macnamara
Transcript of macnamara
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DIVERSITY IN PR
An International Perspective
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Priority Issues Priority Issues in Public Relationsin Public Relations
Jim Macnamara
BA, MA, FPRIA, AFAMI, CPM
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
The pillar of our societies
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Communication
The pillar of our societies
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Communication
Easier said than done
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
PR Industry Priorities
In 1992, measurement was not on the PR industry’s radar
Views were: “PR is intangible” “PR can’t be measured” “PR is about image” “PR is ‘feel good’” “PR is publicity”
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
PR Industry Priorities
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
PR Industry Accountability
Any publicity is good
publicity
Trust me. I’m a
communicator.
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
PR Research & Evaluation
International Public Relations Association (IPRA) study 1994 found: Only 14-18% on average do evaluation
Research Finding USA Australia SouthAfrica
IPRAmembers
Evaluation recognised asnecessary
75.9% 90% 89.1% 89.8%
Frequently undertakeresearch aimed at evaluating
16% 14% 25.4% 18.6%
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
PR Research & Evaluation
2001 Media Relations Reality Check, Internet survey of 4,200 members of PRSA, USA
Press clips & ‘gut feel’ most used
tools for planning & evaluation
Less than 25% use surveys or focus
groups
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Reasons for Lack of Research
Media Relations Reality Check Internet survey of 4,200 members of PRSA,
USA, 2001
0
10
20
30
40
50
60
70
Too expensive Not wanted Too timeintensive
Don't knowhow
Concernedabout results
WHY PR PRACTITIONERS DON'T DO RESEARCH
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Reasons for Lack of Research
58% 45%43% 43%
27%
6%
Lack ofmoney
Lack ofdemand
Lack of time
Lack ofknowledge
Client/Orgconstraint
Other
Survey by Institute of Public Relations & PR Consultants Association, UK, 2001
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Do clients want it?
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Do clients want it?
“Measure results” was equal fastest growing criteria listed by clients as important in PR Up 9% in two years Listed as a top criteria by more than one-third of PR users
Important in PR 2000 1998 % Change
Overall quality of work 72% 73% -1%Quality of account team 69% 65 +4%Client service 68% 64% +4%Meets deadlines, keeps promises 66% 68% -2%Attention to detail 53% 51% +2%Creativity 53% 44% +9%Honest accurate billing 52% 48% +4%Quality of writing 49% 46% +3%Knowledge of my industry 46% 43% +3%Media placement 45% 42% +2%Chemistry 44% 38% +6%Strategic counsel 40% 42% -2%Measures results 35% 26% +9%
Harris/Impulse Public Relations Clients Survey of 4,200 Fortune 500 marcoms managers, USA, 2000
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
2001 US Clients Survey
PR Firm Performance in Key Areas (All Firms Combined) 2001 2000 %
ChangeAccessibility of account team 86% 84% 2%Chemistry 75% 74% 1%Client service 72% 73% -1%Quality of my account team 70% 73% -3%Quality of management 68% 69% -1%Overall quality of their work 67% 70% -3%Full service capabilities 66% 65% 1%Practice areas match our needs 66% 66% 0%Meets deadlines, keeps promises 65% 66% -1%Knowledge of my industry 64% 63% 1%Involve senior management in my account 63% 67% -4%Fast turnaround on deliverables 60% 62% -2%Access to influential people 59% 53% 6%Stability of staff 59% 54% 5%Strategic counsel 59% 57% 2%Thorough/attention to detail 58% 58% 0%Honest, accurate billing 55% 58% -3%Quality of writing 52% 49% 3%Specialized services we need 51% 46% 5%Creativity 51% 50% 1%Media placement 45% 50% -5%Research capabilities 44% 37% 7%Fair and equitable compensation 37% 42% -5%Measures results 35% 39% -4%International capabilities 33% 30% 3%Internet capabilities 33% 31% 2%
Harris/Impulse Public Relations Clients Survey of 3,452 Fortune 500 marcoms managers, USA, 2001
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
2000 UK Marketing Survey
Significant dissatisfaction with PR reporting and evaluation
0 10 20 30 40 50 60 70
Public Relations
Direct Marketing
Sales Promotion
Advertising
% SATISFIED WITH EVALUATION(Marketing Directors, UK, Dec 2000)
0 10 20 30 40 50 60 70
Public Relations
Direct Marketing
Sales Promotion
Advertising
% SATISFIED WITH EVALUATION(Marketing Directors, UK, Dec 2000)
Survey of Marketing Directors, Test Research, UK, 2000
67%
68%
65%
28%
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
2002 Company CEO Views
42% of company directors said they would spend more on PR if they could be more confident of its effectiveness
Consensus Research International, telephone survey of 109 company directors incl. 50 CEO
(UK) August, 2002
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
A Few Truisms
It is an age of accountability Best Practice Benchmarking KPIs & KRAs Balanced Score Card
Management are bottom-line focussed & numeric The ‘Language of the Dominant Coalition’ is numbers
Demand for measurement is growing in the wake of: Recession Enron, Worldcom, etc Increasing regulation Consumer cynicism
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Communication =
“Taking responsibility for how your messages are received”
Research answers these questions …
Message Media Receipt Retain ImpACT
? ? ? ?? ? ? ?
