Measurement Agenda 2020 Debate Sponsored by
The Measurement Agenda 2020Our Commitment to a Lisbon Legacy
Moderator David B. Rockland, Ph.D., Partner / CEO
Ketchum Pleon Change and Global Research
Seven Principles of PR Measurement
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
Part 1: WHAT THE INDUSTRY BELIEVES IS
IMPORTANT
Future of PR Measurement & EvaluationSurvey 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 understoodacross 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 our Professional Organizations
Speakers
Public Relations Societyof America Ben Levine
ICCO Richard HoughtonInstitute for Public Relations & IPR Measurement Commission
Professor Donald K. Wright
AMEC Mike DanielsCouncil of PR Firms Tim Marklein
Public Relations Societyof America
Ben LevineKetchum Pleon
PRSA’s commitment to promote measuring the value of public relations
• Entered into a strategic partnership with AMEC.• Support and promote AMEC’s work to PRSA members.
• Build on Business Case for Public Relations™ initiatives:
• Established a measurement task forcethat issued a broad set of recommended measurement standards for a variety public tactics and outcomes.
• Developed a measurement toolkit and other measurement resources.
• Create profiles for industry leaders each month asking them to reflect on how his or her career makes the case for public relations.
Awareness Knowledge Consideration Preference Action
Public Relation Activity
• Made donations to Pennsylvania State University and University of California, Davis and to The Pollinator Partnership, an organization dedicated to preserving honey bee health.
• Created Bee Board with PSU and UCD scientists and beekeepers.• Launched bee-dependent flavor, Vanilla Honey Bee, with percentage of sales to go towards CCD
research. Also created special logo for all bee-dependent products and printed CCD info on pint lid.• Prior to official launch, brand announced the campaign to beekeeping and scientific community at an
industry conference, encouraging them to act as brand ambassadors.• Created comprehensive media strategy, including scientific, agricultural, environmental, gardening,
and beekeeping trade outlets, expanding beyond traditional lifestyle and food outlets.• Developed B-roll featuring HD plant footage, Bee Board members, and bees pollinating crops.• Million Seeds Challenge- reached out to bee supporters online using Craigslist and MeetUp.com.• During national Pollinator Week, HD and The Pollinator Partnership hosted a briefing on Capitol Hill.
IntermediaryEffect
• More than 277 million media impressions (total media goal: 125 million impressions in year one)
• 1,097 unique news placements including CNN, AP, NPR, WSJ, Today, NYT, Everyday with Rachel Ray (HD was mentioned in the headline or lead)
• Virtually 100% of the media coverage carried brand name/product mentions and key PR messages
• 93% of all media coverage was positive toward the brand
Target Audience Effect
• Survey showed 8-point increase in awareness of the honey bee issue
• HD also had the highest unaided brand recall among consumers identifying companies/organiza-tions working to help the honey bees
• Survey showed a 6-point increase in accurate identification of the issues
• 469,798 unique visitors to the site and viewed 8 pages per visit (82% above industry average)
• No. of new visits averaged 76% above industry standards
• 950+ consumers and organizations contacted HD with requests for info, offers to collaborate and compliments
• More than 1.2 m friendly flower seeds were accepted by community groups individuals, and local businesses
• HD experienced a 13% increase in brand advocacy rating (between Q1 and Q2) to 69%, the highest in the category
• 5.2% April sales increase – the largest single sales spike in a year and 4% growth sustained from April-July 2008
Brand Marketing/ Issues Support: Haagen-Dazs
loves Honey Bees (Ketchum)
The Business Case for Public RelationsAn important part of our mission at PRSA is to foster more accurate and better-informed perceptions of the value and role of public relations in the diverse organizations it serves. One way we are approaching this is through an industry advocacy campaign: “The Business Case for Public Relations™.”
Measurement and evaluation are the key to measuring value and making the “business case.”
How do we facilitate measuring value with public relations practitioners?
PROMOTION - Raise awareness about the importance of measuring value.PROFESSIONAL DEVELOPMENT - Train practitioners in measurement tools
and techniques.STANDARDS - Refine and promote standards and make them “real” for
practitioners.
The Consultants’ ViewRichard 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 AgendaICCO 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 UniversityMember of Board of Trustees IPR
Past Chair of IPR Measurement CommissionIPR 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• Formed in 1998, IPR’s Commission on Public Relations Measurement & Evaluation exists to establish standards and methods for public relations research and measurement, and to issue authoritative best-practices white papers.
