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3 September 2015
David Rockland
Ketchum Partner
◦ Alignment
◦ Goals/objectives first
◦ Transparent
What’s New
THEN (2010) NOW (2015)
◦ We created The Principles with ◦ The world has become more integrated,
the PR industry in mind and communication measurement
should reflect that
◦ We talked mostly about
measurement, not evaluation ◦ Evaluation and insight are also important
Measuring Investment
Communication
Attitude
decisions,
Outcomes is
Recommended Public policy Outcomes Behavior
Versus Only
Measuring Outputs
Advocacy
Employee
related to
engagement
purchase
Corporate
Donations
reputation
Brand equity
What To Do:
Principle 3 ◦ To measure results from communication for an
organization, models that determine the effects of
From: the quantity and quality of communication outputs
The Effect on Business on organizational metrics, while accounting for
Results Can and Should other variables, are a preferred choice
Be Measured Where ◦ Use models that determine the effects of the
Possible quantity and quality of communication outputs on
organizational metrics (e.g., Demand for models to
To: evaluate the impact on target audiences, survey
research)
The Effect on
Organizational ◦ Develop communication measures that can provide
reliable input into integrated marketing and
Performance Can communication models, including through
and Should Be advanced econometrics and advanced survey
Measured Where analysis
Possible
What To Do:
Principle 4 ◦ Consider qualitative methods to better explain the
quantitative (or to replace, in some cases)
From: ◦ Media measurement, whether in traditional or
Media Measurement online channels, should account for:
Requires Quantity ◦ Impressions among the stakeholder or target
and Quality audience
◦ Quality of the media coverage including, but not
limited to:
To: ◦ Tone
Measurement and
◦ Credibility and Relevance Message Delivery
Evaluation Require
◦ 3rd party or company spokesperson
Both Qualitative
and Quantitative ◦ Prominence as Relevant to the Medium
Methods ◦ Remember that we are measuring results and
progress, not necessarily success
◦ Quality measures can be negative, positive, or
neutral
What Not To Do:
Principle 5 ◦ Do not use Advertising Value Equivalents (AVEs)
◦ Do not use multipliers for “pass-along values” for
From: earned versus paid media (unless proven to exist)
AVEs are not the
Value of Public
Relations
To:
AVEs are Not the
Value of What To Do:
Communication ◦ If you must make a comparison between the cost
of space or time from earned versus paid media,
use:
◦ Negotiated advertising rates relevant to the client
◦ Quality of the coverage (see Principle 4),
including negative results; and
◦ Physical space or time of the coverage related to
the portion of the coverage that is relevant
What To Do:
Principle 6 ◦ Define clear goals and outcomes for social media