PR Measurement

PUBLIC RELATIONS

MASTERCLASS MEASURING THE SUCCESS OF PR WORKS

FACU LT Y OF COMM UNICATION ARTS CHUL ALONG KORN UNIVERSITY

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TODAY’S AGENDA CREATING THE MEASURABLE PUBLIC RELATION PLAN

Why Measure?

The Changing World Old School Metrics What’s Wrong with the AVE’s?

New Metric Framework Measurement in Digital PR

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Measurable objectives in public relations do two things.

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First is to facilitate and support business objectives, thus demonstrating that PR activities support the business or performance goals and are thereby ‘strategic’.

Second is to enable PR practitioners to show they have achieve what they set out to achieve, and thereby demonstrate accountability

WHY MEASURE?

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The Institute for Public Relation (IPR)

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Without appropriate measurement, you can’t truly gauge success focus resources on what works, adjust plans if they don’t work, get more budget or engage executives.

It will be difficult for PR to get a larger share of the total communications expenditure without qualitative means that go well beyond measurement of media outputs.

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Public Relations Society of America

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WHY MEASURE? To prove PR value

To share of budget

To delivery against objectives

To learn and improve

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WHY MEASURE?

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EVALUATION IS FREQUENTLY RECOGNISED AS NECESSARY Public Relations Society of America

IPRA

USA

AUS

SOUTH AFRICA

89%

76%

90%

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THE CHANGING WORLD FROM THIS Traditional ‘paid’ media Media Relations Journalists Press Clippings Control of the message who distribute its

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THE CHANGING WORLD TO THIS Digital & Social Media Mobile Bloggers & Influencers No controls of the messages and who distribute it

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The changing world:

consumer consumption

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The changing world:

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the new 
 media model


Source: prviewnetwork.com

There are a lot of OLD SCHOOL 


METRIC MODEL

Opportunities to See (OTS) No.of Clipping Potential of Viewership Article Count Broadcast Run-time No.of Impressions The AVES

And, the consequences is No Consistency No Comparability Confusion

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Lack of Tangible Value

AVE’S DEFINITION

ADVERTISING VALUE EQUIVALENCY

Advertising Value Equivalency.(AVE) is what your editorial coverage would cost if it were advertising space (or time) To calculate the AVE for one month, measure the space (column inches occupied by a clip (for radio and television coverage, you measure time.)

The multiply the column inches (time) by the ad rate for that.

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WHAT’S WRONG with the advertising value equivalency

• • • • • • •

Not real value (cost) PR is not advertising Not applicable in new world media Encourage wrong behaviour Can be manipulate Inconsistent Industry denounced

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IN THE REAL WORLD

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Client still want AVE’s There is nothing better out there

OLD WORL MENTALITY THAT IS LIMITING PROGRESS

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There is no silver bullet Real, tangible ROI is challenging, BUT There are new frameworks and metrics.

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NEW PRINCIPLE 1 A Three Tiered Approach

PROGRAMME OUTPUT

PROGRAMME OUTCOMES

BUSINESSS OUTCOMES

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NEW PRINCIPLE 2 A (very) Simple View of How PR Works

PR ACTIVITIES

Intermediary

Target Audience

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02

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The PR professionals create and tell the story

The story is distribute through a third party

The story is consumed by the target audiences

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NEW PRINCIPLE 2 The Barcelona Principles

The media measurement requires quality and quantity

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The effect on business results can and should be measure where possible

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Measuring the effect on outcomes is preferred to measuring outputs.

AVEs are not only the value of public relations

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Importance of goal setting and measurement

Social media can and should be measured

THE BARCELONA PRINCIPLES

Transparency and replicability are paramount to sound measurement.

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The International Association for the Measurement and Evaluation of Communication

NEW FRAMEWORK VALID METRICS:

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NEW FRAMEWORK VALID METRICS EXAMPLE

NEW METRICS IN PRACTICES

PROGRAMME OUTPUT

PROGRAMME OUTCOMES

BUSINESSS OUTCOMES

Audience Reach, level of engagement Likes, Shares, Retweets.

Number of visitors, downloads, views, call, event attendance, etc.

Actual sales, market share, cost saving, lead generated, etc.

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SOCIAL MEDIA METRIC

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VOCUS STUDY OF SOCIAL MEDIA AND SMES.

Metric Use vs. Usefulness 45%

Increase in foot traffic Increase in revenue/ sales # of new customers (menConing social media)

Usefulness (% rated 5)

39%

33%# of conversions

Increased traffic to website # of comments/posts compared to compeCtors

# of comments/ posts menConing org.

# of LIkes

26%

# of shares/retweets Avg. # of interacCons w/ follower

20%

40%

50%

60%

Current Use

Secondary audience size

70%

80%

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BUT REMEMBER

The difference between monitoring (the buzz/ chatter/ conversion) and measuring

Get beyond clip counts and audience impression (COP, print circulation and etc)

REMEMBER Don’t get fixated on one metric or ROI

Qualitative analysis is still valid

MORE SOURCE The Standard of PR Measurement

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TOOL 1 : 
 MONITORING / LISTENING

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TOOL 2 : OWN WEBSITE

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Google Analytics is your friend:

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Visitor data (new, returning, sources, etc) Engagement data (time on site, pages per visit, etc) Outcome data (via Goals: videos watched, ebooks downloaded, sales made) + lots more (including social sources, multi-channel funnels, keywords) Similar with Facebook Insights

TOOL 3 : 
 INKYBEE

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TOOL 4: 
 BIGGER BUDGET

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MEASURMENT IS

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