The Measurement Agenda 2020 - including delegate voting Moderator David B. Rockland, Ph.D., Partner / CEO Ketchum Pleon Change and Global Research
Seven Principles of PR Measurement 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
Future of PR Measurement & Evaluation Survey Results
Biggest Challenges to Measuring the Value of Public Relations Q1: What are the biggest challenges to measuring the value of public relations?
Most Important Issues in the Next 5 Years ISSUE % Must (9-10) % Maybe (6-8) % Don’t Care (1-5) Benefits of measuring PR campaign78%18%4% Impact of PR program on business goals76%20%4% Measurement beyond media clips69%26%5% Social media measurement65%30%5% Marketing Mix Modeling63%31%6% Social media monitoring59%33%7% ROI measurement58%34%8% Isolating the effect of PR58%21% Value of employee engagement52%39%9% Value of corporate reputation51%38%11% Value of relationship with influencers51%37%12% % of PR campaign budget spent on measurement44%39%17% Ensuring standard approaches44%40%16% Impact of an event35%47%18% How often to measure ongoing campaign32%49%19% Effects of sponsorship27%48%25% How soon after a campaign to measure21%42%37% Q2: On a scale of 0 to 10, where 0 is “unimportant” and 10 is “important,” how important is it the following are well understood across the public relations profession in the next five years?
Greatest Barriers to Adoption of Standardized Research Techniques Q4: What do you believe are the greatest barriers to the adoption of standardized research techniques for the measurement of public relations?
Current State of PR Measurement ISSUE % Agree% Neutral% Disagree Global PR professional organizations should make educating clients about proper PR measurement a top priority 72%8%20% Common definitions for the ROI of PR are needed68%11%21% Barcelona Principles were a good start, but now we must get more specific 65%17%18% The language of PR measurement needs to change to connect better with the C-Suite and Board table 56%27%17% A common set of measurement standards already exists, but they are not applied in the PR measurement profession 36%31%33% A common set of standards for PR measurement is not necessary 21%11%68% Common terms and definitions for the measurement of PR do not exist at all 37%29%34% Barcelona Principles are the common set of standards the industry has been lacking 38% 24% Q5: How much do you agree or disagree with each of the following statements?
Part 2: HOW DO WE GET PR PROFESSIONALS TO TAKE MEASUREMENT MORE SERIOUSLY? Views from PR’s Professional Organizations
Speakers Public Relations Society of America Ben Levine ICCORichard Houghton Institute for Public Relations & IPR Measurement Commission Professor Donald K. Wright AMECMike Daniels Council of PR FirmsTim Marklein
Public Relations Society of America Ben Levine Ketchum Pleon
PRSA’s commitment to measurement and evaluation in public relations Entered into a strategic partnership with AMEC PRSA acts as secretariat for AMEC – North American Chapter. PRSA’s measurement task force issued a broad set of recommended measurement standards for a variety public relations tactics and outcomes.
The Consultants’ View Richard Houghton President, ICCO
Consultants and evaluation – the challenge Consultants do want to evaluate, absolutely! But things get in the way...
Consultants and evaluation – the challenge Budget, budget, budget Evaluation as a competitive differentiator Not all consultants feel equipped for the discussion Lack of agreement on what should be measured “If the client wants AVEs they get AVEs” Lack of consistent methodologies Diverse and simplistic Not comparable with other marketing disciplines’ evaluation methodologies Fear of the results?
