1. Francois van Dyk AMEC Education Committee Member Head: Operations | Ornico @sbalie

2. THE INTEGRATED EVALUATION FRAMEWORK A journey through public relations measurement and evaluation

3. How much is a tweet worth?

5. $150m

6. EDWARD LOUIS BERNAYS (1891 – 1995)

9. “This practice has done more to undermine public relations than any other.” - F. Murray Milne 1949

11. Public relations is the management, through communication, of perceptions and strategic relationships between an organisation and its internal and external stakeholders.

14. Why Are The Barcelona Principles Important? ◦Set overarching framework ◦Alignment ◦Basis for measurement and evaluation programs

15. Principle 1 From: Importance of Goal Setting and Measurement To: Goal Setting and Measurement are Fundamental to Communication and Public Relations What To Do: ◦Conduct measurement and evaluation against defined goals and SMART ◦Make goals quantitative or qualitative, but still identify who, what, how much, by when ◦Be holistic: traditional and social media; changes in awareness among key stakeholders, comprehension, attitude, and behavior; and impact on organizational results. Campaigns or ongoing are both relevant. ◦Be integrated and aligned across paid, earned, shared and owned channels where possible

16. Principle 2 From: Measuring the Effect on Outcomes is Preferred to Measuring Outputs What To Do: ◦Tailor practices for measuring the effect on outcomes to the objectives of the communication program ◦Consider both quantitative and qualitative methods ◦Apply standard best practices in target audience research To: Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs Outcomes Awareness, Comprehensio n AttitudeBehavior Advocacy related to purchase DonationsBrand equity Corporate reputation Employee engagement Public policy Investment decisions, Other shifts in stakeholders

17. Principle 3 From: The Effect on Business Results Can and Should Be Measured Where Possible What To Do: ◦To measure results from communication for an organization, models that determine the effects of the quantity and quality of communication outputs on organizational metrics, while accounting for other variables, are a preferred choice ◦Use models that determine the effects of the quantity and quality of communication outputs on organizational metrics (e.g., Demand for models to evaluate the impact on target audiences, survey research) ◦Develop communication measures that can provide reliable input into integrated marketing and communication models, including through advanced econometrics and advanced survey analysis To: The Effect on Organizational Performance Can and Should Be Measured Where Possible

18. Principle 4 From: Media Measurement Requires Quantity and Quality What To Do: ◦Consider qualitative methods to better explain the quantitative (or to replace, in some cases) ◦Media measurement, whether in traditional or online channels, should account for: ◦Impressions among the stakeholder or target audience ◦Quality of the media coverage including, but not limited to: ◦Tone ◦Credibility and Relevance Message Delivery ◦3 rd party or company spokesperson ◦Prominence as Relevant to the Medium ◦Remember that we are measuring results and progress, not necessarily success ◦Quality measures can be negative, positive, or neutral To: Measurement and Evaluation Require Both Qualitative and Quantitative Methods

19. Principle 5 From: AVEs are not the Value of Public Relations What Not To Do: ◦Do not use Advertising Value Equivalents (AVEs) ◦Do not use multipliers for “pass-along values” for earned versus paid media (unless proven to exist) What To Do: ◦If you must make a comparison between the cost of space or time from earned versus paid media, use: ◦Negotiated advertising rates relevant to the client ◦Quality of the coverage (see Principle 4), including negative results; and ◦Physical space or time of the coverage related to the portion of the coverage that is relevant To: AVEs are Not the Value of Communication

20. Principle 6 From: Social Media Can and Should be Measured What To Do: ◦Define clear goals and outcomes for social media ◦Include measurement methods such as: ◦Media content analysis ◦Web and search analytics ◦Sales and CRM data ◦Survey data ◦Evaluate the quality and quantity of social media (just like with conventional media) ◦Focus measurement on engagement, “conversation” and “communities,” not just “coverage” or vanity metrics such as “likes” To: Social Media Can and Should be Measured Consistently with Other Media Channels

21. Principle 7 From: Transparency and Replicability are Paramount to Sound Measurement What To Do: ◦Ensure integrity, honesty, openness and ethical practices ◦Use valid methods ◦Quantitative = Reliable and replicable ◦Qualitative = Trustworthy ◦Consider other relevant standards, like: ◦For Media Measurement: ◦Source of the content along with criteria used for collection ◦Analysis methodology ◦For Primary Research: ◦Methodology ◦Verbatim questions ◦Statistical methodology ◦Recognize any potential biasing effects ◦In the research itself, or ◦Broader societal context To: Measurement and Evaluation Should be Transparent, Consistent and Valid

