Public Relations Measurement

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October 21, 2011 Measuring Your Public Relations Success – Decoding Views, Variables, and Value Presented by TC Public Relations

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Transcript of Public Relations Measurement

Page 1: Public Relations Measurement

October 21, 2011

Measuring Your Public Relations Success –

Decoding Views,

Variables,

and Value    

Presented by TC Public Relations   

Page 2: Public Relations Measurement

What Are You Measuring?

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By 2013, public relations spending will be up to 8 billion dollars, which is a 55% increase from 2008, according to the annual Communications Industry Forecast by private equity firm Veronis Suhler Stevenson (VSS).

The $8 billion figure – cited in an Economist article on the vitality of the industry – contains $3 billion that will be spent on word-of-mouth marketing, which includes social media outreach.

Does it matter to measure?

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KPM

What you did (e.g. reach and frequency)

What they thought (e.g. engagement)

What they did (e.g. traceable support)

Finding the Key Performance Metric (KPM)

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Finding the Clues for Views

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Value

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Owned Media Earned

Media

Paid Media

Three “currencies” to value

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CEO Development Director

Communications Director Public Relations Specialist

MISSION

Survey

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“Believers”

“Agnostics”

“Atheists”

Targeting the media

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Tools

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How do you get a reading?

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Google News

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SocialMention – Seventh-Day Adventists

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Search

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Facebook Search

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The Report

D – What are the results?I – Who got this done?

S – What was the process? C –Why done this way?

Report that Centers on

KPM

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Executive summary

List of measurements

ROI based on measurements

D – What are the results?

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Participation

Sentiment

Influence

I – How was this done?

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Steps taken

Methodology

Coordination

S – What was the process?

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Facts and Figures

Data and Statistics

Accuracy

C –Why done this way?

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Overview

Directives for time period or assignments

Research directive and discovery

Proactive and reactive messages

Analysis of results

Report Recap

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Focus points of coverage/conversations

Best example of KPM results

Weighted value for “share of voice”

Shining examples that justify efforts

Report Recap

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Lessons learned

Recommendations for the future

Supporting documentation◦ Inventory of coverage◦ Sample quotes from the media/comments◦ Packaged coverage◦ Dashboards from metric services

Report Recap

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A 2008 study of news stories in U.K. newspapers found that more than half contained mostly PR material. A study in the Columbia Journalism Review found that more than half the stories in an edition of The Wall Street Journal “were based solely on press releases.”

USA Today

What’s the opportunity?

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Name one takeaway from today’s program

Points to Ponder

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Tom Ciesielka312-422-1333

[email protected]


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