from wtf to kpi: demonstrating the business value of public relations
DESCRIPTION
For years, PR has been plagued by the perception that it is not a strategic business function - though all the textbooks say it is. This presentation, created for a webinar for PRSA, examines PR's business value, and how to integrate best practices into your work to show the value you bring to your organization.TRANSCRIPT
FROM WTF TO KPI:
DEMONSTRATING THE BUSINESS VALUE OF PUBLIC RELATIONS
A webinar for PRSAPresented August 24, 2010
Shonali Burke, ABC
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
Light at the End of the Tunnel
Image: Murtada al Mousawy , Flickr (CC)
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: alasis, Flickr (CC)
What?
• Outcomes: quantifiable changes that occur as end results of your programo Attitudeso Opinionso Behaviors
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)
“Answer”
The “Real” Answer
Source: Digital Buzz Blog
BUT WHAT ABOUT US “REGULAR” FOLK?
Image: mickiky, Flickr (CC)
Pledge To End Hunger
Source: www.pledgetoendhunger.com
Courtesy: Scott Henderson & MediaSauce
Courtesy: Scott Henderson & Media Sauce
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
Measurement on a Shoestring
• Zoomerang, Survey Monkey, social networks
• Google is your best friend• RSS feeds, news/blog
alerts• Google Analytics• Make friends with Excel
Image: psyberartist, Flickr (CC)
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
PRSA Recommendations
http://www.slideshare.net/prsa/documenting-the-business-outcomes
http://comprehension.prsa.org/?cat=589
The Barcelona Principles
Image: Wolfgang Staudt, Flickr (CC)
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!
Where you can find me:
E-mail: [email protected]: @shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Image: Håkan Dahlström, Flickr (CC)
Title slide image: Gregory Povey, Flickr (CC)