What are the key issues in campaign analytics in modern-day public relations? Here I set the changing context for evaluation in PR practice and what I call the '7 Pillars for Campaign Analysis'.

1. Campaign Analytics
Lecture 5 – the final countdown
Andy Green FCIPR

2. Objectives
• Understand and evaluate the full range of social media tools that are used to
monitor social media “conversations”
• Conceptually use these tools to apply to global communications issues.
• Develop objective, consultative reputational advice for potential “clients” An
ability to research communications issues in new media
• Respond to communication briefs
• Develop consulting skills
• Develop team working skills particularly in an international context
• - be among the leaders in a new way of doing PR!

3. Your assessment task
“Why measure and evaluate communications
campaigns”
2,000-2,500 word count
20% of IPR Publics Relations Practice assessment
Deadline: March 21st 4pm

4. There’s a revolution going on ..

5. To make matters worse… Speed
“It takes 20 years to build a
reputation and five minutes to
ruin it.”
Warren Buffett
“It takes 20 years to build a
reputation - and 1 click to ruin
it.”
Andy Green

6. ‘Old School PR’ evaluation

7. Difficult, unglamorous, easily distracted
• ““Results” is something of a dirty word in PR” Jefkins
• “Most public relations men, faced with the difficulty and cost of evaluation, forget it and get on
with the next job” Marston
• “Measuring public relations effectiveness is only slightly easier than measuring a gaseous body
with a rubber band” Roper
• “The results of public relations activity are very difficult to measure quantitatively … it may be
uneconomic to devote too much time and too many resources” Black
• (Quotes from Tom Watson ‘The evolution of evaluation’)

8. “It’s on the front page of The Sun..”

9. Dominated by AVE’s
• Advertising Value Equivalent
• Derided in public but still widespread use
• Provide a $ value for media coverage
• The myth of ‘x3 the value of advertising’ because of third party endorsement
• Often crudely applied – negative v positive
• More sophisticated versions of ‘key message tracking’
• Still media relations dominated
• Marginal use of research – qualitative/quantitative

10. AVE’s can’t measure some of the most
effective forms of PR performance

11. Now can get results
Old School PR
• Outputs 
• Outcomes 
• Outgrowths 
New School PR
• Outputs 
• Outcomes 
• Outgrowths 

12. The age of ‘Big Data’

13. The hot debate withn the industry
• “PR's failure - and financial impotence - to fully embrace
data and therefore be driven by real-time insights.
The big network chiefs are clearly not putting their multi-
millions in data investment dollars behind the PR
companies in their empires.
Other sectors simply offer greater insight and more
measurable success. There is now a purer evidential base
on which to build relationships. PR is nowhere near fully
understanding or embracing it.”
• We paid lip service to the challenge of measurement. Today
… art without science will simply not cut it. PR can no
longer be Creationist in its thinking. We need a new model
of Public Value.”
Robert Philips ‘Trust me, PR is Dead’
www.prredefined.org

14. It would seem fairly basic ..

15. ‘7 Pillars of PR Measurement/Campaign
Analytics

16. #1. Avoid ‘Noise’

17. Have an Added Value destination in mind
• We are on a journey to add value
• Identify behaviours you want to
change
• Identify steps on the journey to the
change you want
• Identify baby steps on the journey
you want to achieve
• Establish time frame
• Identify the Cast List
• Identify resource requirement

18. #2. The 3 O’s
Outputs Outcomes Outgrowths

19. #3. Insight - ask Beautiful Questions

20. Insight defined:
• “The ability to discern the true nature of a situation”
• Sagacity – ‘Do now what you would have done in hindsight’

21. Insight
• ‘Apps have the answer to everything …
except the important things’

22. Ask better questions:
No
“How can we improve our reputation?”
Yes
1.How can we better known ?
2.How can we be more liked ?
3.How can we be more trusted ?
4.How can we be more front-of-mind
?
5.How can we get others talking
about us more ?

23. #4. You face 3 types of problem

24. Zone 1

25. Zone 6

26. Zone 10 – respect complexity

27. There are still dragons on the map…
…there is still Dark Matter in the Universe

28. When in doubt, ask your hero

29. #5. Frameworks

30. Rise of conceptual models

31. 7 Barcelona Principles of PR
Measurement
1.Goal setting important
2.Measure Outcomes rather than Outputs
3.Effect on Business results
4.Media measurement both quantity and quality – positive/negative,
tone, credibility, relevance, prominence,
5.AVE’s not a value of public relations
6.Measure social media
7.Transparency and Replicability paramount to sound measurement

32. AMEC Valid Metrics model

33. Business measurement balanced
scorecard

34. CIPR Toolkit
• Step 1 Audit – where are we now?
• Step 2 Setting measurable objectives – where do we need to be?
• Step 3 Strategy and Plan – how do we get there?
• Step 4 Measurement and analytics – are we getting there
• Step 5 Results and evaluation – how did we do
(Source: CIPR Social Media Measurement Guidance)

35. 2x3 Spheres of influence - Sheldrake

36. #Prredefined - Brand heuristics
1.Known
2.Liked
3.Trusted
4.Front-of-mind
5.Others talking about you

37. The Social Influence range
DisConnector Prompted
DisConnector
Won’t take
call
Massive Passives Take call Prompted
Connector
Connector
-3 -2 -1 0 +1 +2 +3
Incite Interfere Impede Ignore Association Affinity Advocacy

38. #6. Iteration – it’s different to ‘Measurement’
– we need a different mindset

39. A revolution in thinking
• Instead of evaluation being the inconvenient bit at end of campaigns
• Iteration means a process of constant checking, evaluation and re-evaluation
• Digital communications – challenges the ‘Blind leading the Bland’
• A new way of thinking and doing in PR

40. On-going iteration – constant A/B testing
• Obama campaign fund-raising
Splash page had 2 elements:
• Turquoise photo of Obama
• Bright red ‘Sign Up’ button
• ‘Learn More’, ‘Join Us Now’, ‘Sign
Up Now’ tested
• ‘Learn More +18.6% sign-ups
• Video 30.3% worse
• B/W Obama family photo +13.1%
• Using both increase signups
+40% +$75m
Source: Joshua Klein ‘Reputation Economics’

41. Everything is a prototype

42. #7. Some KPI’s are more important –
create a Dashboard

43. The age of ‘Big Data’

44. Highlight key metrics

45. #7½½½… There’s always something
more - your ears are your best friend

46. The 7 Pillars of Campaign Analytics &
Measurement
#1. Avoid Noise – set objectives
#2. The 3 ‘O’s’ - Outputs, Outcomes, Outgrowths
#3. Insight – ask beautiful questions
#4. You face 3 types of problem – Zone 1, Zone 6, Zone 10
#5. Create frameworks
#6. Iteration is different to measurement
#7. Some KPI’s are more important – create a Dashboard
#7½ There’s always more. Your ears are your best friend

47. Where are you going to be in the
revolution?