From WTF to KPI: Demonstrating the Business Value of Public Relations
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FROM WTF TO KPI: DEMONSTRATING THE BUSINESS VALUE OF PUBLIC RELATIONS A webinar for PRSA Presented August 24, 2010 Shonali Burke, ABC
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For years, PR has been plagued by the perception that it is not a strategic business function - though all the textbooks say it is. This presentation, created for a webinar for PRSA, examines PR's business value, and how to integrate best practices into your work to show the value you bring to your organization.
Transcript of From WTF to KPI: Demonstrating the Business Value of Public Relations
FROM WTF TO KPI:
DEMONSTRATING THE BUSINESS VALUE OF PUBLIC RELATIONS
A webinar for PRSAPresented August 24, 2010
Shonali Burke, ABC
Cartoon: HubSpot, Flickr (CC)
Bad Measurement…
Image: johntrathome, Flickr (CC)
• Only tracks impressions• Uses AVE• Is done inconsistently
Good Measurement …• Tracks what’s
important• Is done
consistently• Connects to
business KPIs• Tracks outputs,
outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)
KPIs… What The @#*!
“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”
~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
Light at the End of the Tunnel
Image: Murtada al Mousawy , Flickr (CC)
Image: Mark H. Evans, Flickr (CC)
The Six KeysTo The Measurement World
WhoWhat
WhenWhere
Why
How
Who?
• Media• Customers• Partners• Employees• Government
leaders• Investors
Image: mhaithaca, Flickr (CC)
What?• Increase exposure• Educate audiences• Improve positioning• Increase mind share• Increase sales• Obtain
members/supporters• Raise awareness for
mission Image: tobi_digital, Flickr (CC)
What?• Outputs: the physical,
direct results of your worko Clipso Brochureso Speaking engagementso Specific positioningo Messages
communicatedo Quoted mentions
Image: scriptingnews, Flickr (CC)
What?• Outtakes: what your
target audience takes away from your programo Messageso Understanding… the perceptions
generated by your outputs
Image: alasis, Flickr (CC)
What?
• Outcomes: quantifiable changes that occur as end results of your programo Attitudeso Opinionso Behaviors
Image: naturalturn, Flickr (CC)
When?
• Set a timeframe• Compare results
to:o Past performanceo Major competitors
Image: judepics, Flickr (CC)
Where?
• Channels• “Media
universe”
Image: Truthout.org, Flickr (CC)
Why?
Courtesy: KD Paine & Partners
How?• Web site data• Web analytics• Phone, online, paper
surveys• Focus groups• Media analytics• Dedicated
URLs/telephone #sImage: iopinw, Flickr (CC)
Image: Samuel Maycock, Flickr (CC)
So I Measured… Now What?
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
What does the data show?
What’s good, bad and ugly?
Can you connect results to objectives?
Is it relevant?
Measuring Social Media
EngagementQuantity
Influence QualityImage: cindy47452, Flickr (CC) Image: Incase., Flickr (CC)
“Answer”
The “Real” Answer
Source: Digital Buzz Blog
BUT WHAT ABOUT US “REGULAR” FOLK?
Image: mickiky, Flickr (CC)
Pledge To End Hunger
Source: www.pledgetoendhunger.com
Courtesy: Scott Henderson & MediaSauce
Courtesy: Scott Henderson & Media Sauce
Results• 4,800 pledges (380% > goal)• 1st 1k pledges in 28 hours• > 19k site visitors• $28k for Share Our Strength
(@95% 1st-time donors)• 2,600 members of Facebook
Cause• 560k servings of food to
food banks in 4 cities
Courtesy: Scott Henderson & MediaSauce
Measurement on a Shoestring
• Zoomerang, Survey Monkey, social networks
• Google is your best friend• RSS feeds, news/blog
alerts• Google Analytics• Make friends with Excel
Image: psyberartist, Flickr (CC)
Image: sun dazed, Flickr (CC)
Measurement Smarts• What’s your “measurement universe”?• Take 1 oz. of research over 1 lb. of pain• Impressions mean nothing on their own• Outputs, outtakes and outcomes• Use the W5+H principle
PRSA Recommendations
http://www.slideshare.net/prsa/documenting-the-business-outcomes
http://comprehension.prsa.org/?cat=589
The Barcelona Principles
Image: Wolfgang Staudt, Flickr (CC)
A Few More Resources• http://kdpaine.blogs.com • http://iabc.com • http://prsa.org • http://instituteforpr.org • http://metrica.net/measurementmatters • http://www.communicationammo.com • http://www.metricsman.wordpress.com • http://www.toprankblog.com • Bi-weekly #measurePR Twitter chat• http://WaxingUnLyrical.com:
measurement/measurePR categories• http://twitter.com/shonali/measurement
Don’t Forget!
Questions?
Thank you!
Where you can find me:
E-mail: [email protected]: @shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Image: Håkan Dahlström, Flickr (CC)
Title slide image: Gregory Povey, Flickr (CC)
