Don´t count the people, you reach

Reach the people, who count

Vienna – BerlinDPRG, ICV and PRVA

Berlin – Barcelona – Lisbon – DublinBy Global Alliance, ICCO, Institute for Public Relations, Public Relations Society of America, AMEC U.S & Agency Leaders Chapter

An international agenda

1. Importance of goal setting and measurement

2. Measuring the effect on outcomes is preferred to measuring outputs

3. The effect on business results can and should be measured where possible

4. Media measurement requires quantity and quality

5. AVEs are not the value of Public Relations

6. Social Media can and should be measured

7. Transparency and replicability are paramount to sound measurement

Barcelona: 7 principles of PR Measurement

Clash of culturesClippings!contacts!Tonality!!Awareness!Good relations

Turn over?Sales?Profit?Profitability?Cash Flow?

Common languageCommon language

5UNI/PUB SoSe 2012 KC

You can´t manage, what you can´t measure.

1

2

7Susanne SenftKommunikations-Controlling SoSe 2011e 2011

Manager

responsible for results/outcome

Controller

responsible for transparency

dialogue

Agree upon targets

Control activities

2

Organisation chart today

CEOCEO

MarketingMarketingProductionProduction DistributionDistribution

Procurement

Procurement

Public RelationsPublic Relations

3

CEOCEO

Public RelationsPublic RelationsProductionProduction Distributio

nDistribution

ProcurementProcurement ......

Communication objectives consequently and directly deduced from company

objectives

Organisation chart better

3

4

That´s what we need

Set up Basic Modell Communication-ControllingGermany – Austria

No new stuff esp. for communications

need to fit into existing planning and reporting methods in the company

13

Established planning-models

Sociopolitical perspective and reputation

14

14

Established planning-models

Impact-level-model

Input

Output

Outcome

Outflow

Ressources

manpower expenses

InternalOutput

EfficiencyQuality of process

Sticking to budgets /Readability /Error rate /Satisfaction internal clients

External Output

coveragecontent

ClippingsVisitsDownloadsShare of voice

Direct outcome

perceptionknowledge

reputation indexbrandimageLeadsInnovation ratio

Indirect outcome

emotionsentimentBehaviour

AwarenessUnique visitorsReaders per issueRecall recognition

Added value

Impact on strategic/financial targets and ressources

Turn overCost efficiencyBrand valueLeadsCompetence of employees

entity

measure

object organisation media target group organisation

Small impact on added value

Big impact on communication process

Bigger impact on added value

Smaller impact by communication process

sector

❙ media relations

❙ corporate publishing

❙ online-communication

❙ social media

❙ events

❙ internal communications

❙ investor relations

Reference frame

Key performance indicatorsPRVA

PRVA KPI media relations

PRVA KPI social media

What Good Media Analysis Looks Like:

Barcelona Principles

The 10 Golden Rules of Measurement1. Establish written goals

2. Measure the quantity and quality of media

3. Understand the same principles apply to traditional and social media

4. Do not use AVE as the value of PR

5. Add PR questions to tracking surveys to easily capture outcomes

6. Collect media data in a manner usable for market mix modeling

7. Recognize that analytics is the future of PR measurement—ROI is the answer (sic!)

8. Make sure all measurement is transparent

9. Use measurement to track progress and to design programs better

10. Realize that communications experts are not necessarily measurement experts

Barcelona Principles

Don´t count the people you reach

Reach the people, who count

• not for justification, but a steering-instrument

• helps defining objectives, following up and proofing performance

• Requires a careful handling of kpi and benchmarks

Summary