Hugh Anderson presented on PR measurement and the need to move beyond traditional metrics like AVEs. He outlined a new framework using a three-tiered approach measuring program outputs, outcomes, and business outcomes. New metrics could include social media engagement, website traffic and conversions. Tools like Google Analytics, Inkybee and research from organizations like the Coalition for PR Research Standards were highlighted to help practitioners more effectively measure PR impact.
Lobbying involves influencing government decisions by expressing viewpoints on the decision making process. Lobbyists articulate interests to legislators and officials on behalf of organizations or constituents. Governments often define and regulate organized lobbying groups.
The Media represents a critical constituency for business. It must therefore be courted strategically in order to help attain organisational objectives.
This document defines and discusses various aspects of public relations including its basic elements, processes, relationship with media and communication, news releases, media kits, pitch letters, and its importance in customer relations, employee relations, investor/shareholder relations, and government relations. Public relations aims to create favorable public opinion through various communication functions and two-way communication.
Public relations promotes goodwill and communication between the company and consumer. Good public relations builds relationships with your customers. It is a component of your marketing strategy; a company will be more profitable through communication and relationships with customers.
Introduction to Public Relations | What is PR?Alli Mowrey
Public relations (PR) involves strategic communication to build mutually beneficial relationships between organizations and their stakeholders. It requires skills in various areas including communication, research, negotiation, and problem solving. PR professionals use tools like the RACE process (research, action, communication, evaluation) and work in fields such as media relations, publicity, and community outreach. While related to advertising and marketing, PR differs in that its goal is to generate goodwill rather than directly sell products. An integrated approach uses various strategies and tactics to consistently convey messaging through multiple channels.
The document defines public relations as the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. It discusses how public relations involves cultivating favorable relations through various communication channels to build a positive image. The document also provides 18 different definitions of public relations from various sources, emphasizing how it is a strategic communication function aimed at managing reputation and gaining public understanding and acceptance.
The document discusses public relations, including its definition, objectives, tools, and importance. Some key points include:
- Public relations involves managing communication between an organization and its key audiences to build favorable relationships. It aims to influence perception through earned media rather than paid advertising.
- Objectives of PR include building product awareness, creating interest, and informing the public. Tools include media relations, social media, brochures, events, and newsletters.
- PR is important for building a brand image, capitalizing on opportunities, promoting brand values, and strengthening community relations. It provides credibility through third-party endorsement.
Public relations (PR) involves shaping and maintaining a positive image for a company, organization, or individual in the eyes of various audiences. PR professionals work behind the scenes to position clients favorably through tools like press releases, media outreach, and researching public opinion. PR has several advantages over advertising, including being more targeted and cost-effective at reaching audiences, and helping with efforts like product launches and image building. Key differences between PR and advertising are that PR focuses on shaping perceptions rather than direct selling, and relies on securing free publicity rather than paid placements.
The document discusses public relations and PR tools. It defines public relations as a planned process to influence public opinion through sound character, proper performance, and two-way communication. It lists the functions of PR as including press relations, product publicity, public affairs, lobbying, and investor relations. It also discusses the roles, impacts, benefits, and challenges of public relations as well as major PR tools.
Public relations involves managing an organization's communications and relationships with the public to build goodwill. Early practitioners like Ivy Lee emphasized a two-way approach of sharing accurate information. Edward Bernays is considered the founder of modern public relations and promoted the idea of "crystallizing public opinion." While PR aims to maintain a positive public image, "spin" refers to selectively emphasizing certain facts to persuade audiences, which some see as deceptive. Skilled spin doctors closely monitor news and public sentiment to control messaging and timing of announcements favoring their clients.
It’s the art and science of talking to the right audience in the right voice. It influences and shapes a company’s image, reputation, brand perception and culture.
Satisfied Customer who will spread the word of mouth are your most powerful assets and this positive aura about your brand is created by effective public relations program that result in good publicity. learn the insights of this very effective tool of marketing communication.