What consultancies want to know? Has the campaign met the objectives? What has worked well and what needs focus? Messages Creative Channels What impact has the campaign had on the ‘business’ Does it compare well with other PR campaigns and ideally other marketing campaigns
2020 Measurement Agenda A standard approach to evaluation Framework and methodologies Next step on Barcelona Principles path? Quantitative and qualitative Social and ‘traditional’ Out put Out come Out take – business impact Valuable accumulation of normative data Developed and endorsed by clients, consultants, and evaluation industry
2020 Measurement Agenda ICCO Commitment Activities to suit varying demands of 28 member countries Ranging from Africa:Australia:Europe:United States “Bringing the Barcelona Principles to Life” Will be part of newly launched online training service for ICCO members Practical guidance and examples
Consultancy Management Standard Countries operation Consultancy Management Standard (CMS) 13 currently Evaluation module being developed PRCA (UK) and AMEC initiative Part of a bi-annual audit of consultancy management practice Carried out by independent auditor Available to consultancies In-house teams as well in UK Kite mark denoting evaluation expertise
Institute for Public Relations & IPR Measurement Commission Donald K. Wright, Ph.D. – Professor, Boston University Member of Board of Trustees IPR Past Chair of IPR Measurement Commission IPR Research Fellow
About the Institute for Public Relations An independent foundation dedicated to the science beneath the art of public relations™ Supporting PR research Mainstreaming this knowledge into practice through PR education Not a membership-based model – supported by program revenues and generous contributions All research and publications are free to the profession, educators and students at www.instituteforpr.org
IPR’s focus is on three-kinds of research* Research used in public relations To guide and evaluate communications programs In other words, planning research and measurement Research on public relations To understand what we do and how we do it Benchmarking, best practices and the business of public relations Research for public relations Our basic research and social science underpinnings Often borrowed from other fields Props to Dr. James E. Grunig
Taking measurement more seriously Understand the PR/comms mission License to operate Stakeholder relationships Understand the PR measurement mission Better public relations through research Know our customers CCO and senior management CCO and PR unit managers
Taking measurement more seriously Expanded vision Measurement Evaluation Prescription & direction Measurement and evaluation framework Activities Outputs Outtakes Outcomes Business results Standards, protocols, and best practices Balance strategic and tactical
Planning research and measurement Good researchers debate tools, Good researchers debate tools, great researchers debate questions
AwarenessKnowledge/ Understanding Interest/ Consideration Preference/ Support Action Public Relations Activity Intermediary Effect Target Audience Effect COMMUNICATION / MARKETING FUNNEL PHASESPHASES Org/ Biz Result Org/ Biz Result The Valid Metrics Matrix
Public Education/ Not-for-Profit AwarenessUnderstandingInterestSupportAction Public Relations Activity Media engagement Blogger engagement Influencer engagement Events/ speaking opportunities Content creation Site/social media posts Intermediary Effect (Media, Bloggers) Number of articles Frequency Prominence Target audience reach/ impressions Earned media site visitors Social network site/channel visitors Video views Cost per thousand reached SOV in target media/online discussion Key message alignment Accuracy of facts Key message alignment Expressed opinions Frequency of (positive) mentions SOV in target media/online discussion Social network fans and followers Retweets/likes/ linkbacks Online comments Endorsement by journalists and/or influencers Expressed recommendations Rankings on industry lists Social network fans and followers Retweets/likes/ linkbacks Online comments Target Audience Effect (General Public) Unaided awareness Aided awareness Knowledge of facts Expressed opinions in online communities Acknowledgement of relevance of issue by target audience Visitors to site Click-thru to site Time spent on site Site downloads Calls to infoline Event/meeting attendance Expressed advocacy Links to site Progress against target (e.g. reduction in teen pregnancies) Cost savings Contributions
Questions we are asking our Board Does the Grunig model of three kinds of research still provide a valid construct for the profession’s research agenda? How should we balance involvement in basic research vs. benchmarking, planning and measurement research? What big-picture research topics would you add to the list to help you manage better?
