The Magic Of PR Measurement

THE MAGICOF MEASUREMENT

Shonali Burke, ABCPresented at PRSA Alaska

July 21 & 22, 2010

Bad Measurement…

Image: johntrathome, Flickr (CC)

• Only tracks impressions• Uses AVE• Is done inconsistently

Good Measurement …• Tracks what’s

important• Is done

consistently• Connects to

business KPIs• Tracks outputs,

outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)

KPIs… What The @#*!

“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”

~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators

Image: Mark H. Evans, Flickr (CC)

The Six KeysTo The Measurement World

WhoWhat

WhenWhere

Why

How

Who?

• Media• Customers• Partners• Employees• Government

leaders• Investors

Image: mhaithaca, Flickr (CC)

What?• Increase exposure• Educate audiences• Improve positioning• Increase mind share• Increase sales• Obtain

members/supporters• Raise awareness for

mission Image: tobi_digital, Flickr (CC)

What?• Outputs: the physical,

direct results of your worko Clipso Brochureso Speaking engagementso Specific positioningo Messages

communicatedo Quoted mentions

Image: scriptingnews, Flickr (CC)

What?• Outtakes: what your

target audience takes away from your programo Messageso Understanding… the perceptions

generated by your outputs

Image: alasis, Flickr (CC)

What?

• Outcomes: quantifiable changes that occur as end results of your programo Attitudeso Opinionso Behaviors

Image: naturalturn, Flickr (CC)

When?

• Set a timeframe• Compare results

to:o Past performanceo Major competitors

Image: judepics, Flickr (CC)

Where?

• Channels• “Media

universe”

Image: Truthout.org, Flickr (CC)

Why?

Courtesy: KD Paine & Partners

How?• Web site data• Web analytics• Phone, online, paper

surveys• Focus groups• Media analytics• Dedicated

URLs/telephone #sImage: iopinw, Flickr (CC)

Image: Samuel Maycock, Flickr (CC)

So I Measured… Now What?

Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

What does the data show?

What’s good, bad and ugly?

Can you connect results to objectives?

Is it relevant?

Measuring Social Media

EngagementQuantity

Influence QualityImage: cindy47452, Flickr (CC) Image: Incase., Flickr (CC)

Pledge To End Hunger

Source: www.pledgetoendhunger.com

Courtesy: Scott Henderson & MediaSauce

Courtesy: Scott Henderson & Media Sauce

Results• 4,800 pledges (380% > goal)• 1st 1k pledges in 28 hours• > 19k site visitors• $28k for Share Our Strength

(@95% 1st-time donors)• 2,600 members of Facebook

Cause• 560k servings of food to

food banks in 4 cities

Courtesy: Scott Henderson & MediaSauce

Measurement on a Shoestring

• Zoomerang, Survey Monkey, social networks

• Google is your best friend• RSS feeds, news/blog

alerts• Google Analytics• Make friends with Excel

Image: psyberartist, Flickr (CC)

Image: sun dazed, Flickr (CC)

Measurement Smarts• What’s your “measurement universe”?• Take 1 oz. of research over 1 lb. of pain• Impressions mean nothing on their own• Outputs, outtakes and outcomes• Use the W5+H principle

A Few Resources• kdpaine.blogs.com• iabc.com• prsa.org• instituteforpr.org• metrica.net/measurementmatters• communicationammo.com• metricsman.wordpress.com• toprankblog.com• Bi-weekly #measurePR Twitter chat• WaxingUnLyrical.com:

measurement/measurePR categories• twitter.com/shonali/measurement

Questions?

Thank you!

Where you can find me:

E-mail: info@shonaliburke.comTwitter: @shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15

Image: Håkan Dahlström, Flickr (CC)

Cover slide image: Lynx Daemon, Flickr (CC)