playing defence pr measurement presentation

“THE TRUTH IS THAT WE’RE PLAYING DEFENCE. WE’RE NOT

GENERATING REVENUE FOR THE BUSINESS…

THEY WANT US TO MAKE PROBLEMS GO AWAY”

DEFENCE

PLAYING

@isentia / #pria2014

VALUE IS SUBJECTIVE

Playing Defence / @isentia / #pria2014

AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST

THE C SUITERESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN

FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS



THE C SUITE

PR CAN AND SHOULD BE MEASURED QUANTITATIVELY

WE’RE DISADVANTAGED WITHOUT STRONG METRICS

RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS



THE C SUITE

OTHERS SEE IT AS AN ART FORM RATHER THAN

SCIENCE

BELIEVE IT SHOULD BE MANAGED BY INTUITION

AND FEEL






THE C SUITE

SEE QUANTITATIVE MEASURES AS AN

INEFFECTIVE USE OF TIME AND MONEY

OTHERS SEE IT AS AN ART FORM RATHER THAN

SCIENCE

BELIEVE IT SHOULD BE MANAGED BY INTUITION

AND FEEL





ASK WHAT SUCCESS

LOOKS LIKE


ASK WHAT SUCCESS

LOOKS LIKE

WHAT IS THE FINAL HEADLINE

OF THE PROJECT?


ASK WHAT SUCCESS

LOOKS LIKE


OF THE PROJECT?

WHAT ARE THE KPIs

THAT RESONATE?


ASK WHAT SUCCESS

LOOKS LIKE


OF THE PROJECT?

WHAT ARE THE KPIs

THAT RESONATE?

WHAT DO C LEVEL

EXECUTIVES VALUE THE

MOST?


CASE STUDY:ASSUMPTIONS

JUST DON’T PLAY OUT


WHILE THERE’S NO SILVER BULLET, LINKING

COMMUNICATIONS TO BUSINESS GOALS AND

REPORTING ON OUTCOMES MEANS YOU’RE ALREADY

SPEAKING IN THELANGUAGE OF THE C-SUITE






EVERY PART OF YOUR STRATEGY SHOULD

LINK TO THE GOALS OF THE BUSINESS.






IF IT DOESN’T HELP PROMOTE

BUSINESS GOALS, HAVE THE CONFIDENCE

TO SCRAP IT (THIS WINS SERIOUS POINTS

WITH THE C SUITE)








THIS HELPS TO POSITION PR AS AN

INVESTMENT RATHER THAN A COST CENTRE

IF IT DOESN’T HELP PROMOTE

BUSINESS GOALS, HAVE THE CONFIDENCE

TO SCRAP IT (THIS WINS SERIOUS POINTS

WITH THE C SUITE)




CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE:

INTEGRATED APPROACH

TO EMPOWER CHANGE



INTEGRATED APPROACH

TO EMPOWER CHANGE

MEDIA ANALYSIS EMPOWERED THEM TO

MAKE CHANGES TO THEIR MEDIA TEAM

FOCUS MORE ON THE POWER OF ATHLETE TWEETS AND

DIGITAL CONTENT RATHER THAN

TRADITIONAL PRESS RELEASES



INTEGRATED APPROACH

TO EMPOWER CHANGE






MARKET RESEARCH AND QUALITATIVE

ANALYSIS SHOWED A SIGNIFICANT IMPROVEMENT

IN PUBLIC PERCEPTION OF AUSTRALIAN

PARALYMPIC ATHLETES



INTEGRATED APPROACH

TO EMPOWER CHANGE






MARKET RESEARCH AND QUALITATIVE

ANALYSIS SHOWED A SIGNIFICANT IMPROVEMENT

IN PUBLIC PERCEPTION OF AUSTRALIAN

PARALYMPIC ATHLETES

QUANTITATIVE MEASURES DEMONSTRATED

VALUE TO SPONSORS AND POTENTIAL SPONSORS


@isentia / #pria2014