Why PR Measurement Has Never Been More Important

WHY PR MEASUREMENT HAS NEVER BEEN MORE IMPORTANT

@aseemsood

Board Member, AMEC

1. Boundaries are blurring - Owned / paid/ earned

2. Renewed confidence

3. Budgets and ROI

As we see it

Barcelona, 2010

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.

Barcelona Principles

• Survey by Gorkana

• Respondents mix of

1. agency

2. in house communicators

from a wide range of sectors

UK, 2014

Are you aware of Barcelona Principles?

62%

GOOD NEWS?

Source: Gorkana

What KPIs do you use?

80%

Source: Gorkana

Who performs media analysis?

80%

Source: Gorkana

Own Team

Through PR Agency

3%

Do you measure outcomes?

33%

Source: Gorkana

Budget

Time

Resource

Business requirements

C-suite buy in

It's not relevant for my business

Unsure of what or how to measure

If you don’t currently measure outcomes what are your barriers to implementing this as a measure?

46%

Source: Gorkana

Is there enough education on PR measurement?

94%

Source: Gorkana

“If we cannot prove the value of

what we do, we will never

command the fees that we

should. The evaluation issue has

held the PR industry back for far

too long.”

!David Gallagher ICCO President & CEO EMEA, Ketchum

Source: ICCO Barometer, 2014

Clients and agencies driving change

•  93% of clients in ICCO Barometer survey say measurement never more important.

•  Increasing demand from clients for “keep it simple” measurement approach.

•  Clients are under pressure from their own C-Suite to make budgets work.

•  Major PR consultancies now have analytics at heart of their new business model.

Measurement is about “education”

• PRCA/ICCO heavily involved in measurement education !

• Measurement Guide produced by AMEC/PRCA & ICCO. http://prguidetomeasurement.org/ !

• PRCA launched new PRCA Communications Management Standard (CMS) Evaluation module

!• AMEC investing heavily in Global Education Programme

Education Through Frameworks

• Valid Metrics Frameworks to replace AVE

!• Social Media Measurement

Framework !

• Free to use !

• http://amecorg.com/resource-centre/

!!

!

A (Very) Simplified View of How PR Works

Business Results

Aligning it with marketing funnel

AWARENESS

INTERESTPREFERENCE

ACTION

KNOWLEDGE

Valid Metrics Approach

Key  Area  of    Communication  (Brand/Product  Marketing,  Reputation  Building,  Issues  Advocacy/

Support,  Employee  Engagement,  Investor  Relations,  Crisis/Issues  Management,  Not-­‐for-­‐Profit,  

Social/Community  Engagement)

AwarenessKnowledge/  

UnderstandingInterest/  

ConsiderationSupport/  Preference Action

Public  Relations  Activity

Intermediary  Effect

• !

Target  Audience  Effect

• !

COMMUNICATIONS/MARKETING  STAGES

COMMUNICAT

IONS  PH

ASES

ORGANIZATION/BUSINESS   RESULTS

Education through new platforms

• #AMECatWORKMeasurement Week • 48 events in 19 countries last

month • 5 continents • Delivered 80 hours of free

education and discussion on measurement

!• Webinars

• Booz Allen Hamilton series of sponsored Webinars

!• Online AMEC College development

!• Richer content hub on website

International Speakers Bureau

• Launched Q1 !

• Appeared on top PR platforms • Praxis 2014, Agra • ICCO Summit, New Delhi. • World PR Forum, Madrid. • Baltic PR Conference, Russia. • Holmes Report Global Summit,

Miami

!

www.amecorg.com

!

@amecorg

QUESTIONS