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Public Relations Research and Evaluation: Evolving From “Why” Mark Weiner Delahaye IABC International Conference June, 2005. PR is as much a science as it is an art PR’s ROI is quantifiable Advancements facilitate rather than impede the creative process

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Public Relations Research and Evaluation:

Evolving From “Why”

Mark Weiner

Delahaye

IABC International Conference

June, 2005


Our premise

PR is as much a science as it is an art

PR’s ROI is quantifiable

Advancements facilitate rather than impede the creative process

Research and evaluation are no longer a matter of who, where, when or why; it’s now a matter of what and how

Our Premise


What we ll cover

Overview to Research methods

Research tools that steer the PR process

Research applications for driving ROI

What We’ll Cover…


Three tools for pr research

Media Content Analysis

Survey Research

Statistical Modeling

Three Tools for PR Research


Media content analysis
Media Content Analysis

  • Frequency

  • Reach

  • Presence of Key Messages/Spokespeople

  • Tone

  • Impact

    • Front page / Lead story

    • Initial mention

    • Extent of mention

    • Dominance

    • Visuals



Unfavorable

Favorable

Key Message #3

Key Message #5

Key Message #1

Key Message #4

Key Message #2

PRODUCTS & SERVICES

SOCIAL RESPONSIBLITY

SENIOR MANAGEMENT

FINANCIAL PERFORMANCE

WORKPLACE

Media Content Analysis

Tone

Positioning

Key Message Reach

Reach in Millions of Impressions

Reach in Millions of Impressions

Key Indicators by Division


Surveys the executive audit

A brief survey of those “internal public relations clients” who have an impact on PR funding, goal setting and evaluation.

The purpose: to gain mutual understanding

Results are used to initiate and formalize dialogue, to set objectives, to reduce risk and prove success in the context of executives

Surveys: The Executive Audit


Surveys the executive audit1

Assess needs and preferences, Evaluate current performance, Improve over time:

Professional Attributes: Writing, media relations, problem-solving skills, etc.

Activities and Tactics: Press releases, interviews, media events, etc.

Measures for Success: Volume, message delivery, awareness, attitudes, sales, etc.

Media and Messages: Credibility, importance

Surveys: The Executive Audit


Surveys the journalist audit

A brief telephone survey of journalists at “media that matter”

The purpose: to gain the feedback you need to improve the quality and quantity of your media coverage

Results are used to refine the organization’s interactions with journalists and to eliminate potential barriers to better results

Surveys: The Journalist Audit


Surveys the journalist audit1

Assess needs and preferences, Evaluate current performance, Improve over time:

Professional Attributes: Responsive, informed, accessible, etc.

Activities and Tactics: Pitch calls, press releases, exclusives, events, etc.

Rate performance versus competitive set

Surveys: The Journalist Audit


Research and the pr process
Research and the PR Process Improve over time

  • Preparation

  • Setting Objectives

  • Developing Strategy

  • Executing Programs

  • Evaluation

  • Refinement


Application preparation 10 questions

What are your organization’s goals and objectives? Improve over time

What are your department’s goals and objectives?

Who are your internal clients and what matters to them?

What other departments will be affected?

What other programs are currently underway?

Who is your target audience?

Who influences that audience?

Which media do they read, watch or listen to?

What are your key messages?

Application:Preparation: 10 Questions


Application setting objectives

Goals and Objectives are different. Objectives are: Improve over time

Reasonable: they can be accomplished

Don’t:Front-cover stories in Fortune & Forbes in Q3

Do: 80% of stories have at least two positive key messages

Meaningful: they prove value and drive PR forward

Don’t: 100 clips

Do: Improve Impact Score in key media by 20% by year-end

Measurable: specific outputs, outcomes, time-frame

Don’t: Generate significant “buzz”

Do: Improve awareness among prospects by 10% in Q4

Tied to the goals and objectives of the organization

Application: Setting Objectives


Application developing strategy

The ideas and tactics by which objectives are achieved: Improve over time

Target market identification and profiling

Message engineering

Media engineering

Spokespeople selection (internal and external)

Event creation

Application: Developing Strategy


Application developing strategy1

Target Audience Profiling Improve over time

Media Engineering

Message Engineering

Application: Developing Strategy


Application message engineering
Application: Message Engineering Improve over time

High

Importance

High

Low

Competitors’ Performance

Low

Low

High

Your Performance



Application on going evaluation

Value Improve over time and Return on Investment are different:

PR Value = Return on Expectation

Contextualizing results in light of Exec Audit results

PR Return On Investment

Savings: Improving efficiency and reducing waste

Cost avoidance: averting catastrophe

Generating revenue and profits: delivering on business goals and objectives

Application: On-going Evaluation



Cost savings doing more with less
Cost Savings: Doing More With Less Improve over time

Frequency

Press Releases Citing The Company


Aware of Co. Improve over time

Advertising

Not Aware of

Co. Advertising

Value

Ubiquity

Prices

Innovation

Billing

Reputation

Trust

Service

Quality

Simplicity

60

75

61

70

50

68

65

60

70

50

51

68

53

54

42

52

54

49

67

39

Generating Sales

Aware of Company

Advertising

50%

Not Aware of

Company

Advertising

50%


Generating revenue
Generating Revenue Improve over time

Percent


Generating revenue1
Generating Revenue Improve over time

Percent


Generating revenue2
Generating Revenue Improve over time


Generating revenue3

57 Improve over time

% of total

acquisitions

attributable

to all four

marketing

elements

27

8

8

Generating Revenue


Generating revenue4

Cost per Acquisition via OTM: $ 63 Improve over time

Cost per Acquisition via Targeted ITM: $ 103

Cost per Acquisition via Non Targeted ITM: $ 47

Cost per Acquisition via Advertising: $ 95*

Cost per Acquisition via PR: $ 15*

* Cost does not take into account lift to OTM yield from news coverage and advertising.

Generating Revenue

Cost per Acquisition by Channel


Generating revenue5
Generating Revenue Improve over time


Generating revenue6
Generating Revenue Improve over time

0.79%

Brand Volume

0.14%

Factor 1

-9.80%

Factor 2

0.00%

Factor 3

1.96%

Factor 4

2.14%

Factor 5

0.93%

Factor 6

7.33%

Factor 7

-0.61%

Factor 8

-1.29%

PR


Generating revenue7
Generating Revenue Improve over time

2,500

1,000

2,000

750

1,500

Vol per MM Impressions

MM Impressions

500

1,000

250

500

0

0

Campaign 1

Campaign 2

Campaign 3

Effectiveness

Impressions


Generating revenue8
Generating Revenue Improve over time


Generating revenue9
Generating Revenue Improve over time


Public Relations Research and Evaluation: Improve over time

Evolving From “Why”

Mark Weiner

Delahaye

[email protected]

203-663-2446

www.Delahaye.com


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