How do we as PR and communications professionals demonstrate our worth?

Introductions Matt Appleby MCIPR Chair, CIPR Cymru Wales Managing Director, Golley Slater, Cardiff CIPR Chartered PR Practitioner Golley Slater PR Established in Cardiff 1957 UK-wide – 11 offices, 300 people Cardiff PR team of 12 Clients from private & public sector CIPR Cymru Wales Professional membership body for PR 350 members in Wales CPD, events, training & the voice of PR

Today ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

how can we monitor & measure Pic: Nomaan on Flickr

Public Relations can be measured in terms of… ,[object Object],[object Object],[object Object],[object Object]

The PRE process: Planning : Research : Evaluation PRE 2. OBJECTIVES Where do we need to be? 5. RESULTS & EVALUATION How did we do? 1. AUDIT Where are we now? 3. STRATEGY & PLAN How do we get there? 4. ONGOING MONITORING Are we getting there?

Setting up a system – 6 steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

IMPACT - Media Content Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Content weighting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

where is the debate Pic: Nomaan on Flickr

We haven’t mentioned AVE yet… ,[object Object],[object Object],[object Object],[object Object],“ While AVE should not be used to measure PR, it is often requested and can sometimes provide a simple, though flawed, comparative metric across campaigns”. COI Standardisation of PR Evaluation Metrics

how does this work in practice Pic: Nomaan on Flickr

Golley Slater planning & measurement

what else should we measure Pic: Nomaan on Flickr

Demonstrating professional success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Other methods of measuring success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measuring outcomes ,[object Object],[object Object],[object Object],[object Object]

monitor & measure online Pic: Nomaan on Flickr

Free tools for monitoring ,[object Object],[object Object],[object Object],[object Object],Pic: imagesource.com (free content)

General alerts and trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object]

Monitoring social media and online buzz ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

any questions Pic: Nomaan on Flickr

How do we as PR and communications professionals demonstrate our worth?

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How do we as PR and communications professionals demonstrate our worth?