January 19, 2005 Measurement for the Masses

Agenda  Meet the panelists  Introduction by Ira Krawitz, Moderator and VP of Evaluation Services, PR Newswire  MediaSense Overview  Natasha Stevens, Managing Director of Research, RFBinder Partners  Challenges to Measurement  Steps to a Successful Measurement Program  An Agency’s Role  Case Study  Jody Fisher, Manager, Media Relations, KeySpan Corporation  Challenges & Objectives  Determining what to measure  KeySpan’s MediaSense reports  A brief overview of MediaSense  Questions – send to

Natasha Stevens Managing Director of Research RFBinder Partners  Expertise spans numerous industries: consumer goods, financial services, pharmaceutical, technology and telecommunications.  Broad experience conducting primary and secondary research projects that shape and support communications initiatives  Conducts competitive media audits and writes case studies analyzing the effectiveness of marketing campaigns.  Prior to RFBinder Partners, Natasha was a consultant at an HR/Communications consulting firm where she developed training and recruitment materials for Fortune 500 companies

Jody Fisher Manager, Media Relations, KeySpan Corporation  Chief spokesman for New York service territory of KeySpan, the largest distributor of natural gas in the northeast United States  Creates and directs the company’s media strategy  Served for six years as the Director of Media Relations for St. John’s University  Previously worked in the news rooms and on the air at some of New York’s best known and most influential radio and television stations, including 1010 WINS, New Jersey FM radio, the Fox 5 “10 O’Clock News”; and WBCS-AM radio.

Monitoring Vs. Measurement Definition of measurement: The act of evaluating, based on determined criteria such as tonality, volume, share of voice, and so on, the aggregate coverage an organization receives in the media. Proper measurement will provide a basis for which a PR practitioner can evaluate a PR program and determine if it is meeting its intended objectives and the objectives of the organization. Definition of Monitoring: The act of scanning Web sites and other information sources such as newspapers, magazines, wire services, and so on, for mentions of an organization, its executives, its competitor or the industry as a whole. This includes providing links to where these mentions appear in articles online or in print.

What MediaSense Measures  Volume of coverage vs. competition  Opportunities to view vs. competitors’  Equivalent ad value vs. competitors’  Coverage by publication type or media type vs. competition  Evaluation of tonality (positive, negative, neutral) and quality (based upon articles’ length, placement, publication, and several other criteria)  Share of voice in articles compared to competitors  Tracking of messages, issues and spokesperson

Measurement, an agency perspective Natasha Stevens, RFBinder Partners

 Time-Intensive: Thorough media analysis is a time- consuming process even for companies / brands that generate low volumes of media coverage  Valid Results: Attaining valid, reliable results are crucial  Achieving Precise Message Analysis: Key messages are not always picked up verbatim but still convey the intent.  Cost: Content can be cost-prohibitive when using analytic technologies Measurement Challenges

Steps to a Successful Measurement Program  Measurement Goals / Benchmark: Measurement must be directly tied to the campaign strategy and goals. What do you want to measure and how will you use the results to show ROI? You also need a baseline to compare your results to.  Set Specific Goals: Detailed objectives foster precise measurement  Develop Effective Reporting Mechanism: Measurement results should be summarized in a clear, consistent manner

An Agency’s Role  Initiate Measurement Conversation Early: Measurement program should be built into PR proposal  Keep Abreast of Measurement Discussion: Measurement is a heavily-debated, evolving topic

Case Study Measurement Challenges:  Seeks to understand ‘share of voice’ in multiple food service niche areas  No existing formal measurement process Measurement Objectives:  Benchmark product positioning pre- campaign  Chart new key message penetration  Clear sense of coverage volume, topics and tone on a monthly basis weighed against competitors MediaSense Value:  Initiating use of MediaSense at start of relationship allowed us to track our progress and communicate results effectively to client  Able to provide in-depth media audits on a monthly basis without heavy time investment  Transcended the quantitative and qualitative crunching and can now operate on the level of “What is the significance of these results” and “How does this affect the communications strategy?”  Strategy alters depending on message penetration, etc. Client: Large company in the food service area shifts product focus and incorporates into overall brand positioning

Client Media Coverage Increased 70% from September to October. Competitor A Coverage Increased Just 14%

Newspapers Continue to Cover Client and Competitors with Most Frequency. Client Coverage in Newspapers Increased 81% from September to October

Client Coverage Focusing on New Product Line Increased 42% from September to October

Measurement, a corporate perspective Jody Fisher, KeySpan Corporation

Challenges & Objectives  Measurement challenges:  Understanding what measurement is; how it impacts the operation  Communicating results in a relevant way  Selling it to the boss; budgets  Measurement objectives:  Fast, efficient, accurate information  As little “re-interpretation” as possible

Determining What to Measure  Quantity vs. Quality  Geography & Medium  Tonality & topics  Key messages and themes  Tag line or unique branding

KeySpan’s MediaSense Reports

question during presentation to: Ira Krawitz, VP of Evaluation Services, Natasha Stevens, Managing Director of Research, RFBinder Partners, Jody Fisher, Manager, Media Relations, KeySpan Corporation,