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Page 1: PR Measurement 2.0

Proving the Value of Public Relations Activities

How to Measure and Communicate What MattersOregon Governor’s Conference on Tourism

April 28, 2014

Presenter
Presentation Notes
Introductions.
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#ORGC @LANEPR @TravelOregon

Agenda Why Measure?

What to Measure

Travel Oregon’s Media and Blogger Methodology

Q&A

Workshop

The Next Evolution: Influencers

Q&A

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#ORGC @LANEPR @TravelOregon

Why Measure? Demonstrate your efforts are worthwhile

Ensure your programs/departments get funded

Show ongoing improvement in performance

Garner support for increased PR investment

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#ORGC @LANEPR @TravelOregon

What Matters to Your Boss?

Presenter
Presentation Notes
Business/Sales/Customers/Visits Market Share Reputation
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#ORGC @LANEPR @TravelOregon

Current Measurement ShortcomingsMeasurement Type Problem

Ad Equivalency Values Almost all advertising buys are negotiated with different rates and discounts based on frequency

Number of Articles/Placements Fewer stories in more targeted places can be more effective in generating business results than more stories in less targeted places

Circulation/Impressions Circulation or reach doesn’t fully reflect the outlet’s influence over your target audience

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#ORGC @LANEPR @TravelOregon

Today’s Media Landscape Circulation less important, influence

becoming more important

• Print readership declining

• Newsroom/publication staff shrinking

• Declining opportunities with travel publications

• Increase in online media, bloggers and freelancers

• Lifestyle and niche publications, blogs becoming more influential

Presenter
Presentation Notes
The media and communication landscape has changed dramatically. Because of this, the way we measure needs to change.
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What that Means for PR It’s about the quality of the stories,

not just the quantity

Focus time, resources on placing the right stories in the right places

Stories that will drive business, visits

Can no longer rely on quantitative measurement alone

Presenter
Presentation Notes
Need to be strategic with your time, resources Pursue coverage that best hits the audience you want to reach. Stories that will inspire that audience to action. Can no longer rely on quantitative measurement alone Need for a new, more effective way to measure, evaluate efforts
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The Barcelona Principles1. Importance of goal setting first

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

Presenter
Presentation Notes
Travel Oregon’s methodology which will talk about shortly was developed based on the Institute for Public Relations Commission on Measurement and Evaluation and follows the Barcelona Declaration of Measurement Principles. In 2010, PR practitioners from 150 companies and 33 countries gathered in Barcelona and agreed upon 7 principles in PR and communication measurement.
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Travel Oregon’s Methodology Tie objectives to Travel Oregon’s strategic goals

Measure only what we directly touch

Utilize combination of qualitative and quantitative measurement

# Stories Influenced

Total Circulation

Average Score by

Sector

Quantitative + Qualitative (Derived from qualitative evaluation of coverage)

QuantitativeQuantitative

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The Point SystemIs this good coverage?

System for evaluating the quality of media, blogger coverage

Different criteria for each media category/sector

Points 0 1 2 3 4

Story Type ------------ Mention Brief/Roundup Featured Roundup

Oregon Feature Story

Media Tier ------------ Tier 3 ------------ Tier 2 Tier 1

Visuals No Yes ------------ ------------ ------------

Link to Website No Yes ------------ ------------ ------------

TOTAL LOW = 2 ------------ ------------ ------------ HIGH = 10

Presenter
Presentation Notes
Many factors contribute to successful media and blogger exposure. Every piece of coverage is reviewed for target attributes – story type, media tier, visuals, URL inclusion, key message penetration and more – which are assigned a numeric value. Because of their differences, we developed distinct criteria and point systems for each media category. The example here is for consumer travel coverage. Each piece of coverage is scored toward a potential high score of 10. Coverage scores are then averaged for quarterly and annual comparison. Travel Oregon’s average score goal is 8 points for each sector.
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Reporting the Results

April 2014 Issue, Sunset Magazine, “A Perfect Day in Eugene” An article featuring a list of some of the best activities, restaurants, breweries and hikes to explore in Eugene. Region: WVInitiative: TO: Pitch Score: 9

