Transcript 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
1.
2.
3.
4.
5.
6.
7.
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
Future of PR Measurement & Evaluation
Survey Results
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
ISSUE
% Must
(9-10)
% Maybe
(6-8)
% Don’t Care
(1-5)
Benefits of measuring PR campaign
78%
18%
4%
Impact of PR program on business goals
76%
20%
4%
Measurement beyond media clips
69%
26%
5%
Social media measurement
65%
30%
5%
Marketing Mix Modeling
63%
31%
6%
Social media monitoring
59%
33%
7%
ROI measurement
58%
34%
8%
Isolating the effect of PR
58%
21%
21%
Value of employee engagement
52%
39%
9%
Value of corporate reputation
51%
38%
11%
Value of relationship with influencers
51%
37%
12%
% of PR campaign budget spent on measurement
44%
39%
17%
Ensuring standard approaches
44%
40%
16%
Impact of an event
35%
47%
18%
How often to measure ongoing campaign
32%
49%
19%
Effects of sponsorship
27%
48%
25%
How soon after a campaign to measure
21%
42%
37%
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
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
ISSUE
% Agree
% Neutral
% Disagree
Global PR professional organizations should make
educating clients about proper PR measurement a top
priority
72%
8%
20%
Common definitions for the ROI of PR are needed
68%
11%
21%
Barcelona Principles were a good start, but now we
must get more specific
65%
17%
18%
The language of PR measurement needs to change
to connect better with the C-Suite and Board table
56%
27%
17%
A common set of measurement standards already
exists, but they are not applied in the PR
measurement profession
36%
31%
33%
A common set of standards for PR measurement is
not necessary
21%
11%
68%
Common terms and definitions for the measurement
of PR do not exist at all
37%
29%
34%
Barcelona Principles are the common set of
standards the industry has been lacking
38%
38%
24%
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?
Views from PR’s Professional Organizations
Speakers
Public Relations Society
of America
ICCO
Institute for Public
Relations & IPR
Measurement Commission
AMEC
Council of PR Firms
Ben Levine
Richard Houghton
Professor Donald
K. Wright
Mike Daniels
Tim Marklein
Public Relations Society
of America
Ben Levine
Ketchum Pleon
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
Richard Houghton
President, ICCO
Consultants and evaluation
– the challenge
•Consultants do want to evaluate, absolutely!
•But things get in the way...
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?
•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
• 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
•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
• 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
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
• 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*
• 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
• 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 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
Good researchers debate tools,
great researchers debate questions
The Valid Metrics Matrix
COMMUNICATION / MARKETING FUNNEL
Awareness
Knowledge/
Understanding
Interest/
Consideration
Preference/
Support
Action
Public
Relations
Activity
P
H
A
S
E
S
Intermediary
Effect
Target
Audience
Effect
Org/
Biz
Result
Public
Education/
Not-for-Profit
Awareness
Public
Relations
Activity
• Media engagement
• Blogger engagement
• Influencer
engagement
• Events/ speaking
opportunities
• Content creation
• Site/social media
posts
Intermediary
Effect
•
•
•
•
(Media, Bloggers)
•
•
•
•
•
Target
Audience
Effect
(General Public)
Number of articles
Frequency
Prominence
Target audience
reach/ impressions
Earned media site
visitors
Social network
site/channel visitors
Video views
Cost per thousand
reached
SOV in target
media/online
discussion
• Unaided awareness
• Aided awareness
Understanding
Interest
Support
• Key message
alignment
• Accuracy of facts
• Key message
alignment
• Expressed opinions
• Frequency of
(positive) mentions
• SOV in target
media/online
discussion
• Social network fans
and followers
• Retweets/likes/
linkbacks
• Online comments
• Endorsement by
journalists and/or
influencers
• Expressed
recommendations
• Rankings on industry
lists
• Social network fans
and followers
• Retweets/likes/
linkbacks
• Online comments
• Knowledge of facts
• Expressed opinions
in online communities
• Acknowledgement of
relevance of issue by
target audience
• Visitors to site
• Click-thru to site
• Time spent on site
• Site downloads
• Calls to infoline
• Event/meeting
attendance
• Expressed advocacy
• Links to site
Action
• Progress against
target (e.g. reduction
in teen pregnancies)
• Cost savings
• Contributions
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
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
Mike Daniels
Report International
Chair, AMEC
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
• 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
• 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
Tim Marklein
Practice Leader, Technology & Analytics, WCG
Co-Chair, Measurement Committee, Council of PR Firms
Web: www.prfirms.org
Twitter: @CouncilPRFirms
CPRF Leadership Commitment
“Along with the greater share of marketing
budgets going to public relations agencies comes
pressure to provide greater accountability for
the value firms provide. We think there is an
opportunity to bring even more revenue to
member firms if we can build on the
measurement standards some other industry
organizations have created as a framework.”
