Demonstrating the Business Value of PR
Download as PPTX, PDF3 likes1,721 views
The document discusses the importance of effective measurement in public relations (PR), emphasizing that true success is indicated by tracking key performance indicators (KPIs) rather than just impressions. It outlines the types of measurement, including outputs, outtakes, and outcomes, and provides examples to illustrate effective measurement strategies in PR campaigns. Resources and recommendations are also provided for further learning and engagement in PR measurement.
Demonstrating the Business Value of PR
- 1. DEMONSTRATING THE BUSINESS VALUE OF PRImage: Nasa’s Marshall Space Flight Center, Flickr (CC)SHONALI BURKE, ABCA WEBINAR FOR PRSA INTERNATIONALMARCH 15, 2011
- 2. Before We Get Started
- 3. Cartoon: HubSpot, Flickr (CC)
- 4. Image: Jim Miles, Flickr (CC)
- 5. Bad Measurement… Only tracks impressions
- 6. Uses AVE
- 7. Is done inconsistentlyImage: johntrathome, Flickr (CC)
- 8. Good Measurement …Tracks what’s importantIs done consistentlyConnects to business KPIsTracks outputs, outtakes AND outcomesImage: fly.aeroplane.fly, Flickr (CC)
- 9. KPIs… What The @#*!“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.” ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
- 10. WhyWhatWhoThe Six KeysTo The Measurement WorldHowWhereWhenImage: Mark H. Evans, Flickr (CC)
- 12. What?Increase exposureEducate audiencesImprove positioningIncrease mind shareIncrease salesObtain members/supportersRaise awareness for missionImage: tobi_digital, Flickr (CC)
- 13. What?Outputs: the physical, direct results of your workClipsBrochuresSpeaking engagementsSpecific positioningMessages communicatedQuoted mentionsImage: scriptingnews, Flickr (CC)
- 14. What?Outtakes: what your target audience takes away from your programMessagesUnderstanding… the perceptions generated by your outputsImage: Richard Hutteman, Flickr (CC)
- 15. What?Outcomes: quantifiable changes that occur as end results of your programAttitudesOpinionsBehaviorsACTION!Image: naturalturn, Flickr (CC)
- 16. When?Set a timeframeCompare results to:Past performanceMajor competitorsImage: judepics, Flickr (CC)
- 17. Where?Channels“Media universe”Image: Truthout.org, Flickr (CC)
- 18. Why?Courtesy: KD Paine & Partners
- 19. How?Web site dataWeb analyticsPhone, online, paper surveysFocus groupsMedia analyticsDedicated URLs/telephone #sImage: iopinw, Flickr (CC)
- 20. So I Measured… Now What?Image: Samuel Maycock, Flickr (CC)
- 21. What does the data show?What’s good, bad andugly?Can you connect results to objectives?Is it relevant?Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
- 22. Measuring Social MediaImage: cindy47452, Flickr (CC)Image: Incase., Flickr (CC)InfluenceQualityQuantityEngagement
- 23. The Case of the Hungry ChildSource: www.pledgetoendhunger.com
- 24. Courtesy: Scott Henderson & Media Sauce
- 25. Courtesy: Scott Henderson & MediaSauce
- 26. Results4,800 pledges (380% > goal)1st 1k pledges in 28 hours> 19k site visitors$28k for Share Our Strength (@95% 1st-time donors)2,600 members of Facebook Cause560k servings of food to food banks in 4 citiesCourtesy: Scott Henderson & MediaSauce
- 27. The Case of The OKC Jeweler@dangordon@samuelgordons© Daniel Gordon, used with permission
- 28. The 4-1-1
- 29. © Daniel Gordon, used with permission
- 30. Blog traffic2006 – 2010:Ad spend: from $500K - $50KRevenue: 30% increase2008 – 2010:Foot traffic: from 20% - 40%Courtesy Daniel Gordon, Samuel Gordon Jewelers
- 31. Monitoring & Measurement on a Shoestring
- 33. Measurement Smarts What’s your “measurement universe”?
- 34. Take 1 oz. of research over 1 lb. of pain
- 35. Impressions mean nothing on their own
- 36. Outputs, outtakes and outcomes
- 37. Use the W5+H principleImage: sun dazed, Flickr (CC)
- 38. How Do You Pull This Together?
- 40. A Few More Resourceshttp://kdpaine.blogs.comhttp://iabc.comhttp://prsa.orghttp://instituteforpr.orghttp://metrica.net/measurementmattershttp://www.communicationammo.comhttp://www.metricsman.wordpress.comhttp://www.toprankblog.comBi-weekly #measurePR Twitter chathttp://WaxingUnLyrical.com: measurement/measurePR categorieshttp://twitter.com/shonali/measurement
- 41. Don’t Forget!
- 42. Questions?Image: Håkan Dahlström, Flickr (CC)info@shonaliburke.com@shonaliThank you!www.WaxingUnLyrical.comwww.shonaliburke.comslideshare.net/shonaliburke
Editor's Notes
- #21: Influence & Engagement.