: Quality  Media analysis       Positive or negative tone Placement/dominance Tiered media Use of key messages Message trend analysis: client vs.

EXAMPLE: Hospital  Objective: Build awareness of five main service lines and physicians among our target market. Measure by:     Monitor coverage and share of discussion Measure appearance of key messages Have physicians track feedback for 30 days after interviews appear .

EXAMPLE: Plastics Producer  Objective: Use public relations to support increased sales and market share Measure by:      Increased media mentions of toll-free number or tollwebsite Increase in incoming calls and site visits Sales force feedback Sales data .

  Objective: Position company as a leader in its market.´ Customer survey . including service description.Example: Chemical Co. Measure by:   ³Leadership positioning will be reinforced by increasing appearance of key messages. or positive qualitative evaluation of company or technology.´ technology. Target audiences should identify company as a provider of value-added services to their endvalueenduse markets. customer or case history description.

Sample Tracking Report Graph Q u a lita tiv e M e d ia A n a ly s is 0 P o s tive co ve ra g e N e u tra l co ve ra g e N e g a tive co ve ra g e C u s to m e r m e n tio n P ro d u ct/s e rvice d e s crip tio n C o rp o ra te s tra te g y AL AC p h o to AL AC q u o te o r in te rvie w 8 0 0 # m e n tio n W e b s ite m e n tio n 1 1 4 4 5 8 7 10 21 0 1 7 9 22 25 34 10 12 20 30 26 29 40 50 42 Q1 2001 Q2 2001 .

build leadership positioning Measure by: Sales increase.EXAMPLE: Frozen Food Brand  Objectives: Build sales in key markets. media visibility Results to date: Sales increases of more than 95% in key markets. 6 million impressions   .

how do you measure ads? .About Ad Value Equivalency  Problems:     Not a value but a cost Doesn t account for message content or strength Some media have no ad rates (or impressions figures) Multipliers for PR value are inconsistent  If you measure PR in terms of ads.

competitors New research shows SoD correlates with sales data in historic comparisons In research. SoD correlations were made based on three readily available data metrics:  Story counts  Impressions  Ad Value Greatest correlation was with ad value .Where Ad Values May Add Value: Measuring Share of Discussion     Share of Discussion tracks visibility within topic compares vs.

Today a woman is as likely to hear about alternatives as traditional HRT. virtually all available menopause treatment information (95%) discussed traditional hormone replacement therapy (HRT).EXAMPLE: Menopause Therapy  In 1Q 1996.   . By 2Q 1999 HRT s Share of Discussion had dropped to 58%.

3 40% 3.7 2.9 20% 2. just as share of discussion declines.5 3. g V .1 2.5 0% 60% r l ti l W om (f m l .3 100% 4.1 3.SoD Correlates with New Rx Scripts per menopausal woman shows a clear decline beginning in 1997. TRx p r HRT op rticl TRx 4. P rc t of Tot l rticl § ¥ £ ¦¡ ¡¢ HRT rc t f T ot l V isi i lit 51) ¨ 120% ¦£ ¥ ¤ £ ¢ ¡  .7 3.5 4.9 80% 3.

S al s $2.960.000 1999 2000 2001 # of $1. Implication: Develop strategies to increase category and brand discussion.900. $1.000 46.000 50.940.000 D is c s s io n 54.000 47.920.000.000     Observation: Level of discussion in category (Visibility) is down significantly.000 53.020.980.000 $1.000 44. Sales correlates with level of discussion.000 45. Conclusion: © T o ta l Sal V r lt i it a m i Di c io / C a lc i m / H r b a l rticl .000 $2.000 $1.000 48.000 52.000 51.000 $1.EXAMPLE: OTC Vitamin Sales Problem: OTC vitamin category is declining.000 Sal Level of discussion is clearly a major sales driver in this category.000 49.

If You Use Ad Value«     Use it in planning to evaluate and rank target media Use it to weight media quantity vs. competitors (share of discussion) DO NOT present it as an absolute value DO NOT multiply it by a credibility or publicity value .

Vollmer Measurement Model  Proprietary process   ObjectiveObjective-setting worksheet  FOCUSES ATTENTION! Custom periodic report  Track results against objectives Direct measures  Indirect measures  .

What Makes the Process Work?     Agreement on objectives Client/management: willingness to invest in measurement PR team: willingness to commit to achieving results FollowFollow-through .

output measurement is part of the process Real issue is when PR measurement is missing . measure against business outcomes In reality.The real-world solution real   Ultimately.

ABC.Questions? Contact info: Alice H.com 713-546713-546-2230 . APR Vollmer Public Relations alice@vollmerpr. Brink.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->