Understand
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Other Barriers – or Excuses?
Too expensive? Too time intensive? Too hard?
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Cutlip’s PII Model
IMPACT
IMPLEMENTATION
PREPARATIONAdequacy of background information base for designing program
Appropriateness of message and activity content
Quality of messages and activity presentation
Number of messages sent to media and activities designed
Number of messages placed and activities implemented
Number who receive messages and activities
Number who attend to messages and activities
Number who learn message content
Number who change opinions
Number who change attitudes
Number who behave as desired
Number who repeat behaviour
Social and Cultural Change
IMPACT
IMPLEMENTATION
PREPARATIONAdequacy of background information base for designing program
Appropriateness of message and activity content
Quality of messages and activity presentation
Number of messages sent to media and activities designed
Number of messages placed and activities implemented
Number who receive messages and activities
Number who attend to messages and activities
Number who learn message content
Number who change opinions
Number who change attitudes
Number who behave as desired
Number who repeat behaviour
Social and Cultural Change
PII Model of Evaluation by Cutlip, Center & Broom, 1993
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Lindenmann’s ‘Yardstick’ Model
ADVANCED
INTERMEDIATE
OUTPUT
Measuring:
Behaviour change
Attitude change
Opinion change
Measuring:RetentionComprehensionAwarenessReception
Measuring:
Target audience reach
Impressions
Media placement
LEVEL 3
LEVEL 2
LEVEL 1
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Watson’s Continuing Model
Dr Tom Watson, 1999
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Watson/Noble ‘Unified Model’
INPUT STAGEPlanning & Preparation
OUTPUT STAGEMessages & Targets
IMPACT STAGEAwareness & Information
EFFECT STAGEMotivation & Behaviour
Tactical feedback
Management feedback
1.
2.
3.
4.
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IPR PRE Process
the PRE
process
AuditWhere are we now?
SettingobjectivesWhere do we want to be?
Strategy& plan
How do weget there?
Ongoingmeasurement
Are we getting there?
Results &evaluation
How didwe do?
the PRE
process
AuditWhere are we now?
SettingobjectivesWhere do we want to be?
Strategy& plan
How do weget there?
Ongoingmeasurement
Are we getting there?
Results &evaluation
How didwe do?
