The Measurement Agenda 2020 - including delegate voting Moderator David B. Rockland, Ph.D., Partner...

The Measurement Agenda 2020 - including delegate voting

Moderator David B. Rockland, Ph.D., Partner / CEO

Ketchum Pleon Change and Global Research

Seven Principles of PR Measurement

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs

3. The Effect on Business Results Can and Should Be Measured Where Possible

4. Media Measurement Requires Quantity and Quality

5. AVEs are not the Value of Public Relations

6. Social Media Can and Should be Measured

7. Transparency and Replicability are Paramount to Sound Measurement

Part 1: WHAT THE INDUSTRY BELIEVES IS

IMPORTANT

Future of PR Measurement & EvaluationSurvey Results

Biggest Challenges to Measuring the Value of Public Relations

Q1: What are the biggest challenges to measuring the value of public relations?

Most Important Issues in the Next 5 Years

ISSUE% Must (9-10)

% Maybe (6-8)

% Don’t Care (1-5)

Benefits of measuring PR campaign 78% 18% 4%

Impact of PR program on business goals 76% 20% 4%

Measurement beyond media clips 69% 26% 5%

Social media measurement 65% 30% 5%

Marketing Mix Modeling 63% 31% 6%

Social media monitoring 59% 33% 7%

ROI measurement 58% 34% 8%

Isolating the effect of PR 58% 21% 21%

Value of employee engagement 52% 39% 9%

Value of corporate reputation 51% 38% 11%

Value of relationship with influencers 51% 37% 12%

% of PR campaign budget spent on measurement 44% 39% 17%

Ensuring standard approaches 44% 40% 16%

Impact of an event 35% 47% 18%

How often to measure ongoing campaign 32% 49% 19%

Effects of sponsorship 27% 48% 25%

How soon after a campaign to measure 21% 42% 37%

Q2: On a scale of 0 to 10, where 0 is “unimportant” and 10 is “important,” how important is it the following are well understood across the public relations profession in the next five years?

Greatest Barriers to Adoption of Standardized Research Techniques

Q4: What do you believe are the greatest barriers to the adoption of standardized research techniques for the measurement of public relations?

Current State of PR Measurement

ISSUE% Agree % Neutral % Disagree

Global PR professional organizations should make educating clients about proper PR measurement a top priority

72% 8% 20%

Common definitions for the ROI of PR are needed 68% 11% 21%

Barcelona Principles were a good start, but now we must get more specific

65% 17% 18%

The language of PR measurement needs to change to connect better with the C-Suite and Board table

56% 27% 17%

A common set of measurement standards already exists, but they are not applied in the PR measurement profession

36% 31% 33%

A common set of standards for PR measurement is not necessary

21% 11% 68%

Common terms and definitions for the measurement of PR do not exist at all

37% 29% 34%

Barcelona Principles are the common set of standards the industry has been lacking

38% 38% 24%

Q5: How much do you agree or disagree with each of the following statements?

Part 2: HOW DO WE GET PR PROFESSIONALS TO TAKE MEASUREMENT MORE SERIOUSLY?

Views from PR’s Professional Organizations

Speakers

Public Relations Societyof America

Ben Levine

ICCO Richard Houghton

Institute for Public Relations & IPR Measurement Commission

Professor Donald K. Wright

AMEC Mike DanielsCouncil of PR Firms Tim Marklein

Public Relations Societyof America

Ben Levine

Ketchum Pleon

PRSA’s commitment to measurement and evaluation in public relations

• Entered into a strategic partnership with AMEC•PRSA acts as secretariat for AMEC – North American Chapter.

• PRSA’s measurement task force issued a broad set of recommended measurement standards for a variety public relations tactics and outcomes.

The Consultants’ ViewRichard Houghton

President, ICCO

Consultants and evaluation – the challenge

•Consultants do want to evaluate, absolutely!

•But things get in the way...

Consultants and evaluation – the challenge

• Budget, budget , budget• Evaluation as a competitive differentiator• Not all consultants feel equipped for the

discussion• Lack of agreement on what should be

measured• “If the client wants AVEs they get AVEs”

• Lack of consistent methodologies• Diverse and simplistic• Not comparable with other marketing disciplines’

evaluation methodologies• Fear of the results?

