MEASURING PUBLIC RELATIONS

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CharityComms “Made to Measure Communications” conference, London, 27th June 2013

Measuring PR.

e elephant in the room.

http://www.flickr.com/photos/philip_sheldrake/4326150982/

Measuring PR.

AVEAdvertising value equivalence is a specious sum based on

false assumptions using an unfounded multiplier, only

addressing a fraction of the PR domain.

It does not represent the value of PR. And never has.

Measuring PR.

Unlock value.

http://www.flickr.com/photos/philip_sheldrake/9134374458

Measuring PR.

Unlock the value.Consider the hypothetical instance of two organisations

designing, executing and analysing exactly the same

public relations strategy delivering precisely the same

results for the same investment.

Hold that thought.

Measuring PR.

Which of these do you consider unique?

Your organisation? ☐

Measuring PR.

Your organisation?

Your marketplace?

☐

Which of these do you consider unique?

Measuring PR.

Your organisation?

Your marketplace?

Your stakeholders?

☐

Which of these do you consider unique?

Measuring PR.

Your organisation?

Your marketplace?

Your stakeholders?

Your marketing and PR objectives?

☐

Which of these do you consider unique?

Measuring PR.

Your organisation?

Your marketplace?

Your stakeholders?

Your marketing and PR objectives?

Your marketing and PR strategies?

☐

Which of these do you consider unique?

Measuring PR.

Your organisation?

Your marketplace?

Your stakeholders?

Your marketing and PR objectives?

Your marketing and PR strategies?

Your marketing and PR execution?

☐

Which of these do you consider unique?

Measuring PR.

Your organisation?

Your marketplace?

Your stakeholders?

Your marketing and PR objectives?

Your marketing and PR strategies?

Your marketing and PR execution?

Your marketing and PR metrics?

☐

Which of these do you consider unique?

Measuring PR.

Your organisation?

Your marketplace?

Your stakeholders?

Your marketing and PR objectives?

Your marketing and PR strategies?

Your marketing and PR execution?

Your marketing and PR metrics?

Which of these do you consider unique?

Measuring PR.

Speaking.

http://www.flickr.com/photos/philip_sheldrake/2286485614

Measuring PR.

Identical comms.at hypothetical scenario may entail the same comms

leading to the same [output] results for the same

investment, but the [outcome] results must represent

different value because everything else is different.

Measuring PR.

No universal metric.In other words, there can be no universal metric, no all-

encompassing AVE-replacement or AVE 2.0 or e-AVE!

Mark Westaby and me on this topic

PR Week video podcast, July 2012

Measuring PR.

Barcelona.

http://www.flickr.com/photos/philip_sheldrake/2286485614

Measuring PR.

Barcelona Principles.1. Importance of goal setting and measurement

2. Measuring the effect on outcomes is preferred to

measuring outputs

3. e effect on business results can and should be

measured where possible

http://amecorg.com/2012/06/barcelona-declaration-of-measurement-principles/

Measuring PR.

Barcelona Principles.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.

http://amecorg.com/2012/06/barcelona-declaration-of-measurement-principles/

Measuring PR.

Metrics.

http://www.flickr.com/photos/philip_sheldrake/3067824279

Measuring PR.

Management.Measurement and management are inseparable.

ings that get measured get done. Or, to change the

emphasis subtly and probably more accurately,

people perform as they are measured.

Measuring PR.

Golden rules.Only employ metrics that directly and obviously guide behaviour and

performance as required by strategic objectives.

Metrics need each other – no metric can achieve what’s needed alone.

Metrics must complement not compete.

Just because something is easy to measure, or is already measured, does

not qualify it as a good metric.

Measuring PR.

Golden rules.When you have a choice of two equally appropriate metrics, select the

most readily understood.

Never employ fewer or more metrics than will suffice.

Metrics with unneeded side effects aren’t quite right – redesign them; or,

a metric that can be gamed demands a complementary metric to ensure

that it isn’t.

Measuring PR.

And ask

“So what?” at least three times in a row.

Credit: Katie Delahaye Paine

Measuring PR.

