guide to best practices in pr measurement

Guide to Best Practices in PR Measurement

Volume 2

Published by PR News Press

www.prnewsonline.com

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Best Practices in PR Measurement - Volume 2

Dear PR Colleague,

From the early hours of our day, we’re measuring something: the amount of coffee in the filter

(how much caffeine do I really need?); what to wear (what’s my mood — a jacket with that shirt?); how to organize the day’s errands (how important is it appointment after all?). You get the picture.

In the office, it’s another story. Measurement is both the Holy Grail and the gnat swirling in front of our faces on a hot summer day. We love measurement and we hate it. But at the end of the day, we need it. It’s what makes our organizations better, more efficient. It’s what makes us more successful, smarter.

PR News has woven the topic of measurement into nearly every story we write. Despite the fact that journalists by nature are cynical and will always want you to “prove it,” we know that if it can’t be measured, then there’s something missing. You get that. What’s hard to grasp, though, is how to measure, what to measure — and then, what to do with the results.

This second volume of the PR News Measurement Guidebook challenges you to step up your game, and we show you how. We’ve asked measurement experts from all walks of business life — corporations, nonprofits, PR firms and universities — to share their ideas on the next practices in PR measurement. There is no cookie-cutter recipe here, but there are shared strategies and tactics. From this guidebook, you can pick and choose the ideas and techniques that are best for you.

There’s a lot to digest in this Guidebook, so I recommend you bring your highlighter to a quiet room and a comfortable chair, and start consuming the ideas contained herein. And I thank you for taking interest in this incredibly important topic.

All the best in your PR efforts,

Diane Schwartz Vice President & Group Publisher, PR News www.prnewsonline.com [email protected]

PS: Special thanks to the Institute for Public Relations for their partnership on this book.

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Guidebook Editor & PR News VP/Group Publisher: Diane_Schwartz,_301.354.1761,[email protected] News Editor: Courtney_M._Barnes,__212.621.4986;[email protected] Director: Peggy_Cope,__212.621.4875;[email protected]__Director of Marketing Comms: Amy_Jefferies,__301.354.1699,[email protected]_Director of Circulation Marketing: _Carol_Bray,_301.354.1763,[email protected] Art Director: Dimitry_EkzarkhovSenior Graphic Designer: Tara_ZainoDivision President, Heather_Farley President & CEO, Don_Pazour

PR News ADVISORY BOARD Ned Barnett —_Barnett_Marketing_Communications Carol Cone —_Cone_Inc_Peter Debreceny —_Allstate Mike Herman —_Epley_Associates Anne Isenhower_—_American_Cancer_Society_Jim Lukaszewski —_Lukaszewski_Group_Tom Martin —_ITT_Mike Paul —_MGP_&_Associates_PR_Deborah Radman —_Stanton_Communications_Gerald S. Schwartz —_G.S._Schwartz_&_Co. Helene Solomon —_Solomon_McCown_&_Co.Mark Weiner —_Delahaye_

PR News BOARD OF CONTRIBUTORS Andy Gilman —_CommCore_Consulting_Angie Jeffrey —_VMSBruce Jeffries-Fox —_Jeffries-Fox_Associates Richard Laermer —_RLM_Public_RelationsRichard Levick —_Levick_Strategic_Comms_Katie Paine —_KDPaine_&_Partners_Rodger Roeser —_Justice_&_Young_Lou Thompson —_National_Investor_Relations_Institute_Reid Walker —_Honeywell_Article Reprints, 800.707.5814;[email protected] photocopy or reuse requests:[email protected]

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Table of ContentsChapter 1: Trends & Opportunities Embracing_the_Clarity_of_Measurement_.................................................................................................................... 10

Prospective_and_Retrospective_Approaches_to_Measurement_................................................................................... 12

When_Worlds_Collide:_Relationship_Management_Gets_and_Education_..................................................................... 14

How_to_‘Go_International’_Through_Research_............................................................................................................. 16

Measurement_Dashboards:_a_Panacea_for_Accountability_Needs?_............................................................................. 18

Measurement_Mantra:_Don’t_Break_the_Five_Rules_of_Engagement........................................................................... 20

Metrics_Offering_Intelligence_Beyond_the_Numbers_.................................................................................................. 22