UK Institute of Public Relations (IPR) Research & Evaluation Toolkit, 2001
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‘Pyramid Model’ of PR Research
OUTCOMES(Functional & organisational evaluation)
OUTPUTS(Process & programevaluation)
INPUTS(Formativeresearch)
Copyright J im R. Macnamara 1992 & 2001
Number who . change ..…..……………………………………………….. Quantitative surveys (large scale structured)behaviour …...…………………………………………….. Sales; Voting results; Adoption rates; Observation
Number who ….. changeattitudes ……….…………………………………………… Focus groups; Surveys (targeted) (eg Customer, Employee
Number who understand messages..……………………………… Focus groups; Interviews; Complaint decline; ExperimentsNumber who retain messages …….………………………………… Interviews; Focus groups; Mini-surveys; Experiments
Number who consider messages ……....….. ………………………… Response mechanisms (1800, coupons); InquiriesNumber & type of messages reaching target audience ……………………… Media Content Analysis; Communication Audits
Number of messages in the media ……………..….`…………………… Media Monitoring (clippings, tapes, transcripts)Number who received messages ………………...……………………….. Circulations; Event attendances; Web visits & downloads
Number of messages sent …………………………………..……………….. Distribution statistics; Web pages posted
Quality of message presentation …………………………………………………. Expert analysis; Peer review; Feedback; Awards
Appropriateness of message content …………………………………….………….. Feedback; Readability tests (eg. Fog, Flesch); Pre-testing
Appropriateness of the medium selected ………………………………………….…….. Case studies; Feedback; Interviews; Pre-testing (eg. PDFs)
How does target audience prefer to receive information? …………….…………..……… Academic papers; Feedback; Interviews; Focus groupsWhat does target audience know, think, feel? What do they need/want? ………………… Observations; Secondary data; Advisory groups; Chat rooms
‘Pyramid Model’ of PR Research
& online forums; Databases (eg. Customer complaints)
or Shareholder Satisfaction); Reputation studies
Applicable Methodologies:
OUTCOMES(Functional & organisational evaluation)
OUTPUTS(Process & programevaluation)
INPUTS(Formativeresearch)
Copyright J im R. Macnamara 1992 & 2001
Number who . change ..…..……………………………………………….. Quantitative surveys (large scale structured)behaviour …...…………………………………………….. Sales; Voting results; Adoption rates; Observation
Number who ….. changeattitudes ……….…………………………………………… Focus groups; Surveys (targeted) (eg Customer, Employee
Number who understand messages..……………………………… Focus groups; Interviews; Complaint decline; ExperimentsNumber who retain messages …….………………………………… Interviews; Focus groups; Mini-surveys; Experiments
Number who consider messages ……....….. ………………………… Response mechanisms (1800, coupons); InquiriesNumber & type of messages reaching target audience ……………………… Media Content Analysis; Communication Audits
Number of messages in the media ……………..….`…………………… Media Monitoring (clippings, tapes, transcripts)Number who received messages ………………...……………………….. Circulations; Event attendances; Web visits & downloads
Number of messages sent …………………………………..……………….. Distribution statistics; Web pages posted
Quality of message presentation …………………………………………………. Expert analysis; Peer review; Feedback; Awards
Appropriateness of message content …………………………………….………….. Feedback; Readability tests (eg. Fog, Flesch); Pre-testing
Appropriateness of the medium selected ………………………………………….…….. Case studies; Feedback; Interviews; Pre-testing (eg. PDFs)
How does target audience prefer to receive information? …………….…………..……… Academic papers; Feedback; Interviews; Focus groupsWhat does target audience know, think, feel? What do they need/want? ………………… Observations; Secondary data; Advisory groups; Chat rooms
‘Pyramid Model’ of PR Research
& online forums; Databases (eg. Customer complaints)
or Shareholder Satisfaction); Reputation studies
Applicable Methodologies:
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OUTCOMES
OUTPUTS
INPUTS
EXAMPLES:- Story list & copy for newsletter- Information for news release- Speaker list & program for event- Design & contents for Web site
EXAMPLES:- Newsletter printed- Publicity gained- Event held- Web site posted
(A)(B)(C)
(A) Behaviour changed(B) Attitude changed(C) Awareness increased
Copyright Jim R. Macnamara
No cost Low cost
‘Top 10’ PR Research Tools
Surveys Interviews (self administered) Feedback forms/mini surveys (eg.
at events, in publications)
Media Content Analysis (incl. DIY software programs)
Web analysis of visits & info downloads
Response mechanisms (1800 numbers; competitions, etc)
Pre-testing (eg focus gps, PDFs) Case studies Consultative or advisory groups Secondary data (existing research)
‘TOP 10’ RESEARCHMETHODOLOGIES:
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Vast quantities of research
available on the Web
- often FREE
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Case Studies
Award winning campaigns Often documented in
detail as examples of Best Practice
Can provide important planning info on strategies that work Eg. product recall
strategies, crisis communication, etc
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Case studies of
all types are free on the Web
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Consultancy & Advisory Groups Utilise existing groups; or Establish groups for dialogue
They provide a forum for identifying information needs, media preferences, etc
Also provide direct feedback at little or no cost
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
PRE-TESTING of
brochures, newsletters,
etc can be done with PDFs
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Response Mechanisms
1800 numbers Coupons, fax-back forms Competitions for reader or viewer entry Quizzes
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Increases in visits &
downloads of info can be tracked
Dates
Web Analysisto track inquiries,
info downloads, etc
Consider specific URLs for PR
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Media Content Analysis
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Media Analysis?