What consultancies want to know?

•Has the campaign met the objectives?•What has worked well and what needs focus?

•Messages•Creative•Channels

•What impact has the campaign had on the ‘business’

•Does it compare well with other PR campaigns and ideally other marketing campaigns

2020 Measurement Agenda

• A standard approach to evaluation• Framework and methodologies

• Next step on Barcelona Principles path?

• Quantitative and qualitative• Social and ‘traditional’

• Out put

• Out come

• Out take – business impact• Valuable accumulation of normative data

• Developed and endorsed by clients, consultants, and evaluation industry

2020 Measurement AgendaICCO Commitment

•Activities to suit varying demands of 28 member countries

•Ranging from Africa:Australia:Europe:United States

•“Bringing the Barcelona Principles to Life”•Will be part of newly launched online training service for ICCO members

•Practical guidance and examples

Consultancy Management Standard

• Countries operation Consultancy Management Standard (CMS)• 13 currently

• Evaluation module being developed• PRCA (UK) and AMEC initiative

• Part of a bi-annual audit of consultancy management practice• Carried out by independent auditor

• Available to consultancies • In-house teams as well in UK

• Kite mark denoting evaluation expertise

Institute for Public Relations &IPR Measurement Commission

Donald K. Wright, Ph.D. – Professor, Boston University

Member of Board of Trustees IPR

Past Chair of IPR Measurement Commission

IPR Research Fellow

About the Institute for Public Relations

• An independent foundation dedicated to the science beneath the art of public relations™

•Supporting PR research•Mainstreaming this knowledge into practice through PR education

• Not a membership-based model – supported by program revenues and generous contributions

• All research and publications are free to the profession, educators and students at www.instituteforpr.org

IPR’s focus is on three-kinds of research*

• Research used in public relations• To guide and evaluate communications programs• In other words, planning research and measurement

• Research on public relations• To understand what we do and how we do it• Benchmarking, best practices and the business of public

relations• Research for public relations

• Our basic research and social science underpinnings• Often borrowed from other fields

• Props to Dr. James E. Grunig

Taking measurement more seriously

• Understand the PR/comms mission• License to operate

• Stakeholder relationships

• Understand the PR measurement mission

• Better public relations through research

• Know our customers• CCO and senior management

• CCO and PR unit managers

Taking measurement more seriously

• Expanded vision• Measurement• Evaluation• Prescription & direction

• Measurement and evaluation framework• Activities• Outputs• Outtakes• Outcomes• Business results

• Standards, protocols, and best practices• Balance strategic and tactical

Planning research and measurement

 Good researchers debate tools, great researchers debate questions

Awareness Knowledge/Understanding

Interest/Consideration

Preference/Support

Action

Public Relations Activity

Intermediary Effect

Target Audience Effect

COMMUNICATION / MARKETING FUNNEL

PHASES

Org/Biz Result

The Valid Metrics Matrix

Public Education/ Not-for-Profit

Awareness Understanding Interest Support Action

Public RelationsActivity

• Media engagement• Blogger engagement• Influencer

engagement• Events/ speaking

opportunities• Content creation• Site/social media

posts

Intermediary Effect

(Media, Bloggers)

• Number of articles• Frequency• Prominence• Target audience

reach/ impressions• Earned media site

visitors• Social network

site/channel visitors• Video views• Cost per thousand

reached• SOV in target

media/online discussion

• Key message alignment

• Accuracy of facts

• Key message alignment

• Expressed opinions • Frequency of

(positive) mentions• SOV in target

media/online discussion

• Social network fans and followers

• Retweets/likes/ linkbacks

• Online comments

• Endorsement by journalists and/or influencers

• Expressed recommendations

• Rankings on industry lists

• Social network fans and followers

• Retweets/likes/ linkbacks

• Online comments

Target Audience Effect

(General Public)

• Unaided awareness• Aided awareness

• Knowledge of facts• Expressed opinions

in online communities

• Acknowledgement of relevance of issue by target audience

• Visitors to site• Click-thru to site• Time spent on site• Site downloads• Calls to infoline• Event/meeting

attendance

• Expressed advocacy• Links to site

• Progress against target (e.g. reduction in teen pregnancies)

• Cost savings• Contributions

Questions we are asking our Board

•Does the Grunig model of three kinds of research still provide a valid construct for the profession’s research agenda?

