MEASURING & EVALUATING PUBLIC RELATIONSLocation:Ulster University, Jordanstown!!Date:27 January 2015!!Contact:Chris Love FCIPR!Love PR!1st Floor, 239 Lisburn Road!Belfast, BT9 7EN!T: 07968 477592!E: chris@lovepr.co.uk!W: www.lovepr.co.uk!

ABOUT ME •  Started working in PR, 2001

•  Set-up Love PR, 2007

•  Joined CIPR NI Committee 2012

•  CIPR Northern Ireland Chair, 2014

•  CIPR Fellowship, 2014

•  CIPR UK Council Member, 2014-2016

•  CIPR Professional Practices Committee, 2015

•  CIPR NI PRide Awards, Outstanding Freelance Practitioner, 2013 & 2014

CHANGING MEDIA LANDSCAPE

THEN…

Traditional MediaMedia Relations

Journalists

Press ClippingsControl of Message

NOW…

Digital MediaSocial Media

Mobile Consumption

BloggersInfluencers

Less control of message

BEST PRACTICE

•  Transparency is paramount to sound measurement

•  Importance of goal setting and measurement

•  Measuring the effect on outcomes is preferred to measuring

outputs

•  The effect on business results can and should be measured

•  Media measurement requires quantity and quality

•  AVEs are not the value of public relations

•  Social media can and should be measured

INPUT

RESEARCH!

PRE-TESTING!

PR BRIEF!

OUTPUT

WEBSITE !

RESEARCH SURVEY!

NEWS ISSUED AND COVERAGE MONITORED !

OUT-TAKES

ONLINE ENGAGEMENT!

IS AUDIENCE GETTING THE MESSAGE?!

ANALYSIS OF COVERAGE!

OUTCOMES

RESULTS VERSUS

OBJECTIVES!

EVIDENCE!

WHAT DID EACH PR METHOD

CONTRIBUTE?!

WHAT WAS THE RETURN

ON PR INVESTMENT?!

WHAT LESSONS FOR

NEXT TIME?!

OUTPUTS, OUT-TAKES, OUTCOMES

‘HARD' EVIDENCE

Outputs – the activities that were undertaken in the campaign

Out-takes – the result of these tactics, for example the increase in the awareness of the company and its products amongst the

target audience

Outcomes – the changes in behaviour as a result of the

campaign, for example an increase in the products purchasedby the customer.

CASE STUDY – PESTAURANT, 2013

‘HARD' EVIDENCE

The World’s first pest only restaurant by Rentokil –

residential and commercial pest control

Objectives: •  Drive talkability

•  Improve brand engagement

IMPLEMENTATION 1.  Pop-up restaurant in

London

COVERAGE 1.  360 pieces of coverage

(OTS 791m)

2.  Creating an edible menu

3.  Deliver nutritional facts on insects

2. Trending on Twitter 2000+ mentions58.7m impressions

3.  22% uplift in web traffic on the day

4.  Coverage globally in Brazil, New Delhi, USA, France, Australia & NZ (18 countries in total).

PESTAURANT

‘HARD' EVIDENCE

Rentokil technicians meet 5-6 customers per day.

13k people visited Pestaurants

Pestaurant enabled Rentokil to meet thousands of potential

customers in an informal context.

In 2014, Pestaurant opened in 11 countries

In 2013 the UK, sales increased by more than £1m much of

which is attributed to Pestaurant

VIDEO

VIDEO – MIGRAINE TRUST •  Great use of case studies, real life migraine sufferers

•  £200 budget

•  Simple but effective messaging

•  Engagement tools at the end of the video

•  One week to create and one day to film

@chrislove1

Linkedin.com/in/chrislovepr

www.lovepr.co.uk