don´t count the people, you reach reach the people, who count
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Don´t count the people, you reach
Reach the people, who count
Vienna – BerlinDPRG, ICV and PRVA
Berlin – Barcelona – Lisbon – DublinBy Global Alliance, ICCO, Institute for Public Relations, Public Relations Society of America, AMEC U.S & Agency Leaders Chapter
An international agenda
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: 7 principles of PR Measurement
Clash of culturesClippings!contacts!Tonality!!Awareness!Good relations
Turn over?Sales?Profit?Profitability?Cash Flow?
Common languageCommon language
5UNI/PUB SoSe 2012 KC
You can´t manage, what you can´t measure.
1
2
7Susanne SenftKommunikations-Controlling SoSe 2011e 2011
Manager
responsible for results/outcome
Controller
responsible for transparency
dialogue
Agree upon targets
Control activities
2
Organisation chart today
CEOCEO
MarketingMarketingProductionProduction DistributionDistribution
Procurement
Procurement
Public RelationsPublic Relations
3
CEOCEO
Public RelationsPublic RelationsProductionProduction Distributio
nDistribution
ProcurementProcurement ......
Communication objectives consequently and directly deduced from company
objectives
Organisation chart better
3
4
That´s what we need
Set up Basic Modell Communication-ControllingGermany – Austria
No new stuff esp. for communications
need to fit into existing planning and reporting methods in the company
13
Established planning-models
Sociopolitical perspective and reputation
14
14
Established planning-models
Impact-level-model
Input
Output
Outcome
Outflow
Ressources
manpower expenses
InternalOutput
EfficiencyQuality of process
Sticking to budgets /Readability /Error rate /Satisfaction internal clients
External Output
coveragecontent
ClippingsVisitsDownloadsShare of voice
Direct outcome
perceptionknowledge
reputation indexbrandimageLeadsInnovation ratio
Indirect outcome
emotionsentimentBehaviour
AwarenessUnique visitorsReaders per issueRecall recognition
Added value
Impact on strategic/financial targets and ressources
Turn overCost efficiencyBrand valueLeadsCompetence of employees
entity
measure
object organisation media target group organisation
Small impact on added value
Big impact on communication process
Bigger impact on added value
Smaller impact by communication process
sector
❙ media relations
❙ corporate publishing
❙ online-communication
❙ social media
❙ events
❙ internal communications
❙ investor relations
Reference frame
Key performance indicatorsPRVA
PRVA KPI media relations
PRVA KPI social media
What Good Media Analysis Looks Like:
Barcelona Principles
The 10 Golden Rules of Measurement1. Establish written goals
2. Measure the quantity and quality of media
3. Understand the same principles apply to traditional and social media
4. Do not use AVE as the value of PR
5. Add PR questions to tracking surveys to easily capture outcomes
6. Collect media data in a manner usable for market mix modeling
7. Recognize that analytics is the future of PR measurement—ROI is the answer (sic!)
8. Make sure all measurement is transparent
9. Use measurement to track progress and to design programs better
10. Realize that communications experts are not necessarily measurement experts
Barcelona Principles
Don´t count the people you reach
Reach the people, who count
• not for justification, but a steering-instrument
• helps defining objectives, following up and proofing performance
• Requires a careful handling of kpi and benchmarks
Summary
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