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Reporting the Results

April Issue, Saveur, “From Western Waters” A story highlighting Pacific NW seafood experiences and restaurants to try. Region: OCInitiative: TO: PitchScore: 10

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Why it Works Follows industry best practices,

models used by large corporations including FedEx, Philips and Clorox

Taps into how people are finding, consuming information today

Helps focus and prioritize our media, blogger relations efforts

More accurate, better demonstration of the value of our efforts

Places emphasis on stories that drive visits, business

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How it Was Developed

Objectives

• Tied to strategic goals

Attributes by media sector

• Determined which attributes were most important for each media sector

Benchmark year

• Tracked, measured but did not report out first year

• Tested, refined system before launching externally

Which media drive the most visitors?

What types of stories drive more

bookings?

What specific markets are we targeting? What media are people in that

market consuming?

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Q&A

Presenter
Presentation Notes
Poll audience: Show of hands, how many of you attended last year’s measurement panel? How many of you are measuring your media and blogger relations efforts today? What are you reporting? Ad equivalency values? Number of placements/articles? Total impressions? Is anyone doing something differently?
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WorkshopPractice exercise

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How Would You Score this Clip?

Presenter
Presentation Notes
We are handing out a sample clip from the Heathman Hotel and a score sheet. Read the article, write down the score you would give it and the reasons you scored it that way. We will compare notes.
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What’s Next?Vetting and evaluating influencers

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7 Wonders of Oregon

How the influencers were chosen

• Social influence: # of Instagram followers, blog readership, Twitter followers, Facebook fans, engagement, etc.

• Relevance: Represent target consumer, live in key markets, hobbies align with activities around the Wonders, etc.

• Earned media potential: Either via personal blogs or contributions to editorial outlets

Presenter
Presentation Notes
As part of the 7 Wonders campaign, Travel Oregon is bringing together 7 Instagram influencers, local experts and Oregon locales to create the ultimate social influencer tour to highlight Oregon’s 7 Wonders and the surrounding areas. An influencer will visit a Wonder and the surrounding area to participate in relevant activities (e.g., surfing and crabbing at the Coast). The influencers will document their experiences from their personal Instagram accounts, as well as play the roles of guest Instagrammers for Travel Oregon. INTENT Utilize influential social media luminaries to expand the campaign’s reach Grow Travel Oregon’s Instagram community and amplify its PR reach Gather high-quality photos Engagement with locals, DMOs and other partners in the are Leverage Travel Oregon’s international reach in collaboration with Global Sales How did we choose the 7 influencers? incorporated elements that would help create a well-rounded group of influencers that represent target consumers, live in key markets, and whose hobbies align with activities around the Wonders. When possible we selected influencers who had the potential for earned media placements, either via personal blogs or contributions to editorial outlets.
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7 Wonders of Oregon How we are measuring success

• # Posts

• Fan/follower growth

• Audience engagement

• Website visits

• # Blog posts/features

Presenter
Presentation Notes
How are we measuring the success of the campaign? Again, we are using a combination of quantitative and qualitative measurement.
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Final Recommendations Continue quantitative reporting (e.g. circulation, number of stories)

Begin qualitative measurement

Benchmark and refine over time

Be focused and targeted on where you spend your time

Use measurement to improve your programs

Communicate the TRUE VALUE of your efforts!

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Q&A

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Thank you.

Judiaann Woo Kristin [email protected] [email protected]

Presenter
Presentation Notes
Introductions.
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Proving the Value of Public Relations Activities How to Measure and Communicate What Matters Workshop Excercise

Qualitiative Measurement System Overview Every piece of influenced coverage is reviewed for target attributes – visuals, URL inclusions, key message penetration and more – which are assigned a numeric value. Because of their differences, distinct point systems apply to consumer travel coverage, industry coverage and blogs. Coverage items can earn points in four or five categories (depending on whether it’s a consumer, industry or blog item) toward a potential high score of 10 points. Coverage scores are then averaged for quarterly and annual comparison. The consumer and industry measurement grids are outlined below. Consumer Travel Coverage Criteria (Print, Online, Broadcast)

