presentation paula nobre esce eacd lisbon debate 2011
DESCRIPTION
Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, debateram metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.TRANSCRIPT
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MEASUREMENT AND EVALUATION RESEARCHIN CORPORATE COMMUNICATIONS
Paula NobreAna Raposo
Escola Superior de Comunicação Social19 de Maio 2011
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Analyze some methodologies of measurement andevaluation that have recently been proposed specially inacademic and research sets.
PURPOSE
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Public Relations = Corporate Communication
↓
Strategic Management Function
Relationship Management between organisation - publics
Research and Evaluation are essential to PR activity
PUBLIC RELATIONS
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• Until the end of last century evaluation was not a main concern both for profissionals and academics
• This is not true any more!
• The last 10 years have been proficuous in evaluation on PR metrics
PUBLIC RELATIONS AND EVALUATION
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• 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 Where Possible
• Media Measurement Requires Quantity and Quality
• AVEs are not the Value of Public Relations
• Social Media Can and Should be Measured
• Transparency and Replicability are Paramount to Sound Measurement
BARCELONA PRINCIPLES
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Program levelIndividual communication programs
Functional level Evaluation of the overall PR function of a organization
Organizacional level The contribution that RP makes to the overall efectiveness
Societal levelEvaluations of the contrubution that organization make to the
overall welfare of a society
PR MEASUREMENT AND EVALUATION
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Setting Specific Measurable PR Goals and Objectives
• Measuring PR Outputs • Measuring PR Outtakes• Measuring PR Outcomes• Measuring Business and/or Organizational Outcomes
WHAT WE MEASURE
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• Measure the economic value of media coverage
• Comparing messages with completly different contents
• Not possible to measure the value of a negative new
• Not possible to measure the value of the non-coverage
• Focus on outpus instead of outcomes
MEDIAL RELATIONS AND AVE
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• Measuring only outputs on PR Programs is simplistic and inadequate
• We are not measuring the ability of PR to create value for the organization
WHAT’S BEYOND AVE?
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PR makes an organization more effective, when:
• Identifies the most strategic publics as part of strategic management processes
• Conducts communication programs to develop and maintain effective long-term relationships between management and those publics.
RELATIONSHIPS
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• Long-term relationships can be measured using six indicators :
– Control Mutuality– Trust– Satisfaction– Commitment– Exchange Relationship– Communal Relationships
HOW TO MEASURE RELATIONSHIPS
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• Positive relationships result in strong reputations
REPUTATION
Corporate reputation is a perceptual representation of acompany’s past actions and future prospects thatdescribes the firm’s overall appeal to all of its keyconstituents when compared with other leading rivals.
(Fombrun, 1996, pp.57)
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• Reputations can be measured by assessing the degree of Admiration, Trust, Good Feeling and Overall Esteem for companies (Reputation Institute)
• Reputation Quotient –standardized instrument criated in 1998 by Reputation Institute and Harris Interactive to measure perceptions of companies across industries and with multiple stakeholder segments
HOW TO MEASURE REPUTATION
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• Online survey to measure the reputation of the world's largest 2,500+ companies in 40 countries
GLOBAL RepTrak – PULSE REPORTS
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• The RepTrak™ model not only measures the health of a company's reputation across stakeholders, countries and industries, but also examines which of 7 key driver dimensions most influences the company's reputation:
– Products / Services– Innovation– Workplace– Governance– Citizenship– Leadrship– Performance
GLOBAL RepTrak – PULSE REPORTS
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• Other tools to measure specific items that improve reputation process
– Media – Risk – Reputation Manual – Alignment – Workplace – Country
TOOLS
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• Are radically altering the marketplace and the nature of stakeholder relationships
• Democratization of content
• Shift in the role people play in the process of reading and disseminating information
• Two way symmetric dialogue – organisation/public
• Interactive nature
SOCIAL MEDIA
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• What the cyber media is writing about you and what your constituencies are seeing about you (and your competition)
• What is the size of the impact you are having
• What your constituencies are saying about you
• What your constituencies think about you
• What action, if any, your constituencies are taking
WHAT DO YOU NEED TO KNOW IN CYBERSPACE?
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• Conversation Index• Conversations or Threads by Keywords• Traffic • Leads or Sales• Calls to Action • Engagement• Autorithy• Education and Participation• Registrations, Membership, and Community
Activity
NEW METRICS FOR PR 2.0
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• Google • Radian6 • BuzzLogic• Neilsen BuzzMetrics• Social Networks and microcommunities• Blogpulse Conversation by Neilsen BuzzMetrics • Web & Social Analytics
TOOL EXEMPLES
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Identification and evaluation of PR value to society↓
Communication is a key element to overall evaluation of the organisation performance
↓ Sustentability e CSR
- Certification SA 8000- Sustainability Reports (Guidelines GRI)
EVALUATION AT SOCIETAL LEVEL
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FINAL CONSIDERATIONS
“Public Relations is about building relationships. In buildingrelationships we maintain connections betweenorganizations and the people they need to deal with inorder to function.
Working relationships which have a continuous dialogueso they can be sustained, observed, nurtured andadapted depending on the impact each party has onthe other.”
Catherine Arrow, in What is Public Relations,www.prconversations.com