pr measurement for tourism

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Public Relations Measurement for Travel and TourismBarcelona and Beyond

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Agenda

- Why Measure?- Industry Snapshot- Barcelona Principles – Death to AVEs- What it Means for Tourism- Real-World Examples- Tools of the Trade- Tips and Takeaways- Additional Resources

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Why Measure?

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Why Measure?

- Evaluate program successes- Gauge trends, topics and issues- Develop better strategies and plans- Tie to marketing, executive priorities- Protect resources and grow budgets

Source: Weber Shandwick/Tim Marklein

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Sage Advice

What gets measured gets done.

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Sage Advice

Not everything that can be measured matters. And not everything that matters can be measured.

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Industry Snapshot

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Changing Landscape

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Changing Landscape

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The Good, The Bad and The Ugly

Source: Weber Shandwick

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The Really Ugly: Lack of Understanding of PR

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The Really Ugly: PR as a commodity

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Turning Point 2010

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Watershed Moment

- 2009 – Institute for Public Relations (IPR) Measurement Commission “condemns the name, concept and practice of ad value equivalencies”

- Earned media space does not equal paid media space (credibility)

- Media cost does not equal media value

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Now What? Barcelona and Beyond

- 2010: Barcelona conference on Measurement- 200 esteemed specialists from five global organizations- Birth of “The Barcelona Principles”

- 2011: Lisbon Legacy: A 2020 Measurement Agenda- A coalition working together

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The Barcelona Principles

1. Importance of goal setting and measurement- Goals should be quantitative (increasing revenue or customer satisfaction)- Measurement should include traditional AND social media (and their effect on stakeholders

2. Measure outcomes vs. outputs- Measure the effect of your efforts; not just what you did (releases, clips, events, etc.)

3. Effect on business results can and should be measured where possible

4. Media measurement requires quantity AND quality (prominence, tone, sentiment)

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- Reveal and explain the method your are using- Adopt a program that can be repeated

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To Sum it Up

- It’s not just about media and clip counting – measure your program, including social

- Always evaluate quality and message, not just quantity- Real world: Some clients and executives still want AVEs –

nothing better out there yet - Transparency is key during this transition- Shift focus to business outcomes – awareness, understanding,

attitudes, behaviors, engagement, sales, market share- Back to basics

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Back to Basics

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Back to Basics – Valid Metrics Framework (AMEC)

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What does it mean for Tourism?

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What Matters: As Duane Parrish Puts it

- Heads in Beds- Feet on the Fairways- People in the Parks

Economic Development and Jobs

Source: Weber Shandwick

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The Five Stages of Travel – “The Funnel”

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Overall Annual Reporting

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The Real World: Challenges

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Challenges

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Top Measurement Challenges Facing PR Pros

- Finding the Budget- Identifying the Right Tools- Designing programs so they are measureable

Source: 2011 Bulldog Reporter/Thompson Reuters PR Measurement Practices Survey

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Best Practices:Taking Measurement

Forward

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Campaign Example:Sixty Miles in 60 Days

Goal: Increase awareness of shoulder season travel by highlighting the area’s best-kept secrets.

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Campaign Elements

- Media Relations- Blogger relations- Blogger FAM trip

- Social Media Activation- Pinterest pin-to-win contest- 60 Secrets blog posts- Social media giveaways via blog, Twitter- Photo contests via Facebook

- Advertising Support- TV- Online

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Measurement

- KPIs:- Impressions- Tonality- Blogger engagement- Fans/followers- Click-through traffic to website

- Insights:- Topics that sparked conversation- Secrets that people knew about most/least- Social channels generated greatest loyalty

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Tools

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Share of Discussion

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Causation

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Value-Based Scoring

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Tools

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What can you add to the dash?

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Bulldog Reporter Buying Guide

Five Chapters- Before you start

shopping- New developments in

resources- Needs assessment- Questions to ask

yourself- Head-to-head

comparisons

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Comprehensive Full-Service Monitoring

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Broadcast TV & Radio Monitoring

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Social Media: Free/Low Cost

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Social Media: Paid Full-Service

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Free = Google Alerts + Netvibes Dashboard

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Blogger Evaluation

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Last, But Not Least…

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Tips and Takeaways

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Tips and Takeaways

- Get smart – then get conversational- Practice (measurement training exercise)- Demos and free trials- Make your results sing and dance – tell the story- Set benchmarks (progress over time, comparisons to competitors)- Secret to better measurement: simple questions with evidence-

based answers- Who are you seeking to affect?- What about them are you seeking to affect?- How much must they be affected to be successful?- By when does this need to occur?

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It’s Easy.

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Resources

- K.D. Paine’s PR Measurement Blog and “Measure what Matters”- International Association for the Measurement and Evaluation of

Communication (AMEC)- Institute for Public Relations – IPR Measurement Commission- PRSA- Bulldog Reporter- PR News – Measurement Corner

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Questions?

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Thank You!

Marty McDonald@MarMcDonMarty.McDonald@Fahlgren.com

Kimberly Miles@KimberlyMiles2Kimberly.Miles@Fahlgren.com