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TRANSCRIPT
Every PR agency can deliver effective measurement Size is not the barrier
16 June 2016
Libby Howard Managing Director, Intelligent Conversation
Welcome, why we are here
Why we are here
Our aim today
Andy West Chief Development Officer, Hotwire Public Relations
Measurement Paralysis
Why are we still having the measurement argument?
What’s your “measurement reaction”?
A: JOY B: INDIFFERENCE C: FEAR
Why do you think that is?
A: FEAR OF NUMBERS B: LACK OF KNOWLEDGE C: POOR LEADERSHIP
What can be done?
A: START SMALL B: EDUCATE C: CELEBRATE
Jesper Andersen Managing director & strategy advisor
Quantum Public Relations
An insight from Denmark: benchmark study
April 2016 survey of members of the Danish Communication Association (DKF)
0 50 100 150 200 250 300 350
No
Yes, using assistance from measurement provider
Yes, we measure in-house
Do you measure and evaluate your communication?
Total
48% indicate a disturbing lack of interest from the top management level
0 10 20 30 40 50 60 70 80
Other
It is not relevant to our organisation
Do not see business value in coms measurement
Not a coms department priority
Not a top management priority
Overwhelmed by data quantity
Problem choosing relevant metrics
Do not possess skill set to measure
Lack financial resources
Lack the time
Lack of technical tools like software
Reasons given for not measuring communication
Total
Danish communicators rate their measurement skill set largely as ‘medium proficiency’ and are often self-taught
0 20 40 60 80 100 120 140 160 180
It is a part of my education
I received e-learning
I attended a course, seminar or conference
I am part of a networking group focused on measurement
By reading books and/or articles on the internet
I am self-taught
I get measurement and analysis explained to me by an advisor
Where or how did you acquire your measurement skill set?
Total
Sara Blázquez Managing Director, Burson-Marsteller
Find the value-added role for the PR
agency
The experience of setting up a framework for an European network
• Successful measurement is a team effort: PR agencies + expert partners
• How to manage different levels of expertise/knowledge
• Setting-up a practical framework: open plus concrete
• The importance of identifying tools and procedures
• Each partner has a mission to accomplish for the client
The relevance of having procedures to follow when measuring the efficiency of communication
Flow of Process
Prepare the
Communications plan
Define goals and select
the target audiences
Choose the KPIs according to
actions and objectives
(outputs and outcomes)
Choose the
tools
01
02
03
04
05
Gather your data
Obtain your
graphics
06
07
Create your final report
including graphics and final
conclusions
The experience of reaching a sectorial agreement
• A project sponsored by ADECEC (national association of PR agencies in Spain)
• Working sessions with an integrated team: PR agencies, measurement companies and researchers
• Agreement on how to apply the Barcelona Principles in our country
• Presentation of the guidebook in Measurement Week, next September
Ben Levine Vice President, Ketchum Global Research & Analytics
Adopting a measurement mind-set
Think improvement, not success
We’re heard it all before…
It’s Confusing It’s Expensive It’s About Headlines
It’s Scary Bigger Means Better
Achieving Measurement Kaizen
Questions?