This document discusses the importance of public relations (PR) in India and how the field is evolving. It notes that PR helps build goodwill between organizations and their key stakeholders. While Indian companies have recognized the value of PR, many still have room for improvement in areas like social media strategy and integrating PR into brand plans. The rise of new media has increased demand for PR professionals in India, though the industry faces challenges around talent and preparing for digital communication.
PR planning and Executing the Public relations campaignAnuj Usare
The document discusses planning for public relations campaigns and programs. It explains that campaigns have a specific beginning and end but consist of multiple events over weeks or months, while programs have no preset end and are intended for continued communication. Research methods like surveys and focus groups are described. The importance of identifying key audiences and tailoring messages to their needs is emphasized. Factors to consider in selecting media channels are outlined. Finally, tips are provided for preparing managers for press contact and delivering effective speeches.
The document outlines the key steps in the public relations process:
1. Research is conducted to define problems and understand audiences. Various research methods are described.
2. Planning and programming involves setting objectives, budgets, schedules and strategies based on research findings.
3. Actions are taken and communication is implemented to achieve program goals using appropriate tactics.
4. Evaluation assesses program preparation, implementation and results to determine effectiveness and make adjustments.
This document is a presentation on the scope and functions of public relations. It defines public relations as managing the flow of information between an organization and the public. The scope of public relations is wide, including political fields and helping businesses, entrepreneurs, teachers, political leaders, and social workers. The functions of public relations outlined in the presentation include investor relations, internal relations, media relations, government relations, and community relations. The goal of public relations is to manage stakeholders' perceptions and build goodwill between organizations and the communities they operate in.
Public relations is a management function that deals with public issues and building positive images. An important component is publicity, which uses unpaid media coverage to attract attention to products and services. The objectives of PR include promoting goodwill, new products, and providing information to employees and stakeholders. PR tools include press releases, newsletters, interviews and sponsored events. PR strategies can be proactive by creating detailed plans or reactive by addressing weaknesses. Publicity is a form of non-personal communication used to generate interest in people and products through the media. Corporate advertising builds confidence in a company among consumers and businesses to promote positive reputation.
A PR campaign is a strategic series of messages sent over a discrete period of time to target audiences in response to an organizational situation. The goals and techniques of public relations are applied systematically through appropriate media mixes to accomplish corporate objectives like informing, persuading, and mobilizing public opinion. Key differences between advertising and PR campaigns are that advertising directly promotes sales while PR campaigns aim to create a favorable environment for services, products, or ideas.
Public relations are the planned and sustained effort to establish and maintain beneficial relationships between an organization and its publics. It involves fact-finding, planning, communication, and research and evaluation. PR professionals use both external media like newspapers, radio, television and internal media like house journals, bulletins boards and printed literature to communicate with stakeholders. They also employ tools like press conferences, press releases, press tours, exhibitions, photographs and advertising. Community relations, government relations and word-of-mouth are also important aspects of public relations.
This document discusses the challenges of demonstrating public relations ROI to executives and outlines best practices for PR measurement and evaluation. It notes that traditional metrics like impressions are inadequate for social media and that engagement, influence, and outcomes that impact business goals are better measures of success. The document provides a 7-step process for developing an effective PR measurement program, including defining goals and investments, understanding audiences, selecting appropriate metrics and benchmarks, choosing measurement tools, analyzing results, and taking action. It emphasizes the importance of correlating PR activities to financial outcomes like revenue, efficiency gains, and avoided costs.
Leveraging Social Media to Reach B2B CustomersAlex Flagg
When you think of social media, do you think of running Facebook contests and videos of cats playing Patty Cake? Think again. Your B2B customers are increasingly using social media to gather product information and short list vendors.
This presentation covers 1) How B2B customers behave differently than their consumer counterparts, 2) How to develop and orchestrate an editorial plan to reach your B2B audience, 3) Recruiting your social media ambassadors, 4) The importance of Search Engine Optimization 5) Measuring the Share of Conversation.
