The measurement agenda 2020 including delegate voting
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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. Importance of Goal Setting and Measurement

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The measurement agenda 2020 including delegate voting

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

Seven Principles of PR Measurement

  • Importance of Goal Setting and Measurement

  • Measuring the Effect on Outcomes is Preferred to Measuring Outputs

  • The Effect on Business Results Can and Should Be Measured Where Possible

  • Media Measurement Requires Quantity and Quality

  • AVEs are not the Value of Public Relations

  • Social Media Can and Should be Measured

  • Transparency and Replicability are Paramount to Sound Measurement


Part 1 what the industry believes is important

Part 1: WHAT THE INDUSTRY BELIEVES IS IMPORTANT


Future of pr measurement evaluation survey results

Future of PR Measurement & EvaluationSurvey Results


Biggest challenges to measuring the value of public relations

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

Most Important Issues in the Next 5 Years

  • 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

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

Current State of PR Measurement

  • 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

Part 2: HOW DO WE GET PR PROFESSIONALS TO TAKE MEASUREMENT MORE SERIOUSLY?

Views from PR’s Professional Organizations


Speakers

Speakers


Public relations society of america

Public Relations Societyof America

Ben Levine

Ketchum Pleon


Prsa s commitment to measurement and evaluation in public relations

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

The Consultants’ View

Richard Houghton

President, ICCO


Consultants and evaluation the challenge

Consultants and evaluation – the challenge

  • Consultants do want to evaluate, absolutely!

  • But things get in the way...


Consultants and evaluation the challenge1

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

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

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

2020 Measurement AgendaICCO 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

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

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

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

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

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 seriously1

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

Planning research and measurement

Good researchers debate tools,

great researchers debate questions


The valid metrics matrix

The Valid Metrics Matrix

COMMUNICATION / MARKETING FUNNEL

P

H

A

S

E

S

Org/

Biz Result


Questions we are asking our board

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

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

Association for the Measurement and Evaluation of Communications

Mike DanielsReport International

Chair, AMEC


Measurement s growing

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

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

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

Measurement Agenda 2020:The Agency Imperatives

Tim MarkleinPractice Leader, Technology & Analytics, WCGCo-Chair, Measurement Committee, Council of PR Firms

Web: www.prfirms.orgTwitter: @CouncilPRFirms


Cprf leadership commitment

CPRF Leadership Commitment

“Along with the greater share of marketing budgets going to public relations agencies comes pressure to provide greater accountability for the valuefirms provide. We think there is an opportunity to bring even more revenue to member firms if we can build on the measurement standardssome other industry organizations have created as a framework.”

-- Andy Polansky, 2011 CPRF Chair


Cprf measurement committee

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

Measurement 2020: Imperative #1

“MEASUREMENT”

At the end

“ANALYTICS”

All the time

“ANALYTICS”

All the time


Measurement 2020 imperative 2

Measurement 2020: Imperative #2

ENGAGEMENT

Show the impact

IMPRESSIONS

Count the eyeballs

“ANALYTICS”

All the time


Measurement 2020 imperative 3

Measurement 2020: Imperative #3

ROI = ROI

“Results” ≠ ROI

227 Stories ≠ ROI

400K Fans ≠ ROI

ROI = Money In, Money Out

Value of PR > ROI

Value of PR = Tangible + Intangible

Value of PR = Near-Term + Lasting


Part 3 what s missing to put measurement on the map

Part 3: WHAT’S MISSING TO PUT MEASUREMENT ON THE MAP?

WHAT CLIENTS WANT


2020 measurement agenda philips perspective

2020 Measurement AgendaPhilips’ Perspective

André Manning, VP, Global Head External Communications &

Acting Head Global Marketing & Communications

Royal Philips Electronics


Philips measurement system onevoice

Philips’ Measurement SystemOneVoice

Healthcare & Corporate

Consumer, Lighting & Corporate


Onevoice measurement philosophy

OneVoice Measurement Philosophy

Outputs

Outcomes

Business Results

  • 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 driving awareness of products?

  • Are we driving brand relevance?

  • How is communications impacting brand reputation?

  • Are we maintaining, How does communications impact bottom-line financial results?


How onevoice measures online dashboard

How OneVoice MeasuresOnline Dashboard

Message penetration

Reach and Share of Voice

Product coverage drivers


The measurement agenda 2020 including delegate voting

How OneVoice Measures Facebook Pages Universe


How onevoice measures monthly scorecard

How OneVoice Measures Monthly Scorecard

48

*Net Promoter Score is the conversion of AMS to a Promoter Score

N/A means no data was available for the month


The measurement agenda 2020 including delegate voting

Net Promoter Score

Where to Focus Communication Efforts?

France


The measurement agenda 2020 including delegate voting

Purchase Reason

What to Focus Message On -- Business


What i wish we knew

What I Wish We Knew

  • How does reputation drive brand equity?

  • How do we quantify the value of communications on incremental sales?

  • How does a Net Promoter Score in media coverage drive purchase, recommendation, advocacy & consideration?

  • How should social media be measured?

  • How should we evaluate owned media to effectively manage its development?


The measurement agenda 2020 including delegate voting

By 2020…

I want answers to

these questions


Charting your course

Charting Your Course

MeenuHanda

Director, Corporate Communications

Microsoft India


The measurement agenda 2020 including delegate voting

The old

Vs.

The new


The measurement agenda 2020 including delegate voting

Connecting the dots!

Activities – Output - Outcomes

Outcomes

Activities

Outputs

  • Media Releases

  • Story Pitches

  • PR Campaigns

  • Events

  • Social media

  • Revenue

  • Share

  • Audiences

  • Customers and partners

  • Brand / Perception

  • Top Stories

Improving Quality

  • Measurement

  • Proactive placements

  • Ongoing Reactive

Preventing and managing bad news

Building Relationships


Getting the most out of measurement

Getting the Most out of Measurement.

  • Designed specifically for our

  • needs

  • Insights and ability to make

  • decisions

  • Improves stake holder

  • engagement

  • Rating effectiveness of PR

  • Campaigns – ROI analysis

29


Road ahead social media

Road ahead/Social media


What s missing

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?

Broadcast measurement?

Social media measurement?


Delegate voting

Delegate voting


The measurement agenda 2020 including delegate voting

  • 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

What Happens Next?

  • July 15 – draft agenda to delegates

  • July 30 – comments due

  • August 15 – final agenda


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