Presentation to CharityComms "Made to Measure Communications" event

1. MEASURING
PUBLICRELATIONS
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License
CharityComms “Made to Measure Communications” conference, London, 27th June 2013

2. MeasuringPR.
e elephant in the room.
http://www.flickr.com/photos/philip_sheldrake/4326150982/

3. MeasuringPR.
AVE
Advertising value equivalence is a specious sum based on
false assumptions using an unfounded multiplier, only
addressing a fraction of the PR domain.
It does not represent the value of PR. And never has.

4. MeasuringPR.
Unlock value.
http://www.flickr.com/photos/philip_sheldrake/9134374458

5. MeasuringPR.
Unlock the value.
Consider the hypothetical instance of two organisations
designing, executing and analysing exactly the same
public relations strategy delivering precisely the same
results for the same investment.
Hold that thought.

6. MeasuringPR.
Which of these
do you consider
unique?
Your organisation? ☐

7. MeasuringPR.
Your organisation?
Your marketplace?

☐
Which of these
do you consider
unique?

8. MeasuringPR.
Your organisation?
Your marketplace?
Your stakeholders?


☐
Which of these
do you consider
unique?

9. MeasuringPR.
Your organisation?
Your marketplace?
Your stakeholders?
Your marketing and PR objectives?



☐
Which of these
do you consider
unique?

10. MeasuringPR.
Your organisation?
Your marketplace?
Your stakeholders?
Your marketing and PR objectives?
Your marketing and PR strategies?




☐
Which of these
do you consider
unique?

11. MeasuringPR.
Your organisation?
Your marketplace?
Your stakeholders?
Your marketing and PR objectives?
Your marketing and PR strategies?
Your marketing and PR execution?





☐
Which of these
do you consider
unique?

12. MeasuringPR.
Your organisation?
Your marketplace?
Your stakeholders?
Your marketing and PR objectives?
Your marketing and PR strategies?
Your marketing and PR execution?
Your marketing and PR metrics?






☐
Which of these
do you consider
unique?

13. MeasuringPR.
Your organisation?
Your marketplace?
Your stakeholders?
Your marketing and PR objectives?
Your marketing and PR strategies?
Your marketing and PR execution?
Your marketing and PR metrics?







Which of these
do you consider
unique?

14. MeasuringPR.
Speaking.
http://www.flickr.com/photos/philip_sheldrake/2286485614

15. MeasuringPR.
Identical comms.
at hypothetical scenario may entail the same comms
leading to the same [output] results for the same
investment, but the [outcome] results must represent
different value because everything else is different.

16. MeasuringPR.
No universal metric.
In other words, there can be no universal metric, no all-
encompassing AVE-replacement or AVE 2.0 or e-AVE!
Mark Westaby and me on this topic
PR Week video podcast, July 2012

17. MeasuringPR.
Barcelona.
http://www.flickr.com/photos/philip_sheldrake/2286485614

18. MeasuringPR.
Barcelona Principles.
1. Importance of goal setting and measurement
2. Measuring the effect on outcomes is preferred to
measuring outputs
3. e effect on business results can and should be
measured where possible
http://amecorg.com/2012/06/barcelona-declaration-of-measurement-principles/

19. MeasuringPR.
Barcelona Principles.
4. Media measurement requires quantity and quality
5. AVEs are not the value of public relations
6. Social media can and should be measured
7. Transparency and replicability are paramount to sound
measurement.
http://amecorg.com/2012/06/barcelona-declaration-of-measurement-principles/

20. MeasuringPR.
Metrics.
http://www.flickr.com/photos/philip_sheldrake/3067824279

21. MeasuringPR.
Management.
Measurement and management are inseparable.
ings that get measured get done. Or, to change the
emphasis subtly and probably more accurately,
people perform as they are measured.

22. MeasuringPR.
Golden rules.
Only employ metrics that directly and obviously guide behaviour and
performance as required by strategic objectives.
Metrics need each other – no metric can achieve what’s needed alone.
Metrics must complement not compete.
Just because something is easy to measure, or is already measured, does
not qualify it as a good metric.

23. MeasuringPR.
Golden rules.
When you have a choice of two equally appropriate metrics, select the
most readily understood.
Never employ fewer or more metrics than will suffice.
Metrics with unneeded side effects aren’t quite right – redesign them; or,
a metric that can be gamed demands a complementary metric to ensure
that it isn’t.