•How should we balance involvement in basic research vs. benchmarking, planning and measurement research? 

•What big-picture research topics would you add to the list to help you manage better?

IPR’s potential research topics

•  What changes behavior?• How different audiences think, what’s important to them• Broader context for social media, what to measure,

what it means• Restoring reputation against backdrop of loss of trust  • What skills/qualifications should influence our hiring• Research models enabling us to predict the probability

of an outcome• The business of public relations • Diversity in our business• Understanding generational differences

Association for the Measurement and Evaluation of Communications

Mike DanielsReport International

Chair, AMEC

Measurement’s growing

• 14% growth last year says measurement is becoming more embedded

• Clients increasingly seeing the need for measurement …

• Even if they’re not sure what represents best practice

• AMEC driving credibility• Social media key opportunity• BUT…

From tactical to strategic

• Clients demanding way more insight…• The market research mantra really works• Move beyond data and outputs• What worked 15 or 20 years ago isn’t enough now• Need to accept that clients demand greater insight

• Brand• Advocacy• Reputation• Competitor insight• Planning/ROI• Business/strategy recommendations

Upping our game

•Outputs by themselves don’t cut it any more•Staying with data means staying tactical means lower value

•Need to move towards business and organisation outcomes

•Clients will thank (and pay) us for partnering, not simply servicing

•Demands active acceptance of…• Research standards in measurement (no lip service!)• Speed of delivery• Integration• Broader application within the organisation• Greater insight

Measurement Agenda 2020:The Agency Imperatives

Tim MarkleinPractice Leader, Technology & Analytics, WCG

Co-Chair, Measurement Committee, Council of PR Firms

Web: www.prfirms.org Twitter: @CouncilPRFirms

CPRF Leadership Commitment

“Along with the greater share of marketing budgets going to public relations agencies comes pressure to provide greater accountability for the value firms provide. We think there is an opportunity to bring even more revenue to member firms if we can build on the measurement standards some other industry organizations have created as a framework.”

-- Andy Polansky, 2011 CPRF Chair

CPRF Measurement Committee

•New measurement committee formed Jan. 2011 to fuel best practices, industry standards, agency adoption

•Composed of agency research/analytics leaders•Engagement workgroup: Developing metrics guide to help agencies weave together earned, owned, shared and paid media for engaging stakeholders

•ROI workgroup: Developing standard definitions and approaches for measuring public relations ROI and communicating value beyond ROI

Measurement 2020: Imperative #1

“ANALYTICS”All the time

“ANALYTICS”All the time

“MEASUREMENT”At the end

Measurement 2020: Imperative #2

“ANALYTICS”All the time

IMPRESSIONSCount the eyeballs

ENGAGEMENTShow the impact

Measurement 2020: Imperative #3

ROI = ROI“Results” ≠ ROI

227 Stories ≠ ROI

Value of PR = Tangible + Intangible

Value of PR > ROI

Value of PR = Near-Term + Lasting

400K Fans ≠ ROI

ROI = Money In, Money Out

Part 3: WHAT’S MISSING TO PUT MEASUREMENT

ON THE MAP?

WHAT CLIENTS WANT

2020 Measurement AgendaPhilips’ Perspective

André Manning, VP, Global Head External Communications &

Acting Head Global Marketing & Communications

Royal Philips Electronics

Philips’ Measurement SystemOneVoice

Healthcare & Corporate

Consumer, Lighting & Corporate

OneVoice Measurement Philosophy

• Are we maintaining, growing or losing presence in the media?

• Is the press speaking positively or negatively of our products relative to our competitors?

• Is communications conveying our key brand and product messages?