Alex Flagg
Manager, Social Media and Digital Content Enablement
HP Enterprise Segment Marketing
In HP’s Worldwide Enterprise Segment, Alex leads a unique organization dedicated to increasing HP’s influence and participation in key B2B conversations with customers through social media channels. Alex is a dynamic B2B marketer with more than 18 years experience leading teams and running strategic marketing programs for HP, Sun, Microsoft, and AT&T. In his advertising career, Alex was among the first to buy online media in 1995 and helped shape the industry by proposing the first Internet advertising standards. Alex has a deep understanding of how to create engaging B2B editorial content, how to leverage social media to maximize content reach and how to utilize search engine optimization to ensure content find-ability and relevance.
The document discusses best practices for auditing agency performance, including evaluating integrated online and offline media. It provides tips on interpreting media plans and reports, such as ensuring the creative strategy is justified and optimized over time. Creative testing methodologies and how to attribute success across channels are also covered.
Digital influence 501: What are the next trends and hot cases in social mediaMarkus von der Luehe
Author: Brian Giesen, Strategy Director at Ogilvy
Brian discusses why social media and word of mouth marketing are important to business, what the ingredients of digital influence and the measurement options are.
This speech was given at the Adknowledge social media conference in Sydney.
Chris McLaren, Director, Strategy | Wunderman Minneapolis, February 2014.
McLaren presented insights into best practices in ROI tracking. To ascertain the relative effectiveness of social media versus other marketing channels, he advised mapping social metrics to marketing KPIs and assigning comparative values using “known” media costs specific to clients.
The document discusses measuring the impact of social media campaigns and communications. It provides examples of how to set measurable objectives, calculate key performance indicators like impressions, engagement, and return on investment. Case studies are presented that demonstrate how social media can increase event registrations, build an online following to support clinical trials, and amplify charitable giving campaigns. The importance of benchmarking, isolating variables, and using controls is discussed to accurately measure social media's impact.
The document discusses auditing agency performance and includes the following topics:
1) Integrated media evaluation, discussing offline vs. online advertising and changes to the consumer purchase funnel.
2) Interpreting plans and reports, including what success factors and metrics to look for.
3) Creative testing methodology and best practices.
Changing faces of direct marketing e briks infotechebriksinfotech
The document discusses integrated marketing and how using multiple marketing channels together can drive better results than individual channels alone. It provides an overview of key social media channels like Facebook, Twitter, LinkedIn, and blogs. It also discusses other digital channels like email, mobile, and QR codes. The document advocates developing campaigns that leverage different channels in an integrated way to increase efficiency, flexibility, visibility, and customer loyalty. It provides an example campaign using paid search, content marketing, social media, and radio/TV to promote a light bulb offer.
Changing faces of direct marketing e briks infotechebriksinfotech
The document discusses integrated marketing and how using multiple marketing channels together can drive better results than individual channels alone. It provides an overview of key social media channels like Facebook, Twitter, LinkedIn, and blogs. It also discusses other digital channels like email, mobile, and QR codes. The document advocates developing campaigns that leverage different channels in an integrated way to increase efficiency, flexibility, visibility, and customer loyalty. It provides an example campaign using paid search, content marketing, social media, and radio/TV to promote a light bulb offer.
This session will focus on defining and measuring success for social media campaigns. Join us for an exploration of the various common Key Performance Indicators (KPIs) and the best practice methods for measuring them. Make sure to bring your campaign ideas and challenges as we'll be analyzing some of your examples!
Takeaways:
- Real metrics for success (hint: it's not about the followers!)
- Practical and cost effective ways to measure them
- A good understanding of how to use the data to improve
Cutting through the Noise- Simplifying & Socializing Alison Engelsman
Alison Engelsman presented on using social media for recruiting. She discussed building a social recruiting framework including securing buy-in, developing policies, choosing tools and metrics, engagement strategies, and continuous evaluation. Engelsman emphasized the importance of an authentic social presence, adding value through quality content, and engaging in two-way conversations to build communities. She noted social recruiting requires trial and error, time, and should be an enjoyable process.
