Measure what Matters - PRSA

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    Measure What MattersMeasure What MattersA RealA Real--World Approach toWorld Approach to

    Public Relations EvaluationPublic Relations Evaluation

    Alice H. Brink, ABC, APRAlice H. Brink, ABC, APR

    Vollmer Public RelationsVollmer Public Relations

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    Before We BeginBefore We Begin

    A little preA little pre--testtest

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    What We Will CoverWhat We Will Cover PR Measurement in the real world: ideal and realityPR Measurement in the real world: ideal and reality

    The ROI question: how do we demonstrate value?The ROI question: how do we demonstrate value?

    What are we trying to accomplish and how will weWhat are we trying to accomplish and how will weknow when we get there?know when we get there?

    Practical measurement toolsPractical measurement tools

    New twists on ad valueNew twists on ad value pro or con?pro or con?

    Examples and case historiesExamples and case histories

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    Measurement in theMeasurement in the

    Real WorldReal World The ideal: Measure in financial terms theThe ideal: Measure in financial terms the

    impact of public relations efforts on aimpact of public relations efforts on a

    companys reputation, bottomcompanys reputation, bottom--line and abilityline and abilityto conduct businessto conduct business

    The reality: Clip counting and ad valueThe reality: Clip counting and ad valueequivalencyequivalency

    The challenge: Move from current realityThe challenge: Move from current realitytoward idealtoward ideal

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    Measurement is a RealityMeasurement is a Reality In a recent survey, PR pros gave reasons toIn a recent survey, PR pros gave reasons to

    measure:measure:

    Improve communications planningImprove communications planning 89%89% Establish use of key messagesEstablish use of key messages 86%86%

    Prove value of PRProve value of PR 81%81%

    Benchmark vs. competitionBenchmark vs. competition 57%57%

    Source: Reality Check 2001Source: Reality Check 2001

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    Strategic MeasurementStrategic Measurement

    Is RareIs Rare Measurements include:Measurements include:

    Clips/circulation/impressionsClips/circulation/impressions

    Ad value equivalencyAd value equivalencyPublicity valuePublicity value

    Content analysis/evaluation of coverageContent analysis/evaluation of coverage

    Surveys of audienceSurveys of audience

    Hard data (esp. for IR, events)Hard data (esp. for IR, events) Proprietary measurement processesProprietary measurement processes

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    Other FindingsOther Findings

    86% of PR pros surveyed are held86% of PR pros surveyed are heldaccountable for demonstrating resultsaccountable for demonstrating results

    70% have less than 10% of budget allocated70% have less than 10% of budget allocatedfor M&Efor M&E

    26% say budgets have increased in the last 326% say budgets have increased in the last 3yearsyears

    Source: Reality Check 2001Source: Reality Check 2001

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    That Pesky ROI ThingThat Pesky ROI Thing

    How do we show return on the dollarsHow do we show return on the dollars

    spent on public relations?spent on public relations?

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    The Crux: Defining returnThe Crux: Defining return Define the value we are trying toDefine the value we are trying to

    demonstratedemonstrate

    Did we move the needle?Did we move the needle? Direct/outcome measuresDirect/outcome measures

    Did we accomplish the task?Did we accomplish the task?

    Indirect/output measuresIndirect/output measures

    Did we gain new knowledge?Did we gain new knowledge? Feedback/planning measuresFeedback/planning measures

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    AThought about Value:AThought about Value:

    To have meaning, communicationTo have meaning, communication

    measurement must assume the value ofmeasurement must assume the value ofcommunication and focus on effectivenesscommunication and focus on effectivenesswith respecttothe organizationswithrespecttothe organizations

    strategic direction.strategic direction. Thomas J. Lee inThomas J. Lee in Journal of Employee CommunicationJournal of Employee Communication

    Management,Management, 19981998

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    ROI: The Simple AnswerROI: The Simple Answer

    We demonstrate ROI by linking ourWe demonstrate ROI by linking our

    measurements to the strategic objectives of themeasurements to the strategic objectives of thebusinessbusiness

    Next question:Next question:

    How?How?

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    So WhatSo What AreAre We TryingWe Trying

    To AccomplishTo AccomplishAND HOW WILL WE KNOWAND HOW WILL WE KNOW

    IF WE GET THERE?IF WE GET THERE?

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    What Do You Want toWhat Do You Want to

    Accomplish?Accomplish? Set objectives up frontSet objectives up front

    Identify the audienceIdentify the audience

    Ask the question:Ask the question:

    What do you want the audience to do as aWhat do you want the audience to do as aresult of your communications?result of your communications?

    Gain consensus on objectives!Gain consensus on objectives!Agree on measurement processAgree on measurement process

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    Clear objectives are:Clear objectives are: AudienceAudience--focusedfocused

    SpecificSpecific

    MeasurableMeasurable AchievableAchievable

    ConcreteConcrete

    Interim/indirect objectives should be identified asInterim/indirect objectives should be identified assuchsuch

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    Six Basic Public RelationsSix Basic Public Relations

    ObjectivesObjectives Reputation/awarenessReputation/awareness

    Sales/attendance/web trafficSales/attendance/web traffic

    Sales support (recall awareness)Sales support (recall awareness)

    Recruiting/retentionRecruiting/retention

    Investment perceptionInvestment perception

    Persuasion/issues managementPersuasion/issues management

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    ExamplesExamples

    Hospital: Build awareness of five main service linesHospital: Build awareness of five main service linesand physicians among our target market.and physicians among our target market.

    Chemical company: Position company as a leaderChemical company: Position company as a leaderin its market. Target audiences should identifyin its market. Target audiences should identifycompany as a provider of valuecompany as a provider of value--added services toadded services totheir endtheir end--use markets.use markets.

    Plastics producer: Use public relations to supportPlastics producer: Use public relations to support

    increased sales and market share.increased sales and market share.

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    Two Ways to MeasureTwo Ways to Measure

    Direct measurement:Direct measurement:

    OutcomeOutcome--based: measure the resultsbased: measure the results

    Indirect measurement:Indirect measurement:

    OutputOutput--based: measure the mediabased: measure the media

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    Direct MeasurementDirect Measurement

    MethodsMethods

    Perception management studiesPerception management studies thethe

    ultimateultimate stakeholder (audience) researchstakeholder (audience) research

    evaluates change in stakeholder viewpointsevaluates change in stakeholder viewpoints

    Ideally beforeIdeally before--andand--after studiesafter studies

    Can be done on small or large scaleCan be done on small or large scale

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    Getting the data

    Getting the data

    Use data that exists elsewhereUse data that exists elsewhere

    Sales dataSales data

    Web traffic/event attendanceWeb traffic/event attendance Incoming callsIncoming calls

    Stock activity/PE multipleStock activity/PE multiple

    Votes/legislation/public opinion pollsVotes/legislation/public opinion polls

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    Getting the DataGetting the Data

    Develop your own dataDevelop your own data Survey audienceSurvey audience

    Conduct focus groupsConduct focus groups Track sales leadsTrack sales leads

    Gather sales force feedbackGather sales force feedback

    Ask, How did you hear about us?Ask, How did you hear about us?

    Start with benchmark dataStart with benchmark data

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    Practical Ways to MeasurePractical Ways to Measure

    Use a control test (by project or media)Use a control test (by project or media)

    Screen incoming callsScreen incoming calls

    Separate tollSeparate toll--free number or web URLfree number or web URL Phone scriptPhone script

    Survey sales forceSurvey sales force

    Track spikes in calls, sales, web visits vs.Track spikes in calls, sales, web visits vs.media coveragemedia coverage

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    Indirect Measuremen

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