24. MeasuringPR.
And ask
“So what?”
at least three times in a row.
Credit: Katie Delahaye Paine

25. MeasuringPR.
Standards. Discussion.
http://www.flickr.com/photos/philip_sheldrake/87055500

26. MeasuringPR.
#smmstandards.
Published in June for comment by end-July 2013:
Content and Sourcing Reach and Impressions
Engagement and Conersation Influence
Opinion & Adocacy Impact & Value
See Katie Delahaye Paine’s post (eulr.co/smmstandards) and
www.smmstandards.org.

27. MeasuringPR.
#smmstandards.
Important distinction:
Value – e importance, worth, or usefulness of something.
ROI – One way to express value.

28. MeasuringPR.
Operationalize.
Having widely agreed standards is one thing. Appropriate
application is another.
is is the next phase of our work at AMEC and the wider
“Conclave”. Here’s some guidance in the meantime, and a
look at two candidate frameworks.

29. MeasuringPR.
Selecting & defining metrics.
1. Audit – Where are we now?
2. Setting measurable objectives – Where do we need to be?
3. Strategy and plan – How do we get there?
4. Measurement and analytics – Are we getting there?
5. Results and evaluation – How did we do?

30. MeasuringPR.
Setting measurable objectives.
2.1 Define your measurable objective
2.2 Define your benchmark set – comparative / relative
2.3 Define the ideal metrics
2.4 Identify candidate metrics that combine to best meet your ideal definition (don't try and
make your metrics universal across the organisation, but apply different metrics for different
stakeholder groups)
2.5 Tailor each one to your specific needs, recognising its shortcomings / limits
2.6 Document these steps to make the process auditable and more easily reviewed
2.7 Set a review date and owner.

31. MeasuringPR.
A proposed framework.
A model:

32. MeasuringPR.
A proposed framework.
Tiered metrics:

33. MeasuringPR.
A proposed framework.
Framework:
http://amecorg.com/wp-content/uploads/2013/06/Social-Media-Valid-Framework2013.pdf

34. MeasuringPR.
A proposed framework.
ere is considerable value in this thinking, but I believe it can
be shaped differently.
We’re trying to align PR / comms / social to the needs of the
organisation, and divine its value. So why reinvent the wheel
when Business Performance Management (BPM) frameworks
already exist?

35. MeasuringPR.
What, exactly, is the
value of social?
A slidestack:
click to view

36. MeasuringPR.
e Influence Scorecard.
e Influence Scorecard framework seeks to establish
organisational alignment, and inform corresponding
investment in human, information and organisational
assets, by extending the Balanced Scorecard (and similar
BPM frameworks) into our domain here.

37. MeasuringPR.
e Influence Scorecard.
It strives to deal with all aspects of social as all things
social permeate all facets of organisational life.
It aims to make PR / comms / social accountable, in order
to win the board’s trust and respect in return.

38. MeasuringPR.
e discussion.
continues...
http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-
metrics-and-measurement
http://www.philipsheldrake.com/2013/06/social-media-measurement-aer-madrid
http://metricsman.wordpress.com/2013/06/21/new-framework-for-social-media-
measurement-update-debate

39. MeasuringPR.
e Business of Influence, Wiley, 2011.
With foreword by Robert L. Howie, Jr., then
Managing Director, CMO, Palladium Group,
Inc., Director, Kaplan Norton Balanced
Scorecard Hall of Fame for Executing Strategy.
Philip Sheldrake, Managing Partner, Euler Partners
www.eulerpartners.com @sheldrake

40. MeasuringPR.
And if good old-fashioned storytelling
is more your thing, you might like
Attenzi – a social business story.
A free ebook, with foreword by Adam Pisoni,
Microso Yammer co-founder and CTO.
May 2013.
Philip Sheldrake, Managing Partner, Euler Partners
www.eulerpartners.com @sheldrake

41. MeasuringPR.
More reading.
Social Media Metrics: How to Measure and Optimize your Marketing Investment, Jim Sterne,
Wiley, 2010, 978-0470583784
Measure What Matters: Online Tools For Understanding Customers, Social Media,
Engagement, and Key Relationships, Katie Delahaye Paine, Wiley, February 2011,
978-0470920107
Social Media Analytics: Effective Tools for Building, Interpreting and Using Metrics,
Marshall Sponder, McGraw-Hill, August 2011, 978-0071768290
Measuring the Networked Nonprofit: Using Data to Change the World, Beth Kanter and
Katie Delahaye Paine, Jossey-Bass, October 2012, 978-1118137604