45

Outputs

• Are we driving awareness of products?

• Are we driving brand relevance?

• How is communications impacting brand reputation?

Outcomes

• Are we maintaining, How does communications impact bottom-line financial results?

Business Results

How OneVoice Measures Online Dashboard

Reach and Share of Voice

Product coverage drivers

Message penetration

46

How OneVoice Measures Facebook Pages Universe

48

How OneVoice Measures Monthly Scorecard

March February Monthly Net Change (+/-)

Total # of articles 285 234 51Total # of impressions 216,899,003 198,840,298 18,058,705

AMS (from -100 to 100) 51.43 60.96 -9.53

Net Promoter Score (NPS)* 7.57 8.05 -0.48Message Penetration(% with 2+ messages)

68.4% 51.5% 16.9%

Tone (positive coverage) 54.0% 65.0% -11%

*Net Promoter Score is the conversion of AMS to a Promoter ScoreN/A means no data was available for the month

50%

8%

34%

9%

Volume by Sector

Corporate

Lighting

CL

Healthcare

France.

Benelux

DACH

Italy.

Japan.

North America

Global/Regional

Iberia

UK

Nordics

Greater China

Middle East.

APAC

Brazil.

India.

LatAm

0.00 2.00 4.00 6.00 8.00 10.00

6.746.967.197.387.507.657.737.81

8.248.258.398.428.458.638.679.00

Net Promoter Score(NPS)

Italy.Japan.

IberiaUK

Global/RegionalDACH

North AmericaFrance.

LatAmMiddle East.

India.Greater China

BeneluxAPACBrazil.

Nordics

0% 20% 40% 60% 80% 100%

0%0%

25%41%

45%46%

53%58%

67%67%

83%85%

90%90%

100%100%

Message Penetration(% with 2+ messages)

49

France

Net Promoter ScoreWhere to Focus Communication Efforts?

Purchase ReasonWhat to Focus Message On -- Business

What I Wish We Knew

1. How does reputation drive brand equity?

2. How do we quantify the value of communications on incremental sales?

3. How does a Net Promoter Score in media coverage drive purchase, recommendation, advocacy & consideration?

4. How should social media be measured?

5. How should we evaluate owned media to effectively manage its development?

By 2020…

I want answers to these questions

Charting Your Course

Meenu Handa

Director, Corporate Communications

Microsoft India

The old The newVs.

Connecting the dots!

Media Releases

Story Pitches

PR Campaigns

Events

Social media

OutcomesActivities

56

Outputs

Top Stories

Proactive placements

Ongoing Reactive Mea

sure

men

t

Improving Quality

Activities – Output - Outcomes

Preventing and managing bad news

Building Relationships

Revenue

Share

Audiences

Customers and partners

Brand / Perception

Getting the Most out of

Measurement

.

29

Designed specifically for our

needs

Insights and ability to make

decisions

Improves stake holder engagement

Rating effectiveness of PR Campaigns – ROI analysis

Road ahead/Social media

What’s Missing?

What is the true North Star for ideal measurement?

How do outputs and outcomes connect?

What is the right amount of budget to allocate to measurement?

Social media measurement?

Broadcast measurement?

Delegate voting

• 89% How to measure the ROI of public relations• 83% Create and adopt global standards for social media measurement• 73% Measurement of PR campaigns and programs needs to become

an intrinsic part of the PR toolkit• 61% Institute a client education program such that clients insist on

measurement of outputs, outcomes and business results from PR programs

• 51% Define approaches that show how corporate reputation builds/creates value

• 14% Measure how internal and external communications drive employee engagement and supports business goals

• 12% Create and adopt best-practices approaches and standards for culture change measurement

• 35% Develop new business-focused language to align with other top management functions

• 35% Continue to push for the elimination of AVEs and the adoption of valid metrics

• 36% Determine standard approaches for the inclusion of PR in market mix and other analytical models

• 28% Determine standard approaches to determine how PR drives brand equity

What Happens Next?

• July 15 – draft agenda to delegates•July 30 – comments due•August 15 – final agenda