Understanding and Applying Valid Metrics Guidelines February, 2011

The Valid Metrics Guidelines The Valid Metrics guidelines were developed by an AMEC taskforce following the launch of the Barcelona Principles. The initial draft of the guidelines were previewed at the IPR Measurement Summit in Portsmouth USA, in October 2010 and made available for public comment. Input was received from a number of international industry bodies, including the CIPR, PRCA, PRSA and IPR. The final guidelines were then presented at the London Measurement Conference run by AMEC and PRSA in November 2010, supported by CIPR and PRCA. These guidelines should serve as a framework for indentifying possible metrics for individual PR programs. They are not intended to be the definitive rules of measurement and therefore do not include every possible metric. As all PR programs need customized measurement, the user should feel free to consider other metrics which demonstrate progress against objectives and combine metrics as needed to suit the details of the communications program under consideration.

Understanding the Valid Metrics Guidelines

Philosophy Behind the Guidelines The AVE taskforce faced two primary challenges as it developed the structure for the guidelines: 1.The industry has become used to AVEs, even though there is no single perfect metric to measure the entire breadth of PR. PR addresses multiple publics and has multiple forms of impact. Recognizing the many achievements of PR requires more than one metric. 2.To truly demonstrate the value of PR, metrics need to be linked to the business objective of the program. The guidelines are therefore based on the philosophy that PR measurement has to move beyond measuring outputs to measuring outcomes. 3.As a result, the taskforce came to the conclusion that PR measurement needs to be shown as a continuum of metrics – starting with outputs, but including outcomes and ultimately business results – with the desired business results corresponding to the campaign objective.

Understanding the Matrix The matrix was constructed to reflect the simplified process of how PR works: 1.Public Relations Activity – metrics reflecting the process of producing or disseminating the desired messages 2.Intermediary Effect – metrics reflecting the third party dissemination of the messages to the target audience 3.Target Audience Effect – metrics showing that the target audience has received the communications and any resulting action-driven outcomes

The PR professional creates and tells the story PR Activity The story is distributed through a third party Intermediary The story is consumed by the target audience Target Audience A (Very) Simplified View of How PR Works Business Results

What was created/carried out PR Activity What was carried by the third party that could impact the target audience (OUTPUTS) Intermediary The impact on the target audience (OUTTAKES, OUTCOMES) Target Audience What about Outputs, Outtakes, Outcomes? Business Results

Understanding the Matrix, cont. The matrix was then applied to a series of grids, recognizing that the desired business result for different types of campaigns varies according to the objective. Each grid pertains to a different function of PR/Public Affairs. While each grid outlines specific metrics for its campaign objectives, there is some overlap. The desired business result for each type of campaign is captured in the final box on the grid. The continuum concept was also applied to how communications are received by the target audience. The horizontal axis is based on the Communication or Marketing Funnel. Metrics have been grouped under these stages to help PR practitioners demonstrate how communications are absorbed in nomenclature that marketers understand.

Aligning with the Communication Funnel AWARENESS INTEREST PREFERENCE ACTION KNOWLEDGE

Applying the Matrix There are five simple steps to applying the matrix: 1. Choose the grid that is relevant to the campaign being measured. 2. In the Public Relations Activities row, determine the activities being conducted for the campaign and identify metrics for each. 3. In the Intermediary Effect row, review the suggested metrics and determine which are appropriate to collect, given the resources available. Try to apply as many of these metrics as possible. 4. In the Target Audience Effect row, review the suggested metrics and again determine which are appropriate given the resources available. Some require a survey, which can be done cost-effectively through online polls. Others can be gathered through web analytics and from online communities. 5. In the Action box, determine which of the business or organizational outcomes are relevant to the client and are feasible to track. Identify at least one as the ultimate objective of the campaign.

Points to Note Once selected, the metrics should be tracked over time to identify trends. Consider plotting outcome metrics from the Target Audience Effect row against metrics from the Intermediary Effect row to show correlations. Consider applying cost per thousand (CPM) calculations against the Intermediary Effect and Target Audience Effect metrics. CPM is calculated by dividing the total cost by the relevant number to get cost per message, cost per article, etc. Approaches using gross rating points (GRP), which measure reach against percent of total population, and target rating points (TRP), which measure reach against percent of targeted population, can also be applied to Intermediary Effect metrics if relevant population numbers are available. The grids are not exhaustive and there may be other metrics that are appropriate to the campaign being measured.

AwarenessKnowledge/ Understanding Interest/ Consideration Preference/ Support Action Public Relation Activity Intermediary Effect Target Audience Effect COMMUNICATION / MARKETING FUNNEL The Valid Metrics Matrix PHASESPHASES Org/ Biz Result Org/ Biz Result

Brand / Product Marketing AwarenessKnowledgeConsiderationPreferenceAction Public Relations Activity Media engagement Blogger engagement Influencer engagement Events/ speaking opportunities Content creation Site/social media posts Intermediary Effect (Media, Bloggers) Target Audience Effect (Customers and Consumers)

Brand / Product Marketing AwarenessKnowledgeConsiderationPreferenceAction Public Relations Activity 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 recommend- ations Rankings on industry lists Social network fans and followers Retweets/likes/ linkbacks Online comments Target Audience Effect