22. INTERNATIONAL ASSOCIATION FOR THE MEASUREMENT AND EVALUATION OF COMMUNICATION Valid Metrics Framework

23. Valid Metrics Framework Template: Key Area of Communication (Brand/Product Marketing, Reputation Building, Issues Advocacy/Support, Employee Engagement, Investor Relations, Crisis/Issues Management, Not- for-Profit, Social/Community Engagement) Awareness Knowledge/ Understanding Interest/ Consideration Support/ Preference Action Public Relations Activity Intermediary Effect Target Audience Effect COMMUNICATIONS/MARKETING STAGES COMMUNICATIONS PHASES ORGANIZATION/ BUSINESS RESULTS

24. AwarenessKnowledgeInterest Support/ Preference Action Public Relations Activity Content creation Traditional media engagement Social media engagement Influencer engagement Stakeholder engagement Events/speeches Intermediary Effect Audience reach [traditional & social media] Impressions/Target audience impressions Number of articles Video views Frequency Prominence Share of voice Key message alignment Accuracy of facts Key message alignment Frequency of (positive) mentions Expressed opinions of interest Social network Followers Retweets/Shares/ Linkbacks Endorsement by journalists or influencers Rankings on industry lists Expressed opinions of support or preference Social network Fans Likes Target Audience Effect Unaided awareness Aided awareness Knowledge of company profile and offer Relevance of company (to stakeholder) Visitors to website Click-thru to site Time spent on site Downloads from site Calls Event/meeting attendance Attitude change Uplift in reputation drivers e.g. Trust, Admiration Endorsement Belief in corporate brand Links to site Enhanced relationships with key stakeholders Reputation Building Sales Market share Share price Talent retention and recruitment Cost savings Customer loyalty Legislation/regulation passed or blocked

26. THE INTEGRATED EVALUATION FRAMEWORK A journey through public relations measurement and evaluation

27. “AMEC’s Integrated Evaluation Framework…sets out a clear and easy to follow method for telling the story of great PR from objectives to target audiences, to planning, targets, activities, outputs, outtakes outcomes and business impact. Only when the PR sector looks to measure the entirety of its effect will it be able to answer key questions about its performance in meaningful and credible ways.”

30. http://amecorg.com/amecframework/interactive-framework.html

44. TARGET AUDIENCESTRATEGY ACTIVITY IMPLEMENT AUDIENCE RESPONCE & EFFECTS IMPACT ORGANISATION & STAKEHOLDER EFFECTS ORGANIZATIONAL OBJECTIVES ALIGN OBJECTIVES COMMUNICATIONS OBJECTIVES PLAN, SET TARGETS & OTHER INPUTS PREPARATION IMPLEMENTATION MEASUREMENT & INSIGHTS OUT-TAKESOUTCOMESOUTPUTS MEASURE ACTIVITY 1. Increase Revenue 2. Increase Shareholder Value 1.Brand Awareness 2.Reputation (Drive Purchase Preference) 3.Reduce Sales Cycle 1.Enterprise C-suite 2.Enterprise Stakeholders – Marketing, IT 3.Industry sector media and analysts 4.Financial press 1.Narrative Development and execution 2.Thought leadership 3.Content Marketing 1.Competitive research 2.Define competitive opportunities 3.Benchmark 4.Industry – data driven survey 5.White paper 6.Infographics, video, media releases 7.Distribution – media 8.Distribution – owned 9.Distribution – paid amplification 1.White paper 2.Video 3.Media releases 4.Media briefings 5.Social media ads 6.SEO 7.Speaking events 1.Awareness – narrative traction (quality) 2.Website traffic (unique visitors) 3.Message recall (survey) 4.Engagement with collateral – likes, click- through’s, shares, comments) 1.Lead volume increase (%) 2.Sales cycle time (%) 3.Customer preference (survey) 4.Awareness – narrative traction (quality) 1.Reputation improvement through valuation narrative traction 2.Target customer – C suite engagement 3.17% reduction in time to close sale 4.Customer advocacy up 25%

45. THE INTEGRATED EVALUATION FRAMEWORK A journey through public relations measurement and evaluation

46. THE INTEGRATED EVALUATION FRAMEWORK A journey through public relations measurement and evaluation It provides structure – from goals to impact It connects an organisation’s communication to its business objectives Measurement becomes part of the strategic process

47. THE INTEGRATED EVALUATION FRAMEWORK A journey through public relations measurement and evaluation You still need to do the hard work… Gather the data Analyse the data

48. #AMECMM

49. Francois van Dyk Head: Operations | Ornico AMEC Education Committee Member @sbalie