Taking the next right step

1. PR Measurement Taking the next right step

2. Today’s Topics Overview of the Barcelona Principles 3 essential measurement questions Case study

3. Background: Barcelona Principles 2010 the PR industry gathered in Barcelona, Spain 33 countries represented Agreed on 7 principles of measurement

4. The 7 Barcelona Principles 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

5. Why Are The Barcelona Principles Relevant? Creates a consensus in the industry Distinguishes PR as a driver of business results Quantifies and validates our work

6. What Problems Are You Trying To Solve? Sales? Awareness? Satisfaction? Recruitment?

7. What Actions Do You Want People To Take?

8. How Will You Measure Actions? Choose proper tools Benchmark and analyze results Share results internally

9. Case Study: Alzheimer’s CARE Launch Objective: Create awareness and consideration

10. Please contact us with any questions. We appreciate your interest. 888-296-2411 www.alberscommunications.com @alberscg www.facebook.com/alberscommunicationsgroup

11. A comprehensive measuring strategy that fulfills the Barcelona Principles

12. VS. “Taco Bell employee pic licking taco shells goes viral, reminds of past horrors” –examiner.com; June 4, 2013 Ad value: $214,315.43 “Chef Lorena Garcia creates new menu item for Taco Bell” – examiner.com; Feb 1, 2013 Ad value: $198,339.19

13. Goal: A comprehensive measuring strategy that fulfills Barcelona Principles. Thus, a good metric should/should be: • Set clear goals • Containing Quantitative and Qualitative Measures • Replicable and Transparent

14. What to do instead of AVE’s? Tone + Drivers + Position + Mention Type (focus) + Circulation Points = Impact *Right mix depends on needs (Principle 1)

15. The Taco Bell stories, measured with the B principles: As opposed to ad values, in which the shell-licker wins

16. 10 points if positive 5 for neutral -15 for negative -points per qualitative driver, topic or key message hit

17. Positioning • 25 points for the front page • 10 points front page any other section • 5 points anywhere else • Can do with broadcast and web (primetime vs. early morning, main page vs. subpage)

18. Mention Points: • 20 points if focus of article • 5 if mere mention • Publication points: • 45 points if in high circ outlet • 30 if mid-market outlet • 15 if small market outlet Add up tone points, “Q” points, positioning points, mention points and publication points, and each piece of media has a score….

19. …each article’s score can be aggregated, and you have a score for each Media type: Aggregate them together, and you have a Total score: These charts tell you whether or not your efforts are successful!

20. Scoring system can apply to social media as well: Set goals, then create measurement system based on needs To conclude, does the metric meet the Barcelona Principles……?

21. Goal: A comprehensive measuring strategy that fulfills Barcelona Principles. Thus, a good metric should/should be: • Set clear goals • Containing Quantitative and Qualitative Measures • Replicable and Transparent