This document provides guidance on effectively engaging with social media. It emphasizes listening first before talking, and monitoring conversations to understand audiences and identify where they are engaging online. It also stresses the importance of integration across different communication channels and tools for listening, as well as focusing on outcomes over outputs when measuring the value of social media efforts.
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).
The combination of Magazine and Online advertising
seemed to have a synergistic effect, greater than the sum of
their individual impacts. This suggests that for this target
audience, the integrated use of these two media was more
effective than using them separately.
The study provided GM with guidance on how to optimize their
media mix for future campaigns promoting new models,
particularly around using magazine and online together to
reinforce messaging to heavy TV viewers.
18
Levi’s – Dockers Brand
Levi’s was promoting their Dockers brand of casual pants with a
multimedia campaign including TV, Print, Outdoor and Online.
The campaign featured lifestyle imagery of men wearing Dockers
The document discusses the differences between community managers and social media managers. Community managers focus on building relationships within communities and moderating user-generated content. Their key responsibilities include advocacy, moderation, and providing insights. Social media managers focus more on content strategy, security, and analyzing social media data and metrics. Their responsibilities center around content creation, assessing effectiveness, and ensuring security. The document also compares the platforms, tools, goals, and skills for each role.
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Public Relations (PR) Measurement
1. CIPR Social in the City #sitc, 25 October 2012
PR Measurement
Hugh Anderson
Forth Metrics
2. Agenda
• Why measure?
• Our changing world
• Old-school metrics
• What’s wrong with AVE’s?
• New metrics & framework
• Tools & resources
• Conclusion
3. Why Measure?
• Institute for Public Relations (IPR) paper,
1999 (Katie Payne, James Grunig et al)
Measurable objectives in public relations do two things:
1. They facilitate and support business objectives, thus
demonstrating that PR activities support the business or
performance goals and are thereby “strategic”.
2. They enable PR practitioners to show they have
achieved what they set out to achieve, and thereby
demonstrate accountability.
4. Why Measure?
• Public Relations Society of America (PRSA)
Without appropriate measurement, you can’t
truly gauge success, focus resources on what
works, adjust plans if they don’t work, get
more budget or engage executives.
It will be difficult for PR to get a larger share
of the total communications expenditure
without quantitative means that go well
beyond measurement of media outputs.
5. Why Measure?
• CIPR, PR2020 report : “The Future of
Public Relations”, key recommendation #4
There is a need for clearer thinking
and guidance on measurement and
evaluation.
6. Why Measure?
• to your Client
• To Prove VALUE • to your Manager
• to your Board
• Share of Budget (own & client)
• Delivery against objectives
• To learn and improve
7. And yet ...
• It doesn’t come naturally
IPRA South
% members
USA Australia
Africa
Evaluation recognised as
necessary
89 76 90 89
Frequently undertake
evaluation
19 16 14 25
• IPRA (International PR Association) study, 1994
8. Why? (the myths)
• Too expensive
• Too labour intensive
• Lack of knowledge
• Lack of standards/methodology
• Lack of demand
• Simply not a core skill
9. The changing world:
from this ...
• Traditional “paid” media
• Media relations
• Journalists
• Press clippings
• Control of the message and who
distributes it
10. The changing world:
to this ...
• Digital media
• Social media
• Mobile
• Bloggers, influencers
• NO control of the message and who
distributes it
13. Old-school metrics
• There are lots ... potential viewership
opportunities to see (OTS)
# of cuttings/clips
article count
single column centimeters (scc)
gross rating points (GRP’s) column inches
# of impressions broadcast run-time
• And, of course : AVE’s
14. Old-school metrics
• The consequences :
• No comparability
• No consistency
• Confusion
• Lack of tangible value
15. AVE’s : definition
• Advertising Value Equivalency (AVE) is
what your editorial coverage would cost
if it were advertising space (or time).
• To calculate the AVE for one month,
measure the space (column inches)
occupied by a clip (for radio and
television coverage, you measure time).
