why pr measurement has never been more important
DESCRIPTION
Aseem Sood's presentation at the ICCO Summit 2014 in New DelhiTRANSCRIPT
WHY PR MEASUREMENT HAS NEVER BEEN MORE IMPORTANT
@aseemsood
Board Member, AMEC
1. Boundaries are blurring - Owned / paid/ earned
2. Renewed confidence
3. Budgets and ROI
As we see it
Barcelona, 2010
1. Importance of goal setting and measurement
2. Measuring the effect on outcomes is preferred to measuring outputs
3. The effect on business results can and should be measured where possible
4. Media measurement requires quantity and quality
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.
Barcelona Principles
• Survey by Gorkana
• Respondents mix of
1. agency
2. in house communicators
from a wide range of sectors
UK, 2014
Are you aware of Barcelona Principles?
62%
GOOD NEWS?
Source: Gorkana
What KPIs do you use?
80%
Source: Gorkana
Who performs media analysis?
80%
Source: Gorkana
Own Team
Through PR Agency
3%
Do you measure outcomes?
33%
Source: Gorkana
Budget
Time
Resource
Business requirements
C-suite buy in
It's not relevant for my business
Unsure of what or how to measure
If you don’t currently measure outcomes what are your barriers to implementing this as a measure?
46%
Source: Gorkana
Is there enough education on PR measurement?
94%
Source: Gorkana
“If we cannot prove the value of
what we do, we will never
command the fees that we
should. The evaluation issue has
held the PR industry back for far
too long.”
!David Gallagher ICCO President & CEO EMEA, Ketchum
Source: ICCO Barometer, 2014
Clients and agencies driving change
• 93% of clients in ICCO Barometer survey say measurement never more important.
• Increasing demand from clients for “keep it simple” measurement approach.
• Clients are under pressure from their own C-Suite to make budgets work.
• Major PR consultancies now have analytics at heart of their new business model.
Measurement is about “education”
• PRCA/ICCO heavily involved in measurement education !
• Measurement Guide produced by AMEC/PRCA & ICCO. http://prguidetomeasurement.org/ !
• PRCA launched new PRCA Communications Management Standard (CMS) Evaluation module
!• AMEC investing heavily in Global Education Programme
Education Through Frameworks
• Valid Metrics Frameworks to replace AVE
!• Social Media Measurement
Framework !
• Free to use !
• http://amecorg.com/resource-centre/
!!
!
A (Very) Simplified View of How PR Works
Business Results
Aligning it with marketing funnel
AWARENESS
INTERESTPREFERENCE
ACTION
KNOWLEDGE
Valid Metrics Approach
Key Area of Communication (Brand/Product Marketing, Reputation Building, Issues Advocacy/
Support, Employee Engagement, Investor Relations, Crisis/Issues Management, Not-‐for-‐Profit,
Social/Community Engagement)
AwarenessKnowledge/
UnderstandingInterest/
ConsiderationSupport/ Preference Action
Public Relations Activity
Intermediary Effect
• !
Target Audience Effect
• !
COMMUNICATIONS/MARKETING STAGES
COMMUNICAT
IONS PH
ASES
ORGANIZATION/BUSINESS RESULTS
Education through new platforms
• #AMECatWORKMeasurement Week • 48 events in 19 countries last
month • 5 continents • Delivered 80 hours of free
education and discussion on measurement
!• Webinars
• Booz Allen Hamilton series of sponsored Webinars
!• Online AMEC College development
!• Richer content hub on website
International Speakers Bureau
• Launched Q1 !
• Appeared on top PR platforms • Praxis 2014, Agra • ICCO Summit, New Delhi. • World PR Forum, Madrid. • Baltic PR Conference, Russia. • Holmes Report Global Summit,
Miami