Playing Defence PR Measurement Presentation
- 1. “THE TRUTH IS THAT WE’RE PLAYING DEFENCE. WE’RE NOT GENERATING REVENUE FOR THE BUSINESS… THEY WANT US TO MAKE PROBLEMS GO AWAY” DEFENCE PLAYING @isentia / #pria2014
- 2. VALUE IS SUBJECTIVE Playing Defence / @isentia / #pria2014
- 3. AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST THE C SUITE RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS Playing Defence / @isentia / #pria2014
- 4. AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST THE C SUITE PR CAN AND SHOULD BE MEASURED QUANTITATIVELY WE’RE DISADVANTAGED WITHOUT STRONG METRICS RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS Playing Defence / @isentia / #pria2014
- 5. AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST THE C SUITE OTHERS SEE IT AS AN ART FORM RATHER THAN SCIENCE BELIEVE IT SHOULD BE MANAGED BY INTUITION AND FEEL PR CAN AND SHOULD BE MEASURED QUANTITATIVELY WE’RE DISADVANTAGED WITHOUT STRONG METRICS RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS Playing Defence / @isentia / #pria2014
- 6. AMEC RESEARCH INDICATES SERIOUS DIVISION AMONGST THE C SUITE SEE QUANTITATIVE MEASURES AS AN INEFFECTIVE USE OF TIME AND MONEY OTHERS SEE IT AS AN ART FORM RATHER THAN SCIENCE BELIEVE IT SHOULD BE MANAGED BY INTUITION AND FEEL PR CAN AND SHOULD BE MEASURED QUANTITATIVELY WE’RE DISADVANTAGED WITHOUT STRONG METRICS RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS Playing Defence / @isentia / #pria2014
- 7. ASK WHAT SUCCESS LOOKS LIKE Playing Defence / @isentia / #pria2014
- 8. ASK WHAT SUCCESS LOOKS LIKE WHAT IS THE FINAL HEADLINE OF THE PROJECT? Playing Defence / @isentia / #pria2014
- 9. ASK WHAT SUCCESS LOOKS LIKE WHAT IS THE FINAL HEADLINE OF THE PROJECT? WHAT ARE THE KPIs THAT RESONATE? Playing Defence / @isentia / #pria2014
- 10. ASK WHAT SUCCESS LOOKS LIKE WHAT IS THE FINAL HEADLINE OF THE PROJECT? WHAT ARE THE KPIs THAT RESONATE? WHAT DO C LEVEL EXECUTIVES VALUE THE MOST? Playing Defence / @isentia / #pria2014
- 11. CASE STUDY: ASSUMPTIONS JUST DON’T PLAY OUT Playing Defence / @isentia / #pria2014
- 12. WHILE THERE’S NO SILVER BULLET, LINKING COMMUNICATIONS TO BUSINESS GOALS AND REPORTING ON OUTCOMES MEANS YOU’RE ALREADY SPEAKING IN THE LANGUAGE OF THE C-SUITE Playing Defence / @isentia / #pria2014
- 13. WHILE THERE’S NO SILVER BULLET, LINKING COMMUNICATIONS TO BUSINESS GOALS AND REPORTING ON OUTCOMES MEANS YOU’RE ALREADY SPEAKING IN THE LANGUAGE OF THE C-SUITE EVERY PART OF YOUR STRATEGY SHOULD LINK TO THE GOALS OF THE BUSINESS. Playing Defence / @isentia / #pria2014
- 14. WHILE THERE’S NO SILVER BULLET, LINKING COMMUNICATIONS TO BUSINESS GOALS AND REPORTING ON OUTCOMES MEANS YOU’RE ALREADY SPEAKING IN THE LANGUAGE OF THE C-SUITE IF IT DOESN’T HELP PROMOTE BUSINESS GOALS, HAVE THE CONFIDENCE TO SCRAP IT (THIS WINS SERIOUS POINTS WITH THE C SUITE) EVERY PART OF YOUR STRATEGY SHOULD LINK TO THE GOALS OF THE BUSINESS. Playing Defence / @isentia / #pria2014
- 15. WHILE THERE’S NO SILVER BULLET, LINKING COMMUNICATIONS TO BUSINESS GOALS AND REPORTING ON OUTCOMES MEANS YOU’RE ALREADY SPEAKING IN THE LANGUAGE OF THE C-SUITE THIS HELPS TO POSITION PR AS AN INVESTMENT RATHER THAN A COST CENTRE IF IT DOESN’T HELP PROMOTE BUSINESS GOALS, HAVE THE CONFIDENCE TO SCRAP IT (THIS WINS SERIOUS POINTS WITH THE C SUITE) EVERY PART OF YOUR STRATEGY SHOULD LINK TO THE GOALS OF THE BUSINESS. Playing Defence / @isentia / #pria2014
- 16. CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE: INTEGRATED APPROACH TO EMPOWER CHANGE Playing Defence / @isentia / #pria2014
- 17. CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE: INTEGRATED APPROACH TO EMPOWER CHANGE MEDIA ANALYSIS EMPOWERED THEM TO MAKE CHANGES TO THEIR MEDIA TEAM FOCUS MORE ON THE POWER OF ATHLETE TWEETS AND DIGITAL CONTENT RATHER THAN TRADITIONAL PRESS RELEASES Playing Defence / @isentia / #pria2014
- 18. CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE: INTEGRATED APPROACH TO EMPOWER CHANGE MEDIA ANALYSIS EMPOWERED THEM TO MAKE CHANGES TO THEIR MEDIA TEAM FOCUS MORE ON THE POWER OF ATHLETE TWEETS AND DIGITAL CONTENT RATHER THAN TRADITIONAL PRESS RELEASES MARKET RESEARCH AND QUALITATIVE ANALYSIS SHOWED A SIGNIFICANT IMPROVEMENT IN PUBLIC PERCEPTION OF AUSTRALIAN PARALYMPIC ATHLETES Playing Defence / @isentia / #pria2014
- 19. CASE STUDY AUSTRALIAN PARALYMPIC COMMITTEE: INTEGRATED APPROACH TO EMPOWER CHANGE MEDIA ANALYSIS EMPOWERED THEM TO MAKE CHANGES TO THEIR MEDIA TEAM FOCUS MORE ON THE POWER OF ATHLETE TWEETS AND DIGITAL CONTENT RATHER THAN TRADITIONAL PRESS RELEASES MARKET RESEARCH AND QUALITATIVE ANALYSIS SHOWED A SIGNIFICANT IMPROVEMENT IN PUBLIC PERCEPTION OF AUSTRALIAN PARALYMPIC ATHLETES QUANTITATIVE MEASURES DEMONSTRATED VALUE TO SPONSORS AND POTENTIAL SPONSORS Playing Defence / @isentia / #pria2014