Standards. Discussion.

http://www.flickr.com/photos/philip_sheldrake/87055500

Measuring PR.

#smmstandards.Published in June for comment by end-July 2013:

Content and Sourcing Reach and Impressions

Engagement and Conersation Influence

Opinion & Adocacy Impact & Value

See Katie Delahaye Paine’s post (eulr.co/smmstandards) and

www.smmstandards.org.

Measuring PR.

#smmstandards.Important distinction:

Value – e importance, worth, or usefulness of something.

ROI – One way to express value.

Measuring PR.

Operationalize.Having widely agreed standards is one thing. Appropriate

application is another.

is is the next phase of our work at AMEC and the wider

“Conclave”. Here’s some guidance in the meantime, and a

look at two candidate frameworks.

Measuring PR.

Selecting & defining metrics.1. Audit – Where are we now?

2. Setting measurable objectives – Where do we need to be?

3. Strategy and plan – How do we get there?

4. Measurement and analytics – Are we getting there?

5. Results and evaluation – How did we do?

Measuring PR.

Setting measurable objectives.2.1 Define your measurable objective

2.2 Define your benchmark set – comparative / relative

2.3 Define the ideal metrics

2.4 Identify candidate metrics that combine to best meet your ideal definition (don't try and make your metrics universal across the organisation, but apply different metrics for different

stakeholder groups)

2.5 Tailor each one to your specific needs, recognising its shortcomings / limits

2.6 Document these steps to make the process auditable and more easily reviewed

2.7 Set a review date and owner.

Measuring PR.

A proposed framework.A model:

Measuring PR.

A proposed framework.Tiered metrics:

Measuring PR.

A proposed framework.Framework:

http://amecorg.com/wp-content/uploads/2013/06/Social-Media-Valid-Framework2013.pdf

Measuring PR.

A proposed framework.ere is considerable value in this thinking, but I believe it can

be shaped differently.

We’re trying to align PR / comms / social to the needs of the

organisation, and divine its value. So why reinvent the wheel

when Business Performance Management (BPM) frameworks

already exist?

Measuring PR.

What, exactly, is the value of social?A slidestack:

click to view

Measuring PR.

e Influence Scorecard.e Influence Scorecard framework seeks to establish

organisational alignment, and inform corresponding

investment in human, information and organisational

assets, by extending the Balanced Scorecard (and similar

BPM frameworks) into our domain here.

Measuring PR.

e Influence Scorecard.It strives to deal with all aspects of social as all things

social permeate all facets of organisational life.

It aims to make PR / comms / social accountable, in order

to win the board’s trust and respect in return.

Measuring PR.

e discussion.continues...

http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-

metrics-and-measurement

http://www.philipsheldrake.com/2013/06/social-media-measurement-aer-madrid

http://metricsman.wordpress.com/2013/06/21/new-framework-for-social-media-

measurement-update-debate

Measuring PR.

e Business of Influence, Wiley, 2011.

With foreword by Robert L. Howie, Jr., then

Managing Director, CMO, Palladium Group,

Inc., Director, Kaplan Norton Balanced

Scorecard Hall of Fame for Executing Strategy.

Philip Sheldrake, Managing Partner, Euler Partners

www.eulerpartners.com @sheldrake

Measuring PR.

And if good old-fashioned storytelling

is more your thing, you might like

Attenzi – a social business story.

A free ebook, with foreword by Adam Pisoni,

Microso Yammer co-founder and CTO.

May 2013.

Philip Sheldrake, Managing Partner, Euler Partners

www.eulerpartners.com @sheldrake

Measuring PR.

More reading.Social Media Metrics: How to Measure and Optimize your Marketing Investment, Jim Sterne,

Wiley, 2010, 978-0470583784

Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships, Katie Delahaye Paine, Wiley, February 2011,

978-0470920107

Social Media Analytics: Effective Tools for Building, Interpreting and Using Metrics,

Marshall Sponder, McGraw-Hill, August 2011, 978-0071768290

Measuring the Networked Nonprofit: Using Data to Change the World, Beth Kanter and Katie Delahaye Paine, Jossey-Bass, October 2012, 978-1118137604