-- Andy Polansky, 2011 CPRF Chair
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”
At the end
“ANALYTICS”
All the time
“ANALYTICS”
All the time
Measurement 2020: Imperative #2
IMPRESSIONS
ENGAGEMENT
Count the eyeballs
Show the impact
“ANALYTICS”
All the time
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?
WHAT CLIENTS WANT
2020 Measurement Agenda
Philips’ Perspective
André Manning, VP, Global Head External Communications &
Acting Head Global Marketing & Communications
Royal Philips Electronics
Philips’ Measurement System
OneVoice
Consumer,
Lighting &
Corporate
Healthcare
& Corporate
OneVoice Measurement Philosophy
Outputs
• 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?
Outcomes
• Are we driving
awareness of
products?
• Are we driving brand
relevance?
• How is
communications
impacting brand
reputation?
Business Results
• Are we maintaining,
How does
communications
impact bottom-line
financial results?
45
How OneVoice Measures
Online Dashboard
Reach and
Share of Voice
Message
penetration
Product coverage
drivers
46
How OneVoice Measures
Facebook Pages Universe
How OneVoice Measures
Monthly Scorecard
March
February
Monthly Net Change (+/-)
Total # of impressions
285
216,899,003
234
198,840,298
51
18,058,705
AMS (from -100 to 100)
51.43
60.96
-9.53
Net Promoter Score (NPS)*
7.57
8.05
-0.48
Message Penetration
(% with 2+ messages)
68.4%
51.5%
16.9%
Tone (positive coverage)
54.0%
65.0%
-11%
Total # of articles
Volume by Sector
9%
Corporate
Lighting
49%
34%
CL
Healthcare
8%
Net Promoter Score
(NPS)
9.00
8.67
8.62
8.45
8.42
8.39
8.25
8.24
7.81
7.73
7.65
7.50
7.38
7.19
6.96
6.74
LatAm
India.
Brazil.
APAC
Middle East.
Greater China
Nordics
UK
Iberia
Global/Regi…
North America
Japan.
Italy.
DACH
Benelux
France.
0.00
*Net Promoter Score is the conversion of AMS to a Promoter Score
N/A means no data was available for the month
5.00
10.00
Message Penetration
(% with 2+ messages)
Nordics
Brazil.
APAC
Benelux
Greater China
India.
Middle East.
LatAm
France.
North America
DACH
Global/Regional
UK
Iberia
Japan.
Italy.
100%
100%
90%
90%
85%
83%
67%
67%
58%
53%
46%
45%
41%
25%
0%
0%
0%
50%
100%
48
Net Promoter Score
Where to Focus Communication Efforts?
France
4
Purchase Reason
What to Focus Message On -- Business
What I Wish We Knew
1. How does reputation drive brand equity?
2. How do we quantify the value of communications on
incremental sales?
3. How does a Net Promoter Score in media coverage
drive purchase, recommendation, advocacy &
consideration?
4. How should social media be measured?
5. How should we evaluate owned media to effectively
manage its development?
By 2020…
I want answers to
these questions
Charting Your Course
Meenu Handa
Director, Corporate Communications
Microsoft India
The old
Vs.
The new
Media Releases
Story Pitches
PR Campaigns
Events
Social media
Top Stories
Proactive
placements
Ongoing Reactive
Measurement
Connecting the dots!
Revenue
Share
Audiences
Customers and partners
Brand / Perception
Preventing and managing bad news
Building Relationships
56
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
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?
Social media measurement?
Broadcast measurement?
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?
• July 15 – draft agenda to delegates
•July 30 – comments due
•August 15 – final agenda