pr news conf march 2011
DESCRIPTION
Must-Know Trends and Next Practices in PR Measurement: Barcelona Principles and Alternatives to AVETRANSCRIPT
Must-Know Trends and Next Practices in PR Measurement: Barcelona and Alternatives to AVE
March 1, 2011
Angela Jeffrey, APRVice President Integrated Media
Barcelona Principles
1. Importance of goal-setting and measurement
2. Measuring the effect on outcomes I preferred to measuring outputs
3. The effect on business results can and should be measured where possible
4. Media measurement requires quality and quantity
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
Ruth Pestana, Worldwide Director of Strategic Services from Hill & Knowlton – the chair of AMEC’s post Barcelona Principles taskforce on valid metrics
Moving towards Business Results
• The Valid Metrics Taskforce, representing 5 agencies and 4 providers, were asked:
• So if AVEs are not valid metrics, what are the valid metrics?
• And we in turn asked ourselves:
• How do we help move PR Measurement along the road towards Business Results?
AVEs
BizResults
A (Very) Simplified View of How PR Works
Business Results
Aligning with the Communication Funnel
AWARENESS
INTEREST
PREFERENCE
ACTION
KNOWLEDGE
What about Outputs, Outtakes, Outcomes?
Business Results
Awareness Knowledge/Understanding
Interest/Consideration
Preference/Support
Action
Public Relation Activity
Intermediary Effect
Target Audience Effect
COMMUNICATION / MARKETING FUNNEL
The Valid Metrics Matrix
PHASES
Org/Biz
Result
Org/Biz
Result
Brand / Product Marketing
Awareness Knowledge Consideration Preference Action
Public RelationsActivity
•Media engagement
•Blogger engagement
• Influencer engagement
•Events/ speaking opportunities
•Content creation
•Site/Social Media posts
Intermediary Effect
(Media, Bloggers)
Target Audience Effect
(Customers and Consumers)
Brand / Product Marketing
Awareness Knowledge Consideration Preference Action
Public RelationsActivity
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 recommend-ations
•Rankings on industry lists
•Social network fans and followers
• Retweets/Likes/Linkbacks
• Online comments
Target Audience Effect
Brand / Product Marketing
Awareness Knowledge Consideration Preference Action
Public RelationsActivity
Intermediary Effect
(Media, Bloggers)
Target Audience Effect
(Customers and Consumers)
•Unaided awareness
•Aided awareness
•Knowledge of company, product attributes and features
•Brand association and differentiation
•Expressed opinions in online communities
•Brand/product relevance to consumer/ customer•Visitors to site•Click-thru to
site•Time spent on
site•Site
downloads•Calls to
infoline•Event/meeting
attendance
•Attitude uplift•Purchase
consideration•Brand
preference/ loyalty/trust
•Expressed advocacy
•Links to site•Requests for
quote•RFPs/RFQs
(B2B)•Product trials
•Leads generated
•Sales•Market share•Cost per
thousand sold•Cost savings•Customer
loyalty
Awareness Knowledge/Understanding
Interest/Consideration
Preference/Support
Action
Public Relation Activity
Intermediary Effect
Target Audience Effect
COMMUNICATION / MARKETING FUNNEL
Applying the Approach to Other Objectives
PHASES
Org/Biz
Result
Org/Biz
Result
If you were using AVE’s to …
• … solely evaluate PR success, there is no single replacement metric, so consider the palette of Valid Metrics instead.
• …provide comparative media costs for PR against other disciplines, you can use earned impressions; earned cost per thousand impressions; gross rating points and target rating points, as they all compare well to other media.
• …provide a financial denomination for PR, you can look at total value of sales/sales leads/revenue generated by PR activities; PR activities’ contributions to sales/sales leads/revenue (often calculated via marketing mix analysis), cost savings due to PR activities, increased mindshare or increased/decreased market capitalization.
Reputation Building
Awareness Knowledge Interest Preference Action
Public RelationsActivity
Intermediary Effect
(Media, Bloggers)
Target Audience Effect
(Multiple Stakeholders)
•Unaided awareness
•Aided awareness
•Knowledge of company profile and offer
•Expressed opinions in online communities
•Acknowledge-ment of relevance of company by stakeholders•Visitors to site•Click-thru to
site•Time spent on
site•Site
downloads•Calls to
infoline•Event/meeting
attendance
•Attitude uplift•Uplift in
reputation drivers (e.g. Trust, Admiration)
•Belief in corporate brand
•Expressed advocacy
•Links to site•Relationships
with key stakeholders
•Sales•Market share•Cost savings•Customer
loyalty•Share price•Talent
retention and recruitment
•Legislation change
•Regulation change
Issue Advocacy /Support
Awareness Understanding Interest Support Action
Public RelationsActivity
Intermediary Effect
(Media, Bloggers)
Target Audience Effect
(General Public)
•Unaided awareness
•Aided awareness
•Knowledge of issue
•Knowledge of client POV
•Expressed opinions in online communities
•Acknowledge-ment 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
•Attitude uplift•Expressed
advocacy•Links to site
•Letters of support (to Congressmen, MPs, etc)
•Registrations to join support group
•Donations •Sponsorship•Legislation
change•Regulation
change•Cost savings
Public Education/ Not-for-Profit
Awareness Understanding Interest Support Action
Public RelationsActivity
Intermediary Effect
(Media, Bloggers)
Target Audience Effect
(General Public)
•Unaided awareness
•Aided awareness
•Knowledge of facts
•Expressed opinions in online communities
•Acknowledge-ment 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
Crisis & Issues Management
Awareness Knowledge Interest Support Action
Public RelationsActivity
Intermediary Effect
(Media, Bloggers)
Target Audience Effect
(Multiple Stakeholders)
• Increase or decrease (dependent on objective) in:• Unaided
awareness• Aided
awareness
•Knowledge of facts of the situation
•Knowledge of company POV
•Expressed opinions in online communities
•Visitors to site•Click-thru to
site•Time spent on
site•Site
downloads•Calls to
infoline•Event/meeting
attendance
•Negativity towards company offset by neutral and positive opinion
•Minimal downward movement on reputation drivers
•Belief in company/ brand
•Expressed advocacy
•Minimal change in share price/ earnings multiple
•Minimal change in market share/ sales/ customer loyalty
•Cost savings
Investor Relations
Awareness Knowledge Consideration Preference Action
Public RelationsActivity
Intermediary Effect
(Media, Bloggers)
Target Audience Effect
(Financial Community)
•Unaided awareness
•Aided awareness
•Coverage in analyst reports
•Knowledge of company profile and offer
•Visitors to IR section of site•Click-thru to IR
section•Time spent on
IR section•Site
downloads•Calls for more
information•Event/meeting
attendance
•Attitude uplift•Endorsement
•Share price•Earnings
multiple•Earnings per
share•Successful
IPO/merger/ acquisition
Employee Engagement
Awareness Understanding Interest Support Action
Public RelationsActivity
Target Audience Effect
(Employees)
•Newsletters/ emails/intranet reach across all employee groups and levels
•Knowledge of CEO vision
•Knowledge of company strategy/ values/polices
•Expressed opinions in employee blogs and online communities
•Visitors to intranet•Click-thru to
intranet•Time spent on
intranet•Intranet
downloads•Town
hall/event/ meeting attendance
•Attitude uplift•Expressed
advocacy•Acceptance/
preparedness for change
•Participation in initiatives
•Reduced employee turnover
• Improved employee productivity
•Lower cost of recruitment