PowerPoint Presentation

Proving the Value of Public RelationsThe PRofessionals

Jerry WardManaging Director, Press Data@JerryBWard

June 2016

Jerry WardFounder of Press Data, 1991Working in Communications Evaluation from 1994Board Director of AMEC since 2006

Why measure?

Are you measuring already?What to measure?What do you do with that knowledge?

Were on a journey.

I couldnt understand why PR needed to stand apart from the dominant approach to performance alignment and management adopted by the majority of functions one might find in a typical organizationPhilip SheldrakeThe Measurement Standard, December 8, 2015Are we there yet?

What does counting tell you?Column InchesTwitter followersRe-tweetsFacebook likesInstagram likes

= Outputs

Bank of Mum and Dad24 hours from 05:30 Tuesday 3rd May 2016

Print (Nationals/daily regionals): 43Online: 144National TV: 28National Radio: 94Regional radio : 768

If home ownership is to be realistic for all who work hard, we need better, faster and more homebuilding.

Innovations such as modular housing, where L&G is leading the way, use sustainable, durable, modern materials and proven technology to create high quality homes meeting a wide range of housing needs and help solve the UKs housing crisis.20 page report into all the issues surrounding the funding of private home ownership

What counting does not tell you?Behavioural changeIncreased salesHigher customer satisfactionHow business performance has improved as a direct result of PR

= Outcomes

The Seven PrinciplesGoal setting and measurement are fundamental to Communication and Public RelationsMeasuring communication outcomes is recommended versus only measuring outputsThe effect on organisational performance can and should be measuredMeasurement and evaluation require both qualitative and quantitative methodsAVEs are not the value of communicationSocial media can and should be measured consistently with other media channelsMeasurement and evaluation should be transparent, consistent and valid

Setting SMART Objectives

PESO MODEL

AwarenessKnowledgeInterestSupport/PreferenceActionPublic Relations ActivityContent creation Traditional media engagementSocial media engagementInfluencer engagementStakeholder engagementEvents/speechesIntermediary EffectAudience reach [traditional & social media]Impressions/Target audience impressionsNumber of articlesVideo viewsFrequencyProminenceShare of voiceKey message alignmentAccuracy of factsKey message alignmentFrequency of (positive) mentionsExpressed opinions of interestSocial network FollowersRetweets/Shares/ LinkbacksEndorsement by journalists or influencersRankings on industry listsExpressed opinions of support or preferenceSocial network Fans LikesTarget Audience EffectUnaided awarenessAided awarenessKnowledge of company profile and offerRelevance of company (to stakeholder)Visitors to websiteClick-thru to siteTime spent on siteDownloads from siteCallsEvent/meeting attendanceAttitude changeUplift in reputation drivers e.g. Trust, AdmirationEndorsementBelief in corporate brandLinks to siteEnhanced relationships with key stakeholdersSalesMarket shareShare priceTalent retention and recruitmentCost savingsCustomer loyaltyLegislation/regulation passed or blocked

Reputation BuildingValid Metric Framework Reputation Building

AwarenessKnowledgeConsiderationPreferenceActionPublic Relations ActivityContent creation Traditional media engagementSocial media engagementInfluencer engagementStakeholder engagementEvents/speechesIntermediary EffectAudience reach [traditional & social media]Impressions/Target audience impressionsNumber of articlesVideo viewsFrequencyProminenceShare of voiceKey message alignmentAccuracy of factsKey message alignmentFrequency of (positive) mentionsExpressed opinions of considerationSocial network FollowersRetweets/Shares/ LinkbacksEndorsement by journalists or influencersRankings on industry listsExpressed opinions of preferenceSocial network Fans LikesTarget Audience EffectUnaided awarenessAided awarenessCoverage in analyst reportsKnowledge of company profile and offerVisitors to IR section of websiteClick-thru to IR siteTime spent on IR siteDownloads from IR siteCallsEvent/meeting attendanceAttitude changeEndorsement

Share priceEarnings multipleEarnings per shareSuccessful IPO/ acquisition/ merger

Investor RelationsValid Metric Framework Investor Relations

Workshop 1You are the PR Team for a major UK Insurer2 weeks before Christmas unprecedented levels of rain fall across the North of EnglandMany towns are flooded and 1000s of your customers are affected.What are the organisational objectives?What are your communications objectives?What actions do you take?How do you measure success?

Workshop 2You are the PR Manager for a campaigning charity building awareness and raising funds for research You have new chief executiveShe does not believe that PR adds any value and the budget should be allocated to the research objectivesWhat are you able to do to demonstrate your effectiveness over the previous yearHow can you create a communications plan that has clear, measurable objectives

Workshop 3You are the Agency for a major UK investment companyYour client has commissioned research to support their business strategyYour client has a traditional view of media relationsWhat is your strategy for reaching your target audiences?How do you measure success?

The Seven PrinciplesGoal setting and measurement are fundamental to Communication and Public RelationsMeasuring communication outcomes is recommended versus only measuring outputsThe effect on organisational performance can and should be measuredMeasurement and evaluation require both qualitative and quantitative methodsAVEs are not the value of communicationSocial media can and should be measured consistently with other media channelsMeasurement and evaluation should be transparent, consistent and valid