Advertising has traditionally dominated the media landscape,
2
but other forms of marketing are taking center stage,
such as digital media, flickr user rheauchyr
social media,
and public relations.
And, marketing dollars are moving toward these channels.
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………………………………………………………………………………………………………………………………………………………………………………………………………….
In 2005, for every $56 spent on advertising, only $1 was spent on PR.
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This $1:$56 ratio is moving in PR’s favor‌ TV advertising: $56 billion Direct Marketing: $48 billion
Newspaper: $30 billion Internet advertising: $23 billion Magazine Advertising: $18 billion
Today, the PR:advertising ratio is $1:$44
PR: $4 b
And in 2012 it will be $1:$40.
Data: Zenith Optimedia
Analysis: Burson-Marsteller
So, from 2005 to 2012,
PR spend will
increase 35%,
and advertising spend will decrease 3%. Zenith Optimedia Burson-Marsteller
Data: Zenith Optimedia
Analysis: Burson-Marsteller
Why is this shift happening?
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Because data proves that effective PR programs drive value‌
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A well-communicated corporate mission and purpose can impact a company’s financial performance by up to 17%.
11 Burson-Marsteller EMEA and IMD data
Globally, companies with the most effective internal communications programs have 47% higher returns to shareholders.
12 Watson Wyatt data
Case Study:
Real estate website casa.it increased the number of paying agencies on its website by 24% after optimizing its digital and social media communications channels.
13 Burson-Marsteller Case Study
Case Study:
The World Wildlife Foundation awarded the green light to Norwegian cod fishing and exports increased by up to 34% after a public relations program restored public opinion about the sustainability of cod fishing in Norwegian waters.
14 Burson-Marsteller Case Study
Case Study:
Research-based messaging about the ease of bypassing common home security systems increased the sales of home insurance products 44% for a leading regional insurance company.
15 Burson-Marsteller Case Study
Case Study:
A New York City Board of Elections public education campaign resulted in 84% of New Yorkers reporting that they were confident about how to use a newly-implemented voting system.
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SET MEASURABLE OBJECTIVES: Highly effective communicators are 3 times more likely to have a formal measurement program.
18 Watson Wyatt data
FOCUS ON OUTCOMES: 53% of highly effective communicators are increasing use of outcome metrics – as compared with only 34% of less effective communicators.
19 Watson Wyatt data
Insights (beginning)
And, apply an EVIDENCE-BASED APPROACH.
Measurement (end)
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Monitoring (on-going)
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Use DATA-DRIVEN INSIGHTS to justify every component of a communications program. Insights (beginning)
Measurement (end)
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Monitoring (on-going)
MEASURE CONTINUOUSLY, not just at the end of a program. Insights (beginning)
Measurement (end)
Monitoring (on-going)
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Burson-Marsteller has developed TOOLS to quantify PR results, such as‌ Insights (beginning)
Measurement (end)
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Monitoring (on-going)
48% Gap
the Message Gap Analysis‌
Company Message
Insights (beginning)
Measurement (end)
Monitoring (on-going)
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Mainstream Media Message
the Social Media Check-Up‌ Presence
Visibility
Reputation
Capabilities
Insights (beginning)
Measurement (end)
Content
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Engagement
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Monitoring (on-going)
and the Purpose & Performance Audit. Insights (beginning)
Measurement (end)
Monitoring (on-going)
Purpose Communication
time
past
Financial Performance
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Purpose Impact
2005
2009
Financial Performance
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Insights (beginning)
An Evidence-Based Approach‌
Measurement (end)
Monitoring (on-going)
with measurable objectives,
a focus on outcomes, and continuous measurement =
Ashley Welde Director, Evidence-Based Communications Burson-Marsteller ashley.welde@bm.com