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Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

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Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, debateram metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.
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MEASUREMENT AND EVALUATION RESEARCH IN CORPORATE COMMUNICATIONS Paula Nobre Ana Raposo Escola Superior de Comunicação Social 19 de Maio 2011
Transcript
Page 1: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

MEASUREMENT AND EVALUATION RESEARCHIN CORPORATE COMMUNICATIONS

Paula NobreAna Raposo

Escola Superior de Comunicação Social19 de Maio 2011

Page 2: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

Analyze some methodologies of measurement andevaluation that have recently been proposed specially inacademic and research sets.

PURPOSE

Page 3: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

Public Relations = Corporate Communication

Strategic Management Function

Relationship Management between organisation - publics

Research and Evaluation are essential to PR activity

PUBLIC RELATIONS

Page 4: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Until the end of last century evaluation was not a main concern both for profissionals and academics

• This is not true any more!

• The last 10 years have been proficuous in evaluation on PR metrics

PUBLIC RELATIONS AND EVALUATION

Page 5: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• 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

BARCELONA PRINCIPLES

Page 6: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

Program levelIndividual communication programs

Functional level Evaluation of the overall PR function of a organization

Organizacional level The contribution that RP makes to the overall efectiveness

Societal levelEvaluations of the contrubution that organization make to the

overall welfare of a society

PR MEASUREMENT AND EVALUATION

Page 7: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

Setting Specific Measurable PR Goals and Objectives

• Measuring PR Outputs • Measuring PR Outtakes• Measuring PR Outcomes• Measuring Business and/or Organizational Outcomes

WHAT WE MEASURE

Page 8: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Measure the economic value of media coverage

• Comparing messages with completly different contents

• Not possible to measure the value of a negative new

• Not possible to measure the value of the non-coverage

• Focus on outpus instead of outcomes

MEDIAL RELATIONS AND AVE

Page 9: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Measuring only outputs on PR Programs is simplistic and inadequate

• We are not measuring the ability of PR to create value for the organization

WHAT’S BEYOND AVE?

Page 10: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

PR makes an organization more effective, when:

• Identifies the most strategic publics as part of strategic management processes

• Conducts communication programs to develop and maintain effective long-term relationships between management and those publics.

RELATIONSHIPS

Page 11: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Long-term relationships can be measured using six indicators :

– Control Mutuality– Trust– Satisfaction– Commitment– Exchange Relationship– Communal Relationships

HOW TO MEASURE RELATIONSHIPS

Page 12: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Positive relationships result in strong reputations

REPUTATION

Corporate reputation is a perceptual representation of acompany’s past actions and future prospects thatdescribes the firm’s overall appeal to all of its keyconstituents when compared with other leading rivals.

(Fombrun, 1996, pp.57)

Page 13: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Reputations can be measured by assessing the degree of Admiration, Trust, Good Feeling and Overall Esteem for companies (Reputation Institute)

• Reputation Quotient –standardized instrument criated in 1998 by Reputation Institute and Harris Interactive to measure perceptions of companies across industries and with multiple stakeholder segments

HOW TO MEASURE REPUTATION

Page 14: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Online survey to measure the reputation of the world's largest 2,500+ companies in 40 countries

GLOBAL RepTrak – PULSE REPORTS

Page 15: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• The RepTrak™ model not only measures the health of a company's reputation across stakeholders, countries and industries, but also examines which of 7 key driver dimensions most influences the company's reputation:

– Products / Services– Innovation– Workplace– Governance– Citizenship– Leadrship– Performance

GLOBAL RepTrak – PULSE REPORTS

Page 16: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Other tools to measure specific items that improve reputation process

– Media – Risk – Reputation Manual – Alignment – Workplace – Country

TOOLS

Page 17: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Are radically altering the marketplace and the nature of stakeholder relationships

• Democratization of content

• Shift in the role people play in the process of reading and disseminating information

• Two way symmetric dialogue – organisation/public

• Interactive nature

SOCIAL MEDIA

Page 18: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• What the cyber media is writing about you and what your constituencies are seeing about you (and your competition)

• What is the size of the impact you are having

• What your constituencies are saying about you

• What your constituencies think about you

• What action, if any, your constituencies are taking

WHAT DO YOU NEED TO KNOW IN CYBERSPACE?

Page 19: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Conversation Index• Conversations or Threads by Keywords• Traffic • Leads or Sales• Calls to Action • Engagement• Autorithy• Education and Participation• Registrations, Membership, and Community

Activity

NEW METRICS FOR PR 2.0

Page 20: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

• Google • Radian6 • BuzzLogic• Neilsen BuzzMetrics• Social Networks and microcommunities• Blogpulse Conversation by Neilsen BuzzMetrics • Web & Social Analytics

TOOL EXEMPLES

Page 21: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

Identification and evaluation of PR value to society↓

Communication is a key element to overall evaluation of the organisation performance

↓ Sustentability e CSR

- Certification SA 8000- Sustainability Reports (Guidelines GRI)

EVALUATION AT SOCIETAL LEVEL

Page 22: Presentation Paula Nobre ESCE EACD Lisbon Debate 2011

FINAL CONSIDERATIONS

“Public Relations is about building relationships. In buildingrelationships we maintain connections betweenorganizations and the people they need to deal with inorder to function.

Working relationships which have a continuous dialogueso they can be sustained, observed, nurtured andadapted depending on the impact each party has onthe other.”

Catherine Arrow, in What is Public Relations,www.prconversations.com


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