Prrussia summit measuring pr with global standards and kpi’s Designing campaigns for measurement. Moscow, March 2016 Presentation Bart de Vries

Associate senior consultant hollander van der mey Bart de vries Associate senior consultant hollander van der mey 2016 ipra president

How to design a pr campaign Situation Organization Publics/audiences/media Market & opinion research ANALYSIS MEASURE Goals, objectives Action – Responses Effective communications STRATEGY EVALUATE TACTICS Actions, collateral Implementation

The Essence of planning Goals and objectives Help everyone knowing what is expected. And what is actually planned to happen. This is the basis for all planning. Help to secure the necessary resources. Also create measurable results.

The terminology Goals The end points of the PR efforts. Broadly and often abstractly phrased. Objectives A subset and purposely concrete and measurable. Can be documented, are factual and observable.

Three types of PR goals Reputation management Identity and perception of organization. Relationship management Interaction of company with society and stakeholders. Task management Achieving concrete and concise tasks, e.g. grow footfall in retail stores

PR Results objectives Stated intentions re program execution Focus on quantifiable, measurable terms Allow results to be compared against objective Also helps implementation, due to steps involved in achieving result(s) Helps determine time, quality, quantity and costs Variation is S.M.A.R.T. Specific, Measurable, Agreed, Realistic, Timed

Impact objectives Informational Message exposure, comprehension or retention. Can be measured by readability or audience survey. Attitudinal Aimed at attitudes, either create, reinforce or change. Behavioral Aimed at creating new and/or intensify or reversing existing behaviors.

Outputs and outcomes Outputs Press releases and media calls How many newspaper clips and broadcast stories? Social media activities How many hits on the website, likes or mentions, PTATs? Outcomes Specific, defined attitudes, behaviors or action. Sales generated, costs reduced, costs averted.

Output (measurement) Typical media clip counts Meaningless unless qualitative analysis is included. Goal-definition, benchmarking Can be volume by sector, net promoter score or message penetration.

Outcome (measurement) Clear aims of what to accomplish Name the changes you like to see happening. Measure the intended changes Takes place on perception and behavioral level. Refers to knowledge, opinions, attitudes.

measurement PR can be measured Guidelines and measurement concepts already exist. Value of PR can be proven Effect on business results will be understood by company’s executives.

Business results Added value of PR Increase of business leads, footfall in sales outlets, reputation or brand value, market share, preference for products, etc.

Established and endorsed

Controversy about ave’s Advertising Value Equivalency (AVE) Places monetary value on a PR placement, using the € or $ amount paid for an equivalent advertising space Cannot capture outcomes Cannot measure value of keeping company out of media Cannot distinguish between placement in noteworthy spots or irrelevant areas of media Does not express value of ‘earned media’ (only ‘paid media’)

Barcelona principles 2010 2015

What to measure? Impact on channels, target groups and organizations

Amec’s simplified metrics grid Message/story is created Once created it gets to be told. Message/story is send out Usually via third parties, e.g. press, influencers, bloggers – or posted on owned media. Message/story is consumed Target audiences are reached, leading to behavior change or desired action.

Amec’s simplified metrics grid PR activity Metrics showing process of producing or disseminating the message or story. Intermediary effects Metrics showing third party dissemination of messages to target audiences. Target audience effect Metrics showing receipt of communications and the resulting action- driven outcomes.

Valid metrics for pr measurement

Applicable to many different programs

Using the matrix Comms or marketing funnel Horizontal follows how communications are received by target audiences. Grouping metrics accordingly show how comms are absorbed. Many grids possible Suitable for many different campaigns, e.g. brand marketing, issues advocacy, investor relations. Final right box always captures desired business result.

Applicable across different programs FORMULATE TYPE OF CAMPAIGN TYPICAL COMMS OR MARKETING FUNNEL IN ‘PR ACTIVITY’ DETERMINE ACTIONS AND METRICS. IN ‘INTERMEDIARY’ DETERMINE WHICH METRICS TO ACCOMPLISH. IN ‘TARGET AUDIENCE’ DETERMINE METRICS AGAIN, USE SURVEYS, ONLINE COMMENTS, WEB ANALYTICS. DETERMINE DESIRED BUSINESS RESULTS.

What to measure on Social media

Social media measurement (amec)

About metrics Program metrics Metrics directly tied to the PR campaign and campaign objectives Business metrics Metrics designed to measure the impact on the business, the organization behind the campaign or the initiative Channel metrics Metrics that are unique to specific social media channels, e.g. Twitter, Facebook, YouTube, Instagram

Social media measurement (amec)

Simplified example using metrics Global tech company in data services Objective: Improve strategic positioning against competitors on key topics, e.g. data management, data integration, etc. Competitive analysis Countries with largest share of voice, best opportunity to ‘own’ online conversation Most effective channels to drive brand awareness Metrics for analysis Volume and share of voice (count and percentage) Competitive share of topic (count and percentage) Media channel breakout (volume and coverage

Paid, Owned and earned media Paid media Channels you pay to use: Print, TV, Radio, magazines, outdoor, display ads, sponsored tweets, direct mail, in-store media Owned media Channels you own and control: Your website, Facebook, YouTube Earned media Customers and/or stakeholders become the channel with their content: Blogs, tweets, YouTube, word-of- mouth, viral proactive influencer outreach

Goal setting Corporate goals Communication goals Evaluation goals Measurable criteria

Preparing to measure Corporate goals Overarching business goal. Communication goals Desired changes in target audience. Evaluation goals Coverage, perception, comprehension, attitude, behavior. Measurable criteria Who, what, how much (quantitative)?

Choose what to measure Coverage Number of articles, penetration of messages. Perception Brand awareness, recollection of topics. Comprehension Credibility of content, connection w/company. Attitude Brand loyalty, greater employee motivation. Behavior Purchase decisions, project involvement.

How to design a measurable campaign Desired business outcomes S.M.A.R.T. What would success look like? OBJECTIVES FRAMEWORK Choose most appropriate Balance of metrics Populate each column Representative of desired outcome FILL FRAMEWORK Identify data Daily, weekly, monthly, or at end DATA MEASURE REPORT Fit to the audience Written, online dashboard, infographic, charts, video, etc

While designing, ask yourself What does success look like? Do we all agree on (social) media objectives and KPI’s? Are my objectives S.M.A.R.T.? Why do my metrics matter, are they really a metric of value? How frequent do I have to measure? Am I gathering the right data? Do I have build-in moments to evaluate and if necessary realign resources? Am I afraid to see what my measuring will show?

In short Main points of presentation Goals and objectives setting is key to strategic planning in PR. Making a distinction between the two leads to measurement of PR. Proving the value of PR increases its role and importance. Knowingly apply key characteristics of effective communication.

Contact bart de vries bartlvries@icloud.com president2016@ipra.org +31 6 53 39 49 86