Then multiply the column inches (time)
by the ad rate for that page (time slot).
16. What’s wrong with AVE’s
• Not real value (cost)
• PR is not Advertising
• Not applicable in new world media
• Encourage wrong behaviours
• Can be manipulated
• Inconsistent
• Industry denounced
17. But in the real world ...
• Clients still want AVE’s
• There’s nothing better out there
= old world mentality that is limiting progress
• There is no silver bullet
• Real, tangible ROI is challenging, BUT
• There are new frameworks and metrics
18. New principles 1
• A Three Tiered Approach
From To To
Programme Programme Business
Outputs Outcomes Outcomes
20. New framework
• The Barcelona Principles:
• 1. Importance of goal setting and measurement
• 2. Measuring the effect on outcomes is preferred to measuring
outputs
• 3. The effect on business results can and should be measured
where possible
• 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.
23. New metrics in practice
• Programme outputs
audience reach, level of engagement
(likes, shares, retweets, etc)
• Programme outcomes
number of visitors, downloads, views,
calls, event attendance, etc
• Business outcomes
actual sales, market share, cost savings,
leads generated, etc
24. Social media metrics
Metric Use vs. Usefulness
45%
Increase in foot
traffic
Increase in
revenue/sales
39% # of new customers
(mentioning social media)
Usefulness
(% rated 5)
Increased traffic to
website
33% # of
conversions # of comments/
# of
posts compared # of comments/ LIkes
to competitors posts
mentioning org.
26%
# of shares/
retweets Secondary audience
Avg. # of size
interactions w/
20% follower
40% 50% 60% 70% 80%
Current Use
• Source: Vocus study of social media and SME’s
25. But remember ...
• The difference between monitoring (the
buzz/chatter/conversation) and
measuring.
• Get beyond clip counts and audience
impressions (CPM, print circulation,
etc.)
• Don’t get fixated on one metric or ROI.
• Qualitative analysis is still valid
(awareness, opinion, attitude, brand
preference, purchase intent, advocacy,
perceptions, reputation, etc.)
26. More help on the way
• Coalition for PR Research Standards
• Mission: to provide a broad platform of standards
for research and measurement
• 2012 Deliverables:
• Social media measurement
• Traditional media analysis
• Ethical standards for research
• Return on investment
• Communications lifecycle
27. More help on the way
• Coalition for PR Research Standards
• Mission: to provide a broad platform of standards
for research and measurement
• 2012 Deliverables:
• Social media measurement
• Traditional media analysis
• Ethical standards for research
• Return on investment
• Communications lifecycle
29. Tools 2
Own site(s)
• Google Analytics is your friend:
• Visitor data (new, returning, sources, etc)
• Engagement data (time on site, pages per visit, etc)
• Outcome data (via Goals: videos watched, ebooks
downloaded, sales made)
• + lots more (including social sources, multi-channel
funnels, keywords)
• Similar with Facebook Insights
34. Resources 3
• Coalition to establish standards for PR
research and measurement
http://www.instituteforpr.org/topics/reaching-a-consensus-
standards-for-public-relations-research-and-measurement/
• CIPR “4 Steps to Unlocking Online Success”
conference, 30 January 2013
http://ciprscotland.wordpress.com/conference-scotland-unlocking-
online-success/
• Vocus study of social media and SME’s
(http://www.slideshare.net/Vocus/vocus-study-of-sm-bs-and-social-
media-final)
• PRSA/Tim Marklein presentation
http://www.slideshare.net/tmarklein/best-practices-new-ideas-in-pr-
measurement
35. Conclusions
• Measurement is important
• Try to consign AVE’s to the bin!
• It can be affordable using simple, low cost tools
• Digital media opens up opportunities and makes
it easier
• Try to get beyond monitoring to actual measuring
of outcomes
• It’s going to get easier, better, more standardised
and more consistent
36. Thank You!
Hugh Anderson
hugh@forthmetrics.com
@hughforth
blog.forthmetrics.com www.inkybee.com