Clippings are quantitative, not qualitative: Include neutral & negative coverage Include competitor & opposition coverage Sometimes in unimportant or irrelevant media, etc
What impacts your target audiences are: Leading/dominant positive & negatives messages ‘Share of voice’ compared with competitors & opponents Total audience reached (‘Impressions’ / ‘Opportunities to
See’) Reaching specific targets (audiences or markets) Trends over time (ie. repetition and consistency)
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COMauditCOMauditVersion 2.0
Windows 95, 98, NT, 2000, XP
®COMauditCOMauditVersion 2.0
Windows 95, 98, NT, 2000, XP
®
Part of a specialist suite of PR & communication research tools …
Jim R. Macnamara
UK199499-8797-01
US$495once only
price
US$495once only
price
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
xxx
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Interviews & Surveys
Interviews can be low-cost DIY Surveys can measure:
Awareness Attitudes Needs
• What do they want to know? Preferences
• How do they want to receive it? Changes in awareness or attitude
• Before & after for benchmarking
Events, publications, employee communication, etc
Available at low cost – 10 PROforma survey questionnaires
on MASS COMaudit®)
COMauditCOMauditVersion 2.0
Windows 95, 98, NT, 2000, XP
®COMauditCOMauditVersion 2.0
Windows 95, 98, NT, 2000, XP
®
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Even FREE public domain surveys available
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Shared & Omnibus Surveys
Include PR questions in market, brand & customer research Q. What sources of information do you rely on for
information? Rank• Ads, editorial articles, Web, etc
Q. What messages do you recall about the brand • Ad imagery, facts, testimonials, experiences such as
events, etc
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
PR Research
Is possible at low cost & even no cost And takes little time for basic planning and evaluation
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
The Real Barriers to Measurement
PR has been/is process & outputs focussed; lack of strategic commitment to outcomes Information dissemination Focus on quantitative measures – eg. clippings Using ‘bad science’ measures such as AVEs
Lack of SMART objectives Specific, Measurable, Achievable, Relevant, Timely
Lack of knowledge of research Lack of a research culture in PR Reliance on experience & ‘gut feel’
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
To NOT do measurement …
Is not communicating As there is no evidence of impact or outcomes
Is irresponsible Investors’ and taxpayers’ funds are spent without
accountability
Is possibly unethical?
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
The Key to the Future
Corporate Social Responsibility (CSR)? Corporate Citizenship? Reputation management? These also are
processes and outputs Not an end in themselves
What is the OUTCOME all companies & organisations seek
??
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Sustainability
Corporate sustainability Organisational sustainability Government sustainability National sustainability Economic sustainability Environmental sustainability Human sustainability
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Public Relations
Builds mutual understanding with communities Enhances relationships Maintains ‘permission to operate’
These are valuable & indispensible contributions to businesses, organisations & governments
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
PR Measurement
0
10
20
30
40
50
60
70
80
90
100
Awareness ofrestructure
Supportrestructure
Prefer newstructure to old
RESTRUCTURE COMMUNICATION 2000-2001
2000
2001
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1st floor, 87-97 Regent St
Chippendale, NSW, 2008
Australia
Fax: 61 2 9698 1032
Tel: 61 2 9698 1033E-mail: [email protected] Incorporating: CARMA International (Asia Pacific) Pty Limited MASS Software MASS Communication Consulting
Conclusions – Call to Action
International intellectual leadership by IPRA National PR bodies should make research &
evaluation a top priority in training Educators should increase focus on
research in PR & communication courses Practitioners need to rise to the challenge
To be COMMUNICATORS Achieving demonstrable OUTCOMES
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FREE info & paper
www.masscom.com.au