Points 0 1 2 3 4

Media Tier ---------------- Tier 3 --------------- Tier 2 Tier 1

Website Link No Yes --------------- ---------------- ----------------

Visuals No Yes ---------------- ---------------- ---------------

Story Type ----------------- Mention Brief/Roundup Featured Roundup

Oregon Feature Story

Total LOW = 2 ---------------- ----------------- ---------------- HIGH = 10

Travel Oregon Industry Coverage (Print, Online, Broadcast)

Points 0 1 2

Story Type ---------------- Mention/Brief Feature/Dedicated

Segment

Messaging No TO Message Key Messages Interview/Quote

Tone Negative Neutral/Balanced Positive

Media Tier ----------------- Tier 2 Tier 1

Visuals No One photo Multiple photos/videos

Total LOW = 3 ---------------- HIGH = 10

1 | P a g e

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Proving the Value of Public Relations Activities How to Measure and Communicate What Matters Workshop Excercise

Score this Coverage Full article copy provided on next page. Score Tally

Media Tier TO/DMO Link Visuals Story Type TOTAL

2 | P a g e

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http://www.cnn.com/2014/03/06/travel/natural-records-united-states/index.html?hpt=hp_c3

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10 record-setting natural wonders in the United StatesBy Helyn Trickey Bradley , Special to CNNupdated 12:05 PM EST, Fri March 7, 2014 CNN.com

Please tell us about the natural wonders in your state. Share your suggestions in theEditor's note:comments section below.

(CNN) -- Maybe we've been cooped up too much this winter, but now more than ever, the natural wondersof our world are beckoning to us from behind gray computer monitors, buzzing cell phones and the millionred brake lights ahead of us on the long commute home.

We yearn to leave the laundry, the dishes and the bills behind and swap them out for something bigger,deeper and taller than we could ever be; something that will, at once, make us feel insignificant andperfectly in place.

Pack your bags and wear comfortable shoes, because we've compiled a list of nature's record setters inthe United States that will make for great vacation memories.

29 beach photos that'll make you drool

Deepest lake in the U.S.

Looking to be gobsmacked by nature? Visit Crater Lake in south-central Oregon. Created by the eruptionand ultimate collapse of Mount Mazama more than 7,000 years ago, water filled the caldera, or ring-likeindentation left after the explosion, creating the deepest lake (592 meters; 1,943 feet) in the United States.

In winter, snowshoeing expeditions give a peek into the wilds of this natural wonder. But make sure to visitthis beauty in the summertime, too, when more of the is accessible. A two-hourCrater Lake National Parktrolley tour circles the rim of the lake and allows visitors four scheduled stops. Hop aboard a summer lakecruise, weather permitting, and catch a glimpse of the famed "Old Man of the Lake," a large tree stumpthat has been floating vertically in the cold water for nearly a century. Bicyclists rave about the 33-mileloop around the rim of Crater Lake, but be warned that the route features steep climbs and brilliant viewsin equal portion.

Crater Lake Lodge first opened its doors in 1915 and is a rustic, sweeping homage to the 1920s, completewith a Great Hall and oversized fireplace. It is open seasonally, usually May to October.

10 of the world's coolest underground wonders

Largest living tree in the world

You're going to need a very long set of arms to hug the . Dubbed Generallargest living tree in the worldSherman after the Civil War general, this behemoth lives in the north end of Giant Forrest in SequoiaNational Park, California, and towers about 84 meters (275 feet) high. At its base, this giant is about 31meters (103 feet) around, roughly equal to fourteen and a half Shaquille O'Neals lying head-to-foot aroundthe base of the tree.

jill
Highlight
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Despite its impressive height and width, it is not the tallest or widest tree around. Instead, its distinction asthe largest living tree is judged by the volume of its huge trunk -- 52,500 cubic feet .

Sequoia and Kings Canyon National Parks lie adjacent to each other in the southern Sierra Nevada andmake a wonderful playground, no matter the season. In May, Crystal Cave, a large, naturally-forgedunderground cave with stream-polished rock formations and large marble rooms, opens to the public. Inthe winter, book a room at the rustic , located just minutes from General Sherman, andJohn Muir Lodgetake a cross-country ski trip into the snow-draped forests.