Brand / Product Marketing AwarenessKnowledgeConsiderationPreferenceAction Public Relations Activity Intermediary Effect (Media, Bloggers) Target Audience Effect (Customers and Consumers) Unaided awareness Aided awareness Knowledge of company, product attributes and features Brand association and differentiation Expressed opinions in online communities Brand/product relevance to consumer/ customer Visitors to site Click-thru to site Time spent on site Site downloads Calls to infoline Event/meeting attendance Attitude uplift Purchase consideration Brand preference/ loyalty/trust Expressed advocacy Links to site Requests for quote RFPs/RFQs (B2B) Product trials Leads generated Sales Market share Cost per thousand sold Cost savings Customer loyalty

AwarenessKnowledge/ Understanding Interest/ Consideration Preference/ Support Action Public Relation Activity Intermediary Effect Target Audience Effect COMMUNICATION / MARKETING FUNNEL Applying the Approach to Other Objectives PHASESPHASES Org/ Biz Result Org/ Biz Result

Brand / Product Marketing AwarenessKnowledgeConsiderationPreferenceAction 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 (Customers and Consumers) Unaided awareness Aided awareness Knowledge of company, product attributes and features Brand association and differentiation Expressed opinions in online communities Brand/product relevance to consumer/ customer Visitors to site Click-thru to site Time spent on site Site downloads Calls to infoline Event/meeting attendance Attitude uplift Purchase consideration Brand preference/ loyalty/trust Expressed advocacy Links to site Requests for quote RFPs/RFQs (B2B) Product trials Leads generated Sales Market share Cost per thousand sold Cost savings Customer loyalty

Reputation Building AwarenessKnowledgeInterestPreferenceAction 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 (Multiple Stakeholders) Unaided awareness Aided awareness Knowledge of company profile and offer Expressed opinions in online communities Acknowledge-ment of relevance of company by stakeholders Visitors to site Click-thru to site Time spent on site Site downloads Calls to infoline Event/meeting attendance Attitude uplift Uplift in reputation drivers (e.g. Trust, Admiration) Belief in corporate brand Expressed advocacy Links to site Relationships with key stakeholders Sales Market share Cost savings Customer loyalty Share price Talent retention and recruitment Legislation change Regulation change

Issue Advocacy /Support 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 issue Knowledge of client POV Expressed opinions in online communities Acknowledge-ment 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 Attitude uplift Expressed advocacy Links to site Letters of support (to Congressmen, MPs, etc.) Registrations to join support group Donations Sponsorship Legislation change Regulation change Cost savings

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 Acknowledge-ment 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

Crisis & Issues Management AwarenessKnowledgeInterestSupportAction Public Relations Activity Media engagement Blogger engagement Influencer engagement Events/ speaking opportunities Content creation Site/social media posts Intermediary Effect (Media, Bloggers) Balanced (not total) coverage measured through: 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 and neutral mentions vs. negative mentions Social network fans and followers (for client and supporters vs. adversaries) Retweets/likes/ linkbacks Online comments Endorsement by journalists and/or influencers Social network fans and followers (for client and supporters vs. adversaries) Retweets/likes/ linkbacks Online comment Target Audience Effect (Multiple Stakeholders) Increase or decrease (dependent on objective) in: Unaided awareness Aided awareness Knowledge of facts of the situation Knowledge of company POV Expressed opinions in online communities Visitors to site Click-thru to site Time spent on site Site downloads Calls to infoline Event/meeting attendance Negativity towards company offset by neutral and positive opinion Minimal downward movement on reputation drivers Belief in company/ brand Expressed advocacy Minimal change in share price/ earnings multiple Minimal change in market share/ sales/ customer loyalty Cost savings

Investor Relations AwarenessKnowledgeConsiderationPreferenceAction 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 (Financial Community) Unaided awareness Aided awareness Coverage in analyst reports Knowledge of company profile and offer Visitors to IR section of site Click-thru to IR section Time spent on IR section Site downloads Calls for more information Event/meeting attendance Attitude uplift Endorsement Share price Earnings multiple Earnings per share Successful IPO/merger/ acquisition

Employee Engagement AwarenessUnderstandingInterestSupportAction Public Relations Activity Town Halls/Events Workshops Content creation, e.g. internal newsletters, memos, speeches Intranet/social media posts Target Audience Effect (Employees) Reach of newsletters/ s/intranet across all employee groups and levels Knowledge of CEO vision Knowledge of company strategy/ values/polices Expressed opinions in employee blogs and online communities Visitors to intranet Click-thru to intranet Time spent on intranet Intranet downloads Town hall/event/ meeting attendance Attitude uplift Expressed advocacy Acceptance/ preparedness for change Participation in initiatives Reduced employee turnover Improved employee productivity Lower cost of recruitment

Conclusion The Valid Metrics guidelines are not intended to be a rulebook. Practitioners are free to select the metrics that fit their budget and, most importantly, their objectives. These grids are not intended to be all-encompassing. They simply represent a starting point on the journey to objectives-based measurement with a greater business focus and which will hopefully move the industry beyond AVEs.

For further information contact: Barry Leggetter, Executive Director, AMEC