Prioritizing_Stakeholders_for_Public_Relations_.......................................................................................................... 24

Chapter 2: What’s Your Reputation Worth? Measuring_Corporate_Reputation,_Making_the_Connection,_Defending_the_Case_...................................................... 40

Unrolling_the_Road_Map,_Reaching_a_Goal_................................................................................................................ 43

How_to_Measure_Your_Results_in_a_Crisis_................................................................................................................... 46

Chapter 3: Media Relations Measurement How_to_Manage_Media_Relations_when_the_‘Journalist’_is_a_Blogger_......................................................................... 56

Perspectives_on_the_ROI_of_Media_Relations_Publicity_Efforts_.................................................................................... 58

The_Games_of_Telephone_and_Dominoes:_Measuring_the_Success_of_Your_Media_Campaign_...................................... 66

Methodology:_a_30,000-Foot_View_on_how_to_Approach_Media_Relations_................................................................ 68

Exploring_the_Link_Between_Volume_of_Media_Coverage_and_Business_Outcomes_.................................................... 70

Chapter 4: Measuring Marketing Communications Evaluating_the_Social_and_Business_ROI_of_Cause_Branding_Initiatives_...................................................................... 82

In_an_Eventful_Time,_What’s_the_Sponsor’s_ROI?_........................................................................................................ 84

Exploring_the_Comparative_Communications_Effectiveness_of_Advertising_and_Public_Relations_.............................. 86

A_Discussion_of_Advertising_Value_Equivalency_......................................................................................................... 93

That_Was_a_Good_Speech._Now,_Why_Did_We_Do_It?_................................................................................................... 96

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Chapter 5: Leveraging New Media Basic_PR_Measurements_Using_Google_and_Other_Resources_.................................................................................... 100

Help_from_the_Tech_Side:_Truly_Meassuring_the_Impact_of_PR_.................................................................................... 103

New_Rulers_for_a_New_World:_How_to_Measure_the_Impact_of_Consumer-Generated_Media_...................................... 105

Content_Paralysis_..................................................................................................................................................... 110

Gathering_Listener_Feedback_for_a_Podcast_.............................................................................................................. 112

Managing_Risk,_Maximizing_Results:_Video_Rocks_Traditional_PR_.............................................................................. 113

Understanding_and_Controlling_Digital_Risk_............................................................................................................. 115

Chapter 6: Making the Sales Link Making_the_Link_Between_Public_Relations_Initiatives_and_Sales_Revenue................................................................ 122

SEO_and_PR:_The_One-Two_Punch_for_Driving_Sales_................................................................................................... 125

A_PR_Campaign_that_Gets_the_Sales_Picture_.............................................................................................................. 128

Chapter 7: Proving Your Worth Proving_Your_Worth:_What_Does_Success_Look_Like?_................................................................................................. 134

All_About_the_Bottom_Line:_Measuring_PR_from_a_Business-Development_Perspective_............................................. 136

Your_Best_Brand_Ambassadors_Could_Be_Right_Down_the_Hall_.................................................................................. 138

The_Value_of_Public_Relations_Strategists:_Resolving_a_Perpetual_Misunderstanding_................................................ 140

Chapter 8: Measuring What’s Inside: Internal PR The_Unquantifiable_Value_of_Ethics_Training_............................................................................................................. 148

Implementing_New_Media_Tactics_to_Reach_Internal_Audiences_............................................................................... 150

Internal_Measurement:_Moving_Beyond_Time_Sheets_and_Line_Items_....................................................................... 152

Prozac_Corporation_................................................................................................................................................... 154

Chapter 9: Case Studies in Measurement Children’s_Healthcare_of_Atlanta:_A_PR_Measurement_System_................................................................................... 160

Anatomy_of_a_Partnership:_City_Year_&_Timberland_................................................................................................... 162

Creating_the_‘Leading_Economic_Indicator’s_Indicator’_............................................................................................... 165

Measuring_Media_Understanding_Ensures_a_Winning_Strategy_................................................................................. 166

Using_Measurement_to_Plan_and_Manage_Stakeholder_Engagement_....................................................................... 168

Chapter 10: Dictionary of Public Relations Measurement and Research

guide to best practices in pr measurement

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