Lowest and hottest spot in the U.S.

If you've had it up to your hairline with ice storms and snow days, plan a getaway to the hottest, lowestplace in the United States: . It may sound like a depressing destination, but this place boastsDeath Valleysome of the most adaptable plant and animal life on the planet.

Death Valley is 86 meters (282 feet) below sea level and was formed when movement in the earth's crustalong a fault line caused the land to sink. From Telescope Peak, the highest mountain in the national parkat 11,049 feet, to the Badwater Basin floor is nearly a two-mile drop, twice the depth of the Grand Canyon.The average rainfall for the area is less than 2 inches per year. A record high of 134°F (57°C) wasrecorded in Death Valley on July 10, 1913.

The park is open year-round, but guided ranger tours are available only in the cooler months fromNovember to April, and they are a great way to learn more about the geology and history of thisfascinating desert. Full Moon festivals, available in the cooler months of the year, give visitors theopportunity to see how this desolate landscape changes at night.

After a long, hot day of exploring the desert, check into the elegant , a well-appointedInn at Furnace Creekresort with spa amenities, spring-fed swimming pools, an 18-hole golf course and stone patios with sunsetviews.

Most affordable Caribbean islands

World's tallest mountain (measured from the ocean floor)

If stargazing is your passion, you can't get much better than , a dormant volcano in HawaiiMauna Keathat, when measured from the ocean floor, is taller than Mount Everest, the world's highest mountain byaltitude. From its ocean-floor base, Mauna Kea measures more than 10,000 meters (about 33,000 feet) ora little more than six miles.

Historically, the summit of Mauna Kea has been considered a spiritual place to native Hawaiians and onlyroyalty and tribal chiefs were allowed to visit. Today, the summit is still spiritually relevant for many people,but thousands of visitors make the arduous trip each year to visit observatories perched at the summit.Every night, regardless of weather, the Visitor Information Station at the Onizuka Center for InternationalAstronomy holds a free public stargazing program.

Book a room at the and relax in the sunny, privately owned VictorianShipman House Bed and Breakfastmansion, complete with more than 20 tropical fruit tree varieties blooming in the garden.

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Highest mountain in North America

If the rugged, wild terrain of Alaska is what your wanderlusting heart needs, book a trip to Denali National in Alaska. This mammoth park -- roughly half the size of Rhode Island -- is home to thePark and Preserve

highest mountain (as measured from its base) in North America: Mount McKinley. The mountain is 6,194meters (20,320 feet) high.

At night, if you camp anytime from August through May, you might glimpse the Aurora Borealis orNorthern Lights. These vivid braids and streaks of light, sometimes red, sometimes green, can brightenthe deep dark skies over Denali and take your breath away. Explore slabs of rocks that geologists havebegun referring to as the dinosaur dance floors because of the high number of fossilized footprints they'vediscovered.

There are no National Park Service accommodations in the park, but you can find stellar digs at Camp, two privately owned full-service lodges that feature guided outings andDenali and North Face Lodge

flightseeing tours.

Tallest natural bridge in the U.S.

The amazing natural structure at in Utah is estimated to be moreRainbow Bridge National Monumentthan 200 million years old, and it stands 88 meters (290 feet) tall. Rainbow Bridge is considered to be thehighest natural land bridge in the United States, and its name hints at the unique color striations formedfrom layers of different types of sandstone which became hardened and fused together by wildfluctuations in the climate through the Triassic and Jurassic periods.

Geologists estimate that several million years ago heavy rains and a rising river gradient swept throughthe area, cutting wide swaths through the water-soluble sandstone and creating many interesting shapesin the landscape.

Today, most visitors gawk at the bridge from a viewing platform, but some folks may backpack along theNavajo Mountain trail once they've acquired the appropriate permit from the Navajo Nation.

Lake Powell, a reservoir of the Colorado River that straddles the border between Utah and Arizona, isrelatively nearby and provides access by boat to the famous land bridge. One of the best ways toexperience the spectacular landscape is to rent a houseboat and navigate Lake Powell via the more than2,000 miles of shoreline.

