demonstrating the business value of pr
DESCRIPTION
When we measure the value of public relations, the most important thing to do is to show how it supports business objectives. That's what this deck, a webinar for PRSA, speaks to.TRANSCRIPT
DEMONSTRATING THE BUSINESS VALUE OF PR
SHONALI BURKE, ABCA WEBINAR FOR PRSA INTERNATIONAL
MARCH 15, 2011
Imag
e: N
asa’
s M
arsh
all S
pace
Flig
ht C
ente
r, Fl
ickr
(CC)
Cartoon: HubSpot, Flickr (CC)
Bad Measurement…
Image: johntrathome, Flickr (CC)
• Only tracks impressions• Uses AVE• Is done inconsistently
Good Measurement …• Tracks what’s
important• Is done
consistently• Connects to
business KPIs• Tracks outputs,
outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)
KPIs… What The @#*!
“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”
~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
Image: Mark H. Evans, Flickr (CC)
The Six KeysTo The Measurement World
WhoWhat
WhenWhere
Why
How
Who?
• Media• Customers• Partners• Employees• Government
leaders• Investors
Image: mhaithaca, Flickr (CC)
What?• Increase exposure• Educate audiences• Improve positioning• Increase mind share• Increase sales• Obtain
members/supporters• Raise awareness for
mission Image: tobi_digital, Flickr (CC)
What?• Outputs: the physical,
direct results of your worko Clipso Brochureso Speaking engagementso Specific positioningo Messages
communicatedo Quoted mentions
Image: scriptingnews, Flickr (CC)
What?• Outtakes: what your
target audience takes away from your programo Messageso Understanding… the perceptions
generated by your outputs
Image: Richard Hutteman, Flickr (CC)
What?• Outcomes: quantifiable
changes that occur as end results of your programo Attitudeso Opinionso Behaviors
ACTION!Image: naturalturn, Flickr (CC)
When?
• Set a timeframe• Compare results
to:o Past performanceo Major competitors
Image: judepics, Flickr (CC)
Where?
• Channels• “Media
universe”
Image: Truthout.org, Flickr (CC)
Why?
Courtesy: KD Paine & Partners
How?• Web site data• Web analytics• Phone, online, paper
surveys• Focus groups• Media analytics• Dedicated
URLs/telephone #sImage: iopinw, Flickr (CC)
Image: Samuel Maycock, Flickr (CC)
So I Measured… Now What?
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
What does the data show?
What’s good, bad and ugly?
Can you connect results to objectives?
Is it relevant?
Measuring Social Media
EngagementQuantity
Influence QualityImage: cindy47452, Flickr (CC) Image: Incase., Flickr (CC)
The Case of the Hungry Child
Source: www.pledgetoendhunger.com
Courtesy: Scott Henderson & Media Sauce
Courtesy: Scott Henderson & MediaSauce
Results• 4,800 pledges (380% > goal)• 1st 1k pledges in 28 hours• > 19k site visitors• $28k for Share Our Strength
(@95% 1st-time donors)• 2,600 members of Facebook
Cause• 560k servings of food to
food banks in 4 cities
Courtesy: Scott Henderson & MediaSauce
The Case of The OKC Jeweler
© Daniel Gordon, used with permission
@dangordon@samuelgordons
The 4-1-1
© Daniel Gordon, used with permission
2006 – 2010:Ad spend: from $500K - $50K
Revenue: 30% increase2008 – 2010:
Foot traffic: from 20% - 40%Cour
tesy
Dan
iel G
ordo
n, S
amue
l Gor
don
Jew
eler
s
Blog traffic
Monitoring & Measurement on a Shoestring
Image: sun dazed, Flickr (CC)
Measurement Smarts• What’s your “measurement universe”?• Take 1 oz. of research over 1 lb. of pain• Impressions mean nothing on their own• Outputs, outtakes and outcomes• Use the W5+H principle
How Do You Pull This Together?
PRSA Recommendations
http://www.slideshare.net/prsa/documenting-the-business-outcomes
http://comprehension.prsa.org/?cat=589
A Few More Resources• http://kdpaine.blogs.com • http://iabc.com • http://prsa.org • http://instituteforpr.org • http://metrica.net/measurementmatters • http://www.communicationammo.com • http://www.metricsman.wordpress.com • http://www.toprankblog.com • Bi-weekly #measurePR Twitter chat• http://WaxingUnLyrical.com:
measurement/measurePR categories• http://twitter.com/shonali/measurement
Don’t Forget!
Questions?
Thank you!
Image: Håkan Dahlström, Flickr (CC) [email protected]
@shonali
www.WaxingUnLyrical.com
www.shonaliburke.com
slideshare.net/shonaliburke