pr news conf march 2011

Must-Know Trends and Next Practices in PR Measurement: Barcelona and Alternatives to AVE

March 1, 2011

Angela Jeffrey, APRVice President Integrated Media

Barcelona Principles

1. Importance of goal-setting and measurement

2. Measuring the effect on outcomes I preferred to measuring outputs

3. The effect on business results can and should be measured where possible

4. Media measurement requires quality and quantity

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

Ruth Pestana, Worldwide Director of Strategic Services from Hill & Knowlton – the chair of AMEC’s post Barcelona Principles taskforce on valid metrics

Moving towards Business Results

• The Valid Metrics Taskforce, representing 5 agencies and 4 providers, were asked:

• So if AVEs are not valid metrics, what are the valid metrics?

• And we in turn asked ourselves:

• How do we help move PR Measurement along the road towards Business Results?

AVEs

BizResults

A (Very) Simplified View of How PR Works

Business Results

Aligning with the Communication Funnel

AWARENESS

INTEREST

PREFERENCE

ACTION

KNOWLEDGE

What about Outputs, Outtakes, Outcomes?

Business Results

Awareness Knowledge/Understanding

Interest/Consideration

Preference/Support

Action

Public Relation Activity

Intermediary Effect

Target Audience Effect

COMMUNICATION / MARKETING FUNNEL

The Valid Metrics Matrix

PHASES

Org/Biz

Result

Org/Biz

Result

Brand / Product Marketing

Awareness Knowledge Consideration Preference Action

Public RelationsActivity

•Media engagement

•Blogger engagement

• Influencer engagement

•Events/ speaking opportunities

•Content creation

•Site/Social Media posts

Intermediary Effect

(Media, Bloggers)


(Customers and Consumers)




Intermediary Effect

(Media, Bloggers)

•Number of articles

•Frequency•Prominence•Target

audience reach/ Impressions

•Earned media site visitors

•Social network site/channel visitors

•Video views•Cost per

thousand reached

•SOV in target media/online discussion

•Key message alignment

•Accuracy of facts

• Key message alignment

• Expressed opinions

• Frequency of (positive) mentions

•SOV in target media/online discussion

•Social network fans and followers

• Retweets/Likes/Linkbacks

• Online comments

•Endorsement by journalists and/or influencers

•Expressed recommend-ations

•Rankings on industry lists

•Social network fans and followers

• Retweets/Likes/Linkbacks

• Online comments





Intermediary Effect

(Media, Bloggers)


(Customers and Consumers)

•Unaided awareness

•Aided awareness

•Knowledge of company, product attributes and features

•Brand association and differentiation

•Expressed opinions in online communities

•Brand/product relevance to consumer/ customer•Visitors to site•Click-thru to

site•Time spent on

site•Site

downloads•Calls to

infoline•Event/meeting

attendance

•Attitude uplift•Purchase

consideration•Brand

preference/ loyalty/trust

•Expressed advocacy

•Links to site•Requests for

quote•RFPs/RFQs

(B2B)•Product trials

•Leads generated

•Sales•Market share•Cost per

thousand sold•Cost savings•Customer

loyalty

Awareness Knowledge/Understanding

Interest/Consideration

Preference/Support

Action

Public Relation Activity

Intermediary Effect


COMMUNICATION / MARKETING FUNNEL

Applying the Approach to Other Objectives

PHASES

Org/Biz

Result

Org/Biz

Result

If you were using AVE’s to …

• … solely evaluate PR success, there is no single replacement metric, so consider the palette of Valid Metrics instead.

• …provide comparative media costs for PR against other disciplines, you can use earned impressions; earned cost per thousand impressions; gross rating points and target rating points, as they all compare well to other media.

• …provide a financial denomination for PR, you can look at total value of sales/sales leads/revenue generated by PR activities; PR activities’ contributions to sales/sales leads/revenue (often calculated via marketing mix analysis), cost savings due to PR activities, increased mindshare or increased/decreased market capitalization.

Reputation Building

Awareness Knowledge Interest Preference Action


Intermediary Effect

(Media, Bloggers)


(Multiple Stakeholders)


•Aided awareness

•Knowledge of company profile and offer


•Acknowledge-ment of relevance of company by stakeholders•Visitors to site•Click-thru to


site•Site



attendance

•Attitude uplift•Uplift in

reputation drivers (e.g. Trust, Admiration)

•Belief in corporate brand


•Links to site•Relationships

with key stakeholders

•Sales•Market share•Cost savings•Customer

loyalty•Share price•Talent

retention and recruitment

•Legislation change

•Regulation change

Issue Advocacy /Support

Awareness Understanding Interest Support Action


Intermediary Effect

(Media, Bloggers)


(General Public)


•Aided awareness

•Knowledge of issue

•Knowledge of client POV


•Acknowledge-ment of relevance of issue by target audience•Visitors to site•Click-thru to


site•Site



attendance

•Attitude uplift•Expressed

advocacy•Links to site

•Letters of support (to Congressmen, MPs, etc)

•Registrations to join support group

•Donations •Sponsorship•Legislation

change•Regulation

change•Cost savings

Public Education/ Not-for-Profit



Intermediary Effect

(Media, Bloggers)


(General Public)


•Aided awareness

•Knowledge of facts


•Acknowledge-ment of relevance of issue by target audience•Visitors to site•Click-thru to


site•Site



attendance


•Links to site

•Progress against target (e.g. reduction in teen pregnancies)

•Cost savings

Crisis & Issues Management

Awareness Knowledge Interest Support Action


Intermediary Effect

(Media, Bloggers)


(Multiple Stakeholders)

• Increase or decrease (dependent on objective) in:• Unaided

awareness• Aided

awareness

•Knowledge of facts of the situation

•Knowledge of company POV


•Visitors to site•Click-thru to


site•Site



attendance

•Negativity towards company offset by neutral and positive opinion

•Minimal downward movement on reputation drivers

•Belief in company/ brand


•Minimal change in share price/ earnings multiple

•Minimal change in market share/ sales/ customer loyalty

•Cost savings

Investor Relations



Intermediary Effect

(Media, Bloggers)


(Financial Community)


•Aided awareness

•Coverage in analyst reports

•Knowledge of company profile and offer

•Visitors to IR section of site•Click-thru to IR

section•Time spent on

IR section•Site

downloads•Calls for more

information•Event/meeting

attendance

•Attitude uplift•Endorsement

•Share price•Earnings

multiple•Earnings per

share•Successful

IPO/merger/ acquisition

Employee Engagement




(Employees)

•Newsletters/ emails/intranet reach across all employee groups and levels

•Knowledge of CEO vision

•Knowledge of company strategy/ values/polices

•Expressed opinions in employee blogs and online communities

•Visitors to intranet•Click-thru to

intranet•Time spent on

intranet•Intranet

downloads•Town

hall/event/ meeting attendance

•Attitude uplift•Expressed

advocacy•Acceptance/

preparedness for change

•Participation in initiatives

•Reduced employee turnover

• Improved employee productivity

•Lower cost of recruitment

pr news conf march 2011

Documents

preference action knowledge

site site downloads

site time

communication funnel

site relationships

site requests

pr works business results

target rating points