The sunniest place in the world

If you're ready to trade in your parka and mittens for shorts and sunglasses, seek out a place wheresunshine beams down 90 percent of the year. Yuma, Arizona, is the nation's sunniest city and the leasthumid place in the United States, according to the National Climatic Data Center. It's also the sunniestplace in the world, according to the Guinness Book of World Records. Also, Yuma boasts the leastnumber of days of precipitation in the nation: on average, 16 days per year.

Several side trips outside of Yuma are worth taking. Bring your mountain bike and head out for an 11-miletrek in the Laguna Mountains area. Thirty miles north of Yuma is a must-see for history buffs: CastleDome Landing is a ghost town and museum featuring 23 restored and recreated buildings, including a

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saloon and blacksmith.

Northernmost point in the continental U.S.

If the desert isn't calling your name, and ice fishing sounds alluring, head for an obscure little corner ofMinnesota called Northwest Angle Inlet. The locals call the township "the Angle," and at 49.22 northlatitude, it is the northernmost point in the contiguous United States. (Point Barrow, Alaska, is thenorthernmost point in all U.S. territory).

The only way to get to "The Angle" is to drive through Canada or boat through Manitoba Bay. The Angle isa fisherman's paradise with plenty of walleye and bass, depending on the time of year you visit. Go on anice fishing adventure with the and try out their heated fishing houses. TheyRed Fox Ice Fishing Companyalso rent private, lakefront cabins complete with a cast iron skillet perfect for frying up your catch. Anine-hole golf course offers a respite from fishing, and in the warmer months, berry picking is the activityof choice.

By contrast, if you're hoping for warmer climes, try visiting the southernmost city in the continental UnitedStates: Key West, Florida. Its laid-back reputation and independent culture woos artists of all stripes,including authors Ernest Hemingway and Tennessee Williams, both of whom owned homes in the city.

Deepest canyon in North America

The Grand Canyon in Arizona may be immense, boasting nearly 277 river miles in length, but for sheerdepth, Hells Canyon in eastern Oregon, eastern Washington and western Idaho wins hands-down. At itsdeepest, the canyon plunges 2,452 meters (8,043 feet) from the tip of He Devil Peak to the Snake River.The deepest part of the Grand Canyon is a mere 1,829 meters (6,000 feet).

Hells Canyon was carved with the help of the Snake River which begins in western Wyoming, windsthrough the Snake River Plains, descends into the rocky Hells Canyon and eventually empties into theColumbia River. Make sure to view the Rush Creek Rapids from the majestic Hat Point lookout, thehighest point of Hells Canyon on the Oregon side.

Follow the , a 218-mile stretch of winding road that slips through much diverseHells Canyon Scenic Bywaylandscape -- from the snow-tipped Wallowa Mountains to lush valleys. Book a night stay at the quiet,rustic in Halfway, Oregon.Pine Valley Lodge

Longest river in the U.S.

At more than 2,500 miles, the Missouri River is the longest in the United States, beginning in the RockyMountains of Montana, winding generally south and east before joining the mighty Mississippi River nearSt. Louis, Missouri. "Big Muddy" passes through seven states -- Missouri, Nebraska, Iowa, North andSouth Dakota, Montana and Wyoming -- and explorers Lewis and Clark nearly followed its entire lengthbefore realizing that the waterway stopped short of the Pacific Ocean.

Three Forks, Montana, where the "Big Muddy" originates, is a city worthy of exploration. Start your stay atthe , a recently renovated historic building, and get your waders ready because ThreeSacajawea HotelForks is fly fishing country. Soak in the beauty of snowcapped mountains and cold, blue waters teemingwith trout.

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Go canoeing in the headwaters and watch great blue herons fish near the banks. It's not uncommon tospot a moose lumbering along in the distance. Check out the intricate limestone caverns lined withbeautiful stalactites and stalagmites at the , just 17 miles from ThreeLewis and Clark Caverns State ParkForks.

Tell us about the natural wonders in your state. Please share your picks in the comments section below.

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