• Commission members are elected from the four major pillars of PR measurement practice.
• Academic Client (Corporate and non-profit)• Agency Research Services Providers
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
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 DanielsReport 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…
Catching up with clients
• 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 MarkleinPractice Leader, Technology & Analytics, WCG
Co-Chair, Measurement Committee, Council of PR Firms
Web: www.prfirms.orgTwitter: @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
“ANALYTICS”All the time
“ANALYTICS”All the time
“MEASUREMENT”At the end
Measurement 2020: Imperative #2
“ANALYTICS”All the time
IMPRESSIONSCount the eyeballs
ENGAGEMENTShow the impact
Measurement 2020: Imperative #3
ROI = ROI“Results” ≠ ROI
227 Stories ≠ ROI
Value of PR = Tangible + Intangible
Value of PR > ROI
Value of PR = Near-Term + Lasting
400K Fans ≠ ROI
ROI = Money In, Money Out
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
Philips’ Measurement SystemOneVoice
Healthcare & Corporate
Consumer, Lighting & Corporate
OneVoice Measurement Philosophy
• 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?
42
Outputs
• Are we driving awareness of products?
• Are we driving brand relevance?
• How is communications impacting brand reputation?
Outcomes
• Are we maintaining, How does communications impact bottom-line financial results?
Business Results
How OneVoice MeasuresOnline Dashboard
Reach and Share of Voice
Product coverage drivers
Message penetration
43
How OneVoice Measures Facebook Pages Universe
45
How OneVoice Measures Monthly Scorecard
March February Monthly Net Change (+/-)
Total # of articles 285 234 51Total # of impressions 216,899,003 198,840,298 18,058,705AMS (from -100 to 100) 51.43 60.96 -9.53
Net Promoter Score (NPS)* 7.57 8.05 -0.48Message Penetration(% with 2+ messages) 68.4% 51.5% 16.9%
Tone (positive coverage) 54.0% 65.0% -11%
*Net Promoter Score is the conversion of AMS to a Promoter ScoreN/A means no data was available for the month
49%
8%
34%
9%
Volume by Sector
Corporate
Lighting
CL
Healthcare
6.746.967.197.387.507.657.737.818.248.258.398.428.458.628.679.00
0.00 5.00 10.00
France.Benelux
DACHItaly.
Japan.North America
Global/RegionalIberia
UKNordics
Greater ChinaMiddle East.
APACBrazil.India.
LatAm
Net Promoter Score(NPS)
0%0%
25%41%
45%46%
53%58%
67%67%
83%85%
90%90%
100%100%
0% 20% 40% 60% 80% 100%
Italy.Japan.Iberia
UKGlobal/Regional
DACHNorth America
France.LatAm
Middle East.India.
Greater ChinaBenelux
APACBrazil.
Nordics
Message Penetration(% with 2+ messages)
4
France
Net Promoter ScoreWhere to Focus Communication Efforts?
Purchase ReasonWhat 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 HandaDirector, Corporate Communications
Microsoft India
The old The newVs.
Connecting the dots!
Media ReleasesStory PitchesPR CampaignsEventsSocial media
53
Top Stories
Proactive placements
Ongoing Reactive Mea
sure
men
t
Preventing and managing bad news
Building Relationships
RevenueShareAudiencesCustomers and partnersBrand / Perception
Getting the Most out of
Measurement.
29
Designed specifically for our needs
Insights and ability to make decisions
Improves stake holder engagement
Rating effectiveness of PRCampaigns – ROI analysis
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?
DRAFT STATEMENTS: What are the top needs?
1. Measure how internal and external communications drive employee engagement and supports business goals
2. Create and adopt best-practices approaches and standards for culture change measurement
3. Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit
4. Develop new business-focused language to align with other top management functions
5. Continue to push for the elimination of AVEs and the adoption of valid metrics
6. Define approaches that show how corporate reputation builds/creates value
7. Create and adopt global standards for social media measurement8. Determine standard approaches for the inclusion of PR in market mix
and other analytical models9. Determine standard approaches to determine how PR drives brand
equity10. Institute a client education program such that clients insist on
measurement of outputs, outcomes and business results from PR programs
How the delegates voted
The priorities for action in the Measurement Agenda 2020 were identified by delegates as:
• 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
What Happens Next?
• July 15 – draft agenda to delegates• July 30 – comments due• August 15 – final agenda• We encourage collaboration with other bodies on
making the Measurement Agenda happen!