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PR Analytics & Measurement

A New Data Frontier

Christine PerkettCEO & Founder, SeeDepth Inc.@missusP@SeeDepthInc

How I Know Your Pain

AMEC Measurement Month

A Historical Look at PR Measurement

A Move Toward Standards

Measurement Without Analysis Is Just A Report

Resources and Tools@missusP

@SeeDepthInc

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How I Know Your Pain

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20 years in the industry

Agency and corporate experience

100s of measurement presentations

My fair share of clip books and status reports

I’ve Been In Your Shoes

@SeeDepthInc @missusP

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AMEC Measurement Month

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A Global Education Initiative: Europe, APAC, North America

North America September 14-18, 2015

PR News, PRSA, PR Moment, etc.

Our initiative: to make better tools available to everyone

Follow the Conversation: #AMECMM

AMEC Measurement Month

@SeeDepthInc @missusP

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Historical PR Measurement

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Academicians -- especially those social scientists specializing in mass communications

techniques and theory -- carried out numerous studies and prepared scholarly papers on

measuring communications effectiveness as early as the 1940s and 1950s.

The first ever conference on measuring public relations effectiveness was held in October,

1977 on the campus of the University of Maryland.

- Dr. Walter K. Lindenmann, Ph.D., Putting PR Measurement and Evaluation Into Historical

Perspective, 2005

PR Measurement Isn’t New

@SeeDepthInc @missusP

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A binder collection of articles on a brand, often seen in office waiting rooms

The nemesis of many a PR intern

In high demand in the 1990s

The bigger, the better

The Clip Book

@SeeDepthInc @missusP

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Focused on budget defense

Tactical

Reporting more outputs than outcomes

Not much strategic analysis on effectiveness

The Status Report

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The three major issues that we in the public relations field need to address pertaining to PR

measurement and evaluation are these:

• We need to more effectively train public relations practitioners and counselors on how to

measure and evaluate public relations effectiveness.

• We need to do a better job of building public relations measurement and evaluation

components into our various ongoing communications programs and activities.

• We need to do a better job of convincing senior management of the importance of

allocating appropriation funds to support PR evaluation efforts.

- Dr. Walter K. Lindenmann, Ph.D., Putting PR Measurement and Evaluation Into Historical Perspective,

2005

10 years later, the same problems still exist

@SeeDepthInc @missusP

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If we choose to, we can see what isn’t working as well as what is

Doing so enables us to create stronger, more targeted strategies

We can move beyond experience hunches

We can take a seat at the table: proving value to the C-Suite

Insights help us understand not just what happened, but why

We can go beyond numbers (views, likes, articles) and move to analysis

(what’s driving actual value and ROI)

How Data Has Changed Measurement

@SeeDepthInc @missusP

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If a Tree Falls in a Forest…

Image Credit: ‘Fallen Tree’, Photo by Unsplash, CC0 Public Domain, via pixabay

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A Move Toward Standards

@SeeDepthInc @missusP

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A set of seven voluntary guidelines established by the public relations (PR) industry to

measure the efficacy of PR campaigns.

1. Measuring the effect on outcomes is preferred to measuring outputs

2. Media Measurement Requires Quantity and Quality

3. Social Media Can and Should be Measured

4. Measurement and evaluation require both qualitative and quantitative methods

5. AVEs are not the value of communications

6. Social media can and should be measured consistently with other media channels

7. Measurement and evaluation should be transparent, consistent and valid

•

The Barcelona Principles – 2.0

@SeeDepthInc @missusP

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“The updated Barcelona Principles are great but it would be more helpful to know how to put them into action.”

@SeeDepthInc @missusP

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Measurement Without Analysis Is Just A Useless Report

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“Anyone in the PR industry who simply assumes they’ll change fast enough or that metrics won’t pose major challenges probably isn’t paranoid enough.” - Joseph Kingsbury, Text100

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1. Under Think – no knowledge of Barcelona Principles, old reporting

and manual methodologies

2. Over Think – complicated processes, trying to do everything heard

at a conference, time consuming and expensive so it doesn’t get

done or lacks consistency

Two Types

@SeeDepthInc @missusP

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Today’s leading PR firms and executives understand how to combine

analytics tools and human insight to present more compelling

measurement reports

Your objectives – organizational, departmental

What to consider when reviewing a PR report

Analysis is crucial to help identify patterns of success to repeat what’s

working and pivot from what isn’t.

Measurement + Analysis

@SeeDepthInc @missusP

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NowAction

Quality

Referrals

Revenue

Conversions

Influential Messages

ThenAwareness

Quantity

Circulation

AVE

Impressions

Share of Voice

Then Vs Now

@SeeDepthInc @missusP

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What’s the value of a media placement?

Media

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What makes a qualitysocial engagement?

Social & Content

A recent CMOSurvey.org poll found that only 15% of marketers believe they can qualitatively prove the impact of their social media programs

@SeeDepthInc @missusP

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How do you analyze ROI?

Events

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Business Goals What does the C-Suite want? How will you demonstrate ROI?

Communications Objectives What are you measuring and why? Measure results against objectives

Benchmark

Don’t just look back, look forward Can we learn? What can we then predict?

Find the right tools to keep it manageable

Effective Measurement Path

@SeeDepthInc @missusP

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Evaluate the effectiveness of all media Paid, Earned, Shared, Owned

It’s not just about media “It’s time to disqualify award entries that do not comply” – Katie Paine Examples: video campaign, advocacy campaign, emoji press release Read more: www.painepublishing.com http://painepublishing.com/

Don’t just look back, look forward

Predictive Analytics

Effective Measurement Path

@SeeDepthInc @missusP

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Recap

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Clear Business Goals

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Aligned Communications Objectives

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Benchmark

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Gathering and Analysis of Data

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Resources and Tools

Paine Publishing

AMEC

Institute for PR

#measurePR

Insights and Information

@SeeDepthInc @missusP

SeeDepth

AirPR

TrendKite

PR Analytics Software

@SeeDepthInc @missusP

Cision

CoverageBook

CyberAlert

Meltwater

Media Monitoring

@SeeDepthInc @missusP

Gorkana

Universal Information Services

Human Coded Measurement

@SeeDepthInc @missusP

Sprout Social

Social Mention

Mention

Topsy

PinAlerts

Social Media Monitoring

@SeeDepthInc @missusP

My Iris PR

Bullhorn

PR Automation and CRM

@SeeDepthInc @missusP

HB Agency

Ketchum

SHIFT Communications

PR Agencies

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THANK YOU!www.seedepth.com

@missusP@SeeDepthInc