IPR’s potential research topics What changes behavior? How different audiences think, what’s important to them Broader context for social media, what to measure, what it means Restoring reputation against backdrop of loss of trust What skills/qualifications should influence our hiring Research models enabling us to predict the probability of an outcome The business of public relations Diversity in our business Understanding generational differences
Association for the Measurement and Evaluation of Communications Mike Daniels Report International Chair, AMEC
Measurement’s growing 14% growth last year says measurement is becoming more embedded Clients increasingly seeing the need for measurement … Even if they’re not sure what represents best practice AMEC driving credibility Social media key opportunity BUT…
From tactical to strategic Clients demanding way more insight… The market research mantra really works Move beyond data and outputs What worked 15 or 20 years ago isn’t enough now Need to accept that clients demand greater insight Brand Advocacy Reputation Competitor insight Planning/ROI Business/strategy recommendations
Upping our game Outputs by themselves don’t cut it any more Staying with data means staying tactical means lower value Need to move towards business and organisation outcomes Clients will thank (and pay) us for partnering, not simply servicing Demands active acceptance of… Research standards in measurement (no lip service!) Speed of delivery Integration Broader application within the organisation Greater insight
Measurement Agenda 2020: The Agency Imperatives Tim Marklein Practice Leader, Technology & Analytics, WCG Co-Chair, Measurement Committee, Council of PR Firms Web: www.prfirms.org Twitter: @CouncilPRFirmswww.prfirms.org
CPRF Leadership Commitment “Along with the greater share of marketing budgets going to public relations agencies comes pressure to provide greater accountability for the value firms provide. We think there is an opportunity to bring even more revenue to member firms if we can build on the measurement standards some other industry organizations have created as a framework.” -- Andy Polansky, 2011 CPRF Chair
CPRF Measurement Committee New measurement committee formed Jan. 2011 to fuel best practices, industry standards, agency adoption Composed of agency research/analytics leaders Engagement workgroup: Developing metrics guide to help agencies weave together earned, owned, shared and paid media for engaging stakeholders ROI workgroup: Developing standard definitions and approaches for measuring public relations ROI and communicating value beyond ROI
Measurement 2020: Imperative #1 “ANALYTICS” All the time “ANALYTICS” All the time “MEASUREMENT” At the end
Measurement 2020: Imperative #2 “ANALYTICS” All the time IMPRESSIONS Count the eyeballs ENGAGEMENT Show the impact
Measurement 2020: Imperative #3 ROI = ROI “Results” ≠ ROI 227 Stories ≠ ROI Value of PR = Tangible + Intangible Value of PR > ROI Value of PR = Near-Term + Lasting 400K Fans ≠ ROI ROI = Money In, Money Out
Part 3: WHAT’S MISSING TO PUT MEASUREMENT ON THE MAP? WHAT CLIENTS WANT
2020 Measurement Agenda Philips’ Perspective André Manning, VP, Global Head External Communications & Acting Head Global Marketing & Communications Royal Philips Electronics
OneVoice Measurement Philosophy Are we maintaining, growing or losing presence in the media? Is the press speaking positively or negatively of our products relative to our competitors? Is communications conveying our key brand and product messages? Are we maintaining, growing or losing presence in the media? Is the press speaking positively or negatively of our products relative to our competitors? Is communications conveying our key brand and product messages? 45 Outputs Are we driving awareness of products? Are we driving brand relevance? How is communications impacting brand reputation? Are we driving awareness of products? Are we driving brand relevance? How is communications impacting brand reputation? Outcomes Are we maintaining, How does communications impact bottom-line financial results? Business Results
How OneVoice Measures Online Dashboard Reach and Share of Voice Product coverage drivers Message penetration 46
48 How OneVoice Measures Monthly Scorecard *Net Promoter Score is the conversion of AMS to a Promoter Score N/A means no data was available for the month
49 France Net Promoter Score Where to Focus Communication Efforts?
Purchase Reason What to Focus Message On -- Business
What I Wish We Knew 1.How does reputation drive brand equity? 2.How do we quantify the value of communications on incremental sales? 3.How does a Net Promoter Score in media coverage drive purchase, recommendation, advocacy & consideration? 4.How should social media be measured? 5.How should we evaluate owned media to effectively manage its development?
Connecting the dots! Media Releases Story Pitches PR Campaigns Events Social media Media Releases Story Pitches PR Campaigns Events Social media 56 Top Stories Proactive placements Ongoing Reactive Measurement Preventing and managing bad news Building Relationships Revenue Share Audiences Customers and partners Brand / Perception Revenue Share Audiences Customers and partners Brand / Perception
Getting the Most out of Measurement. 29 Designed specifically for our needs Insights and ability to make decisions Improves stake holder engagement Rating effectiveness of PR Campaigns – ROI analysis
What’s Missing? What is the true North Star for ideal measurement? How do outputs and outcomes connect? What is the right amount of budget to allocate to measurement? Social media measurement? Social media measurement? Broadcast measurement? Broadcast measurement?
89% How to measure the ROI of public relations 83% Create and adopt global standards for social media measurement 73% Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit 61% Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from PR programs 51% Define approaches that show how corporate reputation builds/creates value 14% Measure how internal and external communications drive employee engagement and supports business goals 12% Create and adopt best-practices approaches and standards for culture change measurement 35% Develop new business-focused language to align with other top management functions 35% Continue to push for the elimination of AVEs and the adoption of valid metrics 36% Determine standard approaches for the inclusion of PR in market mix and other analytical models 28% Determine standard approaches to determine how PR drives brand equity
What Happens Next? July 15 – draft agenda to delegates July 30 – comments due August 15 – final agenda