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Demonstrating the Business Value of PR

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Shonali Burke
Shonali Burke

When we measure the value of public relations, the most important thing to do is to show how it supports business objectives. That's what this deck, a webinar for PRSA, speaks to.

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DEMONSTRATING THE BUSINESS VALUE OF PR Image: Nasa’s Marshall Space Flight Center, Flickr (CC) SHONALI BURKE, ABC A WEBINAR FOR PRSA INTERNATIONAL MARCH 15, 2011
Before We Get Started
Cartoon: HubSpot, Flickr (CC)
Image: Jim Miles, Flickr (CC)
Bad Measurement… ,[object Object]
Uses AVE
Is done inconsistentlyImage: johntrathome, Flickr (CC)
Good Measurement … Tracks what’s important Is done consistently Connects to business KPIs Tracks outputs, outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)
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
Why What Who The Six Keys To The Measurement World How Where When Image: Mark H. Evans, Flickr (CC)
Who? Media Customers Partners Employees Government leaders Investors Image: mhaithaca, Flickr (CC)
What? Increase exposure Educate audiences Improve positioning Increase mind share Increase sales Obtain members/supporters Raise awareness for mission Image: tobi_digital, Flickr (CC)
What? Outputs: the physical, direct results of your work Clips Brochures Speaking engagements Specific positioning Messages communicated Quoted mentions Image: scriptingnews, Flickr (CC)
What? Outtakes: what your target audience takes away from your program Messages Understanding … the perceptions generated by your outputs Image: Richard Hutteman, Flickr (CC)
What? Outcomes: quantifiable changes that occur as end results of your program Attitudes Opinions Behaviors ACTION! Image: naturalturn, Flickr (CC)
When? Set a timeframe Compare results to: Past performance Major competitors Image: judepics, Flickr (CC)
Where? Channels “Media universe” Image: Truthout.org, Flickr (CC)
Why? Courtesy: KD Paine & Partners
How? Web site data Web analytics Phone, online, paper surveys Focus groups Media analytics Dedicated URLs/telephone #s Image: iopinw, Flickr (CC)
So I Measured… Now What? Image: Samuel Maycock, Flickr (CC)
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/
Measuring Social Media Image: cindy47452, Flickr (CC) Image: Incase., Flickr (CC) Influence Quality Quantity Engagement
The Case of the Hungry Child Source: www.pledgetoendhunger.com
Courtesy: Scott Henderson & Media Sauce
Courtesy: Scott Henderson & MediaSauce
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
The Case of The OKC Jeweler @dangordon @samuelgordons © Daniel Gordon, used with permission
The 4-1-1
© Daniel Gordon, used with permission
Blog traffic 2006 – 2010: Ad spend: from $500K - $50K Revenue: 30% increase 2008 – 2010: Foot traffic: from 20% - 40% Courtesy Daniel Gordon, Samuel Gordon Jewelers
Monitoring & Measurement on a Shoestring
Measurement Smarts ,[object Object]
Take 1 oz. of research over 1 lb. of pain
Impressions mean nothing on their own
Outputs, outtakes and outcomes

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Demonstrating the Business Value of PR

  • 1. DEMONSTRATING THE BUSINESS VALUE OF PR Image: Nasa’s Marshall Space Flight Center, Flickr (CC) SHONALI BURKE, ABC A WEBINAR FOR PRSA INTERNATIONAL MARCH 15, 2011
  • 2. Before We Get Started
  • 4. Image: Jim Miles, Flickr (CC)
  • 5.
  • 7. Is done inconsistentlyImage: johntrathome, Flickr (CC)
  • 8. Good Measurement … Tracks what’s important Is done consistently Connects to business KPIs Tracks outputs, outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)
  • 9. 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
  • 10. Why What Who The Six Keys To The Measurement World How Where When Image: Mark H. Evans, Flickr (CC)
  • 11. Who? Media Customers Partners Employees Government leaders Investors Image: mhaithaca, Flickr (CC)
  • 12. What? Increase exposure Educate audiences Improve positioning Increase mind share Increase sales Obtain members/supporters Raise awareness for mission Image: tobi_digital, Flickr (CC)
  • 13. What? Outputs: the physical, direct results of your work Clips Brochures Speaking engagements Specific positioning Messages communicated Quoted mentions Image: scriptingnews, Flickr (CC)
  • 14. What? Outtakes: what your target audience takes away from your program Messages Understanding … the perceptions generated by your outputs Image: Richard Hutteman, Flickr (CC)
  • 15. What? Outcomes: quantifiable changes that occur as end results of your program Attitudes Opinions Behaviors ACTION! Image: naturalturn, Flickr (CC)
  • 16. When? Set a timeframe Compare results to: Past performance Major competitors Image: judepics, Flickr (CC)
  • 17. Where? Channels “Media universe” Image: Truthout.org, Flickr (CC)
  • 18. Why? Courtesy: KD Paine & Partners
  • 19. How? Web site data Web analytics Phone, online, paper surveys Focus groups Media analytics Dedicated URLs/telephone #s Image: iopinw, Flickr (CC)
  • 20. So I Measured… Now What? Image: Samuel Maycock, Flickr (CC)
  • 21. 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/
  • 22. Measuring Social Media Image: cindy47452, Flickr (CC) Image: Incase., Flickr (CC) Influence Quality Quantity Engagement
  • 23. The Case of the Hungry Child Source: www.pledgetoendhunger.com
  • 24. Courtesy: Scott Henderson & Media Sauce
  • 26. 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
  • 27. The Case of The OKC Jeweler @dangordon @samuelgordons © Daniel Gordon, used with permission
  • 29. © Daniel Gordon, used with permission
  • 30. Blog traffic 2006 – 2010: Ad spend: from $500K - $50K Revenue: 30% increase 2008 – 2010: Foot traffic: from 20% - 40% Courtesy Daniel Gordon, Samuel Gordon Jewelers
  • 31. Monitoring & Measurement on a Shoestring
  • 32.
  • 33.
  • 34. Take 1 oz. of research over 1 lb. of pain
  • 35. Impressions mean nothing on their own
  • 36. Outputs, outtakes and outcomes
  • 37. Use the W5+H principleImage: sun dazed, Flickr (CC)
  • 38. How Do You Pull This Together?
  • 40. A Few More Resources http://kdpaine.blogs.com http://iabc.com http://prsa.org http://instituteforpr.org http://metrica.net/measurementmatters http://www.communicationammo.com http://www.metricsman.wordpress.com http://www.toprankblog.com Bi-weekly #measurePR Twitter chat http://WaxingUnLyrical.com: measurement/measurePR categories http://twitter.com/shonali/measurement
  • 42. Questions? Image: Håkan Dahlström, Flickr (CC) info@shonaliburke.com @shonali Thank you! www.WaxingUnLyrical.com www.shonaliburke.com slideshare.net/shonaliburke

Notas do Editor

  1. Influence & Engagement.