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
The Measurement Agenda 2020- including delegate voting
David B. Rockland, Ph.D., Partner / CEO
Ketchum Pleon Change and Global Research
Part 1: WHAT THE INDUSTRY BELIEVES IS IMPORTANT
Future of PR Measurement & EvaluationSurvey Results
Q1: What are the biggest challenges to measuring the value of public relations?
Part 2: HOW DO WE GET PR PROFESSIONALS TO TAKE MEASUREMENT MORE SERIOUSLY?
Views from PR’s Professional Organizations
Public Relations Societyof America
The Consultants’ View
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
Good researchers debate tools,
great researchers debate questions
COMMUNICATION / MARKETING FUNNEL
Association for the Measurement and Evaluation of Communications
Mike DanielsReport International
Measurement Agenda 2020:The Agency Imperatives
Tim MarkleinPractice Leader, Technology & Analytics, WCGCo-Chair, Measurement Committee, Council of PR Firms
Web: www.prfirms.orgTwitter: @CouncilPRFirms
“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
At the end
All the time
All the time
Show the impact
Count the eyeballs
All the time
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?
WHAT CLIENTS WANT
2020 Measurement AgendaPhilips’ Perspective
André Manning, VP, Global Head External Communications &
Acting Head Global Marketing & Communications
Royal Philips Electronics
Healthcare & Corporate
Consumer, Lighting & Corporate
Reach and Share of Voice
Product coverage drivers
How OneVoice Measures Facebook Pages Universe
*Net Promoter Score is the conversion of AMS to a Promoter Score
N/A means no data was available for the month
Net Promoter Score
Where to Focus Communication Efforts?
What to Focus Message On -- Business
I want answers to
Charting Your Course
Director, Corporate Communications
Connecting the dots!
Activities – Output - Outcomes
Preventing and managing bad news
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?