In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part II, which focused on PR measurement do's, don'ts and how to's.

1. THE MAGIC OF MEASUREMENT Shonali Burke, ABC Presented at PRSA Alaska July 21 & 22, 2010

3. Uses AVE

4. Is done inconsistentlyImage: johntrathome, Flickr (CC)

5. Good Measurement … Tracks what’s important Is done consistently Connects to business KPIs Tracks outputs, outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)

6. 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

7. Why What Who The Six Keys To The Measurement World How Where When Image: Mark H. Evans, Flickr (CC)

8. Who? Media Customers Partners Employees Government leaders Investors Image: mhaithaca, Flickr (CC)

9. What? Increase exposure Educate audiences Improve positioning Increase mind share Increase sales Obtain members/supporters Raise awareness for mission Image: tobi_digital, Flickr (CC)

10. What? Outputs: the physical, direct results of your work Clips Brochures Speaking engagements Specific positioning Messages communicated Quoted mentions Image: scriptingnews, Flickr (CC)

11. What? Outtakes: what your target audience takes away from your program Messages Understanding … the perceptions generated by your outputs Image: alasis, Flickr (CC)

12. What? Outcomes: quantifiable changes that occur as end results of your program Attitudes Opinions Behaviors Image: naturalturn, Flickr (CC)

13. When? Set a timeframe Compare results to: Past performance Major competitors Image: judepics, Flickr (CC)

14. Where? Channels “Media universe” Image: Truthout.org, Flickr (CC)

15. Why? Courtesy: KD Paine & Partners

16. How? Web site data Web analytics Phone, online, paper surveys Focus groups Media analytics Dedicated URLs/telephone #s Image: iopinw, Flickr (CC)

17. So I Measured… Now What? Image: Samuel Maycock, Flickr (CC)

18. 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/

19. Measuring Social Media Image: cindy47452, Flickr (CC) Image: Incase., Flickr (CC) Influence Quality Quantity Engagement

20. Pledge To End Hunger Source: www.pledgetoendhunger.com

21. Courtesy: Scott Henderson & MediaSauce

22. Courtesy: Scott Henderson & Media Sauce

23. Results 4,800 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 Cause 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & MediaSauce

24. Measurement on a Shoestring Zoomerang, Survey Monkey, social networks Google is your best friend RSS feeds, news/blog alerts Google Analytics Make friends with Excel Image: psyberartist, Flickr (CC)

26. Take 1 oz. of research over 1 lb. of pain

27. Impressions mean nothing on their own

28. Outputs, outtakes and outcomes

29. Use the W5+H principleImage: sun dazed, Flickr (CC)

30. A Few Resources kdpaine.blogs.com iabc.com prsa.org instituteforpr.org metrica.net/measurementmatters communicationammo.com metricsman.wordpress.com toprankblog.com Bi-weekly #measurePR Twitter chat WaxingUnLyrical.com: measurement/measurePR categories twitter.com/shonali/measurement

31. Questions? Where you can find me: E-mail: info@shonaliburke.com Twitter: @shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Image: Håkan Dahlström, Flickr (CC) Cover slide image: Lynx Daemon, Flickr (CC) Thank you!